Fast eSIM
A physical SIM conversion to eSIM was completed smoothly in about five minutes.
e& (etisalat and) - Dubai Hills Mall
Dubai Hills Estate
e& at Dubai Hills Mall is a telecommunications service provider where you can manage mobile plans, SIM ownership and eSIM conversions, as well as ask about home internet. It is worth considering when an in-store representative can resolve a technical or account query quickly.
Reputation Score
3.3
★★★☆☆
172 ratings
Source: Google Maps
The Good Stuff
Quick Queries
One home Wi-Fi query was understood and resolved in 10 minutes instead of taking an hour.
Patient Help
Customers describe patient guidance through questions, account tasks and family members’ service needs.
Efficient Service
A multi-SIM request was completed in under 10 minutes, according to one customer.
Plan Changes
The branch handled SIM ownership changes and new bundle subscriptions with an explanation of the available options.
Tips for a Better Visit
Check Charges. Before paying, ask for a breakdown of every charge and when the invoice will be available.
Confirm Offers. For promotional plans, confirm the monthly rate, activation fees and any add-ons in writing before signing.
Allow Time. Build in extra time for account changes: one customer waited a week for a package update and then chased support.
Test Equipment. If buying a router or accessory, test it promptly; one router reportedly failed from the first day.
Check Outages. For home internet, ask for a resolution date or alternative if service is already down.
Try Off-Peak. Consider visiting outside busy periods, since one review specifically mentions long waiting times.
Plan the visit
Practical details
Dubai Hills Mall - 1st floor - 999 Umm Suqeim St
Hadaeq Sheikh Mohammed Bin Rashid, Dubai
| Mon | 10:00 AM – 11:00 PM |
| Tue | 10:00 AM – 11:00 PM |
| Wed | 10:00 AM – 11:00 PM |
| Thu | 10:00 AM – 11:00 PM |
| Fri | 10:00 AM – 12:00 AM |
| Sat | 10:00 AM – 12:00 AM |
| Sun | 10:00 AM – 11:00 PM |
Popular Mentions
Home WiFi service
Home WiFi support is a recurring reason for visits, although reviews describe both quick resolutions and unresolved technical issues.
Smile points
The branch can help customers check expiring Smile points and understand their AED value for in-store purchases.
Common Concerns
Billing Clarity
Customers report unexplained extra charges, multiple bills and invoices not being available before payment.
Internet Issues
Home internet complaints include speeds around 20 Mbps on a 500 Mbps package and outages lasting over 48 hours.
Slow Support
A contract package change reportedly remained unupdated for a week, while call-centre waits reached 40 minutes.
Long Waiting
At least one visitor reported waiting a long time for service at the branch.
Uneven Service
Reviews range from attentive assistance to reports of ignored requests, gossiping staff and dismissive behaviour.
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The Bottom Line
e& at Dubai Hills Mall is a branch for practical telecom tasks rather than just phone shopping. Customers mention changing mobile plans, transferring SIM ownership, converting a physical SIM to an eSIM, arranging multi-SIM service and handling home Wi-Fi queries. Several reviews describe staff who explain options carefully and finish straightforward requests quickly; one eSIM conversion took about five minutes, while a multi-SIM request took under 10 minutes.
The experience is uneven. Some visitors received patient help with account questions, EID updates and family members’ billing or Smiles points. Others describe staff who could not explain current offers, ignored a SIM-renewal request or gave information that conflicted with the website and call centre.
Waiting times can also stretch, especially when a request needs follow-up beyond the branch. Billing deserves particular attention. Reviews mention extra charges that were not explained, invoices unavailable before payment, and a promotional plan quoted at 300 AED per month later producing a 500 AED bill.
Confirm the full package cost, fees and cancellation terms before signing. Home-internet support is another caution: customers report prolonged outages, a router that failed from day one and speeds around 20 Mbps on a 500 Mbps package. For simple in-store changes, it may be convenient; for unresolved technical or billing problems, arrive with time and keep every confirmation.