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CEO Khalifa Al Shamsi on Driving Innovation and Inclusion
For decades, telecommunications companies have faced the challenge of evolving beyond connectivity and becoming key players in the digital economy. Few have navigated this transformation as successfully as e&.
Once a regional telecom operator, the UAE-based company has rapidly emerged as one of the world’s fastest-growing technology groups, leveraging artificial intelligence (AI), cloud computing, fintech, and digital lifestyle services to redefine its business model.
Strategic Growth and Global Expansion
In 2024, e& accelerated its expansion with a 10.1% rise in revenues to AED 59.2 billion ($16.1 billion) and an 11.7% increase in subscribers to 189.3 million. A pivotal moment was its majority acquisition of PPF Telecom’s assets in Central and Eastern Europe, adding over 10 million new subscribers. Additionally, the company bolstered its enterprise cloud capabilities by acquiring GlassHouse, securing a presence in Türkiye, South Africa, and Qatar.
Beyond its financial success, e& has been recognized by Brand Finance as the ‘World’s Fastest Growing Brand,’ with its brand value soaring to $15.3 billion. Chairman Jassem Mohamed Bu Ataba Alzaabi emphasized that success is measured not just in numbers but in the tangible impact on enterprises and communities.
Building a Future-Ready Digital Ecosystem
With an investment of over $20 billion, e& is focused on developing a robust digital ecosystem to empower businesses, governments, and consumers. Under the leadership of Khalifa Al Shamsi, CEO of e& life and e& international, the company is fostering digital inclusion while diversifying its portfolio.
“We’re enabling people to participate in the digital economy, regardless of their location,” Al Shamsi explains. “Our core telecommunications infrastructure is the backbone of innovations in fintech, media, and digital lifestyle solutions.”
Expanding Digital Infrastructure and Connectivity
Despite rapid technological advancements, 2.6 billion people—about 32% of the global population—remain offline. e& is tackling this challenge by deploying 5G in Egypt and expanding fibre-to-the-home (FTTH) infrastructure in Pakistan and Morocco.
Key investments in 2024 included enhancing network resilience in Egypt, modernizing infrastructure across its operations, and expanding coverage in Pakistan, Egypt, and Afghanistan. The company is integrating AI-powered automation to optimize networks, predict demand, and enhance customer experiences.
Revolutionizing Digital Finance
e& has positioned itself as a fintech powerhouse through its digital wallet, e& money. The platform, the first digital wallet licensed by the UAE’s Central Bank, has expanded financial accessibility, particularly in underbanked regions.
“In 2024, e& money’s user base grew 2.5 times, while transaction volumes more than tripled,” says Al Shamsi. AI-powered self-KYC verification has reduced onboarding time from 30 days to just two minutes, significantly improving financial inclusion.
The ecosystem of e&money has been reinforced by strategic alliances with Mastercard, MoneyGram, and Wio Bank, which enable safe, easy transactions. The business plans to introduce embedded financial solutions in 2025 and is also branching out into wealth management and microloans.
Leading the Digital Entertainment Revolution
e& is also making significant strides in entertainment. Its subsidiary, evision, is the MENA region’s largest content aggregator and a majority shareholder of STARZPLAY. In 2024, evision’s new AVOD/SVOD platform, STARZ ON, amassed over 5.9 million downloads, becoming one of the GCC’s top three streaming platforms.
Exclusive partnerships with ICC Cricket, Disney+ Hotstar, and UFC have further bolstered evision’s offerings. Additionally, the company launched Bloom, a bilingual educational channel for preschoolers, reflecting its commitment to safe, enriching content.
The Future of Super Apps and AI-Driven Services
The region’s top anything app is Careem Technologies, in which e& purchased a majority share in 2023. Operations have been streamlined by its AI-powered services, which have doubled efficiency and cut expenses. With higher involvement fueled by its premium membership program, Careem’s revenues more than doubled in 2024.
Looking ahead, Careem aims to expand in Saudi Arabia, leveraging AI to enhance personalisation and efficiency.
A Digital-First Approach to Customer Engagement
e& international is committed to customer-centric innovation, achieving top Net Promoter Scores (NPS) in Pakistan, Saudi Arabia, and Afghanistan. In Egypt, its e& Fintech & Digital Lifestyle division is driving new financial services, loyalty programs, and super-app integrations.
With AI and automation at its core, e& is shaping the future of digital finance, entertainment, and connectivity.
Shaping a More Connected World
As e& continues to redefine telecommunications, its vision extends beyond connectivity—it is about empowering individuals, businesses, and communities in the digital age.
“We are developing a diverse, forward-thinking technology portfolio that goes beyond traditional telecoms—our vision is clear,” adds Al Shamsi. “Our goal is to build a digital economy that promotes prosperity, inclusivity, and sustainable growth—not just to connect people.”
Through bold investments, strategic acquisitions, and relentless innovation, e& is setting the blueprint for a smarter, more interconnected world.
