Dubai: The UAE tech-telecom company e& (formerly Etisalat) keep expanding its super-app possibilities, by completing the 100 per cent acquisition of ServiceMarket. The latter is an online marketplace for household services, and e& will incorporate this under its ‘Smiles’ umbrella.

Last year, e& bought the grocery portal elGrocer as it expanded the scope of day-to-day services that can be tapped via the app. The thinking is that those who use it for calls and web services will gravitate towards sourcing other requirements. In fact, e& has also been offering insurance-related services.