This article was originally published in the Brand Finance Telecoms 150 2025 report
du has reached a historic milestone, surpassing the USD 3 billion mark in brand value—its highest ever. This achievement is the result of years of strategic planning, continuous innovation, and a commitment to digital transformation.
By investing in cutting-edge technology, enhancing customer experience, and aligning with the UAE’s national vision, du has strengthened its market position and brand equity. This success reflects not only financial growth but also the company’s ability to anticipate and adapt to the rapidly evolving digital landscape.
Fahad Al Hassawi, CEO of du, discusses the brand's growth in a new spotlight.
Interview with Fahad Al Hassawi, CEO of du
CEO,
du
This year, du reached its highest-ever Brand Value, surpassing the USD3 billion mark. Looking back on this achievement, what would you say are the key factors that contributed to this milestone?
du has realised a vision years in the making to transform and support the pivotal digital revolution that today's society demands. Through its pursuit of digital excellence, strategic foresight, and commitment to innovation, du has embraced digital transformation, making significant strides in both brand and enterprise value.
Our achievements stem from a deep-seated commitment to building the necessary infrastructure for transformation, in line with enabling and supporting the UAE national strategy. Our success is driven by planning, financial stewardship, and a culture of continuous innovation across our operations.
We have continuously invested in upgrading our network infrastructure, not only to enhance coverage but also to deliver consistent, high-quality service to our customers. Equally important has been our refocused strategy on customer experience. du has remained committed to not just meeting but exceeding these expectations through innovative service offerings.
The shift towards a more customer-centric approach has effectively differentiated us in a competitive market, fostering stronger loyalty and trust among our users. By embracing new technologies and pioneering digital solutions, du has managed to stay ahead of industry trends, thereby not only attracting customers looking for the latest offerings but also enhancing overall user engagement and satisfaction.
As a result, du has exhibited stellar financial performance, with its brand value increasing to USD3.037 billion, reflecting significant growth in market identity and value and emphasising its strong market standing. An AAA brand strength rating and a Brand Strength Index of 83.2 further underscores this robustness.
The company attributes its success to the execution of strategic plans, efficient financial management, and ongoing innovation. Our success can be largely attributed to our targeted approach and attractive B2B initiatives for SMEs and large enterprises. Going forward, we plan to maintain our market lead through relentless customer-centric innovation, strategic partnerships, and leveraging the UAE's growing digital environment.
As part of du’s broader expansion strategy, we have seen the launch of new operating sub-brands such as du Tech and du Infra in the B2B space, as well as du Pay in fintech. How do you see these brand extensions enhancing du’s overall brand positioning?
The launch of du Tech and du Infra underlines our strategic evolution towards becoming a holistic digital services enabler. du Tech concentrates on forging the path for advanced technological solutions, whereas du Infra ensures the essential infrastructure is in place to support these technological advancements. This dual approach is key to empowering the digital transformation journeys of UAE's government entities, businesses, and startups.
du Tech has quickly become an indispensable partner for digital transformation within the UAE, by catering to a broad spectrum of sectors including government agencies, major corporations, and emerging startups. Moreover, the introduction of du Pay in April 2024 highlighted our effective strategy aimed at addressing the needs of underserved market segments and broadening our revenue portfolio.
Through these initiatives, we solidify our brand's position as the cornerstone of digital transformation across various sectors. Our commitment to innovation, inclusivity, and strategic growth not only addresses the needs of consumers, organisations, and startups. This strategic approach aligns with our mission to empower a society through connectivity, ensuring that du is synonymous with progress, reliability, and a forward-thinking digital landscape.
What do you see as the most significant trends shaping the telecom industry over the next three to five years?
How can brands like du navigate these shifts or capitalize on them for future growth? The telecom industry will be shaped by advancements in 5G and 6G, AI and cloud integration, and a stronger focus on digital sovereignty. These trends present both challenges and opportunities for brands like du, requiring a strategic, multifaceted approach.
With 99% 5G coverage across the UAE, du is well-prepared to take the lead in 6G development. Through active participation in research, innovation, and partnerships with TDRA and other stakeholders, du is working towards positioning the UAE as a global hub for wireless communication by 2030.
Strategic alliances with Oracle Alloy and NVIDIA reflect du’s focus on cloud technologies and AI. AI-powered customer service solutions and cloud expansion highlight du’s shift to a scalable, secure service model. Enhancing AI, 5G, and sovereign cloud capabilities will align du with the UAE’s digital vision while improving efficiency and user experiences.
Future growth for du depends on agility and innovation. Expanding 5G, contributing to 6G development, leveraging AI and cloud computing, and fostering key partnerships will help du navigate industry changes. This strategy will ensure du meets evolving market demands and remains a leader in digital transformation in the UAE and beyond.
