Etisalat Acquires A Stake In SoftAtHome To Enhance Your Digital Experience

In yet another technology-pioneering initiative, Etisalat acquired a 16.6% stake in SoftAtHome, a software provider of home operating platforms that helps service providers deliver convergent applications for the Digital Home. The acquisition will enable Etisalat to develop and provide a holistic digital home experience to its customers, thereby, bringing about a paradigm shift in the way technology is consumed today. Etisalat will be demonstrating SoftAtHome’s solutions for the Digital Home, on their stand during the Gitex Technology Week in Dubai.

SoftAtHome develops and markets a Home Operating Platform that enables Service Providers and Telecom Operators to deliver innovative and convergent applications for the Digital Home. Operators can combine different services such as voice, video, user interface, security, network access, connectivity or management and deploy them across different devices in the home including Home Gateways (HGW), Set Top Boxes (STB), Mobile phones and PCs. With a new platform, SoftAtHome is fostering a new business model where 3rd party application developers play a key role by bringing innovation in the Digital Home market.


Etisalat has selected the SoftAtHome Operating Platform (SOP) to deploy their new multiplay solution offering including IPTV, Video on Demand, Personal Video Recording, Internet TV, digital content sharing and broadband access. The solution will be deployed on STBs and HGWs across the UAE first, followed by other countries where they have a presence, in a phased manner. Etisalat will leverage the open approach of the SoftAtHome Operating Platform to work with 3rd party application developers and create innovative applications in the Digital Home domain across the Middle East.

Commenting on this association, Humaid Rashid Sahoo Alsuwaidi, Chief Executive Officer –E-vision, Etisalat said: “Technology and innovation are the two cornerstones of Etisalat’s strategy of extending reach to its customers. In more than three decades of continuous innovation, Etisalat has always strived to provide a unique experience to its customers that enhances their convenience and provides a distinct value. By investing in our relationship with SoftAtHome, Etisalat plans to strengthen its technology leadership in the Digital Home services in the Middle East, while furthering its vision and commitment to provide pioneering solutions to its customers. We are delighted to join this new endeavor and help shape the future of the Digital Home market.”

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Tarek is the founder and chief researcher at Youngberry, a youth research and marketing firm dedicated to the region. Tarek founded and previously worked as Manager at Flip Media (Interactive Agency), (Job Site) and Consulting House Qatar (Consulting firm). He is researcher and writer on internet & disruptive innovation, entrepreneurship, and youth culture.