WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition
e&
e&, formerly Etisalat, is a telecom and technology group founded in 1976 and based in Abu Dhabi, listed on the Abu Dhabi Securities Exchange and operating in 38 markets with 244.7 million subscribers. In 2025 it posted record revenue of AED72.9bn, up 23%, and net profit of AED14.4bn, up 33.6%. In July 2026 it sold its Vodafone stake for about US$5.95bn, and Masood M. Sharif Mahmood became Group CEO in April 2026. WCRC's research found the brand strongest in financial strength, in digital delivery through its superapp, lifestyle and fintech services, and in network quality, having launched the first commercial 5G in the Middle East and North Africa.
- Sector
- Telecommunications
- Region
- Middle East & North Africa
- Country
- United Arab Emirates
- WCRC research
- Full 50-parameter assessment
What WCRC found
Record 2025 results, with net profit up 33.6% to AED14.4bn on revenue of AED72.9bn.
Digital delivery through a superapp, lifestyle and fintech services across 38 markets.
Network pioneer that launched the first commercial 5G service in the Middle East and North Africa.
What holds it back: Regulatory history holds it back, including past surveillance and VoIP-blocking controversies and a 2024 EU foreign-subsidy probe into its PPF Telecom deal.
Status in the 2026 edition
e& was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.
WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.
Questions people ask
Is e& in the WCRC World's Most Powerful 100 Brands 2026?
e& was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.
Which Telecommunications brands are ranked in 2026?
No Telecommunications brand reached the 2026 top 100.