Posted on May 19, 2026 | by news-summaadvisory

#772: How e& Turned Smiles into a Digital Lifestyle Ecosystem

Smiles by e& is a leading UAE lifestyle and loyalty ecosystem that has evolved far beyond traditional telecom rewards into a full-scale digital engagement platform.

Antonio Ricciardi explains how Smiles transformed from a conventional telecom loyalty programme into one of the UAE’s most connected lifestyle ecosystems.

The platform now extends beyond telco customers, delivering everyday relevance through grocery, strategic partnerships, personalization, and AI. This shift reflects a broader vision of loyalty — moving from standalone rewards to integrated digital commerce ecosystems that shape daily consumer behaviour.

Hosted by Lisa Brightwell

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