In Egypt’s enterprise telecom market, NOOR Data Network has built its position by moving faster than larger rivals and tailoring solutions closely to client needs. Under Fadi Jundi’s leadership, the company has combined lean execution with a strong focus on corporates, while gradually expanding its credibility with international customers. In this interview, Jundi, President and COO of NOOR, outlines the company’s enterprise-led growth strategy and regional expansion ambitions.
Q: Since becoming president and COO in 2014, how has your vision evolved?
Fadi Jundi, President and COO: We have a clear vision for the company. Our focus is on two areas. First, ensuring the company meets market needs. We optimise everything, from processes to customer service. We respond quickly to market changes and leverage our size. With 300 employees, we compete against giants like Vodafone, Etisalat, Orange and the local incumbent operator Telecom Egypt. Our edge is not big marketing campaigns, but direct engagement with customers, knowing their needs and addressing them fast. Large companies have long processes, but we use our small size to act immediately. We make decisions overnight and execute quickly. This was one area of focus.
Our second focus is brand expansion. We built a strong brand in Egypt, but the challenge was taking it abroad. Attracting international customers meant more than targeting multinationals in Egypt; it meant winning business outside. This was difficult because on the global stage, people did not know or trust us. To gain trust, we had to go through a long registration, many procedures and extensive testing. Gradually, we gained the first customers, then more, until growth became easier and led us to where we are now.
Our vision remains the same as on the local level: to be the go-to company for internet services, connectivity and related value-added services. Our focus is on our nimble size. We are lean, move quickly and propose many solutions. We do not stick to standard solutions. Every customer has general and specific needs, and addressing the specific needs wins them over.
Q: How is NOOR currently positioned among stakeholders?
FJ: The telecom sector in Egypt has two aspects: a large one focused on individuals and a smaller one on enterprises and government. At NOOR, we focus on corporates and enterprises, leaving others to compete in the individual market. Our core business comes from enterprises, and we are dedicated to this area. Enterprises need less marketing, relying more on face-to-face meetings, references and history. This fits our size, as we do not need billboards or large customer service teams. Margins in enterprise are also better than in the individual market. This focus allows us to compete and retain customers.
In general, our customers include banks, pharmaceuticals, petroleum companies, the stock market and its brokerage firms, auto companies, multinationals and major international telecom operators in Egypt and abroad.
Q: How does innovation shape your strategy and support for the startup community?
FJ: We consider ourselves a startup. We love the vibe, energy and excitement. In technology, everything changes daily. We see NOOR as a platform and enabler, both in services and internally. We encourage employees to test ideas and explore concepts. Not everything succeeds, but this fosters innovation.
A few years ago, we saw banks struggling with ATM service disruptions. We developed a device that supported multiple 4G providers at once, so if one signal weakened, another would take over. We made it robust yet small to fit inside ATMs. The solution was successful, and after testing, we deployed thousands of units. We then expanded beyond banking.
Today, the focus is AI. We experiment with its applications but avoid relying only on AI bots, as we value human interaction. We believe AI should speed delivery and optimise processes, while call centres with human agents will remain a premium service. Our AI development aims to answer customer questions faster and optimise both internal and customer processes.
We innovate in how we deliver our services in connectivity and internet. Our focus now is on bringing international customers on board and providing services through a one-stop operation. Most multinationals operate in several countries and prefer one telecom provider over multiple independent operators. This is our focus in the coming period.
Q: How have your diverse background shaped your leadership style?
FJ: When I entered college, I was unsure of my major. I liked Chemistry and Economics, so I did both. In the end, I work in neither. What I gained was breadth, the ability to approach problems from different angles with different tools. Scientific tools are one, art tools another. Using a broad set of tools lets you tackle problems in unique ways. Many think some obstacles are unsolvable, but creative approaches exist. This drive for challenges keeps me going. Competing with big players like Vodafone, Orange or Etisalat is not easy, so we must always be creative in finding our edge.
I look forward to new challenges, and they never run out. Each year brings something different. In the past it was COVID; in 2025 it was the severing of internet cables to the east and instability in Gaza. Challenges may be economic at one time, war at another. We remain excited.
Q: What opportunities do you see for Arab investors with NOOR or within Egypt?
FJ: I believe there is still tremendous potential in Egypt, in real estate, tourism, ICT, energy and agriculture. All are popular today, and growth over the past five years, as well as expectations for the next five, shows strong momentum. These bring many opportunities, and investors watching Egypt have seen these trends, which we expect to continue.
There are tremendous opportunities and high growth rates, and it is essential to keep an eye on this market. In Egypt, success depends on choosing the right partners and sectors – and that is where NOOR plays its role in ICT.
In our sector, we offer solutions, connectivity and internet services based on customer needs. A few years ago, during Egypt’s Suez Canal expansion, several consortiums participated, including a Dutch company. They met with many operators but chose us. Despite being less familiar with the local environment, they valued our flexibility.
While working on the canal, partners kept changing locations, so they needed a provider who could quickly adjust setups and configurations. We were able to move from point A to point B overnight. When they needed something, they could reach me directly, as well as our operators, technical teams and support, all within a lean setup.
Over and above the services we offer to our clientele, NOOR itself represents a unique investment opportunity in one of the fastest growing sectors in Egypt. We are looking for investment partners to help us finance our growth both locally and regionally in the African continent.
