The world´s largest telecommunication brands (by value) are AT&T and China Mobile, Huawei is the top vendor, D-Telekom is the most valuable brand in Europe and Etisalat in Middle East. The findings are part of Brand Finance’s latest ranking of the 300 most valuable telco brands presented at the Mobile World Congress in Barcelona.
Etisalat has been given 'The Most Valuable Telecoms Brand' in the Middle East and North Africa region at the Mobile World Congress in Barcelona.
It is in recognition for the company's increase in brand value by 40 per cent to $7.7 billion.
This is higher than any other telecom brand in the region and is the only one to break the 7 billion dollar mark.
“American companies are in the top of the ranking, the report shows that there is a decline in both in the brand value and profit. This is due to the big competition of the internet giants. Users prefer Skype, WhatsApp or Alexa… The teleco companies have to adjust their services to the needs to the consumers” said Euronews correspondent Christina Giner, who is in Barcelona.
Not only the traditional telecoms have to adjust, they have to move fast. According to Brand´ Finance's CEO David Haigh, telecoms in the Middle East are among the fastest changes and, therefore, the region in general is gaining more business weight. Etisalat is the winning brand for the Middle East region.
“Change is constant and certain players are very good at staying up with technologies. For example, Etisalat has dedicated itself in driving change through with the digital empowerment which is a very sensible and good idea and we are seeing that in many places” Haigh added.