Self-service
The self-service screen made a renewal and SIM card ownership change easy to complete.
e& (etisalat and) - Mirdif City Center
Mirdif
e& at Mirdif City Center is a telecommunications store and customer-support centre where you can manage mobile or home internet services, buy devices such as an iPhone, and handle SIM-related requests. Reviews suggest the self-service screen can make renewals and ownership changes much easier, though in-person waits vary considerably.
Reputation Score
2.9
★★★☆☆
507 ratings
Source: Google Maps
The Good Stuff
Large centre
One visitor found the centre large, clean and organised, with a straightforward layout.
Quick support
A customer reported receiving support within 10 minutes, even after losing their token number.
Home Wi-Fi
The branch handled a Home wireless WiFi cancellation request smoothly for one visitor.
Device sales
Reviews mention help with buying products, including an iPhone and selecting a monthly plan.
Tips for a Better Visit
Try self-service. For renewals or SIM ownership changes, try the self-service screen first; one review found it easy to use.
Check eligibility. Ask staff to verify eligibility before waiting for a number-transfer request, as one customer waited an hour before being refused.
Get terms written. For promotional plans, confirm activation deadlines and monthly charges in writing before paying.
Allow time. Build extra time into your visit: reviews mention waits of 35 minutes and nearly 1 hour 20 minutes.
Plan the visit
Practical details
Mirdif City Center - inside Mirdif City Center
Mirdif, 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 – 10:00 PM |
| Sun | 10:00 AM – 10:00 PM |
Common Concerns
Long waits
Ownership transfers can take a long time; one visitor waited almost 1 hour and 20 minutes to be served.
Unclear queues
Customers reported limited wait-time visibility, unclear calling procedures and too few seats during busy periods.
Business SIM
A business SIM request remained unresolved after two visits, despite the customer providing the requested documents.
Machine issues
A self-service bill payment machine failed to print a receipt, and staff reportedly declined to help.
Accessibility
One family reported that staff did not provide needed assistance while accompanying a son with autism and epilepsy.
DXB
LOCAL
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The Bottom Line
e& at Mirdif City Center handles mobile and home connectivity requests, including physical SIM cards, phone purchases such as an iPhone, WiFi-plan changes and cancellations, and number or SIM ownership updates. The self-service screen is a genuine bright spot: one customer used it for renewal and an ownership change and found the process very easy. Another received support within 10 minutes.
The experience is not consistent, particularly for service issues rather than straightforward sales. Several reviews describe long waits, unclear ticket calling and limited seating; one customer waited almost 1 hour and 20 minutes for a number-ownership transfer, while another spent 35 minutes in a seemingly empty branch. A business SIM request also remained unresolved after two visits.
Come prepared to check eligibility and ask for plan conditions in writing. One customer reported being charged AED 280 for the first month and AED 160 monthly for a Silver Number, then discovering an activation deadline that had not been explained. Self-service may be quicker for eligible updates, but keep a close eye on receipts and confirmations: a bill-payment machine reportedly failed to print one, with staff declining to assist.
Staff support ranges from notably patient and knowledgeable to dismissive, so expectations should be measured.