Quick visits
Some customers report fast, smooth service with no waiting.
e& (etisalat and)
Downtown Dubai
In Downtown Dubai, e& is a telecom provider and retail store where you can arrange mobile service, broadband internet, or buy devices. Reviews point to both a fully automated EASE shopping experience and practical SIM-card visits, though support quality can vary sharply.
Reputation Score
2.9
★★★☆☆
117 ratings
Source: Google Maps
The Good Stuff
EASE shopping
The EASE store uses QR entry, app-based carts, self-service screens and robots for a fully automated purchase.
Helpful staff
Several reviews describe individual visits where staff were helpful, supportive and friendly.
Smooth service
One recent customer described the service as great and quick.
Tips for a Better Visit
Check contracts. Before accepting a promotion, ask whether it is a 12-month contract and what cancellation costs apply.
Allow time. For branch service, allow extra time or visit off-peak; one customer waited 58 minutes to be served.
Verify hours. Confirm the branch closing time before travelling, as one visitor found it closed at 11:15pm despite posted hours.
Bring documents. Ask exactly which documents or stamps are needed before taking a token; one visit failed because a stamp was missing.
Track cancellation. Keep records of cancellation requests and bills, since one customer said charges continued after the process had supposedly started.
Plan the visit
Practical details
Unit SF - 091 - 1 - Financial Ctr St
Burj Khalifa - Downtown Dubai, 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 – 12:00 AM |
Popular Mentions
physical sim card
Physical SIM cards are mentioned in connection with branch visits and replacement requests.
prepaid card
A prepaid card promotion was reported to include free redemption options such as a burger.
12-month postpaid contract
One customer reported being placed on a 12-month postpaid contract with minutes and data after a promotional call.
Common Concerns
Billing disputes
Customers report continued billing after cancellation requests, including extra cancellation fees and later demands.
Hotline waits
The 101 hotline is reported to leave callers on hold for more than 26 minutes without an answer.
Unclear contracts
One customer says a promotional call did not clearly disclose a 12-month contract and cancellation penalty.
Long queues
Branch visits can take considerable time; one customer waited 58 minutes before being served.
Access hurdles
Customers have criticised QR entry, gates and self-service systems that made basic visits harder.
Customer-reported prices
These are customer-reported mentions, not a current price list. Prices may have changed.
AED 125 + VAT (AED 131)
12-month postpaid contract
“But later I found out it’s actually a 12-month postpaid contract for AED 125 + VAT (AED 131) with 200 minutes and 6GB data — and now I’m told I must pay over AED 200 just to cancel”Google review · November 2025
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The Bottom Line
e& in Downtown Dubai combines telecom services with a device shop. You can arrange mobile service, broadband internet, a data or physical SIM card, and selected phone purchases. The EASE store is the unusual part: one review describes entering with a QR code from the app, collecting shelf items that were automatically added to a cart, ordering phones through self-service screens and having robots deliver them.
The experience is inconsistent. Some customers describe quick, smooth visits and helpful staff, while others report long waits, confusing tokens, unhelpful assistance at self-service kiosks and difficulty getting through to a human on 101. A 58-minute wait was reported at the branch, and another customer spent two hours only to discover a required stamp was missing.
Check opening hours before making a late trip; posted timings were reportedly inaccurate. Be especially careful with plan terms and add-ons. Reviews mention mobile data disappearing, automatic renewals and promotions that allegedly failed to explain a 12-month postpaid commitment or cancellation penalty.
If you are cancelling, keep every request and bill, then confirm when billing has actually stopped. The store may suit straightforward purchases or tech-led shopping, but complicated billing, SIM replacement and contract issues could take patience.