e& UAE has partnered with Samsung Gulf Electronics to introduce All-In TV, a bundled home entertainment package that combines a Samsung Smart TV with multiple streaming subscriptions under a single monthly payment plan. The service is being positioned as a regional first in the MENA market, aiming to simplify how customers upgrade televisions and manage content subscriptions.
All-In TV allows customers to select from a curated lineup of Samsung models, including The Frame, QLED, and OLED variants, with screen sizes ranging from 55 to 85 inches. Instead of purchasing the television outright and subscribing separately to streaming platforms, customers can consolidate the hardware and content into one recurring payment added to their existing e& UAE bill.
The bundle includes subscriptions to STARZPLAY, OSN+, and Amazon Prime, along with delivery, professional installation, and a two-year extended warranty. The structure addresses two common barriers in the premium TV market: high upfront device costs and fragmented subscription management. By spreading payments over 24 months, the model aligns more closely with telecom-style device financing than traditional retail electronics purchases.
Monthly plans start from AED 109 over a 24-month contract. According to the companies, customers may save up to AED 3,700 compared to purchasing a television and individual streaming subscriptions separately, though actual savings will vary depending on the selected TV model and subscription duration.
A key feature of the program is a built-in upgrade path. At the end of each contract cycle, customers can move to a newer TV model upon renewal, creating a structured refresh cycle similar to smartphone upgrade plans. This approach reflects a broader industry shift toward subscription-based hardware access rather than outright ownership.
For Samsung, the partnership provides an alternative distribution channel beyond conventional retail, potentially expanding reach among customers who prefer predictable monthly costs. For e& UAE, the offering extends beyond core telecom services into integrated digital lifestyle products, reinforcing its strategy of bundling connectivity with devices and content ecosystems.
The launch comes as streaming consumption in the UAE continues to rise, with households increasingly relying on multiple platforms for on-demand entertainment. By combining display hardware and streaming access in one contract, All-In TV seeks to streamline the process while offering flexibility in screen type and size.
The service is available to customers with an active e& UAE account and can be added directly to their billing plan.
