Etisalat unveiled its plans to introduce E-commerce services in the UAE, in October 1999, through its new business unit "Comtrust". Mr. Ahmed Bin Byat, Deputy Branch Manager, Dubai, speaking at a press conference, said that the E-Commerce services would stimulate business activity and provide exciting new opportunities for businesses.

Etisalat conducted a comprehensive study of the E-Commerce business across the world, in the last 4 months and have identified the benefits and pitfalls of how this technology will affect businesses and consumers. The E-Commerce business is evolving across the globe and the coming years will see this technology transform the very basic fabric of today's business models. While the technology holds promise, it is also clear that there are several issues which need to be addressed that can enable build public confidence and trust in E-Commerce. Etisalat has clearly identified these issues and the associated solutions and have embarked upon this venture to enable provide a complete E-Commerce infrastructure. Thus the name COMTRUST signifies trusted, secure and total commerce solutions.

E-Commerce can be defined as any form of business transaction in which the parties interact electronically rather than by physical exchange. However, such a definition hardly captures the spirit of E-Commerce, which can view far better as a business strategy and not just technology. Comtrust's mandate will be to provide secure E-Commerce solutions in all the following four areas:

The E-Commerce solutions from Comtrust will offer businesses, governments and consumers a cost effective and convenient method of conducting transactions. E-commerce will also help businesses to mass customize their offering in order to improve, improvise and build customer loyalty. One of the major spins off of this technology is that it will help the UAE business community goes global, thus increasing their revenues and market reach. Comtrust will be the first Commerce Service Provider in the region to offer a complete secure E-Commerce platform, thus enabling the UAE businesses to be the first in the Online market place.