Quick eSIM
A SIM-to-eSIM change was completed in under 10 minutes.
e& (etisalat and) - Dubai Festival City Mall
Dubai Festival City
e& at Dubai Festival City Mall is a telecommunications service provider where you can handle mobile services, including prepaid and eSIM requests, as well as home Wi-Fi plans. Reviews suggest the experience can be very efficient when the store is running smoothly, though service consistency varies.
Reputation Score
3.5
★★★★☆
250 ratings
Source: Google Maps
The Good Stuff
Wi-Fi Guidance
Customers report clear explanations of available Wi-Fi plans and a smooth setup process.
Account Linking
One visit successfully combined a mobile SIM and home internet under the same Emirates ID.
Fast SIM Service
A customer reported having a SIM fitted in roughly two minutes while in a hurry.
Cancellation Help
A cancellation was completed with step-by-step guidance, including help resolving a cash-payment problem.
Tips for a Better Visit
Choose Timing. Try visiting outside busy periods; one review says the branch can get busy and waiting may follow.
Check Numbers. When taking a new SIM, test the number and confirm it is not still associated with another user’s WhatsApp.
Confirm Updates. After a SIM update, confirm the number is active before leaving, since one customer was inactive for days after a failed update elsewhere.
Plan Cancellations. Ask at the counter whether your cancellation can be processed in-store; one visitor was redirected to customer services.
Check Machines. For prepaid purchases, allow time for a machine issue or ask whether the payment machine is working before starting.
Keep Documents. After any SIM or Emirates ID transaction, check that your ID has been returned and the requested update is complete.
Plan the visit
Practical details
Dubai Festival City - Floor beside Mashreq Bank
Al Kheeran - Dubai Festival City, 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 – 10:00 PM |
| Sat | 10:00 AM – 12:00 AM |
| Sun | 10:00 AM – 12:00 AM |
Popular Mentions
prepaid
The branch handles prepaid purchases, although one attempt was stopped by a machine error.
Etisalat WiFi service
A customer reported clear explanations of Wi-Fi plans and an efficient setup at the branch.
sim replacement
SIM replacement is handled at the branch, but one customer reported being quoted a substantial charge.
cancel my service
The branch can handle service cancellation in some cases, with one review describing completion from start to finish.
Common Concerns
Long Waits
One visitor waited more than 30 minutes and said priority assistance was not provided during pregnancy.
Machine Errors
A prepaid purchase could not be completed because the machine failed.
Uneven Support
Reviews range from smooth, attentive help to staff refusing to answer questions or fix problems.
Expensive Plans
One customer considered the Etisalat plans expensive compared with alternatives.
Staff Conduct
Several reviews describe rude or raised-voice interactions, including complaints about how customers were treated.
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The Bottom Line
e& at Dubai Festival City Mall handles practical telecom jobs rather than just sales. Reviews mention buying or changing SIMs, moving a number to eSIM, prepaid purchases, cancelling a service and setting up home Wi-Fi. One eSIM change took under 10 minutes, while another customer had a SIM fitted in about two minutes, so straightforward requests can be very quick.
The strongest experiences involve patient explanations and hands-on problem solving. A Wi-Fi customer said the available internet plans were explained clearly and the setup was smooth. Another review describes mobile SIM and home internet being combined under one Emirates ID after a long-running effort elsewhere.
Cancellation support has also worked well when the right process is available. That consistency is the main caveat. The branch can get busy, with one visitor waiting over 30 minutes, and a prepaid purchase failed because of a machine error.
Other reviews describe staff as uncooperative, rude or unwilling to resolve issues in-store. Plans have also been called expensive, and a customer was asked about a 525 aed SIM-replacement charge. Visit at a quieter time if possible, verify a new number before leaving, and confirm that SIM or Emirates ID updates are complete.
For cancellations, ask upfront whether the branch can process yours or whether customer services is required.