Etisalat is a major investor in Thuraya (34.5%), a satellite geo-mobile communication systems provider. In 2006 Etisalat started a major restructuring program that resulted in the de-merger of many of its non-core business units operating under the telecom's centralized and direct management; core services were consolidated and streamlined, reflecting the company's shift from a technology-driven telecom to a customer-focused services provider. As part of the program, Etisalat launched a re-branding campaign, releasing a new corporate logo and identity in May 2006. The restructuring culminated in the incorporation of Etisalat Services Holding LLC, which as of 2008 oversees the operation of Etisalat's non-telecom business units with huge success stories. On 27 March 2016 Saleh Al Abdooli has been appointed the Group CEO, extending his responsibility to international operations. Al Abdooli resigned from the organization due to personal reasons in May 2020 and Hatem Dowidar was appointed as the interim Group CEO who was later confirmed as the Group CEO on 16 December 2020.