Etihad Water and Electricity Teams Up with Emarat to Enhance Customer Loyalty
A New Milestone in Collaboration
In a significant move for the utilities sector, Etihad Water and Electricity (EtihadWE) has entered into a Memorandum of Understanding with Emirates Petroleum Company (Emarat), announced during the World Utilities Congress 2025 in Abu Dhabi. This partnership introduces EmCan, a loyalty program aimed at enhancing customer engagement and rewards in the utilities realm. The signing event was graced by H.E. Suhail Mohamed Al Mazrouei, the Minister of Energy and Infrastructure, who also chairs both organizations.
Integrating Utility Payments with Loyalty Rewards
As part of this innovative collaboration, EtihadWE stands out as the first utility provider in the UAE to link its services with a loyalty platform. This new system allows customers to earn EmCan points when they pay their utility bills through EtihadWE’s digital channels within five days of receiving their bill. For every qualifying payment, customers will receive 1,000 EmCan points, which is equivalent to AED 10. These points can be redeemed at Emarat service stations, along with various retail, dining, and lifestyle partners across the UAE.
Customer-Centric Initiatives
“Engaging our customers through innovative solutions has always been a priority for us,” stated Eng. Yousif Ahmed Al Ali, CEO of EtihadWE. He emphasized that transforming routine transactions, such as bill payments, into rewarding experiences builds trust and loyalty among customers. This partnership is a significant step toward increasing customer satisfaction and strengthening relationships.
Ali Khalifa Al Shamsi, CEO of Emarat, expressed excitement over extending the loyalty program into vital public services. He noted that by rewarding everyday actions, the EmCan program makes loyalty more relevant and seamlessly integrates it into customers’ daily routines.
Showcasing Key National Projects
EtihadWE’s presence at the World Utilities Congress 2025 not only spotlighted the new alliance with Emarat but also exhibited various national projects aimed at reshaping the future of water and energy in the UAE. Here are some of the highlights:
Naqa’a Seawater Reverse Osmosis Plant
One of the most notable projects is the Naqa’a Seawater Reverse Osmosis (SWRO) Plant. This facility is among the largest SWRO plants globally, capable of producing up to 250 million cubic meters of potable water annually. Interestingly, it operates with over 60% less energy compared to traditional systems, showcasing a commitment to sustainability.
Khuraijah Water Storage and Distribution Centre
Another vital project is the Khuraijah Water Storage and Distribution Centre, which boasts a total storage capacity of 180 million gallons across nine tanks. Utilizing gravity-fed distribution from an elevation of 80 meters, this facility is projected to save approximately 36 million kilowatt-hours and over AED 16 million annually.
Distributed Solar System Project
In collaboration with the Ministry of Energy and Infrastructure, the Distributed Solar System Project empowers customers to install rooftop solar panels. Participants can feed any surplus power back into the grid, receiving energy credits that help reduce their electricity bills while supporting national goals for clean energy.
AMI Smart Metering Project
EtihadWE is also advancing its AMI Smart Metering Project, aimed at deploying smart meters throughout the Northern Emirates. This initiative not only allows for automatic meter readings but also facilitates early fault detection and enhances overall operational efficiency.
Commitment to Sustainability and Innovation
EtihadWE’s active participation in the World Utilities Congress underscores its dedication to sustainability and innovation. The organization continues to evolve its services to meet the diverse needs of communities throughout the UAE. By investing in technologies and partnerships like the one with Emarat, the utility provider is taking significant steps toward a more engaged, satisfied, and loyal customer base.
