e&, a leading global technology group, has unveiled its new brand positioning, “Go for More,” inviting audiences worldwide to explore its expansive ecosystem of innovative services and solutions. This initiative represents a significant milestone in e&’s journey to becoming a global technology powerhouse, emphasizing its commitment to empowering individuals and businesses with a comprehensive suite of digital experiences, platforms, and tools designed to enrich everyday life and inspire ambition.
Hatem Dowidar, Group CEO of e&, articulated the essence of the brand positioning, stating, “We want everyone to know what we stand for. We’re a brand that champions the quest for more. Our new brand positioning is both our promise and our invitation for everyone to ‘Go for More’—our customers, shareholders, and ourselves. At our core, we believe everyone deserves a future full of possibilities— that’s what drives our passion and commitment to deliver value, quality, and empowerment through every interaction.”
To connect with global audiences across diverse cultures and interests, e& has enlisted a lineup of internationally acclaimed personalities, including Jason Statham, Shah Rukh Khan, Lewis Hamilton, Megan Fox, Amina Khalil, and Ismail Mattar. This culturally rich selection underscores the universality of e&’s message and expands its brand reach across borders, with each celebrity resonating with specific campaign segments and audience demographics, fostering natural virality across various cultures.
Celebrating the Power of the e& Ecosystem
Today, e& boasts a diverse portfolio that encompasses connectivity, digital services, entertainment, fintech, and enterprise solutions. With its extensive range of offerings, customers can discover more ways to connect and be entertained, supported by state-of-the-art connectivity solutions and vibrant entertainment options, as well as financial tools and innovative mobility solutions—all designed to simplify life and elevate experiences.
The “Go for More” initiative offers a closer look at the rich ecosystem that defines e&, introducing a dynamic range of brands under its umbrella, each uniquely positioned to enrich lives, empower businesses, and support the communities it serves.
Dowidar added, “We also want to share the story of the ‘&’ in our name so everyone understands who we are, what we do, the quality of our offerings, and the breadth and value of our ecosystem—a reminder of how far we’ve come and how much more we will achieve for our customers, enriching every moment, every day for everyone we reach, empowering them to pursue their ‘more.'”
Delivering a comprehensive portfolio of services to 38 countries in the Middle East, Asia, Africa, and Central and Eastern Europe, e& unites emerging brands like swyp, GoChat, and Onic, focusing on digital-first solutions tailored for tech-savvy audiences seeking flexibility and control in their communication experiences. Platforms such as e& life’s STARZPLAY, STARZ ON, and Arena—an innovative AI-powered social gaming service—offer enhanced entertainment through immersive viewing and gaming experiences, catering to diverse preferences across its footprint.
Recognizing the growing need for eco-friendly and convenient urban transportation, e& addresses the modern requirements of mobile customers, redefining urban mobility. Solutions like Charge&Go and Careem provide accessible, sustainable, and convenient commuting options.
e& combines innovation with convenience through services that simplify and improve daily life. Offerings like the Careem Everything App, Smiles, e& money, and WIO provide seamless solutions for shopping, financial transactions, loyalty rewards, and personal finance.
With a robust portfolio that includes e& enterprise, Help AG, Bespin Global, and WIO, e& continues to deliver business solutions with advanced services in cybersecurity, cloud computing, digital payments, and AI-driven decision-making, empowering businesses to thrive in the digital economy.
Together, these brands form a powerful ecosystem that supports e&’s commitment to continuous innovation, empowering customers to do and achieve more in every aspect of life. Through the “Go for More” positioning, e& illustrates how this ecosystem adds value while creating a journey of endless possibilities for everyone it reaches.
Capturing a Legacy of Innovation
Since its inception as the Emirates’ first telecommunications provider in 1976, e& has continually evolved and prioritized innovation. The “Go for More” brand positioning encapsulates this legacy of growth that has propelled e&’s transformation into a global technology group, reinforcing the organization’s dedication to delivering forward-looking solutions that empower customers and enterprises worldwide.
“With this brand positioning, we’re inviting people to explore more, seek more in life, and always expect more from us as we continue to build our brand story with every touchpoint and every experience,” Dowidar concluded.
The new campaign launched on Friday, November 1, and includes outdoor, digital, and social media elements.
