ServiceMarket Acquired by UAE Telecom Giant Etisalat by e&

etisalat servicemarket press release

Dubai 15 February 2023: Etisalat by e&, formerly known as Etisalat Group-Emirates Telecommunications Group Company PJSC), has completed today the acquisition of Service Souk DMCC β€œServiceMarket”, acquiring 100 percent of shareholding of the online marketplace. This acquisition is in line with the Group’s strategy to empower consumers, strengthen Smiles’ online marketplace presence and drive diversification of our business.

Founded in 2013, ServiceMarket is a leading online marketplace for household services. It currently offers more than 40 services under several verticals, including cleaning, home improvement, moving, healthcare, as well as beauty, and fitness, available across the UAE. It enjoys a strong market position that will complement Etisalat by e&’s existing marketplace services under the brand β€˜Smiles’ which already includes online food and grocery delivery, lifestyle offers, and the ability to earn and redeem points at more than 10,000 outlets across the UAE. 

Bana Shomali, Chief Executive Officer of ServiceMarket said: β€œWe are excited to join the Etisalat by e& family which will enable ServiceMarket to leverage e&’s digital capabilities and customer base to accelerate our growth and unlock significant synergies. As part of the Smiles ecosystem, we will continue to provide best-in-class services to consumers in the UAE and enrich our portfolio with new services to offer greater convenience every day.”

Etisalat Group has changed its brand identity to e&, effective on February 2022. Its strategy aims to accelerate growth through the creation of a resilient business model represented by the Group’s main business pillars.  Etisalat by e&’s commitment has always been to stay aligned with the UAE’s digitalization ambitions by providing best-in-class innovative solutions and harnessing advanced technologies, and increasing penetration of digital services. This acquisition contributes to e&’s overall strategy and the UAE’s ambitions of becoming a digital economy. 

Khaled ElKhouly, Chief Consumer Officer of Etisalat by e& said: β€œThe online household services market has demonstrated strong growth over the past few years with an increasing number of consumers preferring to access a broad range of services at the comfort of their homes, and through digital platforms they can trust. As a pioneer in the digital transformation journey for all UAE citizens, we have been expanding our portfolio of lifestyle services on the Smiles platform, including the recent addition of food and grocery delivery services. This acquisition is in line with our strategy to continue enriching the lives of our customers with a convenient range of services, within the Smiles ecosystem and drive diversification of our business.” 

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