Plan guidance
Some visitors received clear, patient explanations of packages and help choosing a mobile plan.
e& (etisalat and) - The Dubai Mall
Downtown Dubai
e& at The Dubai Mall is a telecommunications store for SIM cards, eSIMs, mobile plans, devices and account help. Reviews suggest it can be useful for hands-on tasks such as changing to an eSIM, transferring SIM ownership or troubleshooting a phone, though service quality varies.
Reputation Score
3.6
★★★★☆
889 ratings
Source: Google Maps
The Good Stuff
Account help
SIM ownership transfers can be completed quickly when the process is handled by an experienced representative.
Phone troubleshooting
One review describes a phone fault being fixed swiftly through effective technical troubleshooting.
Organised store
A visitor found the store well-organized and the overall process quick and stress-free.
Self-service
Payment and service machines are available, and some visitors completed requests quickly through them.
Device upgrades
The branch handles new-device purchases and family-plan upgrades in the same visit.
Tips for a Better Visit
Check terms. Before signing, ask the agent to confirm prepaid availability, discount activation deadlines and cancellation charges in writing.
Bring passport. For a tourist SIM, use your passport first rather than relying on an Emirates ID process.
Allow time. For eSIM activation, allow extra time in case the payment or ID-scanning machines fail.
Try off-peak. Visiting outside busy periods may help: one customer waited while staff attended someone who arrived later.
Locate staff. Staff can be hard to distinguish from customers, so look for a badge or branded clothing before joining a machine queue.
Test abroad. If you travel, confirm roaming and short-code access beforehand; one reviewer could not receive bank security codes outside the UAE.
Plan the visit
Practical details
The Dubai Mall, Lower Ground Floor - Unit LG - 146 - 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
eSIM
The store handles eSIM changes and activations, although machine problems were reported during one activation.
SIM card
SIM cards are available at the branch, including tourist and visitor options discussed in reviews.
fixing my phone
Phone troubleshooting and repair assistance are mentioned as part of the in-store experience.
Common Concerns
Plan confusion
Several reviews allege that prepaid options, discounts or contract terms were not explained accurately before purchase.
Uneven service
Reports range from helpful assistance to staff ignoring customers, refusing help or responding rudely.
Machine failures
An eSIM visit involved payment trouble at one machine and ID-scanning trouble at another.
Support gaps
Customers with store-related problems reported being redirected to an online chat that did not respond.
Late installation
One installation appointment was reported as a no-show, with the arrival time pushed 12 hours late.
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The Bottom Line
e& at The Dubai Mall in Downtown Dubai is a practical stop for mobile-service errands rather than a simple retail browse. Reviews mention buying a SIM card, changing to an eSIM, transferring SIM ownership, purchasing a new device and upgrading family plans. The branch also has self-service machines for some requests and payments.
The strongest experiences are tied to patient, knowledgeable assistance. Customers describe receiving clear explanations of packages, quick account work and effective phone troubleshooting. The store has also been described as well organised, with a welcoming atmosphere and a process that can be quick when everything works.
That last point matters: service is inconsistent. Reviews report payment and ID-scanning failures at machines, staff refusing or ignoring customers, and rude responses. More seriously, some customers say prepaid availability, discount deadlines and contract or cancellation terms were not explained accurately.
Problems may then be redirected to online chat, where one reviewer received no response. Ask for the full plan terms before signing, especially if you are comparing prepaid and postpaid options. Tourist-SIM customers should confirm which identification is required.
If you have an installation appointment or need an eSIM urgently, leave extra time for delays or technical problems. One reported visitor-plan price was 80$ for one month, but treat that as a customer report, not a current tariff.