In an important step towards improving online safety for children across the UAE, e& UAE, the flagship telecom arm of e&, has launched a new online safety solution called ‘Parental Control.’

This comprehensive service delivers a complete parental control solution, empowering parents to filter content, regulate internet access, and set usage limits to foster a secure and controlled online environment for their children.

Khaled ElKhouly, Chief Consumer Officer, e& UAE, said: “In today’s digital age, children are more connected than ever, often without the guidance or safeguards needed to navigate the online world safely. They encounter a vast digital landscape filled with opportunities but also unseen risks. In an era where digital safety is paramount, our Parental Control service empowers parents with cutting-edge tools to create a secure and balanced online experience for their children.”

A 2024 study by the UAE Cyber Security Council and Kaspersky Labs reveals that 97 per cent of children in the UAE regularly use various gadgets, with tablets being the most popular at 68 per cent, followed by smartphones at 57 per cent. The study also highlights children's most common online activities, with 64 per cent spending their time watching videos, pictures, and photos. Additionally, 52 per cent engage in playing video games, while 42 per cent use the internet for educational purposes, such as preparing for classes or studying. Furthermore, 48 per cent of children aged 11-14 have been contacted by a stranger online. These findings underline the widespread and diverse online habits of children, further emphasising the need for enhanced digital safety measures.

With Parental Control’s features, including device monitoring, parents can seamlessly block unwanted applications with a single click, creating a safer digital environment for their children. Content filtering adds another layer of protection by restricting access to inappropriate websites, ensuring a more secure and responsible browsing experience. The service also protects against emerging cybersecurity threats by blocking access to malicious websites and unsafe downloads—helping shield children from phishing attempts, scams, and other online risks. Additionally, the screen time feature empowers parents to set customised time limits on internet usage, encouraging healthier digital habits. Designed for ease and efficiency, these features give parents greater control over their children’s online activity, helping them navigate the digital world with confidence and peace of mind.

e& UAE offers several Parental Control packages for its postpaid, prepaid, and eLife customers, available through the e& UAE app and website at AED 30 per month, with a first-month free trial. The "Parental Control Mobile" option allows parents to monitor and manage devices wherever their children are—whether connected to mobile data or Wi-Fi—ensuring protection on the go. It provides coverage for up to 10 devices.  The "Parental Control Home" option, on the other hand, provides unlimited protection for all devices connected to the household Wi-Fi network—delivering always-on security inside the home. Additionally, these services are available for free with the purchase of select Samsung devices or a Kids SIM Card, making it easier for parents to safeguard their children’s online activities.

The Parental Control service is designed for seamless compatibility across devices, ensuring a hassle-free experience for families. It fully supports both iOS and Android devices, allowing parents to manage their children's online activity regardless of their preferred platform. Additionally, no SIM card is required for a child’s phone or tablet, as the service operates smoothly over both Wi-Fi and mobile networks, providing continuous protection and flexibility across different connectivity options.

The Parental Control service can be purchased through the e& UAE website, providing a seamless and convenient setup for families: https://www.etisalat.ae/en/c/digital-lifestyle/parental-control.html

e& enterprise, the digital transformation arm of global technology group e&, is further building on its strategic partnership with Microsoft. By joining forces, both entities are prioritising the development and deployment of next-generation AI and data-driven solutions to bolster AI adoption across industries in target markets across the MENAT region, including UAE, KSA, Egypt, Turkey and Qatar.

Amit Gupta, Vice President, Data & AI, e& enterprise, said: “Our partnership with Microsoft represents a bold step toward redefining the role of AI in shaping the future of business and society. This collaboration combines e& enterprise and Microsoft’s technological expertise and deep market insights to deliver transformative solutions that resonate with the unique dynamics of the MENAT region. Together, we aim to promote digital readiness and bridge the digital divide by providing essential sectors with next generation AI and data-driven tools, powering them to drive improved customer interactions, optimise operations, and drive broader innovation.”

Ahmed Hamzawy, Chief Partner Officer, Microsoft UAE at MS, said: “Our partnership with e& enterprise will give a significant boost to driving AI adoption across businesses. By leveraging our combined technological expertise, and the safe and secure properties of Microsoft’s cloud and AI services, we are empowering organisations to better detect fraud, improve risk management and deliver personalised services through AI-driven insights to their customers.”

The partnership focuses on providing scalable AI solutions tailored to the unique needs of various industries, including public sector, telco, education, BFSI and retail. By equipping businesses with the tools needed for digital transformation, e& enterprise and Microsoft aim to empower organisations to adapt, innovate, and thrive in an increasingly data-driven world.

With industry-specific AI solutions, the partnership is designed to address a wide range of use cases across sectors. Additionally, the collaboration takes a region-specific approach to implementing and scaling these solutions across key, diverse, and digitally demanding markets, including the UAE, KSA, Egypt, Türkiye, and Qatar. This ensures that local market needs are met while tackling broader industry challenges, ultimately enhancing efficiency, customer engagement, and decision-making.

As part of its focus on developing GenAI solutions, the partnership will leverage various product offerings under Microsoft’s Azure Cloud platform. Tools such as Azure Machine Learning, an end-to-end machine learning platform; Azure Databricks, a unified, open analytics platform; and Azure AI Search, Microsoft’s search and retrieval system, will support data processing, model training, and deployment.

Azure Synapse Analytics is another analytics tool that will support data integration and analytics, enabling large-scale data processing for organisations across sectors. Additionally, with the integration of Microsoft’s Azure OpenAI service, organisations will be able to leverage a suite of GenAI solutions for automating customer service, content creation, and predictive analytics.

Azure Power BI is a self-service analytics solution that enables businesses to visualise data, share insights, and embed them into their apps or websites. This tool will support businesses in making informed decisions. Meanwhile, Azure Data Lake Storage and Snowflake will facilitate the storage and management of large datasets, as well as real-time analytics, across the target markets of this partnership: UAE, KSA, Qatar, and Egypt.

These solutions from Microsoft combined with e& enterprise’s comprehensive suite of hybrid cloud solutions aim to drive seamless digital transformation, as part of this strategic alliance. e& enterprise’s Cloud Strategy and Advisory services will help organisations design tailored adoption strategies, while Migration and Adoption will ensure smooth transitions with minimal disruption. By providing organisations with Managed Cloud Services, and Cloud Security, e& enterprise will empower organisations to drive long-term efficiency and safeguard data, ensuring compliance and resilience.

To promote responsible and ethical AI adoption, the partnership will implement Microsoft’s Responsible AI principles and framework and e&’s Responsible AI Framework across all its development and deployment stages. This aligns with both entities’ shared commitment to prioritising data privacy, transparency, and compliance with corporate and national policies.

e& UAE, the flagship telecom arm of e&, has set a new world record for connectivity by achieving an Uplink (UL) speed of 600Mbps on a live 5G network, a landmark in the 5G-Advanced evolution. This significant achievement was made possible by aggregating FR1 bands at 2100MHz and C-band, paired with Uplink 3Tx (three transmit antennas) on a commercial Customer Premises Equipment (CPE) at a live 5G site, fully compliant with 3GPP Release 17 standards.

This record-breaking uplink speed is a cornerstone of 5G-Advanced, empowering uplink-biased applications with unmatched performance. By mastering FR1 band aggregation and cutting-edge uplink technology, e& UAE has set a global standard for 5G excellence.

Abdulrahman Al Humaidan, Vice President/Fixed Access Network, e& UAE, said: “e& UAE’s world-record 600Mbps uplink speed is a strategic move forward, stimulating the global tech landscape with a new era of hyper-fast, uplink-driven digital innovation. This isn’t just a technological breakthrough, it’s a launchpad for businesses and individuals to reshape the digital world, cementing the UAE as a global tech leader.”

Transforming enterprise and consumer connectivity

The 600Mbps uplink speed unlocks a transformative wave of connectivity, fuelling uplink-intensive applications for businesses and individuals. Enterprises can enhance operations, with smart factories and logistics hubs uploading massive sensor data in real time to power AI-driven automation and predictive analytics.

In addition, cloud-hosted collaboration is enhanced, supporting instant uploads for 3D modelling, augmented reality (AR), and virtual reality (VR) workflows, enabling cutting-edge innovation. Uplink-biased applications like live video analytics for smart cities and real-time drone surveillance will thrive, allowing instant data uploads for critical decision-making.

For consumers, this breakthrough will redefine digital life, empowering content creators to upload 8K videos and immersive live streams to platforms like YouTube or TikTok in seconds. With this augmentation of uplink speeds, gamers will be able to enjoy lag-free cloud connectivity, while smart homes will operate with efficiency, uploading high-definition footage and IoT data instantly. Uplink-heavy applications like virtual event hosting and user-generated AR content creation will flourish, making every interaction faster, richer, and more engaging.

Anchored in 3GPP Release 17, this world-record leverages advanced features like enhanced mobile broadband (eMBB) and ultra-reliable low-latency communications (URLLC) to deliver next-level connectivity. By setting the global benchmark for FR1 uplink speeds, e& UAE is accelerating the 5G-Advanced evolution, driving smarter, scalable, and energy-efficient networks.

This groundbreaking deployment on a commercial CPE and live 5G site showcases e& UAE’s ability to turn vision into reality. With optimised FR1 2100MHz and C-band with Uplink 3Tx, e& UAE has set a foundation for 5G’s future, driving a hyper-connected world of infinite possibilities. With this transformative solution, e& will be poised to empower consumer and enterprises soon once such CPEs become widely available.

e& enterprise, the digital transformation arm of e&, and Exeed Industries, a leading UAE industrial group and a subsidiary of National Holding, have signed a strategic Memorandum of Understanding (MoU), the partnership is a multi-year programme set to accelerate digital transformation across Exeed Industries’ UAE-based factories.
Together, both entities will develop a comprehensive Industry 4.0 roadmap – a strategic plan that guides manufacturers in adopting smart, connected technologies to boost efficiency and competitiveness – underpinned by AI and sustainability. The goal is to strengthen the resilience and global standing of UAE manufacturing.
e& enterprise will lead the development of the Exeed Industries technology blueprint for Industry 4.0 strategy, working closely with each manufacturing unit and the Group. This roadmap will be key in enabling Exeed Industries to access funding opportunities from Abu Dhabi Investment Office through the Smart Manufacturing Accelerator Programme (SMAP), to implement transformative projects at scale.
The scope covers conducting maturity assessments across five Exeed plants, developing tailored smart manufacturing roadmaps, and Deployment of Industrial IoT (IIoT) technologies integrated with AI and GenAI engines, digital twins (which use IIoT data to mirror the real-time performance and condition of physical assets), predictive maintenance and automation. It also includes deploying AI for functions like demand forecasting, quality control, and energy optimisation, as well as integrating ESG-driven platforms to monitor and reduce carbon impact.
Majd Coussa, Acting Chief Revenue Officer, e& enterprise, said: “This partnership represents a model for how we aim to work with forward-looking manufacturers. By combining Exeed’s industrial leadership with our deep expertise in digital transformation, we will co-develop scalable solutions that align with the UAE’s goals for innovation, sustainability and economic diversification.”
Mohammed AlAmeer, Group CEO, Exeed Industries, added: “At Exeed Industries, we are committed to evolving our manufacturing capabilities to meet the demands of a future-ready industrial sector. This MoU with e& enterprise allows us to reimagine our operations through the lens of digital innovation, contributing directly to national goals under Make it in the Emirates.”
As part of the collaboration, e& enterprise will bring its wider climate commitment to the table. After setting ambitious environmental targets for 2030, e& launched its Climate Transition Plan, titled “Ambition to Action”, which sets out a clear roadmap to Net Zero. One of the first companies in the region to publish such a detailed approach, e& is working to decarbonise its operations and support partners like Exeed in embedding sustainable practices across value chains.
Sustainability is embedded in e&’s transformation journey, aligned with national and global priorities such as the UAE Net Zero by 2050 strategic initiative, We The UAE 2031 Vision, and the Sustainable Development Goals. The partnership with Exeed will further strengthen ESG-led manufacturing, with the aim of building resilient, resource-efficient industrial models that are future-fit and climate-aligned.
The collaboration supports the UAE’s broader ambitions to become a global hub for advanced manufacturing, in line with its Industry 4.0 strategy and net zero goals. It will also serve as a replicable framework for other manufacturers in the UAE and the wider region, demonstrating how digital transformation can enhance industrial productivity, energy efficiency and competitiveness.

e& enterprise, the digital transformation arm of e&, has been recognised as a Leader in the IDC MarketScape: Gulf Countries Colocation Services 2025 Vendor Assessment. This recognition highlights e& enterprise’s leadership in delivering enterprise-grade colocation services that support mission-critical workloads, including enterprise business applications, cloud, SaaS, AI, high performance computing (HPC), and data-intensive solutions.

As businesses in the UAE and GCC accelerate their digital transformation, the demand for secure, scalable, and high-performance infrastructure continues to rise. e& enterprise empowers businesses of all sizes, including startups, UAE-based commercial and government entities and multinational organisations to scale operations efficiently without the complexity of building their own data centres. Additionally, e& enterprise supports key industry verticals, including regulated industries such as finance, healthcare, government, and telecommunications, that require strict local data residency, sovereignty, and compliance.

Ahmed Al Hammadi, Vice President of Cloud & Digital Infrastructure, e& enterprise, said: “We believe being named a Leader in the IDC MarketScape Gulf Countries Colocation Services 2025 reflects our ability to innovate and provide businesses with flexible, scalable and secure colocation services to host business-critical enterprise applications including cloud computing, AI, HPC and more while ensuring compliance with data sovereignty and security requirements. Our state-of-the-art facilities, robust connectivity and operational excellence allow businesses to scale without the complexities of building and managing their own data centres, enabling them to focus on growth and innovation.”

e& enterprise operates a network of 11 strategically located data centres across Abu Dhabi, Dubai, and Al Ain, offering businesses a secure, high-performance environment for hosting AI, cloud, and high-density applications. These facilities ensure seamless connectivity and meet the compliance needs of both local and multinational organisations.

Shahin Hashim, Associate Research Director - Digital Infrastructure, IDC, added,

"e& enterprise has established itself as a significant provider of secure and scalable colocation services in the GCC, supporting both traditional and next-generation infrastructure needs. Its focus on hybrid IT and multi-cloud solutions reflects the growing demand for flexible, compliant, and performance-driven platforms in a digital-first economy. As regulatory and scalability requirements become more complex, e& enterprise’s investments position it as a notable option for organisations accelerating their digital transformation agendas."

By helping businesses scale with AI, cloud services, and data-intensive solutions, e& enterprise is positioning the UAE as a hub for AI and digital transformation in the GCC region. With a focus on sustainability and energy-efficient technologies, e& enterprise provides businesses with the flexibility and performance they need to thrive in today’s competitive landscape.

The entire report on the IDC MarketScape can be found on https://www.eandenterprise.com/en/about-us/industry-recognition/2025-gcc-colocation.html

e& UAE, flagship telecom arm of e& in the UAE as the exclusive distributor of the new Samsung Galaxy S25 Edge, has announced that the device is now available through all official sales channels across the UAE.

Customers can order the device starting at AED 145 per month and enjoy up to 200GB of bonus data, 4 months of free Samsung Care+, and exclusive access to Samsung Members Premium, in addition to AI powered benefits including Picsart Pro free for 2 months with 500 AI credit and other offers from Go Learning and Smiles.

As the exclusive distributor of the Galaxy S25 Edge, a first in its partnership with Samsung Gulf Electronics, e& UAE brings this flagship device to market with unmatched value and benefits.

Khaled ElKhouly, Chief Consumer Officer, e& UAE, said: “At e& UAE, we continuously strive to deliver more to our customers—more value, more innovation, and more of what truly matters to them. With the Galaxy S25 Edge, we’re not just offering a great device; we’re pairing it with generous data plans, exclusive perks, and comprehensive support that extends beyond the point of sale. This launch marks an exciting step in our partnership with Samsung, and we’re proud to bring our customers an experience that’s not only cutting-edge but also rewarding and value packed.”

Fadi Abu Shamat, Head of the Mobile eXperience Division at Samsung Gulf Electronics, said: “The Galaxy S25 Edge is a revolutionary smartphone, combining e& UAE's superior network capabilities with Samsung's AI innovation. With the local availability of the new devices, we are excited to bring the Galaxy S25 Edge to our customers, in partnership with e& UAE, to amplify our launch and make Samsung devices accessible to a wider audience across the UAE. The S25 Edge not only marks a breakthrough for its category, but it also accelerates important innovation across the mobile industry.”

Crafted with style and strength in mind, Galaxy S25 Edge strikes a new balance of premium, pro-level performance in a resilient titanium body that’s only 5.8mm thick. Weighing just 163 grams, the optimally curved edges and sturdy titanium frame of the Galaxy S25 Edge are protected for everyday use with the latest Corning® Gorilla® Glass Ceramic 2, a new glass ceramic offering that delivers engineered resilience. It is used for the front display to yield both vibrancy and strength on Galaxy S25 Edge.

Experiences powered by Galaxy AI on Galaxy S25 Edge are designed with privacy at the core. On-device AI processing ensures data is kept secure by Samsung Knox Vault, ensuring hyper-personalised mobile experiences that never sacrifice privacy.

Galaxy S25 Edge will be available in a captivating range of colours, including Titanium Silver, Titanium Jetblack and Titanium Icyblue. 

e& UAE, flagship telecom arm of e& has published a new whitepaper, “Shaping the Future: e& UAE’s 6G Vision,” presenting a bold, forward-looking framework for the next generation of connectivity. Building on its leadership in 5G—including a record-setting 5G-Advanced speed of 62 Gbps—the whitepaper outlines e& UAE’s strategic roadmap for 6G, a network paradigm that promises to connect the unconnected, power the immersive internet, and fuel intelligent digital transformation at scale.

Marwan Bin Shakar Acting CTIO, e& UAE, said: “6G is not just an evolution, it’s a revolution in how we connect, compute, and collaborate. With 6G, we are not simply preparing for a faster future—we’re building the foundational nervous system of a cognitive, secure, and sovereign digital nation. Our vision is to enable an intelligent infrastructure that underpins everything from XR and self-driving mobility to AI-Native networks and ubiquitous connectivity.”

Far beyond a leap in connectivity, the whitepaper presents 6G as an intelligent, sensing, and sustainable fabric that will empower digital societies, industries, and governments. With peak data rates anticipated in the terabit-per-second range and latencies dropping below one millisecond, 6G is set to power immersive experiences, autonomous mobility, Industry 4.0, and inclusive digital services at unprecedented scale and precision.

e& UAE charts a bold course for 6G

The whitepaper lays out a future in which the telecommunications network evolves into an intelligent, adaptive infrastructure—one capable of making autonomous decisions, securing national interests, and enabling next-generation services.

With the support of TDRA and global collaboration, 6G will be a cognitive, secure, and sustainable digital ecosystem that blends AI-native intelligence, integrated sensing, quantum-grade security, sub-THz spectrum, and non-terrestrial networks.

At the heart of this vision is the AI-native network—a foundational shift that embeds intelligence directly into the network’s core architecture. Rather than bolting AI on as an overlay, e& UAE’s approach integrates machine learning across all layers, from device to applications. This enables self-optimisation, predictive fault management, and fully autonomous service delivery; critical for the hyperscale demands of smart cities, autonomous mobility, and real-time industrial systems.

The whitepaper also explores Integrated Sensing and Communication (ISAC) as a core capability of 6G. By transforming communication nodes into distributed sensors, 6G networks will be able to “perceive” their environment, detect motion, accurately map terrain, track assets, and even assess structural conditions. This turns the network into a real-time environmental observatory, unlocking new dimensions in public safety, transportation, governance, and urban planning.

With the rise of quantum computing, the whitepaper highlights the urgent need for quantum-secure infrastructure. e& UAE’s 6G strategy incorporates post-quantum cryptography and secure-by-design principles to safeguard data and critical services against future quantum-enabled threats. This proactive stance ensures long-term resilience for public-sector systems and private enterprises alike.

Another transformative pillar is the integration of Non-Terrestrial Networks (NTNs), which are poised to become a native element of 6G architecture. This allows for uninterrupted coverage across deserts, oceans, air corridors, and rural regions, strengthening national connectivity while enabling use cases such as drone-based delivery, remote industrial operations, and in-flight communications.

The whitepaper also explores transformational use cases across sectors, from holographic telepresence and industrial digital twins to autonomous corridors and immersive tourism, many of which are already being pioneered within the UAE.

As the International Telecommunication Union (ITU) and 3GPP advance the global IMT-2030 framework, e& UAE is actively contributing to shaping the standards, use cases, and spectrum policies that will define the global 6G landscape.

“6G represents a leap from connectivity to cognition, where networks are infused with intelligence, environmental awareness, and the ability to act autonomously. This evolution will have a profound impact on how nations deliver public services, protect critical infrastructure, and drive economic growth. As we look ahead, the network becomes a strategic asset, designed to think, adapt, and elevate every aspect of digital life. From active participation in 6G standardisation to real-world trials of emerging 6G technologies, e& UAE is committed to being a key architect of the future digital fabric,” Bin Shakar added.

The full whitepaper is available for download at: Shaping the Future: e& UAE’s 6G Vision

e& has celebrated the next generation of Emirati tech leaders as its flagship AI Graduate Programme marked a new milestone. Since its launch in 2021, the e& AI Graduate Programme has hired 284 exceptional Emirati graduates, underscoring the Group’s commitment to nurturing local talent and building a future-ready digital workforce.

The latest cohort was honoured at a graduation held at Atlantis, Dubai, celebrating their successful completion of the programme and their readiness to contribute to the UAE’s innovation-driven economy.

The event brought together 500 attendees with senior e& leaders in attendance. The families of the 25 latest graduates also joined the ceremony to celebrate this milestone in nurturing the next generation of AI-driven innovators. The ceremony was followed by the One& Celebration, where e&'s Group CEO and senior leadership recognised the AI Graduates and standout employees from across the company who embody the group's values of innovation and excellence.

Ali Al Mansoori, Group Chief People Officer, e&, said: “Our AI Graduate Programme stands as a benchmark for excellence in emerging talent development, empowering them with the skills needed to thrive in an AI-driven world. As technological advancements reshape industries, this initiative plays a crucial role in equipping talent to seize new opportunities and drive innovation. It reflects our deep commitment to ensuring that Emirati talents are future-ready and take the lead in shaping the next era of technological progress.”

By 2030, AI is expected to generate 170 million new jobs worldwide, leading to a net gain of 78 million roles. In line with e&’s commitment to making AI more inclusive and representative, the AI Graduate Programme maintains a strong gender balance, with 62 per cent of graduate hires being female, and an overall 81 per cent female participation rate since the inception of the programme in 2021.

Launched in 2021, the AI Graduate Programme empowers the next generation of Emirati AI leaders through an immersive, hands-on approach to learning that combines cutting-edge technology training with a solid foundation in leadership development. Over the course of this elite 12-month programme, participants delve into practical applications in technology, cybersecurity, AI, big data, and analytics, gaining the skills and knowledge needed to shape the future of digital innovation.

Through real-world AI project involvement, graduates experience authentic learning that prepares them for leadership roles in tomorrow’s digital economy. Divided into two phases, the programme’s curriculum includes specialised training in AI, machine learning (ML), the Internet of Things (IoT), big data analytics, and cybersecurity. Complementing their technical skills, participants also deepen their competencies in communication, decision-making, emotional intelligence, and leadership. Each candidate benefits from a tailored development plan, including dedicated mentoring, coaching, and ongoing feedback.

Developed in collaboration with leading educational partners such as Udacity, Harvard Business Review, MIT, LinkedIn, and Udemy, the AI Graduate Programme serves as a cornerstone of e&’s Emiratisation strategy.

Solution delivers tailored, reliable 5G connectivity to meet critical industry needs Bottom of Form

Abu Dhabi: e& UAE has launched the region’s first commercial 5G network slicing product for business customers over its cutting-edge standalone network. Revolutionising connectivity, this pioneering solution delivers tailored, ultra-reliable 5G to meet the evolving needs of industries and organisations across the public and private sectors.

5G slicing empowers e& UAE’s world-class commercial 5G network by partitioning it into multiple virtual networks (slices), each powered by dedicated network resources. This innovation enables businesses in diverse industries such as manunfacturing, public safety and port facilities to optimise performance for their business critical applications.

The introduction of custom slices will meet specific industry demands, ranging from low latency to robust Internet of Things (IoT) solutions for smart infrastructure. These dedicated network resources will also guarantee peak performance for critical operations.

Oscar Garcia, Senior Vice President, Business Marketing and Product Innovation, e& UAE, said: “By introducing 5G network slicing, e& UAE is delivering on its commitment to building innovative connectivity products and solutions that drive digital transformation across industries. With 5G network slicing, organisations can leverage on end-to-end reserved capacity  to achieve guaranteed  performance for critical operations. The solution is set to enable industry-specific use cases with the reliability and flexibility required for essential applications.”

e& UAE offers businesses flexible options to suit their needs, including 5G slicing bandwidth-based packages, which provides tailored connectivity speeds to match specific use case requirements, and an industrial 5G Customer End Device (CPE), which acts as a dedicated access point, ensuring seamless integration and reliable performance for the subscribed network slice.

Even though slices share the same physical network, they are isolated from each other in terms of traffic and data. This isolation ensures that the performance of a slice is not affected by the demands of other users on the shared network, ensuring secure and reliable service for businesses.

As the region’s first operator to launch a 5G network slicing solution with predefined bandwidths and plans, e& UAE is unlocking the full potential of reliable connectivity across the UAE. This game-changing technology bridges the gap between standard 5G services and complex private network infrastructures, offering an agile, cost-effective solution for today’s digital landscape.

By enabling businesses to craft multiple virtual networks tailored to specific applications and critical use cases, e& UAE ensures organisations meet their unique requirements with precision and unmatched reliability, paving the way for a smarter, more connected future.

e& UAE has signed a memorandum of understanding (MoU) with Kleindienst Group, the developer behind the iconic The Heart of Europe project located on six islands in “The World”, an artificial archipelago off the coast of Dubai, to pioneer a new era of digitally powered luxury hospitality in the UAE.

The MoU underscores both organisations’ commitment to innovation, operational excellence, and sustainability in the region’s hospitality sector. The collaboration supports the UAE leadership’s vision of integrating smart infrastructure and sustainable practices in world-class developments, setting new standards of luxury living and high-end tourism in the country.

Esam Mahmoud, Sr. Vice President, SMB Sales & Marketing, e& UAE, said: “Our partnership with Kleindienst Group marks a significant milestone in our efforts to redefine smart hospitality. By integrating our advanced digital infrastructure with one of the UAE’s most ambitious hospitality developments, we are setting new standards for luxury, connectivity, and sustainability in the tourism sector. We are proud to support visionary projects like The Heart of Europe, where European heritage meets UAE innovation. Through this partnership, we are embedding future-ready technologies that will elevate every aspect of the guest journey, from arrival to check-out, bringing the project's bold vision to life.”

Josef Kleindienst, Founder & Chairman of Kleindienst Group, said: “Innovation is at the core of everything we do at Kleindienst Group. It is not just a principle; it is how we build. Our collaboration with e& UAE is an exciting step forward in our mission to position The Heart of Europe as the global benchmark for tech-driven, sustainable luxury.

We are creating more than a destination. We are building an experience that is immersive, intelligent, and environmentally conscious at every level. This partnership strengthens our goal to redefine how people connect, relax, and enjoy life, right here in Dubai.”

Through this strategic partnership, e& UAE will deliver a suite of cutting-edge digital solutions to enrich the guest experience, including high-speed internet, IPTV, Guest Room Management Systems (GRMS), connected guest experiences, and sustainability-focused technologies across The Heart of Europe properties located on the World Islands. These solutions will dramatically enhance guest experiences and operational agility across the development.

The collaboration will see the deployment of innovations such as a Command Control Centre for streamlined property operations, Drone-as-a-Service for enhanced guest services, and Vessels Internet Connectivity to ensure seamless maritime coverage. Sustainability initiatives under ‘Sustainability as a Service’ will also be introduced to reduce environmental impact and support eco-conscious tourism.
Other key features of the partnership include connected worker solutions for enhanced staff productivity and safety, as well as smart marketing synergies that will allow both brands to co-promote their offerings to a broader global audience.

The partnership will deliver a range of transformative capabilities across The Heart of Europe, beginning with advanced connectivity through the deployment of robust wireless networks across the island. Sustainability remains a core focus, with eco-friendly infrastructure designed to minimise environmental impact. Guests will benefit from a significantly enhanced experience, with smart room controls, AI-driven services, and immersive virtual reality features tailored for modern luxury travel.

Behind the scenes, operational excellence will be achieved through centralised control systems, dynamic digital signage, and AI-powered automation that streamlines property management. Additionally, e& UAE will provide its CarePlus service as a dedicated, streamlined support system tailored to the needs of The Heart of Europe. This initiative ensures that guest and operational issues are resolved swiftly and seamlessly, guaranteeing that Kleindienst Group maintains the highest standards of reliability and responsiveness.

This strategic agreement strengthens e& UAE’s position as a partner of choice for digitally transforming large-scale developments, while empowering The Heart of Europe to become one of the most technologically advanced and sustainable hospitality destinations in the region.

Centre will serve as a national hub for applied research, emerging technologies, and entrepreneurship in support of the UAE’s innovation agenda

The UAE Cybersecurity Council has signed a Memorandum of Understanding (MoU) with e& UAE, the telecoms arm of the global technology group e&, to launch the Al Ain Innovation Centre. This strategic partnership, announced at GISEC Global 2025, marks a significant milestone in the UAE’s digital journey, cementing its position as a global hub for innovation, digital transformation, and a knowledge-based economy.

The Al Ain Innovation Centre will serve as a collaborative platform for applied research, talent development, and startup enablement across critical technology domains, including AI, cybersecurity, autonomous systems, and intelligent device development. It will empower technology companies, research and academic institutions, and public and private sector organisations to co-create solutions within a connected innovation ecosystem aligned with the UAE’s national goals.

H.E. Dr. Mohamed Al Kuwaiti, Head of the UAE Cybersecurity Council, said:
“The launch of the Al Ain Innovation Centre marks a significant milestone in advancing the UAE’s global leadership in cutting-edge technologies and cybersecurity. In partnership with e& UAE, this visionary initiative establishes a vital platform for cultivating national talent and building a resilient digital economy. By fostering innovation, collaboration, and skills development across government, industry, and academia, the Centre will empower entrepreneurs and professionals alike. We are proud to contribute to this strategic national effort, paving the way for a more secure, sustainable, and future-ready digital landscape.”

Masood M. Sharif Mahmood, Chief Executive Officer, e& UAE, added: “The launch of Al Ain Innovation Centre will be a key enabler of the UAE’s vision to become a global beacon for innovation and emerging technologies. It will provide a collaborative space where bold ideas are matched with the right resources to turn them into impactful solutions that shape society and drive economic growth. We’re proud to partner with the UAE Cybersecurity Council in accelerating innovation and providing a digital incubator for two of our nation’s fundamental pillars for a sustainable knowledge economy: entrepreneurship and education.”

The Centre’s purpose is to bring together AI engineers, cybersecurity professionals, autonomous systems experts, and device innovators under one roof. It will offer integrated support programmes in partnership with academia and government, enabling participants to gain advanced technical skills, access real-world research environments, and co-develop commercially viable solutions.

It will also serve as a key platform for national educational initiatives, working with universities and public institutions to build talent pipelines and deliver future-ready curricula that address the evolving needs of industry.
The launch of the Al Ain Innovation Centre underscores the shared commitment of the UAE Cybersecurity Council and e& UAE to fostering a technology-driven economy by equipping diverse segments of society with access to resources, mentorship, and collaboration opportunities.

Both new and existing startups will benefit from dedicated incubation tracks, receiving support in areas such as idea validation, business model development, funding access, and go-to-market strategy. These efforts are designed to maximise entrepreneurial success and contribute to national economic diversification.

The Centre also aligns with the UAE’s broader innovation and digital economy strategies, including the UAE Centennial 2071 and the National Innovation Strategy. By integrating infrastructure, education, and emerging technologies, the Al Ain Innovation Centre will help position the UAE as a global leader in applied innovation.

The Al Ain Innovation Centre embodies a bold vision to establish a global Centre of Excellence for innovation and entrepreneurship, where transformative ideas are brought to life to support future-ready business models, improve quality of life, and reinforce the UAE’s status as a leading technology hub in the region and the world.

e& enterprise, the digital transformation arm of e&, has announced a strategic partnership with Infobip, a global cloud communications platform, to launch the new Customer Engagement Hub.

By combining Infobip’s advanced customer engagement solutions with engageX, the Customer Experience division of e& enterprise, this platform leverages the strengths of both partners. engageX brings its robust communication management solutions and expert consultancy, while Infobip enhances the offering with cutting-edge capabilities including its customer engagement solution, chatbot building platform, and customer data platform. Together, they provide a unified solution for enterprises across the UAE and Saudi Arabia to build sustainable customer relationships, engaging customers effectively at every touchpoint.

Ahmed Abdi Omer, Vice President/Customer Experience - e& enterprise said: “Today’s consumers are well-informed and selective, actively seeking meaningful interactions with brands. To truly connect with this audience, organisations need smart solutions that not only offer insights into customer needs but also provide seamless engagement on their preferred channels. At e& enterprise, we understand the critical role CX plays in building lasting relationships. With specialised offerings, a commitment to supporting developers with user-friendly integration tools, and a strong technology partnership with Infobip, engageX is uniquely positioned as a trusted CX transformation partner. Through the Customer Engagement Hub, we aim to empower enterprises to create impactful, enduring customer connections.”

Zeid Shubailat, Director at Infobip, said: “In today’s competitive landscape, customer experience in both the private and public sectors is more critical than ever. Our cutting-edge capabilities bring best-in-class communication channels and a robust messaging platform to meet a wide range of customer needs. This strategic partnership underscores our commitment to helping businesses build impactful and lasting customer relationships by ensuring seamless engagement at every interaction point.”

The Customer Engagement Hub is designed for enterprises of all sizes and focuses on delivering relevant content based on key customer information, interests, and activities. By integrating elements such as behaviour-based communication, analytics, AI predictions and communication channels such as WhatsApp, SMS, email, and voice under one roof, the platform will empower businesses to streamline customer communications and leverage data-driven insights into audience behaviour. Thus, enhancing customer loyalty and retention while maximising return on marketing investment.

As a unified platform, it aims to enable businesses across both public and private sectors to boost operational efficiency by centralising data management, analysis, and optimisation efforts.

In today’s competitive landscape, customer experience is a key driver of conversion, turning interactions into meaningful transactions. By providing insights into customer behaviour, the platform empowers brands and organisations to develop stronger, data-informed marketing strategies that resonate with their audiences.

Ultimately, engageX and Infobip’s powerful blend of CX expertise will enhance customer loyalty, leading to sustained growth and significant impact on business performance for government and businesses in the UAE and KSA.

e& Group procurement has been awarded the “Best Procurement Transformation” Award at the SAP NOW AI Tour, held in Dubai.This recognition highlights e&’s commitment to innovation, strategic impact, and the continued advancement of digital excellence across its procurement function.

Saeed Al Zarooni, Group Chief Procurement Officer, e&, said: “This award is a testament to our relentless pursuit of excellence and innovation in procurement. Through deeper supplier collaboration, sustainable sourcing practices, and a relentless focus on efficiency, we’ve not only optimised costs but also positioned procurement as a strategic enabler of innovation and growth across the Group.”

Through the use of AI, data analytics, and agile processes, e&’s procurement transformation has enhanced transparency, improved decision-making, and accelerated operational efficiency, while ensuring full alignment with the Group’s sustainability goals and the broader ESG framework.

This award celebrates e&’s ongoing transformation journey that has redefined procurement across the Group through the adoption of cutting-edge technologies, data-driven strategies and agile operating models. Central to this success is its Procurement Centre of Excellence, which plays a critical role in aligning procurement strategy with the broader vision of e&.

Basel Alshawa, Head of Finance & Spend Management, SAP Middle East & Africa - South, said: “We congratulate e& on winning the ‘Best Procurement Transformation’ award—a reflection of their pioneering spirit and bold commitment to reimagining procurement. By harnessing the full potential of SAP Ariba and embedding AI and advanced analytics into their sourcing strategy, e& has elevated procurement from a back-office function to a true engine of innovation, agility, and sustainable value. Their approach sets a new benchmark for telcos and beyond, demonstrating how intelligent technologies can drive transparency, smarter decision-making, and meaningful ESG outcomes across the enterprise.”

This recognition reflects the dedication, vision, and collaborative spirit of the e& procurement team and its ecosystem of internal and external stakeholders. Through its bold approach to innovation and strategic transformation, e& is setting a new benchmark for procurement excellence in the technology sector.

The success of e&’s procurement transformation reflects the Group’s broader commitment to its “Go for More” philosophy—pushing beyond conventional boundaries to deliver greater value, drive sustainable impact, and lead with purpose. By reimagining procurement as a strategic enabler, e& continues to set new standards for innovation and operational excellence, supporting its ambition to create a smarter, more resilient, and future-ready organisation.

e& and Digicel Group have announced a strategic partnership to enhance Digicel’s international voice services across the Americas. Under this collaboration, e& will serve as Digicel’s partner in 24 markets for inbound and outbound international traffic, optimizing operations and elevating service quality.

As fraud threats within the telecommunications sector continue to grow in scale and complexity, Digicel and e& are reinforcing their joint commitment to protecting the industry through the deployment of cutting-edge, AI-driven fraud detection and prevention technologies.

This strategic initiative will empower both companies with real-time monitoring capabilities, proactive threat mitigation, and enhanced security protocols—protecting customers, operators, and the broader telecom ecosystem. By combining their global expertise and technological leadership, Digicel and e& are setting a new benchmark in international voice traffic management and fraud resilience.

This collaboration marks a significant step forward in establishing more resilient, secure, and trusted ecosystem for the telecommunications industry.

By adopting an innovative approach, Digicel continues to refine its wholesale strategy in response to evolving industry trends, including the rise of OTT services and VoLTE. This partnership will enable Digicel to optimize costs, streamline infrastructure investments, and strengthen its market position.

“Leveraging our extensive expertise in international voice solutions, our partnership with Digicel Group is fully aligned with e& Carrier & Wholesale’s strategy to expand our global footprint and deliver next-generation voice services across key international markets,” said Nabil Baccouche, Group Chief Carrier & Wholesale Officer at e&. “As we establish our Wholesale’s strategic hub in Miami as one of our key locations for the region, this collaboration reinforces our commitment to delivering high-quality, secure, and innovative telecom services across the Caribbean, Americas and beyond. Together, we are setting new benchmarks in international voice traffic management and fraud prevention, ensuring long-term growth and scalability for both organizations.” 

With its deep industry knowledge and technical capabilities, e& will play a key role in supporting Digicel’s ambitions to enhance customer experience, improve operational resilience, and future-proof its international voice services.

“Our partnership with e& enables us to optimize operations and elevate the quality of services we deliver to our customers. It also opens the door to broader partnership opportunities across international business lines - creating value for both our organizations and the customers we serve.” Said Digicel Group Chief Business Officer, Liam Donnelly.

e& Carrier & Wholesale Services (C&WS), the international wholesale arm of global technology group e&, today announced the official opening of e& Wholesale Americas, its new U.S. entity headquartered in Coconut Grove, Miami. The launch, celebrated in the presence of dignitaries from the UAE Embassy in the U.S., marks a significant milestone in C&WS’s strategic expansion into the Americas, reinforcing its position as a global leader in seamless, AI-driven connectivity.

The inauguration ceremony, attended by global industry leaders and partners including e& delegates, highlighted e&’s commitment to fostering innovation and collaboration in high-growth markets. Building on its established presence in London and Singapore, the Miami office further strengthens C&WS’s global footprint and positions e& Wholesale Americas as a gateway to dynamic markets, empowering businesses with cutting-edge Managed Voice, Data & Connectivity, Roaming, Mobility Services, and more.

Nabil Baccouche, Group Chief Carrier & Wholesale Officer, e&, said: “The launch of e& Wholesale Americas is more than just entering new markets, it is a bold step towards redefining global connectivity. Miami’s vibrant tech hub is the perfect location for us to expand the future of digital infrastructure. As a foundation of our 2030 vision, this expansion positions e& at the forefront of the region’s thriving tech ecosystem.”

Pablo Mlikota, Senior Vice President International, with his extensive expertise in launching international greenfield operations and leading diverse, multicultural teams, will lead the expansion of e& Wholesale Americas in the U.S. and LATAM.

Mlikota said: “e& Wholesale Americas is not just expanding reach — it’s shaping the future of regional connectivity and digital innovation. By building on C&WS’s exceptional growth in global hubs like London and Singapore and integrating it with local market intelligence and e&’s advanced AI and automation capabilities, we are delivering next-generation solutions that accelerate business growth, open new markets, and position our partners as leaders in the digital economy.”

Under Mlikota’s leadership, e& Wholesale Americas will serve the rising demand from telcos, enterprises, hyperscalers, and AI players in the region and beyond. Positioned in a global innovation hub, the entity will focus on expanding its footprint to better support existing and future partners across various domains, while also enabling e&’s operating companies with cost-efficient access to new markets.

This milestone builds on C&WS’s strong track record of sustained growth in international markets. The Miami hub, along with an upcoming hub in Johannesburg, South Africa, reinforces e&’s commitment to expanding its global presence across 38 countries

• Consolidated net profit increased to AED 5.4 billion, reflecting a 129.9 per cent increase year-on-year growth. Excluding the impact of Khazna transaction, net profit increased by 19.1 per cent year-on-year. The proceeds of USD 2.2 billion were received and utilised to reduce the group’s debt balance in April

• EBITDA reached AED 7.4 billion, increasing 15.4 per cent YoY
• Total Group subscribers grew to 194.8 million
• e& became the “World’s Fastest Growing Brand” with a brand portfolio and investment value exceeding US$ 20 billion

e& has delivered a strong start to 2025, continuing its trajectory of growth and digital leadership. The group posted strong performance across key financial indicators, reflecting the strength of its strategy and rising impact as a global technology group.

Consolidated revenue increased to AED 16.9 billion, growing 18.7 per cent year-on-year (YoY), while consolidated net profit increased to AED 5.4 billion — a growth of 129.9 per cent compared to the same period last year. The Group’s EBITDA reached AED 7.4 billion, growing 15.4 per cent YoY.

The Group’s total subscriber base reached 194.8 million, an increase of 12.9 per cent YoY, while the number of e& UAE subscribers reached 15.3 million, underscoring the continued demand for e&’s next-generation connectivity, AI-powered solutions, and innovative digital experiences.

Financial Highlights for Q1 2025

Hatem Dowidar, Group Chief Executive Officer of e&, said: “Q1 2025 marks another milestone in e&’s journey, with a strong performance across all fronts. Our consolidated revenue reached AED 16.9 billion while EBITDA amounted to AED 7.4 billion, growing year over year by 18.7% and 15.4%, respectively and benefiting from disciplined execution, dedicated customer focus and guided by our vision of being a global technology company.

“What sets e& apart is our ability to innovate, scale and deliver while navigating a competitive global landscape— from embedding AI across our business and deploying the region’s most advanced 5G networks, to expanding our footprint across three continents with the e& PPF Telecom investment at the end of 2024, we are building a digital ecosystem that empowers individuals, businesses, and governments. We are not only growing — we are shaping the digital future with intent, impact, and global ambition.

Strong first quarter results was crowned with the successful monetisation of our stake in the Khazna business at a lucrative valuation towards the end of March.

“These outcomes are not aspirational — they are clear proof points. We are translating our ambition into measurable performance via achieving robust financial performance, retaining our network leadership, scaling our footprint across high-potential markets and optimising our assets profile to create a sustainable value for our shareholders.”

Key Operational Highlights

e&

e& started 2025 with strong momentum, earning the ranking of “World’s Fastest Growing Brand” in the Brand Finance Global 500 report. e& received a AAA rating and a brand strength score of 84.6, ranking among the top 10 most valuable telecom brands worldwide. Its brand portfolio and investment value exceeded US$ 20 billion in 2025.

e& completed the divestment of its 40% stake in Khazna for a value of USD 2.2 billion (equivalent to AED 8.0 billion). The move reflects a strategic effort to unlock value, sharpen focus on core businesses and optimise its portfolio. It also enhances shareholder returns, strengthens financial flexibility, and reinforces e&’s commitment to long-term growth.

Maroc Telecom and Inwi (Wana Corporate) signed an expanded partnership to accelerate Morocco’s fibre optic and 5G rollout. The agreement includes the formation of two joint ventures: one focused on the deployment of fiber-optic passive infrastructure and the other dedicated to the rollout of new telecommunications towers. The partnership is still subject to obtaining the needed regulatory approvals.

In Davos, e& unveiled an innovative AI and Generative AI governance solution, developed in collaboration with IBM, to promote ethical, transparent and secure deployment of AI technologies. This framework supports compliance and risk oversight across the Group’s expanding AI ecosystem, reinforcing e&’s commitment to responsible innovation.

A joint study with the IBM Institute for Business Value, titled “MENA’s AI Advantage: Opportunity to Leap Ahead and Lead,” explored the region’s potential to become a global AI leader. The report revealed that 65 per cent of MENA-based CEOs are championing Generative AI adoption – outpacing the global average – and highlighted how public-private collaboration, infrastructure investment, and skills development are accelerating AI integration across industries.

In an academic partnership, e& signed an MoU with NYU Abu Dhabi to advance research and development on 6G technology. The collaboration aims to bridge the gap between academia and industry, offering students early exposure to next-generation technologies while positioning the UAE as a hub for future connectivity.

Community empowerment also remained front and centre. In Q1, e& teamed up with The Butterfly, Wollongong University and Zayed University to launch a career exploration programme for People of Determination, providing university students and recent graduates with a supportive, inclusive platform to develop skills and explore professional pathways.

e& Carrier & Wholesale Services (C&WS) reaffirmed its position as a regional powerhouse by enhancing global connectivity and integrating AI across its operations. These efforts are opening up new commercial pathways for digital services at scale, while keeping pace with the demands of an increasingly data-driven global economy.

A major highlight of the quarter was the expansion of the Fujairah SmartHub Campus, with the addition of a fourth Tier-III data centre. The new facility added 1.5 MW of capacity, bolstering the UAE’s digital backbone and strengthening interconnectivity across the Middle East. The campus continues to serve as a vital gateway for global traffic flows, regional content hosting and low-latency cloud services.

In a joint effort with the UNDP and GSMA, e& introduced an AI-powered Social and Climate Platform that turns real-time, non-conventional data into actionable insights for policymakers across the Arab States and beyond. The initiative showcases how AI can be a force for inclusive, data-driven development, aligning with the Group’s broader sustainability agenda.

e& UAE

e& UAE started Q1 2025 with a series of product innovations and partnerships designed to meet evolving consumer expectations while reinforcing its leadership in connectivity and digital services.

Responding to growing demand for high-speed connectivity, the business launched Neo Home, a new line of 1Gbps fibre plans. Tailored for modern households, Neo Home offers seamless streaming, faster downloads, and customisable TV add-ons—delivering speed and flexibility.

e& UAE successfully completed the first phase of integrating AI into its private cloud for operations. This initiative, powered by Intel’s advanced AMX technology and Cisco’s cutting-edge networking and data centre solutions, aims to elevate e& UAE’s operational efficiency by leveraging AI and developing AI use cases across its business operations.

e& UAE deepened its collaboration with Samsung to bring the latest generation of AI-powered mobile experiences to customers across the country. The partnership reflects a shared commitment to delivering more intuitive, context-aware technologies that enhance everyday life and support the growing demand for smart, seamless connectivity.

e& UAE has also launched a Kids SIM Card with flexible plans and a free Parental Control Service, offering features like content filtering, screen time limits, and social media monitoring to ensure a safe digital experience for children.

In a push to empower the country’s SMB ecosystem, e& UAE partnered with AI platform Aleria to offer tailored solutions that enhance decision-making, operational efficiency, and cost management. These tools reflect e&’s commitment to enabling businesses of all sizes to thrive in a competitive digital economy.

On the enterprise side, e& UAE deepened its partnership with Microsoft, deploying M365 Copilot at scale to drive AI-powered workplace transformation. The large-scale rollout is already enhancing productivity and automating workflows across the organisation, accelerating its digital transformation journey.

e& UAE and Microsoft launched the AI for Business Skilling Programme, an initiative designed to equip Small and Medium-sized Businesses (SMBs) with essential AI skills. This initiative underscores both companies' commitment to fostering AI-led digital transformation and empowering SMBs with the knowledge and tools needed to thrive in today’s AI-driven business landscape.

In partnership with Kindred, the business continued to align innovation with sustainability through the “Save & Grow” initiative. Available via the e& UAE app, the programme combines eco-conscious shopping with financial incentives. Users earn discounts while supporting tree planting and sustainable practices across a network of over 9,000 online retailers.

In collaboration with Open Innovation AI, e& UAE has launched a dedicated AI Lab to develop localised AI solutions, accelerate innovation, and support the UAE's goal of becoming a global AI leader by 2031. The lab will focus on sectors like government, healthcare, finance, and education, while also nurturing a skilled AI workforce.

Meanwhile, Smiles, e& UAE’s all-in-one lifestyle and rewards app, announced a new collaboration with Tencent Cloud – the powerhouse behind WeChat – which is set to elevate digital commerce capabilities in the UAE. Smiles also partnered with Amazon.ae to offer users up to six months of Amazon Prime at discounted rates, redeemable using Smiles points. These moves reinforce Smiles’ mission to deliver everyday value through strategic, customer-first innovation.

The General Authority of Islamic Affairs, Endowments and Zakat (AWQAF UAE) entered into a cooperation agreement with e& UAE. This partnership aims to develop a digital system that enhances the experiences of worshippers in mosques across the country. The initiative focuses on improving the management of mosque facilities and services, aligning with the UAE's broader digital transformation goals.

This collaboration reflects the UAE's commitment to integrating technology into religious and community services, ensuring that worshippers benefit from modern, efficient, and user-friendly environments.

e& UAE joined as a main partner of the Fathers’ Endowment campaign; an initiative launched during Ramadan under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum. The campaign aims to establish a sustainable AED 1 billion endowment fund to provide healthcare for underprivileged patients, honouring fathers across the UAE. ​

As part of its contribution, e& leveraged its platforms to facilitate donations, including SMS campaigns and the Smiles app. Additionally, e& offered a selection of premium mobile numbers for auction at the Most Noble Number charity event held in Dubai.

e& life

e& life continued to shape digital experiences, pushing the boundaries of fintech, lifestyle, and entertainment through compelling innovation and AI-driven advancements.

Careem Technologies built strong momentum, with Gross Transaction Value (GTV) surging 160 per cent compared to Q1 2024. This robust growth, fueled by increased user engagement through Careem Plus, reinforced Careem’s essential role in the everyday lives of users, especially during high-demand periods like Ramadan.

e& money reached a major milestone, surpassing 1 million cards issued. Its trusted fintech platform continued to grow significantly, providing users with reliable, efficient, and secure financial interactions, driven by enhanced AI capabilities that streamlined remittance services and ensured smooth user experiences.

STARZ ON sustained powerful traction, surpassing 8 million installs and achieving impressive user engagement. The launch of evision studios in Q1 marked a strategic expansion into original content, highlighted by exclusive Ramadan originals such as “Flavors from the Heart” and “CoffeeCature,” creating culturally resonant viewing experiences and driving deeper audience connections.

e& enterprise

e& enterprise made bold strides in Q1 2025, continuing to shape the region’s digital transformation journey through strategic partnerships and future-ready technologies.

In a progressive move for smart healthcare, the business also teamed up with RAIN Technology to introduce Orva, the world’s first AI-powered Operating Room voice assistant. Now being rolled out across hospitals in the Middle East and Africa, Orva is transforming surgical workflows by improving efficiency, enhancing patient safety, and reducing operational costs. It’s a tangible example of how AI is reshaping the healthcare experience — not just for clinicians, but for patients too.

haifin, an e& enterprise company, has partnered with Vodacom Business, a unit of Vodacom South Africa, to launch Saif, a trade finance derisking platform. This platform is set to transform South Africa's banking industry, marking a significant stride towards digital transformation and a more resilient banking ecosystem.

e& international

e& international strengthened its global position during Q1 2025 by scaling its infrastructure, investing in digital capabilities and expanding its reach into high-growth regions.

e& PPF Telecom Group strengthened its strategic collaboration with an agreement to acquire 100 per cent of Serbia Broadband (SBB), one of Central and Eastern Europe’s largest telecom and media operators.

e& played a key role in the successful landing of the Africa-1 submarine cable in Karachi, Pakistan, as part of a global consortium led by major telecom operators. Spanning 10,000 kilometres, the high-capacity cable links Pakistan with key international destinations, including the UAE, Saudi Arabia, Egypt, Kenya and France. The project reflects e&’s ongoing commitment to strengthening digital infrastructure across the region and supporting Pakistan’s Digital Vision 2030.

Furthermore, PTCL Flash Fiber maintains its number one position in fibre-to-the-home (FTTH) in Pakistan, with over 700,000 subscribers.

In January, e& Egypt announced the launch of Wi-Fi calling services in Egypt, in collaboration with the National Telecommunications Regulatory Authority. This innovative solution delivers more possibilities for customers, enabling high-quality voice calls over Wi-Fi networks with the normal minute rate charge.

In Saudi Arabia, Mobily was recognised as the Fastest Growing Telecommunications Brand in the Middle East. Mobily achieved a +140 per cent increase in brand value over the last five years.

​​​e& PPF Telecom Group continues to earn international acclaim for mobile excellence across its European markets. Yettel Hungary was named the Fastest Mobile Network by Ookla at MWC Barcelona, while the Group received global recognition in OpenSignal’s Mobile Experience Report for outstanding performance in reliability, gaming, and voice app experience — particularly in Slovakia and Hungary, with Bulgaria and Serbia excelling in reliability.

In addition, Yettel Bulgaria secured its 8^th consecutive umlaut Best-in-Test award, scoring an impressive 957/1000. The group also celebrated two silver wins at the International Customer Experience Awards, recognising Yettel’s leadership in learning and development and digital transformation. The Yettel mobile app was also recognised as the top-rated telecom app in Bulgaria with more than 1.5 million downloads and a 4.5-star rating.

The company signed an MoU with KCell JSC under the Partner Markets Programme to enhance efficiency and cost-effectiveness in joint operations. This collaboration underscores a commitment to large-scale digital transformation, leveraging advanced technologies to optimise network infrastructure for improved performance and reliability.

• Experts at Drones Operations Centre track live feeds to ensure flawless, accurate inspections
• Drones operate in extreme weather, eliminating the need for on-site personnel
• AI drones deliver critical support and vital resources exactly where needed

e& UAE today announced the launch of its autonomous drone-based cell tower inspection, powered by artificial intelligence (AI), marking a major leap in telecom infrastructure management and operational safety.

The new initiative combines real-time data analytics, AI and autonomous flight capabilities to enable faster, safer, and more sustainable inspection of telecom towers across the UAE. This milestone follows the recently inaugurated Drones Operations Centre in strategic collaboration with the UAE Cyber Security Council and General Civil Aviation Authority (GCAA) to advance unmanned traffic management (UTM) and drone integration in national digital infrastructure.

The introduction of autonomous drones redefines the way telecom infrastructure is maintained and monitored. Controlled remotely from the Drones Operations Centre, each drone flight is tracked in real time by expert teams who oversee flight progress, verify safety protocols and ensure inspection accuracy.

Unlike traditional tower inspections, drones can navigate complex environments autonomously, enhancing worker safety and operational efficiency. They also play a vital role in emergency response, supporting the delivery of critical aid and connectivity in hard-to-reach areas.

AI at the heart of smarter maintenance

Through advanced AI analytics, the drones instantly detect structural anomalies during inspection, enabling a proactive approach to maintenance that prevents costly disruptions and extends asset lifespans. The technology also supports remote inspections of safety procedures and surveillance of unauthorised activity — driving a smarter, more secure network environment.

Each review generates actionable data that feeds into e& UAE’s digital infrastructure management systems, supporting predictive maintenance, optimised asset use and a significantly reduced carbon footprint compared to traditional inspection methods.

“The integration of autonomous drones into our operations reflects our commitment to reimagining network operations through cutting-edge innovation that improves reliability, safety and sustainability. Through AI-powered insights and real-time control, we are enhancing the safety and accuracy of telecom tower inspections while enabling faster, data-driven decisions that future-proof our infrastructure. And with the support of the Drones Operations Centre, we’re demonstrating how technology can elevate operational resilience while supporting the UAE’s broader ambitions for smart, sustainable cities,” said Marwan Bin Shakar, Acting Chief Technology & Information Officer, e& UAE.

This innovation also showcases e& UAE’s role as a trusted digital enabler, aligning with the UAE’s broader ambitions to lead in technology-driven transformation and smart city development.

The deployment of the Drones Operations Centre and its integration into national frameworks highlights a coordinated effort with regulatory partners to ensure full compliance with air safety, cybersecurity and operational integrity. The initiative builds on e& UAE’s ongoing support to the Cyber Security Council in strengthening national UTM systems using 5G connectivity for enhanced drone tracking, communication and control.

As the UAE accelerates its journey toward a future-ready digital ecosystem, the autonomous drone inspection initiative demonstrates how innovation can drive impact across industries, communities and the environment.

Reinforcing shareholder value and strengthening global tech leadership

• Record-breaking financial performance with consolidated revenues of AED 59.2 billion (+10.1%) and net profit of AED 10.8 billion (+4.3%) in 2024
• Approved AED 0.83 per share dividend, reinforcing the Group's progressive dividend policy and shareholder value creation
• Consolidated EBITDA reached AED 26.5 billion (+2.7%)
• Global subscriber base grew to 189.3 million, an 11.7% increase year-over-year, demonstrating continued customer acquisition and engagement
• Expanded presence across 38 countries, leveraging telecom and digital capabilities across the Middle East, Africa, Asia, and Europe
• Named 'World’s Fastest-Growing Brand' by Brand Finance, recognizing strategic brand and business transformation
• e& UAE achieved the world’s fastest mobile network speeds, highlighting leadership in 5G infrastructure and digital innovation

e& held its Annual General Meeting (AGM) today, where shareholders reviewed the Group’s 2024 performance and reaffirmed their confidence in its transformation into a leading global technology group.

The AGM approved the Board’s recommendation for FY 2024 of cash dividend of 83 fils (AED 0.83) per share for the fiscal year 2024 — further reinforcing e&’s commitment to delivering consistent value through a progressive dividend policy announced last year for its shareholders. 

H.E. Jassem Mohamed Bu Ataba Alzaabi, Chairman of e&, stated: “2024 was another successful year marked by accelerated growth and impressive progress with our strategy to transform into a global technology company.

“e& delivered record consolidated revenues of AED 59.2 billion growing 10.1 per cent, and record net profit of AED 10.8 billion, growing 4.3 per cent in 2024. These achievements were underpinned by key strategic decisions made by the Board, including progressing on geographic expansion and revenue diversification and scaling up digital verticals. These measures have not only reinforced our financial resilience but also positioned e& to capitalise on new opportunities while ensuring sustainable long-term value for our stakeholders.”

H.E.  Alzaabi added: “As we look to the future, e& is committed to growth and transformation across 38 countries in the Middle East, Africa, Asia, and Central and Eastern Europe. Our ambition is to innovate, lead, and deliver greater value for those we serve. Together, we will continue shaping a brighter, more digitally empowered future.”

Hatem Dowidar, Group Chief Executive Officer of e&, said: “2024 was a year of ‘more’ — more impact, more opportunities, more growth, and more passion for excellence. It marked a successful chapter in our transformation journey as we continued to evolve into a global technology leader. We leveraged our presence of telecom and digital services across 38 countries to deliver enhanced dividends and a stronger performance, cementing trust among our stakeholders. Through superior connectivity, advanced digital solutions, and AI-driven innovations, we will continue to empower our customers and the communities we serve.

“As we look ahead, we do so with a clear vision: to lead with purpose, collaborate with impact, and innovate for the future. 2025 will see us deepen our focus on digital transformation, scale our AI and data-driven solutions, and drive inclusivity in technology access. With the support of our talented teams, trusted partners, and loyal customers, we are poised to continue empowering communities, transforming industries, delivering sustainable value for generations to come, and always go for more.”

e& strengthened its global leadership through strategic investments and high-impact initiatives. The Group was recognised as the ‘World’s Fastest-Growing Brand’ by Brand Finance and expanded its footprint through landmark partnerships and acquisitions.

e& UAE earned global recognition for delivering the fastest mobile network speeds worldwide — a clear reflection of its continued leadership in 5G innovation and infrastructure. 

2024 financial highlights

e& has delivered record financial performance in 2024, reporting a consolidated net profit of AED 10.8 billion, an increase of 4.3 per cent year-over-year (YoY). This milestone reflects three years of strategic transformation, reinforcing the Group’s position as a global technology group.

Consolidated revenues reached AED 59.2 billion, growing 10.1 per cent driven by growth across all business verticals. Consolidated EBITDA rose by 2.7 per cent YoY at constant exchange rates, reaching AED 26.5 billion. The group’s total subscriber base grew to 189.3 million, marking an 11.7 per cent increase compared to 2023.

Unified solution enables organisations to enhance resilience through proactive risk management, operational continuity, and compliance

e& today announced the launch of Business Continuity as a Service (BCaaS) at the World Crises & Emergency Management Summit 2025, organised by the National Emergency Crisis and Disaster Management (NCEMA).

BCaaS is a fully-managed service that supports organisations in identifying potential threats and building effective response mechanisms, empowering them to drive organisational preparedness and operational efficiency. This solution enhances protection by not only restoring and ensuring the continuity of business but also ensuring that this is achieved within a predefined timeframe.

The service provides an integrated framework tailored to the needs of organisations across essential sectors, including government, federal entities as well as the private sector. By identifying potential threats and implementing effective response mechanisms, it enables organisations to maintain business continuity during disruptions, comply with legal and regulatory requirements, and reduce costs while boosting overall performance. This ensures organisations can deliver enhanced customer experiences, uphold stakeholder confidence, and focus on driving growth and achieving long-term strategic goals.

Abdalla Rashid Alsaadi, Senior Vice President, Group Business Continuity & Crisis Management, e& UAE, said: “Maintaining continuity in operations isn’t just about keeping systems running; it’s about protecting what defines a business – its integrity, reputation, and ability to deliver value. In today’s digitally empowered world, resilience is the cornerstone of innovation and growth. Through our partnership with NCEMA, we’re introducing BCaaS, a holistic solution to drive organisational resilience. This solution protects private and public sector organisations with a holistic approach, ensuring uninterrupted operations with tools that make them future-ready and enable them to adapt, innovate, and thrive.”

e&’s BCaaS provides businesses with a comprehensive suite of solutions designed to ensure operational resilience and continuity. These include Business Continuity Management Systems (BCMS), crisis management planning, and support to meet legal and regulatory requirements, as well as achieving certifications like ISO 22301 and NCEMA 7000. The service also offers Disaster Recovery (DR) sites to manage unexpected disruptions and specialised training in business continuity and crisis management to embed resilience into company culture. Customers have the flexibility to purchase either the complete suite or select components of the core services.

The introduction of BCaaS is an extension of e&’s strategic focus on equipping organisations with the tools needed to navigate today’s unpredictable challenges. By prioritising resilience and operational continuity, e& continues to be a trusted partner for businesses aiming to safeguard their operations and drive sustained growth.

e& UAE today announced a pioneering test of the 6 GHz and 600 MHz spectrum bands, recently allocated for IMT (International Mobile Telecommunications) by the Telecommunications and Digital Government Regulatory Authority (TDRA). Achieving ultra-fast speeds of up to 10 Gbps with the power of 6GHz complemented by a seamless aggregation with other FR1 TDD bands using a commercial-grade Customer Premises Equipment (CPE), e& UAE also demonstrated the 600 MHz band’s ability to extend 5G coverage beyond 6 km. These tests mark a major step in redefining 5G connectivity in the UAE, promising transformative benefits for homes, businesses, and the nation’s digital economy.

Marwan Bin Shakar, Acting Chief Technology Officer, e& UAE, said: “Our customers rely on us for fast, dependable connectivity, and these tests show how we are shaping the future of 5G wireless in the UAE. By achieving 10 Gbps with 6 GHz being a key driver and 5G coverage beyond 6 km on 600 MHz with commercial equipment, we are not just setting technical benchmarks—we are paving the way for 5G-Advanced, the future of 6G, and a smarter, more connected UAE.”

By leveraging commercial CPE for real-world deployment, e& UAE is unlocking the full potential of these spectrum bands to complement its existing 5G network. This initiative reinforces the UAE’s position as a global leader in next-generation wireless technology.

Enhanced customer experience

For e&’s customers—already experiencing gigabit fibre speeds—these tests open the door to next-level wireless connectivity. The 6 GHz band enables seamless 8K UHD streaming, ultra-fast downloads, and lag-free virtual reality experiences, while the 600 MHz band ensures reliable 5G coverage, even in dense urban areas and remote locations. With 5G coverage extending beyond 6 km, users can expect uninterrupted connectivity for work, entertainment, and communication.

For businesses, these tests extend high-speed fibre capabilities into a flexible 5G wireless domain. The 6 GHz band delivers ultra-fast broadband for cloud workflows, IoT, and AI-driven analytics, while the 600 MHz band ensures broad, stable coverage for industrial IoT deployments and smart city applications. This combination provides enterprises with agility, scalability, and enhanced operational efficiency.

Economic impact and future of 5G

TDRA’s 2024 spectrum allocation positions the UAE at the forefront of 5G evolution. The 6 GHz band’s 350 MHz bandwidth supports high-capacity urban connectivity, while 600 MHz ensures extensive coverage and deep indoor penetration. These advancements will accelerate smart city initiatives, industrial automation, and nationwide digital transformation.

A study by GSMA Intelligence projects a significant boost to the global economy, forecasting that 5G will contribute over US$ 610 billion to global GDP by 2030. Notably, mid-band 5G spectrum is expected to be the primary driver of this growth, accounting for nearly 65 per cent of the total economic value generated by 5G. This highlights the critical role of mid-band spectrum in maximising the socio-economic benefits of 5G technology and underscores the importance of strategic spectrum allocation policies.

Global forecasts suggest that mid- and low-band spectrum like 6 GHz and 600 MHz  will also support the local economy contributing to the UAE’s GDP. e& UAE’s tests with TDRA highlight 6 GHz for high-speed data and 600 MHz for far-reaching coverage, laying the foundation for 5G-Advanced and the transition toward 6G.

By integrating C-band, 6 GHz, and 600 MHz, e& UAE is building a resilient, future-proof 5G ecosystem. C-band ensures high-capacity urban connectivity, 6 GHz powers ultra-fast broadband, and 600 MHz extends coverage nationwide. This balanced spectrum strategy will drive smart city innovation, business growth, and seamless nationwide connectivity.

e& UAE and Microsoft and have launched the AI for Business Skilling Programme, an initiative designed to equip Small and Medium-sized Businesses (SMBs) with essential AI skills.

This initiative underscores both companies' commitment to fostering AI-led digital transformation and empowering SMBs with the knowledge and tools needed to thrive in today’s AI-driven business landscape.

The AI for Business Skilling Programme is a comprehensive initiative that provides SMBs with tailored AI learning tracks, ensuring businesses of all sizes and industries can effectively integrate AI into their operations. The programme features three specialised learning tracks:

• AI for Business Leaders: Equips senior leaders with AI strategies to drive digital transformation and innovation within their organisations.
• AI for Business Users: Offers practical AI courses for professionals in Marketing, Sales, Finance, HR, Legal, and Administration, enhancing operational efficiency.
• AI for Everyone: Provides foundational AI skills for beginners, helping them build confidence in adopting AI-driven solutions.

The training programme will be available on the Spectrum platform, offering an intuitive and seamless learning experience for participants.

This programme leverages Microsoft’s industry-leading AI expertise and e& UAE’s strong network capabilities to provide businesses with the most relevant and impactful AI education. As part of this initiative, SMBs will gain access to Microsoft’s top-tier AI training content, including:

• AI Fluency Courses: Available in multiple languages, ensuring accessibility to a wide audience.
• Microsoft Applied Skills Programme: Hands-on learning experiences designed to help SMBs earn Microsoft-verified AI credentials.
• AI Bootcamps for Educators: Training sessions to support educators in integrating AI into their curriculum, delivered through Microsoft’s global network of Training Service Partners

"At e& UAE, we are committed to equipping businesses with the skills and knowledge necessary to succeed in the digital economy. The launch of the AI for Business Skilling Programme in collaboration with Microsoft marks a significant step in our mission to empower SMBs with cutting-edge AI capabilities. Through this initiative, we are ensuring that businesses of all sizes can leverage AI to enhance efficiency, boost innovation, and remain competitive in an evolving digital world.”,” said Esam Mahmoud, Senior Vice President, SMB, e& UAE.

Ahmed Hamzawy, Chief Partnership Officer at Microsoft UAE, added:
"At Microsoft, we believe in empowering organisations of all sizes with the tools and knowledge to succeed. This initiative with e& UAE is a testament to our shared vision of making AI more accessible to businesses across the region. By offering comprehensive AI training through this programme, we are helping SMBs harness the power of AI to unlock new growth opportunities and drive digital transformation."

How to Enroll

Businesses interested in participating in the AI for Business Skilling Programme can visit https://eand.specnt.com to learn more and register.

UNDP (United Nations Development Programme) and GSMA with global technology group e& presented results of their new AI-powered Social and Climate Platform —showcasing how artificial intelligence can generate real-time insights from non-conventional data to inform policy decisions and drive sustainable development in the Arab States and beyond.

Developed by UNDP and e& as part of the Digital for Sustainable Development initiative, a multi-stakeholder effort launched in 2023 to use digital technology to achieve the Sustainable Development Goals, the new platform leverages natural language processing and sentiment analysis to monitor vital topics like climate, natural disasters, and public health in real-time. By analysing trillions of data points, the platform enables policymakers, researchers, and development practitioners to make informed, data-driven decisions that enhance resilience and sustainability.

"Responsible AI has the potential to drive sustainable development by providing real-time, data-informed insights that strengthen decision-making and resilience," said Robert Opp, UNDP’s Chief Digital Officer. "We welcome innovative solutions that align with UNDP's commitment to ensuring that AI benefits everyone, everywhere."

Last year, during the United Nations General Assembly, UNDP and e& announced their collaboration on AI use cases to assess the impact of the 2023 Türkiye-Syria earthquake. Building on that momentum, the partnership also focuses on developing AI-driven use cases for healthcare, aiming to gain deeper insights into the healthcare system and improve service delivery. All efforts adhere to a Responsible AI Framework co-developed by UNDP and e& which ensures ethical, transparent, and inclusive AI deployment across the Arab States regions.

Dena Almansoori, Group Chief AI & Data Officer, e& said, "Through this collaboration with UNDP, we’re proving that AI, when deployed responsibly, is a force multiplier for impact—transforming digital signals into life-changing solutions that drive resilience, equity, and progress throughout the Arab States and beyond.” She added, “This is the kind of positive impact e& strives for as we use AI to rewrite the playbook for sustainable development, and equip leaders with the foresight to act decisively, deploying solutions where they are needed most.”

This initiative supports UNDP's AI for Sustainable Development efforts, ensuring that AI advances across all development sectors. With sustained investments in digital public infrastructure, harmonized regulations, and regional collaboration, the Arab States region is well-positioned to harness AI's full potential.

• Partners with Kindred.co to support the exclusive launch
• First programme in the region to allocate a portion of revenues to support an environmental initiative
• Users can enjoy discounts on global brands to make a meaningful impact with every purchase

e& UAE, the flagship arm of e& and Kindred.co, a media commerce company operating in over 180 markets, has announced the launch of a first in the region innovative new programme, “Save & Grow” to the e& UAE app. This new addition elevates user experience by enabling users to save money while contributing a part of the revenue to environmental sustainability.

e& UAE users can activate the "Save & Grow" programme through the e& UAE App, unlocking exclusive deals and discounts, and save an average of 10 per cent per transaction across more than 9000 online retailers such as Noon, Ounass, Namshi. The programme ensures smarter savings by providing timely notifications on available offers as users browse or before they complete their purchases.

In addition to cost savings, "Save & Grow" will also contribute to environmental sustainability. A share of the revenue from each transaction will be directed towards eco-friendly initiatives, starting with a tree-planting initiative in the UAE. This project, carried out in collaboration with The Storey Group, allows e& UAE users to make a meaningful impact with every purchase, empowering them to contribute to a greener future.

The Save & Grow initiative aims to reach out to e& UAE’s extensive user base, and leverage on the strength of collaborative efforts to advance the fulfillment of e& UAE’s commitment to sustainability, particularly in its tree planting efforts across the UAE. Since 2019, e& has accelerated its energy efficiency programmes and managed multiple initiatives to reduce greenhouse gas emissions. These include exclusive offers for UAE’s 52nd and 53rd National and the initiative to plant mangroves in the UAE, as well as its partnership with COP28 to further strengthen its commitment to achieving net-zero Scope 1 and 2 emissions for its operations in the UAE by 2030.

Khaled El Khouly, Chief Consumer Officer, e& UAE, said: "At e& UAE, we are constantly seeking ways to deliver tangible value to our customers. The “Save & Grow” programme goes beyond providing users with a way to save on everyday purchases- it reflects our broader commitment to embedding sustainability into digital experiences. In partnership with Kindred.co, we are empowering our customers to make impactful choices that benefit both their lives and the environment."

"The partnership with e& UAE is a testament to the growing importance of sustainability in digital commerce. We believe that technology can play a crucial role in helping consumers make more sustainable choices, and ‘Save & Grow’ is a perfect example of this. We are proud to support e& UAE in empowering their customers to contribute to a greener future." said Anubhav Nayyer, Chief Business Officer, Kindred.co.

“At The Storey Group, we believe that corporate sustainability must go beyond pledges—it requires meaningful, measurable action. Our partnership with e& is a testament to how businesses can play a pivotal role in restoring ecosystems while addressing climate change. By integrating tree planting into corporate sustainability strategies, we are not just reducing carbon footprints; we are regenerating biodiversity, strengthening communities, and creating a tangible environmental legacy. Together, we are turning sustainability into action—one tree at a time.” - Fahad Masood, COO

Through this launch, e& UAE and Kindred.co aim to create a seamless, rewarding experience for users that not only saves them money but also helps them make a positive difference in the world.

Consumers are increasingly becoming more digitally connected, and eco-conscious. The demand for integrated offerings has also blurred the lines between telecom services, e-commerce and ESG activations. As such, it is now more important than ever that brands in different industries work together to create innovative and value-driven experiences for their users to be able to win together.

Users can explore the “Save & Grow” programme in the “What’s New” and under the “quick access” on the home page section of the e& UAE App and discover a curated selection of top deals when they access the list of top sites. They can also track the cumulative number of trees planted as a result of “Save & Grow” funding. Customers can update or download the e& UAE app to start enjoying these benefits.

Shopping, streaming, and savings are set to get much better and more rewarding as Smiles, the UAE’s premier everyday rewards SuperApp, teams up with Amazon.ae to offer customers in the UAE up to 6 months of Amazon Prime, using Smiles points.

With this collaboration, customers can now subscribe to an Amazon Prime membership directly on the Smiles app at discounted prices of up to 58 per cent, courtesy of Smiles. Customers have the flexibility to redeem their Smiles Points against the subscription or pay using their credit card, earning additional points with every purchase.

Khaled ElKhouly, Chief Consumer Officer, e& UAE, said: “Our collaboration with Amazon is all about bringing real value and convenience to our customers. By offering discounts on Amazon Prime subscriptions through the Smiles app, we’re making it easier to Reward Your Everyday while enjoying the best in shopping, entertainment, and savings.”

Smiles customers can now subscribe to a 3 or 6-month Amazon Prime membership at a promotional rate through the Smiles app.

• 3-Month Promotion:
  Available for just AED24 on the Smiles app (retail price at AED48)—a 50 per cent discount. Customers can redeem this offer using 3,000 Smiles Points or pay via credit/debit card.
• 6-Month Promotion:
  Available for only AED40 on the Smiles app (retail price at AED96)—a 58 per cent discount. Customers can redeem this offer using 5,000 Smiles Points or pay via credit/debit card.
• After the promotional period, customers will automatically be billed AED16/month by Amazon.ae to continue enjoying their Amazon Prime membership benefits.

This collaboration brings together the best of both worlds for customers in the UAE, combining Smiles’ innovative rewards ecosystem with the incremental value of Amazon Prime shopping, convenience and entertainment benefits.

Smiles, the UAE’s leading everyday rewards SuperApp, boasts a community of over five million loyal members. It empowers customers to earn and redeem points for a wide range of daily activities, including ordering food and groceries, booking home services, dining out, shopping, entertainment, travelling, and much more. "Reward Your Everyday" underscores Smiles' commitment to enhancing every aspect of daily life and integrating the SuperApp more deeply into the lifestyles of UAE residents by making each interaction convenient and rewarding and delivering unmatched value and convenience to its customers.

Prime continues to be the best way to enjoy Amazon, offering members a wide range of benefits such as Free Same-Day and One-Day Delivery, Free International Delivery from Amazon US, UK and Germany and access to Prime Video and Prime Gaming.

• Cloud integration will allow partner brands to seamlessly onboard as ‘mini apps’
• Consumers will benefit from a plethora of services, deals and rewards across global local brands

Smiles, e& UAE’s SuperApp, has partnered with Tencent Cloud, the cloud business of Tencent – the global technology powerhouse behind Weixin/WeChat, the world’s largest SuperApp –to enhance digital commerce in the UAE. Announced during the Mobile World Congress (MWC) 2025 in Barcelona, this partnership reinforces Smiles’ commitment to driving customer-centric innovation.

As part of the agreement, Smiles will leverage Tencent Cloud Super App as a Service (TCSAS) solution to create an open, dynamic digital ecosystem, making it the first in the region to leverage this technology. This integration will allow partner brands to seamlessly onboard as “mini apps” within Smiles, mirroring the highly successful WeChat model. By doing so, businesses can establish a digital presence with ease, whereas consumers can choose from a broader selection of services and rewards, all within a unified SuperApp experience.

With 5.5M+ registered users Smiles is the UAE’s leading rewards-driven SuperApp, offering a vast range of deals and services across food and grocery delivery, home services, dining, retail, entertainment, travel, and more. By adopting Tencent’s proven cloud-based solution, Smiles is set to transform into a fully-fledged “Super-Mall,” allowing brands to quickly and efficiently onboard their services.

“Our partnership with Tencent marks a strategic moment in Smiles’ evolution from a rewards platform to becoming a full-scale digital commerce enabler in the UAE,” said Khaled Elkhouly, Chief Consumer Officer, e& UAE. “We’re bringing the expertise behind the world’s largest SuperApp, WeChat, to create a more accessible digital ecosystem with Smiles. This means businesses, from global brands to local merchants, can integrate faster and reach customers more effectively without heavy investment or complexity. For consumers, it’s about making everyday life simpler—whether it’s discovering great deals, completing everyday chores, accessing services, or enjoying rewards—all in one place. Ultimately, this integration is set to reshape digital commerce in the UAE, a market driven by speed and convenience, by seamlessly connecting businesses and consumers in a more frictionless economy.”

Dan Hu, Vice President of Tencent Cloud International for the Middle East, shared, "We are thrilled to partner with e& UAE to power Smiles as it is evolving into an everyday app for millions, whether it is for accessing essential services, , retail, shopping or gaming entertainment. TCSAS is a proven, modular platform designed to be versatile and intuitive, supporting our partners to meet their user expectations for a seamless experience.”

TCSAS is powered by Tencent Cloud's Mini Program framework, which has been instrumental in the success of Weixin/WeChat, one of the world's largest digital ecosystems with over 1.1 billion monthly active users. Through this partnership, Smiles aims to replicate that success in the UAE, offering partner brands a plug-and-play solution to enhance engagement, boost customer retention, and drive higher returns on investment.

For businesses, the integration will allow brands to swiftly onboard their services into the Smiles ecosystem, driving customer engagement and revenue growth without extensive development costs.  Whereas Smiles’ consumers will have access to an even wider network of businesses – ranging from top global brands to local favorites- offering deals, services, and rewards. Whether it’s shopping, dining, entertainment, online food or grocery ordering or booking services, consumers will benefit from a seamless, all-in-one experience within the Smiles SuperApp.

With a network of 6,500 participating brands and 15,000 partner outlets, Smiles continues to evolve as the go-to SuperApp, delivering value, convenience, and rewards to millions of users.

1-week programme provides university students and recent graduates with hands-on career training

e&, in partnership with The Butterfly, Wollongong University & Zayed University, is proud to announce the successful conclusion of a week-long workplace program designed to empower Students of Determination (POD). Held from February 3 to 6 at e&’s Alkifaf Innovation Hub, the programme provided university students and recent graduates with a unique opportunity to explore potential career paths in an inclusive and supportive environment.

Ali Al Mansoori, Group Chief People Officer, e&, said: "Empowering every individual to realize their potential is the cornerstone of true progress. Through initiatives like this, we aspire to create opportunities and build a more inclusive future where everyone thrives, regardless of their abilities."

He added, “It was heartwarming to see the enthusiasm and talent of these young individuals as they take their first steps into the professional world. Collaborations like this are vital in creating a future where inclusivity is the norm, not the exception.”

Marilena di Coste, Founder of The Butterfly, said: “The IEE Inclusive Internship Program by The Butterfly is a transformative initiative aimed at fostering a culture of inclusion and creating more diverse and accessible workplaces. By welcoming People of Determination (POD), students, and graduates into their organizations, companies gain invaluable insights, adopt inclusive practices, and strengthen their commitment to diversity. This initiative aligns seamlessly with Environmental, Social, and Governance (ESG) goals and Corporate Social Responsibility (CSR) strategies, supporting sustainable and socially responsible business practices.

For students of determination, the program provides meaningful opportunities to enhance their resumes, build confidence, and unlock future career prospects. By gaining exposure to real-world work environments, they develop essential skills, thrive in professional settings, and pave the way for long-term career success.

As a member of The Butterfly’s Inclusive Employment Ecosystem (IEE), e& continues to demonstrate leadership in fostering inclusion and accessibility within the workplace. A heartfelt thank you to Wollongong University Dubai, a valued IEE member, for providing students for the internship program, and to Zayed University for referring their graduates.

The Inclusive Employment Ecosystem Internship Program will be championed by more IEE members in the coming months. Thank you, e& and Wollongong University, for leading the way!”

“At Zayed University, we are committed to promoting an inclusive and empowering environment where all students can thrive academically and professionally. Our partnership with The Butterfly accentuates this commitment, providing our students and alumni of determination with valuable opportunities to gain real-world experience, develop essential skills, and confidently transition into the workforce. Through our dedicated initiatives such as the Student Accessibility Services department, we continue to champion inclusivity, ensuring that every student has the support they need to excel and contribute meaningfully to society,” said Prof. Michael Allen, Acting Vice President of Zayed University.

The initiative reflects e&’s ongoing commitment to fostering Diversity, Equity, and Inclusion (DEI), offering a platform for students with determination to gain practical, hands-on experience while showcasing their potential. Throughout the week, the students engaged in activities tailored to build their confidence, skills, and aspirations in a real-world workplace setting.

This programme is part of e&’s broader efforts to create accessible and equitable opportunities, reinforcing its role as an inclusive employer. By hosting the students in a single location over four days, the initiative ensured they could fully immerse themselves in a workplace environment designed to accommodate their needs.

As a member of The Butterfly’s Inclusive Employment Ecosystem (IEE), e& continues to demonstrate its leadership in fostering inclusion and accessibility within the workplace. This programme is a call to action for other educational institutions and corporations to champion similar initiatives, highlighting the importance of collaboration in building a more inclusive society. It also strengthens ties between e&, educators, parents, and the broader community, paving the way for more impactful partnerships in the future.

Agreement enables UAE businesses to seamlessly integrate PayPal, attracting a broader international customer base

e& enterprise, the digital transformation arm of e&, today announced a strategic three-year collaboration with PayPal, a globally renowned payment solutions provider, that will enhance the payment capabilities offered through its digital payments platform, empowering businesses in the UAE and beyond with expanded payment options.

Leveraging e& enterprise’s unified integration APIs, which allow businesses to incorporate multiple payment instruments through a single, streamlined interface, this new agreement ensures a seamless adoption process for businesses, facilitating the quick enablement of the PayPal wallet as a payment instrument. This enables businesses to avoid the need for complex IT development work, connecting them to the e& enterprise Payments Gateway (EPG) platform to accept and process payments via PayPal.

Miguel Angel Villalonga, Chief Operating Officer, e& enterprise, said: “Digital payments are not only transforming the way businesses operate but are also redefining customer expectations for speed, security, and convenience. Our collaboration with PayPal is set to provide companies with access to versatile, efficient, and globally recognised payment solutions that are essential, empowering them to compete in the global digital economy and keep pace with these growing demands without the brunt of investing in expensive infrastructure.

“We’re excited to bring PayPal to e& enterprises’s flagship Payments Gateway, which powers some of the region’s largest enterprises and government services,” said Otto Williams, Regional Head and General Manager for the Middle East, Africa, PayPal “With over 400 million active PayPal accounts over the world, being able to offer a widely recognised and trusted payment option will help businesses meet consumers’ expectations of being able to pay with their preferred method.”

The addition of PayPal to the e& enterprise payments platform brings extensive benefits to multiple stakeholders. With the integration of PayPal, merchants can enhance their appeal to a broader customer base and boost cross-border payment acceptance. This is particularly beneficial for merchants in the UAE and the region looking to reach customers abroad, driving cross-border commerce and expanding their market reach.

Businesses will continue to be able to provide their customers with access to reliable and well-known payment options that provide transparency on each transaction and the opportunity to support carbon offset initiatives by allowing consumers to track each transaction, view its environmental impact, and contribute to offsetting carbon footprint through trusted methods or causes.

With PayPal's established global network, e& enterprise anticipates a boost in electronic exports among merchants by enabling them to enjoy higher authorisation rates from these cross-border payments, ensuring smoother transactions and higher revenue.

Strengthening e& enterprise’s position as a leader in offering comprehensive payment solutions within the UAE and globally, the integration of PayPal’s mature product further enhances the EPG platform’s capabilities, allowing businesses to expand their reach and serve international customers more effectively. 

Advanced AI solutions to drive efficiency, insights and growth

e& UAE, the telecommunications arm of e&, has announced the launch of advanced AI solutions powered by Aleria to empower small and medium-sized businesses (SMBs) with advanced AI solutions across sectors by integrating the C-level executive AI platform into its suite of offerings to enhance operational efficiency, improve decision-making, and reduce costs.

With e& UAE's expanded suite of AI solutions and powerful capabilities such as workforce optimisation and predictive analytics, SMBs can now leverage Aleria’s ability to streamline HR operations, enhance resource management, and improve decision-making across departments. These solutions are designed to address key business challenges while enabling SMBs to harness the full potential of AI.

Esam Mahmoud, Senior Vice President, SMBs, e& UAE said: “We’re committed to providing businesses with solutions that empower them to unlock new opportunities and accelerate their growth. SMBs are the backbone of the UAE’s economic resilience and a key driver of its innovation-led progress. With intelligent tools like Aleria-powered AI solutions, we are helping these businesses work smarter, enhance productivity, and uncover new pathways to success. In a fast-changing world, technology is the bridge that connects ambition to achievement, enabling businesses to stay ahead, adapt, and thrive.”

Eric Leandri, CEO, Aleria Technology LLC, said: “At Aleria, we are proud to be in the UAE, proud to be sovereign, and to serve this great nation with our cutting-edge Aleria AI technology. Our commitment to empower businesses with advanced AI solutions that enhance efficiency and drive growth while ensuring data sovereignty is unwavering. With our AI technology we help organisations to capitalise on challenges and enable them to thrive in a rapidly evolving business landscape. We are honoured to deliver such sovereign solutions across the UAE."

e& UAE will provide Aleria AI solutions exclusively that will be tailored for businesses of all sizes. The Lite version includes essential features like 10GB data ingestion retrieving information from online sources or/and injected data, customised workspaces, and task delegation mode. The Pro version expands capabilities with 50GB data capacity, automated workspaces, advanced analytics, real-time collaboration, and customised tools for HR, Legal, and Finance. Both versions are readily available and do not require any specialised training.

With the launch of these AI solutions, e& UAE reaffirms its commitment to empowering SMBs across the UAE with cutting-edge tools that drive productivity and growth. AI is seamlessly embedded into e& UAE's core offerings, spanning managed services, security solutions, and customer care, ensuring businesses can optimise operations and unlock new opportunities. Additionally, e& UAE continues to bring industry-specific AI solutions for various sectors including healthcare, hospitality, retail and more, further enabling businesses across various verticals to harness the power of AI for enhanced efficiency and innovation.

• Exclusive offers for Samsung members with Go Learning and Smiles
• Shoppers at AI store EASE enjoy special deals on Careem + and OSN

e& UAE, telecom arm of e& has announced that the new Samsung Galaxy S25 Series - Galaxy S25 Ultra, Galaxy S25+, and Galaxy S25 – are now available for purchase in-store and online across UAE.

Setting a new standard for mobile AI with the most natural, context-aware mobile experiences ever created and introducing multimodal AI agents, the Galaxy S25 series is the first step in Samsung’s vision to change the way users interact with their phone and with their world. Samsung’s latest flagship phones take Galaxy AI^[1] capabilities to the next level with robust, on-device AI processing, while the next-gen ProVisual Engine supercharges Galaxy’s class-leading photography. The Galaxy S25 series delivers exceptional performance powered by Qualcomm’s Snapdragon^® 8 Elite for Galaxy.

Khaled Elkhouly, Chief Consumer Officer, e& UAE said: "At e& UAE, we are committed to bringing the latest innovations to our customers, enhancing their mobile experience with cutting-edge technology. The launch of the Samsung Galaxy S25 Series marks a new era in AI-powered smartphones, redefining the way users interact with their devices. Through our strong partnership with Samsung, we are excited to offer unlimited data, exclusive deals and seamless connectivity, ensuring our customers enjoy the full potential of the Galaxy S25 Series on our advanced network across the UAE."

Fadi Abu Shamat, Head of the Mobile eXperience Division at Samsung Gulf Electronics, said, “The Galaxy S25 Series represents a quantum leap in mobile technology, combining e& UAE’s superior network capabilities with Samsung's AI innovation. As we announce the local availability of the new devices, we are excited to bring our customers a device that pushes the boundaries of what's possible, in partnership with e& UAE, to amplify our launch and make Samsung devices accessible to a wider audience across UAE."

The Galaxy S25 series builds upon a heritage of iconic design, with Galaxy S25 Ultra boldly refining the essence of Galaxy design as the slimmest, lightest and most durable Galaxy S series ever, with a rounded design for improved grip and a premium look – and a 15% reduction in thickness^[2]. Galaxy S25 Ultra features durable titanium and the new Corning^® Gorilla^® Armor 2, a first-of-its-kind material that is more durable than glass. It incorporates ceramic helping to ensure advanced drop protection alongside next-gen DX anti-reflection surface treatment and scratch resistance.^[3] Every external component of Galaxy S25+ and S25 now includes at least one recycled material^[4], as their metal frame incorporates recycled armor aluminum for the first time^[5].

Reflecting the hues of Earth's minerals, the Galaxy S25 Series offers a palette of sophisticated colours. Galaxy S25 Ultra will be available in Titanium Silverblue, Titanium Black, Titanium Whitesilver and Titanium Gray. Galaxy S25 and Galaxy S25+ will be available in Silver Shadow, Navy, Icyblue and Mint.

The Galaxy S25 Ultra starts at AED 155 per month through SmartPay with unlimited data for 3 months while the Galaxy S25 and S26+ starts at AED 95 per month (SmartPay) with 300GB of data offer for 3 months. In addition to this customers will also enjoy 4 months of free Samsung Care+ and with purchases of S25 become Samsung members. This gives them an opportunity to unlock premium subscriptions to redeem Go Learning availing access to the AI-based learning platform for a year and get more than AED 120 savings on Smiles to use across multiple categories.

At EASE, the world’s first autonomous telecom store powered by AI, shoppers can also enjoy the same offer with exclusive deals only available at the store. This includes AED 200 gift voucher, 6 month free subscription to Careem+ and OSN.

Private AI cloud deployment is set to transform operational efficiency and drive innovation within e&’s operations in the UAE

e& UAE, the flagship telecommunications arm of e&, has announced the successful completion of the first phase of integrating AI into its private cloud for operations. This initiative, powered by Intel’s advanced AMX technology and Cisco’s cutting-edge networking and data centre solutions, aims to elevate e& UAE’s operational efficiency by leveraging AI and developing AI use cases across its business operations.

The integration of AI into e&’s private cloud was collaboratively developed by Intel, Cisco and e&’s cloud experts with the goal to create a robust cloud environment. The initiative aims to develop AI models for analysing large datasets on e&’s network, optimising operations by migrating AI workloads to the cloud, and creating customer support AI use cases. In addition, this deployment will help improve business performance within e&’s internal operations in the UAE, consequently enhancing their customer experience.  

Marwan Bin Shakar, Acting Chief Technology Officer, e& UAE, said: “By embedding AI into our private cloud infrastructure, we are transforming how we operate and deliver value at e& UAE. This reflects our commitment to leveraging AI to go beyond enhancing operational efficiency. Collaborating with Intel and Cisco has allowed us to build a future-proof, scalable and reliable cloud environment that supports our vision of becoming a truly AI-enabled organisation. Together, we are laying the groundwork for a digital ecosystem that drives long-term value, adaptability and sustainable innovation across our operations.”

Intel’s Advanced Matrix Extensions (AMX) is a built-in accelerator, integrated with Intel® Xeon® scalable processors. Engineered to handle AI workloads—including inference and fine-tuning on models with up to 20 billion parameters—these processors provide a compelling and scalable foundation for deploying AI at scale. AMX aims to enhance the performance and efficiency of e& UAE’s computational workloads by optimising AI and machine learning processes, accelerating data analytics, and reducing resource consumption. This integration contributes to the development of scalable, cost-effective, and energy-efficient operations, allowing e& UAE to effectively run AI workloads.

Eng.Taha Khalifa Intel Middle East & Africa General Manager said: “Intel and e& have a long history of working on innovative technologies. The new private cloud phase is enabled with the AMX capabilities from Intel, which allow the IT workloads to use AI accelerators for each and every application. This technology is not only a game changer in the IT environment but also is an AI enabler with sustainability in mind to minimise the power consumption thus maximising sustainability and power efficiency.”

Cisco has been instrumental in equipping e& UAE with the infrastructure required to support its private AI cloud deployment, using the UCS X-Series M7 Blade Servers with the 4th Generation Intel Xeon Scalable Processors and Cisco Nexus switches. This robust on-premises setup helps provide seamless connectivity, reliability, sovereignty and security, with the intent to serve as a foundation for a future-ready AI-powered cloud.

Zayan Sadek, Managing Director, Service Provider - MEA, Cisco, said: “Cisco’s advanced networking and data centre solutions help provide e& UAE with a secure and scalable infrastructure that is designed to support modern AI workloads. The ultimate goal is to help e& UAE enhance operational efficiency, adapt to evolving market conditions, and foster innovation in the telecom industry.” 

Through this deployment, e& UAE is enhancing its technological capabilities to support its journey towards becoming an AI-driven organisation. This milestone aligns with the group’s broader AI strategy, which focuses on leveraging AI and data analytics to drive operational excellence and advance sustainability initiatives.

Expands into Americas and Africa with strategic hubs in Miami and Johannesburg

e& Carrier & Wholesale (C&WSS), the international wholesale arm of e&, is reinforcing its position as a global connectivity enabler with a strategic expansion into high-growth regions and a renewed focus on digital infrastructure. By strengthening its international footprint and integrating AI-driven solutions, e& C&WS is driving new business opportunities to scale, transform, and stay ahead in a fast-evolving digital landscape. 

Nabil Baccouche, Group Chief Carrier & Wholesale Officer, e&, said:  "Our global expansion and investments in digital infrastructure reflect our commitment to delivering seamless, secure, and intelligent connectivity solutions. We are not just growing our presence—we are redefining how businesses connect across borders. With a robust ecosystem spanning subsea networks, AI-powered platforms, and localised expertise, we enable our partners to scale with agility and confidence in a hyperconnected world."

As part of its international expansion, e& C&WSS is establishing new strategic hubs in Miami and Johannesburg, strengthening its existing presence in London and Singapore. These locations serve as key gateways to some of the world’s most dynamic markets, enabling e& C&WSS to provide 20 cutting-edge services across Voice, Data, Roaming, and Mobility Services to enterprises, telcos, and digital-first businesses. This robust global infrastructure empowers businesses to scale seamlessly, supported by cutting-edge connectivity solutions and localised expertise.

This expansion strengthens C&WS’s support for international partners while unlocking new market opportunities, allowing the company to forge strategic partnerships across the Americas and Africa, enabling businesses to establish a presence in high-growth, previously underserved regions.

Going beyond traditional wholesale services, C&WS acts as a single entry point for MNOs, MVNOs, cloud providers, and enterprises seeking frictionless global connectivity. By leveraging AI-powered automation and localised market expertise, it enables businesses to expand rapidly, enter new markets, and monetise emerging digital opportunities. This diversified strategy has successfully expanded C&WS’s international customer base, acquiring non-telco clients in sectors such as enterprise technology, hyperscalers, and AI-driven platforms while scaling its business with new and existing telco customers.

As part of e&’s broader transformation strategy, the C&WS arm continues to evolve its offerings to align with the demands of the AI, cloud, and edge computing era. With a specialised international workforce, deep market expertise, and an expanding global footprint, e& C&WS is poised to accelerate digital transformation across industries, powering the future of seamless global connectivity. 

Last year, with the acquisition of PPF Telecom, e& expanded its global footprint to 38 countries, adding four new markets – Bulgaria, Hungary, Serbia, and Slovakia. C&WS has played a critical role in driving this geographic expansion by enabling seamless connectivity through international hubs and fostering partnerships across telco and non-telco sectors. This approach strengthens e&’s position as a trusted global enabler of digital transformation.

evision launch the FIFA+ 24/7 FAST channel featuring football’s greatest moments, exciting documentaries and full match replays

evision, the media and entertainment arm of e&, today announced a collaboration with FIFA+ to bring the channel to STARZ ON - its ad-supported streaming platform. Football fans can now immerse themselves in the world of FIFA+ with 24/7 free access to premium football content.The FIFA+ channel brings historic matches from the iconic FIFA World Cup™, behind the scenes stories from the world’s greatest players and highlights from the world’s best teams making it the ultimate destination for football fans and sports entertainment enthusiasts alike.

Olivier Bramly, Chief Executive Officer, evision, said: "Football remains a cornerstone of sports consumption in the MENA region and the launch of the FIFA+ Channel on STARZ ON marks a significant step in our journey to redefine sports entertainment, we are not only enhancing the value proposition of STARZ ON but also fostering an unprecedented connection between football fans and the sport they love."

The FIFA+ channel goes beyond traditional sports broadcasting, offering a one-of-a-kind viewing experience with unique access to FIFA’s heritage, both on and off the pitch. By blending high-quality storytelling with behind-the-scenes insights, the channel enhances how audiences connect with the sport and its enduring legacy.

Sunil K. Joy, Head of Content, evision, said: “Streaming of sports content has always been a key pillar for STARZ ON, and the addition of FIFA+ to our line-up further strengthens the commitment to enhance our service with recognisable and relevant brands tailored to the local markets. Partnerships like this are pivotal in reshaping the landscape of Free Ad-supported Streaming TV (FAST) not just for our service but for the region as a whole."

Football enthusiasts can enjoy exclusive interviews, documentaries, and timeless match highlights from FIFA tournaments, including the prestigious FIFA World Cups™. The channel’s originals include full-length documentaries, docuseries and shorts, delivering global storytelling around the Men’s and Women’s game. These include “The Happiest Man in the World” (the genius, maverick, mentor and rebel that is Ronaldinho) and “Bravas de Juárez” (the inspiring sacrifices behind the dream of a Latin American women’s football team), among countless others.

With this diverse range of content, the channel appeals to a wide spectrum of football fans across MENA, from avid enthusiasts to casual viewers, catering primarily to adults aged 18-50, bridging generations and bringing the game closer to millions.

Discover more on STARZ ON, with the FIFA+ channel now streaming 24/7 for free https://play.google.com/store/apps/details?id=com.parsifal.starz&hl=en

Partnership aims to strengthen industry-academia collaboration with a focus on 6G research, and youth empowerment initiatives

e&, the global technology group, has signed a strategic Memorandum of Understanding (MoU) with New York University Abu Dhabi (NYUAD) to advance research and development (R&D) of 6G technology, paving the way for the next generation of connectivity. This partnership aims to bridge the gap between academia and corporate worlds by empowering students with various youth-driven initiatives and equipping them with foundational knowledge about future technologies such as 6G, as part of their academic journey.

Ali Al Mansoori, Group Chief People Officer, e&, said: “Our partnership with NYUAD is built on our belief that the leaders of tomorrow will emerge from the intersection of cutting-edge technology and human ingenuity. At e&, investing in advanced technologies like 6G is important, but what truly matters is supporting the brilliant minds that will shape its future. By bringing academia and industry closer together, we’re helping students turn bold ideas into real solutions. This partnership is about more than preparing youth for the digital age– We’re inviting them to build it. By bringing the transformative potential of 6G into the classroom, we’re empowering today’s students to become tomorrow’s trailblazers."

Marwan Bin Shaker, Acting Chief Technology and Information Officer, e& UAE, said: “Driving 6G research and innovation is central to our efforts to shape the future of connectivity. By partnering with a leading academic institution like NYUAD, we are adding depth and academic integrity to our research efforts, exploring the full potential of 6G technology. This alliance is set to foster a dynamic exchange of knowledge and skills that empowers students to contribute to meaningful technological advancements.”

NYUAD Provost Arlie Petters, Chief Academic Officer, said: “We are delighted to partner with e& to push the boundaries of innovation in 6G technology, positioning our academic community as pioneers in next-generation connectivity. Together with NYUAD Wireless, we are creating a dynamic hub where cutting-edge research meets bold ideas, empowering our students and faculty to shape the future of communication and redefine what’s possible in the world of technology.”

e& will work closely with NYUAD Wireless – the institution’s academic research centre dedicated to wireless communications, sensing, networking and devices, to drive groundbreaking research in 6G technologies. Together, they will explore next-generation connectivity, focusing on the development and deployment of 6G, laying the groundwork for modern connectivity that promises faster speeds, lower latency and enhanced reliability.

This partnership will also enable the integration of 6G into academic curriculums, making it a critical learning platform for students to gain insights into next-generation technologies. e& will further support NYUAD on various youth-development initiatives including internship programmes, recruitment drives, providing case studies, allowing students to gain hands-on experience and relevant industry skills. With access to NYUAD’s emerging talent network, e& will also benefit from attracting top talent in their workforce.

This collaboration allows e& to advance its commitment to developing future-proof connectivity solutions. By equipping students with practical knowledge and skills, e& also aims to nurture the next generation of leaders, positioning them at the forefront of digital transformation.

• 65% of MENA CEOs say they are accelerating Gen AI adoption
• 54% view advanced GenAI as crucial for competitive advantage

A new study from e& and the IBM Institute for Business Value highlights transformative trends in AI adoption and opportunities poised to redefine digital transformation across the Middle East and North Africa (MENA).

Titled “MENA’s AI advantage: Opportunity to leap ahead and lead,” the report explores insights gathered from interviews with key regional CEOs and policymakers in the UAE, Saudi Arabia, and Egypt shedding light on the nuanced opportunities and challenges unique to the region's dynamic economic and technological landscape.

The report shows that the conditions for AI adoption in the MENA region are highly favourable, with 65 per cent of MENA CEOs pushing their organisation to embrace Generative AI (GenAI)—outpacing the global average of 61 per cent. Key factors contributing to this momentum include robust government support, focused research, investments in infrastructure, strategic upskilling, and cross-sector collaboration. Governments are particularly enthusiastic about AI due to the significant economic value it promises, further accelerating its integration across industries.

Harrison Lung, Group Chief Strategy Officer, e&, said: “As the MENA region stands on the brink of an AI-driven future, the timing of this research collaboration between e& and IBM could not be more crucial. This report serves as a roadmap for CEOs and policymakers to bridge the gap between ambition and execution, enabling the MENA region to cement its position as a global leader in AI innovation.”

While 54 per cent of MENA CEOs recognise advanced GenAI as critical to gaining a competitive edge, the report also reveals significant barriers, including challenges in tech readiness, data privacy, security, and talent development. These obstacles underscore the need for a strong focus on foundational capabilities—such as upskilling talent, and scaling infrastructure and data systems to match regional ambitions

“We are proud to partner with e&, to capture the region’s readiness to accelerate AI’s impact across sectors. Together, we are helping CEOs and boards navigate the AI frontier, with a clear focus on building infrastructure, scaling talent, and unlocking data to fuel business success,” said Saad Toma, General Manager, IBM Middle East and Africa.

Other key findings include:

• While CEOs across the region recognise the importance of digital infrastructure, confidence in its ability to support scaling and deliver new investments has sharply declined—from 82 per cent in 2023 to 64 per cent in 2024.
• 54 per cent of tech leaders in the region believe their organisations have the necessary technology risk tolerance to successfully execute AI strategies—lagging the global figure of 63 per cent.
• MENA CEOs cited organisational resistance to change from top management (41%) and employees (43%) as barriers to innovation.

Five priorities for AI transformation

The report also outlines five key priorities to drive AI transformation in the MENA region, helping CEOs accelerate their AI initiatives and scale effectively.

1. While public partnerships are helping, organisations must align their talent strategies with business needs to stay competitive in the AI-driven future.
2. Modernising data architecture is a critical focus, with 46 per cent of MENA CEOs recognising its importance for achieving AI goals in the next three years.
3. Talent acquisition and retention remain a challenge, with only 23 per cent of MENA CEOs prioritising talent strategy. While public-private partnerships are helping, organisations must align their talent strategies with business needs to stay competitive in the AI-driven future.
4. Responsible AI is increasingly important for sustainable growth. With rising concerns over data privacy and regulatory compliance—identified by 48 per cent and 43 per cent of MENA CEOs as top barriers to GenAI adoption—organisations must implement robust AI governance frameworks to ensure compliance and build trust.
5. The MENA region’s national AI strategies and public-private partnerships are pivotal for advancing AI adoption. By leveraging government support, the region can build an integrated ecosystem that aligns strategy, infrastructure, and talent while fostering an innovation-driven mindset.

“With visionary leadership, abundant resources, and a digitally empowered population, the region is uniquely positioned to chart its own transformative AI journey. However, turning this potential into measurable impact requires bold, pragmatic action—investing in tailored infrastructure, nurturing talent, and embracing collaboration to address regional nuances,” Harrison added.

To unlock AI's full potential and drive regional transformation, the report also identifies key imperatives that bridge strategy and execution. These imperatives offer a blueprint for regional CEOs to align leadership, integrate resources, optimise operations, and leverage public-private collaboration to create a dynamic and sustainable AI ecosystem.

• Leadership alignment: Successful AI integration demands cohesive C-suite leadership, aligning business goals, technology, and financial strategies with clear objectives and adaptive decision-making.
• Integrated strategy: A comprehensive AI strategy links infrastructure, data, and talent to business goals, ensuring adaptability to regulations and market demands.
• Operational excellence: Balance quick wins with long-term growth through agile decisions, scalable solutions, and clarity on internal versus external capabilities.
• Public-private partnerships: Building on public sector AI investments fosters collaboration, aligns innovation, and drives shared progress across the region.

AI adoption demands a tailored approach

The MENA region is diverse, with significant differences in economic structures, regulatory environments, and technological readiness. As a result, AI strategies must be tailored to individual markets rather than applying a one-size-fits-all approach.

What sets the region apart is its unique combination of ambitious national visions, substantial investments, and strengths like abundant capital, energy resources, and a tech-savvy, youthful population eager to embrace the future. Governments are leading AI adoption by crafting models suited to their specific needs, supported by collaborations with global tech giants, which drive the development of essential AI infrastructure.

Download the complete research report from e& and the IBM Institute for Business Value: MENA’s AI advantage: Opportunity to leap ahead and lead

Study Methodology:

The IBM Institute for Business Value (IBM IBV), in collaboration with Oxford Economics, conducted two rounds of survey-based interviews with over 3,000 CEOs and 2,500 C-suite technology leaders, including Chief Technology Officers (CTOs), Chief Information Officers (CIOs), and Chief Data Officers (CDOs). Executives represented more than 30 countries and 26 industries and included 149 CEOs and 149 C-suite technology leaders from across the UAE, Saudi Arabia, and Egypt. The primary phase of surveys for both groups, conducted between December 2023 and April 2024, focused on leadership, technology, talent, industry disruption, and emerging enterprise strategies with an emphasis on the role of AI-driven technologies.

e& and IBM IBV then analysed global and regional IBM IBV survey data to further explore insights specific to the MENA region. e& supplemented and strengthened findings by conducting deep-dive qualitative interviews with six CEOs and policymakers from the UAE, Saudi Arabia, and Egypt to capture current regional perspectives and to highlight rapidly-changing industry trends in the MENA region.

The IBM Institute for Business Value, IBM's thought leadership think tank, combines global research and performance data with expertise from industry thinkers and leading academics to deliver insights that make business leaders smarter. For more world-class thought leadership, visit: www.ibm.com/ibv.

e&, a global technology group, has collaborated with IBM (NYSE: IBM) to deploy a pioneering, end-to-end, multi-model Artificial Intelligence (AI) and Generative AI governance solution. Announced today at the World Economic Forum 2025 in Davos, this collaboration intends to enhance e&'s AI governance framework to promote compliance, oversight, and ethical practices across its growing AI ecosystem, reinforcing e&'s commitment to establishing robust governance, risk management, and regulatory oversight across its AI usage.

The solution will leverage IBM's watsonx.governance enterprise AI and data governance platform, combined with IBM Consulting’s expertise in AI implementation, build on e&’s commitment to scale AI responsibly and track ROI while addressing compliance requirements, transparency, and ethical oversight of AI models.

This collaboration will bring IBM’s globally recognised toolkit for AI governance to bear on key challenges like maintaining consistent oversight of e&’s AI systems, navigating risks such as non-compliance, ethical concerns, and the monitoring of AI performance at scale. As it continues to expand its ambitious AI strategy and capabilities, e& is proactively enhancing its AI ecosystem by establishing a robust framework for accountability, mitigating potential biases, and safeguarding data. Leveraging IBM’s technology and consulting expertise, e& is taking a significant step forward in building scalable and transparent AI operations.

The new AI governance solution introduces advanced features like automated risk management, compliance monitoring, and real-time performance analysis. This will enable e& to mitigate risks, detect biases, and address regulatory standards throughout the entire AI model lifecycle—from development to decommissioning.

“As AI continues to transform industries, responsible governance is paramount. At e&, we are committed to leading by example and setting the global benchmark when it comes to establishing robust AI governance practices,” said Dena Almansoori, Group Chief AI and Data Officer at e&. “By adopting IBM watsonx.governance, we’re taking a decisive step forward in our AI journey. This collaboration ensures transparency, explainability and efficiency across our AI operations, raising the bar for AI governance in the industry.”

The governance solution is set to empower e& to monitor current AI use cases in real-time, proactively manage any potential AI risks in production, and deliver measurable value to stakeholders.

By establishing a centralised inventory of AI models, the solution supports full traceability and oversight. IBM watsonx.governance facilitates dynamic monitoring, offering real-time insights into model performance, risk scoring, and compliance metrics. This helps enable e& to detect issues like bias and drift early, allowing for corrective action and ethical AI practices.

IBM Consulting will be working closely with e& to design and implement a comprehensive AI governance framework tailored to e&’s unique requirements. This includes defining workflows and key performance indicators and onboarding existing AI models onto the platform to deliver real-time insights into AI’s value, impact, and potential risks.

The deployment will also utilise IBM Consulting Advantage, an AI-powered delivery platform, to accelerate the development of the AI governance framework through persona and journey mapping, market research, architecture patterns for AI integration, and knowledge transfer materials.

“IBM watsonx empowers organisations like e& to navigate the complexities of AI governance. By integrating automation, real-time monitoring, and centralised oversight, we are addressing key governance challenges and reducing risks associated with AI,” said Shukri Eid, General Manager, Gulf, Levant & Pakistan at IBM. “Strengthening our long-standing partnership with e&, this milestone serves as a catalyst for responsible AI innovation.”

This collaboration builds on the successful relationship between IBM and e&, including the  recently joint report titled MENA’s AI advantage: Opportunity to leap ahead and lead (Middle East and North Africa perspective) featuring perspectives from top Middle East businesses and data from IBM’s existing CEO study. The report identified five critical themes that uncover regional nuances for CEOs to keep in mind as they navigate and prepare their organisations to seize the AI opportunity, including the importance of advocacy for trustworthy AI.

This collaboration marks a significant step in e&’s AI governance journey, setting a new standard for responsible and scalable AI operations for the group and industry at large.

• e& brand achieved a AAA rating, with a brand strength score of 84.6
• e& ranked among the top 10 Most Valuable Telecom Brands globally.
• e&’s brand portfolio and investment value surpassed US$ 20 billion in 2025
• e& Group CEO named "Telecom Guardian of the Year" for the third year in a row

e&, a global technology company, has achieved exceptional brand value growth this year and is ranked by Brand Finance as the “World’s Fastest Growing Brand” in their Global 500 Brand 2025 report released earlier today during World Economic Forum at Davos. This recognition reflects a remarkable eight-fold increase in brand value versus last year, reaching an all-time high brand value of USD15.3 billion for e& as a standalone brand.

This success is the culmination of a three-year transformation journey, during which e& consolidated its historic “Etisalat” brand under a unified identity.

The significant increase of e&’s brand portfolio and investment value in the 2025 report was driven by growth in investments and portfolio exceeding USD 20 billion, including but not limited to PTCL (Pakistan), Mobily (Saudi Arabia), and the acquisition of a controlling stake (50 per cent plus one economic share) in the service and infrastructure companies of PPF Telecom Group. Furthermore, this growth was strengthened by the integration of the historic Etisalat brand and an organic year-on-year growth for e& of 13 per cent on a consolidated basis. e& also received a Brand Strength Index (BSI) rating of AAA, with a score of 84.6 out of 100.

In addition, e&’s high-profile partnerships, including a 15-year collaboration with Manchester City Football Club and its role as a founding partner of the Formula 1® Etihad Airways Abu Dhabi Grand Prix, have brought the brand to global audiences, enhancing its visibility and strengthening its position as a leader in innovation and technology.

The brand’s call to ‘Go for More’

The e& brand, introduced as part of the group’s strategic transformation, reflects a forward-looking vision that transcends traditional telecommunications. Though relatively young, it has quickly established itself as a technology powerhouse, housing five distinct business verticals that drive its growth and innovation. Last year’s Brand Finance Global 500 report ranked both the e& and ‘etisalat by e&’ brands, with the latter now fully absorbed into e&, significantly enhancing its position and overall brand portfolio value in the rankings, which soared 700 per cent year-on-year.

Since unveiling its new brand identity in 2022, e& has quickly redefined what it means to deliver value to customers worldwide. Through its inspiring “Go for More” brand positioning, the global technology group highlights a dynamic portfolio that spans connectivity, digital services, entertainment, fintech, and enterprise solutions. Brands like e& UAE, Mobily KSA, and e& PPF Telecom provide cutting-edge connectivity, while platforms such as STARZPLAY, Charge&Go, and e& money simplify and enrich everyday life.

With a focus on empowering individuals, businesses, and communities across 38 countries, e& has built a powerful ecosystem designed to inspire growth, enable innovation, and create opportunities for a brighter, more connected future.

A brand of global significance

e& is also ranked among the Top 10 Most Valuable Telecom Brands globally according to the Global 500 Brand 2025 report. The company has consistently received recognition in its home market, including from Kantar BrandZ, which named it the most valuable brand in the UAE in November 2024.

The Global 500 2025 report again recognised Hatem Dowidar as the "Telecom Guardian of the Year" for the third consecutive year. In the 2025 rankings, he achieved an overall position of 39^th and secured the number one spot in the telecom sector.

As the world’s leading brand valuation consultancy, Brand Finance has bridged the gap between marketing and finance for more than 25 years. It evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes over 100 reports that rank brands across all sectors and countries.

New 24-hour channel delivers safe, educational content designed to inspire and support early childhood development

evision, the media and entertainment arm of e& has launched ‘Bloom’ –  a dedicated proprietary preschool TV channel that delivers safe, high-quality educational content tailored for children between the ages of 2 and 5. The channel is now available to UAE audiences from e&, broadcasting 24 hours a day in both English and Arabic and soon to be rolled out across the Middle East and North Africa (MENA) region.

The launch of the channel was marked by a special event, held at the iconic Museum of the Future in Dubai. The event brought together industry leaders to discuss the evolving landscape of children's media and the role of Bloom in fostering early childhood development.

Developed to meet the growing demand for preschool programming that not only entertains but also stimulates early learning in a secure environment, Bloom offers families and caregivers a trusted platform that prioritises children’s safety while supporting their cognitive, emotional and social growth. Through engaging and age-appropriate storytelling, the channel delivers inclusive and meaningful content designed to spark curiosity, creativity and confidence among young viewers.

Olivier Bramly, CEO, evision, said: "Our decision to launch a new preschool channel stems from a keen observation of the shifting media landscape. While traditional linear TV faces disruption, the demand for high-quality, age-appropriate content for preschoolers continues to grow globally, TAM UAE data mirrors this trend, highlighting a surge in kids' content consumption among preschool audiences. By introducing our new proprietary channel across the MENA region, we are not only addressing this demand but also reinforcing evision's commitment to being the premier source of family entertainment. This addition to our proprietary channel lineup solidifies our position as a leader in delivering quality content tailored to our audience's evolving needs."

Scientific research has shown that children aged two and above benefit from quality, age-appropriate screen content designed with specific educational goals. Bloom brings learning to life with a diverse range of programmes. Children can explore numbers, shapes, letters, and social skills through engaging songs, stories, and interactive play. Recognising children's natural rhythms, Bloom offers high-energy programmes for playtime and calming content for quieter moments. The channel allows for families to enjoy these programmes together, creating shared moments of learning and fun.

With the extensive range of digital content options available today, the channel has been developed to empower parents with a trusted resource they can rely on. According to YouGov research, more than three-quarters of parents in the UAE (78 per cent) are worried about their child’s exposure to inappropriate online content, with 92 per cent agreeing that such content can affect a child’s mental health.

Sunil K. Joy, Head of Content, evision, said: “Bloom represents a strategic extension of our commitment to delivering premium, purpose-driven content for young audiences. With research indicating rising concern among parents about their children being exposed to unsafe and inappropriate content, we aimed to build a platform that promotes positive behaviours such as empathy, sharing, and teamwork. By offering a safe and carefully curated programming lineup, we are not just launching a channel, we are building a community. Through collaborations with educators and engaging families via interactive campaigns, we aim to foster meaningful connections that extend far beyond the screen and support the next generation’s growth in meaningful ways.”

Character-driven narratives emphasise values like friendship, kindness and problem-solving, encouraging children to adopt positive behaviours such as empathy, sharing, and teamwork. The channel is committed to fostering inclusivity and representation by featuring a diverse cast of children and characters. This approach encourages preschoolers to recognise and appreciate differences while also seeing themselves reflected on screen, helping to promote a sense of belonging and understanding from an early age.