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Etisalat and Dubai Electricity and Water Authority (DEWA) today signed a memorandum of understanding to jointly support customers with an innovative new mobile loyalty app focused on providing products and services for all DEWA's customers.

The MoU was signed by Saleh Al Abdooli, Group Chief Executive Officer, Etisalat, and Saeed Al Tayer, Managing Director and CEO, DEWA. The initiative is in line with the National Happiness Agenda, which aims to make UAE the happiest of all countries, so that its citizens can feel proud of being part of such a nation.

DEWA's MD and CEO, Saeed Al Tayer, said: "In line with our wise leadership's vision and guidance to improve government services, and to achieve the UAE Centennial 2071, which strives to position the UAE as the best country in the world, and Dubai as the happiest city in the world, we are delighted to add Etisalat Group to our list of companies that offer special deals and discounts to DEWA customers through our integrated DEWA Store. This agreement is part of DEWA's efforts to consolidate its position as part of every community member's life, catering to their needs and exceeding their expectations to ensure satisfaction by providing value-added services, and contributing to enhancing everyone's happiness."

Saleh Al Abdooli, Group CEO of Etisalat, said: "We are delighted to be working in partnership with DEWA to promote and make the availability of Etisalat eLife and mobile products and services across a wider partner base. This will give DEWA and our customers the flexibility of purchasing our services at their convenience at more locations across the country.

"This partnership is in line with Etisalat's corporate strategy focused on 'Driving the Digital Future to empower societies' enabling our consumers with solutions and services on this digital journey. Etisalat works closely with its partners to provide a digital experience on various platforms empowered by our robust network and infrastructure across the country."

Under the terms of the MoU, DEWA will integrate and make available Etisalat's eLife products, offers and services through its rewards program for its existing and new customers. Customers will be able to subscribe to eLife services directly through DEWA's new loyalty store as a one-stop shop. Many offers over and above eLife products will be included, such as discounts on home furniture, home electronics and removal companies.

DEWA will promote its rewards program in all its marketing channels and subsequently, Etisalat and other partner offers participating in its rewards program. Etisalat will on its part promote DEWA's rewards program in all its channels, including its offers, as well as allow all of its subscribers to access DEWA's Rewards Program free of charge.