eSIM setup
A customer received clear, step-by-step help replacing a lost physical SIM with an eSIM.
e& (etisalat and) - Deira City Center
Port Saeed
e& at Deira City Centre is a telecommunications store in Port Saeed for SIM and eSIM services, account changes, recharges and selected devices or accessories. Reviews show that Home Wireless plans and straightforward SIM transactions can be handled smoothly, though service quality varies considerably by visit.
Reputation Score
3.1
★★★☆☆
466 ratings
Source: Google Maps
The Good Stuff
Home Wireless
One Home Wireless plan application was described as easy, smooth and completed without a long wait.
Quick service
A customer visiting around 5pm was served without waiting and had their case resolved quickly.
Accessible location
The branch is inside Deira City Centre on the first floor, with access near the ticket-counter exit.
Easy machines
One review found the self-service machines straightforward to use.
Ownership help
A SIM ownership transfer was completed smoothly and without hassle in one customer’s experience.
Tips for a Better Visit
Bring ID. Carry your Emirates ID for SIM-related requests; one review specifically lists it as necessary for the token-based service.
Check machines. If you need a SIM replacement, check whether the self-service machine is working before relying on it.
Verify account type. Ask whether your request belongs to a consumer or business channel before visiting, since business packages were redirected elsewhere.
Confirm hours. Verify the branch’s actual closing time before a late visit; several customers found the doors closed at 10pm despite later listed hours.
Test accessories. Open and test accessories such as earphones in the store, as one faulty set required a return and delayed replacement.
Try off-peak. A night-time visit was described as uncrowded, so visiting later may sometimes reduce waiting, though hours should be checked first.
Plan the visit
Practical details
City Centre Deira - Level 3
Port Saeed - Deira, Dubai
| Mon | 10:00 AM – 10:00 PM |
| Tue | 10:00 AM – 10:00 PM |
| Wed | 10:00 AM – 10:00 PM |
| Thu | 10:00 AM – 10:00 PM |
| Fri | 10:00 AM – 12:00 AM |
| Sat | 10:00 AM – 12:00 AM |
| Sun | 10:00 AM – 12:00 AM |
Popular Mentions
SIM replacement
SIM replacement is available, although one customer needed help after the self-service machine failed.
Bluetooth earphones
Bluetooth earphones are sold at the store, but one customer reported a faulty right earphone and a delayed exchange.
Common Concerns
Staff redirection
Several customers were passed between employees for basic SIM, eSIM, PUK and replacement requests without clear ownership.
Machine failures
Self-service machines were reported as not working, leaving customers waiting or seeking assistance that did not arrive.
Account problems
An incomplete Emirates ID update reportedly led to a deactivated number and repeated visits to other branches.
Exchange policy
A faulty Bluetooth earphone set could not be exchanged immediately; the customer was told to wait three to four days.
Customer-reported prices
These are customer-reported mentions, not a current price list. Prices may have changed.
AED 125 + VAT (AED 131)
200 minutes and 6GB data
“On top of that, the monthly charge is AED 125 + VAT (AED 131) for 200 minutes and 6GB data — which is completely useless for me because I barely make calls”Google review · November 2025
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The Bottom Line
e& at Deira City Centre is a telecom store in Port Saeed where you can arrange a new or replacement SIM, replace a physical SIM with an eSIM, manage ownership transfers and sign up for services such as Home Wireless. It also sells devices and accessories, including Bluetooth earphones. The strongest reviews are about individual transactions handled clearly and efficiently.
One eSIM replacement was explained step by step, while a Home Wireless application was completed smoothly without a long wait. The branch is inside Deira City Centre on the first floor, and an older review describes a token system with customers called forward on an LCD screen. The main caution is inconsistency.
Customers report being redirected between employees for simple SIM, eSIM, PUK and replacement requests, sometimes while machines were not working. An incomplete Emirates ID update was blamed for a number being deactivated, and business-account customers were told to use another branch. Service and waiting times can therefore depend heavily on the visit.
Check the real opening time before going late, carry your Emirates ID, and test accessories before leaving. If your request involves a business package, cancellation or account update, confirm the correct channel first.