e&, the global technology group formerly known as Etisalat, has been recognised as the “World’s Fastest Growing Brand” in the Brand Finance Global 500 Brand 2025 report, unveiled during the World Economic Forum in Davos. This milestone marks an eight-fold increase in the brand’s value compared to last year, reaching an all-time high of USD 15.3 billion.
The achievement caps a transformative three-year journey for e&, which has unified its operations under a single, forward-looking identity. This comprehensive rebranding followed the consolidation of the historic Etisalat brand, enabling e& to position itself as a leader in technology and innovation across 38 countries.
Exceptional Growth Drivers
The report highlights e&’s substantial portfolio and investment growth, which exceeded USD 20 billion over the past year. This included acquisitions such as PTCL in Pakistan, Mobily in Saudi Arabia, and a controlling stake in the service and infrastructure entities of the PPF Telecom Group.
Organic growth also contributed significantly, with e& reporting a 13% year-on-year rise on a consolidated basis. These efforts earned the company a Brand Strength Index (BSI) score of 84.6 out of 100 and an AAA rating, cementing its status among the world’s leading telecom and technology brands.
Hatem Dowidar, the company’s Group CEO, received special recognition as “Telecom Guardian of the Year” for the third consecutive year, ranking 39th overall in the Global 500 and securing the top spot in the telecom sector.
Global Partnerships and Visibility
e&’s strategic partnerships have played a key role in enhancing its global profile. Its 15-year collaboration with Manchester City Football Club and its founding partnership with the Formula 1® Etihad Airways Abu Dhabi Grand Prix have brought the brand to international audiences, further reinforcing its presence as a technology innovator.
A Vision Beyond Telecommunications
Since unveiling its “Go for More” brand positioning in 2022, e& has evolved from a telecom operator into a multi-faceted technology group. Its business now spans five verticals, including connectivity, digital services, entertainment, fintech, and enterprise solutions.
Through brands such as e& UAE, Mobily KSA, STARZPLAY, Charge&Go, and e& money, the group offers cutting-edge solutions that simplify and enhance the lives of individuals and businesses alike. With its expanding ecosystem, e& aims to empower communities, drive innovation, and create a more connected future.
A Top Global Telecom Brand
Ranked among the Top 10 Most Valuable Telecom Brands worldwide, e& has also been recognised as the UAE’s most valuable brand by Kantar BrandZ. The Global 500 report underscores the company’s continued growth and its emergence as a transformative player in the global technology landscape.
As e& looks to the future, its achievements highlight its ability to redefine value for customers while strengthening its position as a global leader in technology and innovation.
