This article was originally published in the Brand Finance Telecoms 150 2025 report
e& achieved a historic milestone in 2025, becoming the world's fastest-growing brand with a brand value of USD15.3 billion.
Since its brand transformation in early 2022, e& has strategically integrated 50 years of legacy with a dynamic new identity. While the company has evolved significantly, its core values—sustainable innovation, collaboration, and customer-centricity—continue to shape its growth and direction. These principles have guided e& in leveraging emerging technologies, expanding its global footprint, and redefining connectivity’s role in digital transformation.
Hatem Dowidar, Group CEO of e&, shares insights about e&'s growth in a new brand spotlight.
Interview with Hatem Dowidar
Group CEO,
e&
The e& brand was launched in early 2022; what have you done since then to transfer the equity from the 50 years of heritage to the new identity?
A lot has changed for us since we launched e&, but one thing that’s remained consistent is our values. They’re the foundation of who we are —sustainable innovation, collaboration, and customer satisfaction are woven into everything we do. These values guide us in how we grow, who we partner with, and even who we bring onto our team across 38 countries.
They’ve also shaped how we approach emerging technologies. For example, adopting AI is a big responsibility, and we’ve been intentional about ensuring it’s inclusive and aligned with our principles.
In just three years, we’ve hit some incredible milestones. From breaking records over Dubai’s skyline to inspiring people worldwide with our "Go for More" brand positioning, e& has become a symbol of ambition and innovation. Being recognised as the World’s Fastest Growing Brand in 2025 is something we’re incredibly proud of—it reflects our commitment to empowering societies through technology and enriching lives.
While we’ve evolved into a very different company than we were 50 years ago—or even five years ago—we’ve stayed true to our values. They’ve been the thread connecting our past, present, and future, ensuring that as we grow, we carry our heritage forward with purpose.
In what ways has this transformation helped shape e&’s presence on the global stage?
While delivering high-speed, reliable, and meaningful connectivity has always been at our core, we’re now also focused on building digital services that really make a tangible impact on people’s lives at scale. Connectivity— whether fixed line or 5G—is still the backbone of the digital solutions we’re offering in areas like healthcare, education, sustainability, smart cities, governance, and much more.
By transforming, diversifying our portfolio, and expanding geographically, we’re much better equipped to make a meaningful impact and drive digital transformation globally.
Yes, we’ve made some big investments, like the acquisition of PPF Telecom Group, which expanded our footprint to 38 countries. But the real value of these investments is in what they will bring—either directly or indirectly—to people across the Middle East, Asia, Africa, and now Central and Eastern Europe.
Our US$ 6 billion investment as part of ITU’s Partner2Connect coalition is another great example of how meaningful connectivity supports digital progress and the benefits it brings to some of the world’s most underserved communities in 16 countries across Africa, Asia, and the Middle East
Has e&’s rebrand impacted the company’s culture and approach to customer engagement?
The rebrand was a bold and necessary part of our evolution. It encourages our people to be bold too. We have a very diverse team, and we believe that a truly inclusive workplace fosters innovation and sparks creativity. We’re proud of the progress we’ve made in this area.
At e&, the power lies in the collective expertise and dedication of our team. Our focus is on creating an environment where every voice is valued, respected, and empowered to contribute their unique talents.
Customer satisfaction is more than just a business metric—it’s a core belief. Our customers are at the heart of everything we do, and we’re committed to consistently delivering exceptional experiences that exceed their evolving needs.
Integrity and transparency are values we hold dear. By upholding the highest ethical standards in every interaction, both within e& and with the communities we serve, we continue to build trust and foster long-lasting relationships.
As e& continues to expand its brand value and global footprint, what are your key priorities as you 'go for more' to quote your new campaign?
Our priorities for the year ahead are centred around building on our strong foundation and accelerating our growth as a leading global technology group. Aligned with our e& 2030 strategy, we’ll focus on investments that create synergies with our existing businesses—like leveraging our network infrastructure to support new fintech solutions.
We’re committed to partnering with visionary technology businesses that can deliver long-term value to our customers. As we expand, we aim to create meaningful impact across every market we serve, embodying the spirit of our “Go For More” campaign.
Through investments in emerging technologies, we aim to solve real-world challenges and foster partnerships that expand our global footprint, while making e& a trusted partner for governments and enterprises. We’ll also continue to invest in talent to drive innovation and deliver exceptional experiences.
