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In 2025, the brand value of Etisalat reached around **** billion U.S. dollars, up from about **** billion U.S. dollars in the previous year. The source revealed that Etisalat was the world's fastest-growing network provider.

Etisalat

Etisalat, also referred to as e& or Etisalat and, is a telecommunications conglomerate based in the United Arab Emirates. Between 2024 and 2025, Etisalat was the fastest-growing brand in the Middle East, increasing its brand value by a factor of seven. Etisalat also has a large customer base, offering telecommunications, internet, or digital services to around *** million subscribers in 2023. The company has also diversified into fintech, cybersecurity, and cloud computing solutions, positioning itself among the regional leaders in information and telecommunication technologies. 

ICT sector in the UAE

The Emirati government has been actively engaging in ensuring a robust digital infrastructure and furthering the nation’s innovative abilities. Reflective of these initiatives, the UAE ranked among the  most digitally competitive countries worldwide in 2024. The nation also had two major companies among the leading telecommunication brands in the Middle East, Etisalat and Du, with brand values reaching around **** and three billion U.S. dollars, respectively. According to a 2024 survey on digital transformation in the UAE, the adoption of analytics, AI, and automation technologies facilitated profitability increases for nine out of 10 organizations. Of these organizations, over half of the adopting companies experienced a ** percent or greater increase in profit unlocked by these technologies.