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UAE Telecom Giant e& Acquires Serbia’s SBB For $855M To Expand in Europe

e&’s subsidiary, e& PPF Telecom Group BV, has finalized an agreement to acquire Serbian broadband and pay-TV provider SBB from United Group for $854.6 million (€825 million). This move strengthens e&’s presence in Central Eastern Europe, aligning with the company’s strategy to diversify revenue streams and accelerate growth.

The acquisition will see SBB merge with e&’s Serbian mobile subsidiary, Yettel, to create a leading converged operator. This merger will enhance mobile, fixed broadband, and pay-TV services, benefiting from the region’s high growth potential. The deal is expected to generate synergies and offer a comprehensive range of services, boosting competitiveness in the market.

The acquisition is being financed through debt raised by e& PPF Telecom, with SBB’s financials integrated into e& PPF Telecom. While the deal will not significantly impact e&’s overall financials, it is expected to strengthen its market position in Serbia.

SBB is a major player in Serbia’s broadband and cable TV sector, with over 700,000 active customers. In 2023, it generated $252.8 million in revenue and had an impressive 50% EBITDAaL margin. This acquisition is expected to add 12% to revenue and 15% to EBITDAaL annually for e& PPF Telecom.

e&’s broader European expansion strategy includes its October acquisition of a controlling stake in PPF Telecom Group, which operates across Bulgaria, Hungary, Serbia, and Slovakia. e& PPF Telecom now serves over 10 million customers in these markets.Forbes has ranked e& 13th on its list of Top 100 Listed Companies in 2024, and CEO Hatem Dowidar is 9th on Forbes Middle East’s Top CEOs list.

Navigating Persistent Pressures: Labour Shortages, Bureaucracy, And Payment Delays In Limassol

Labour Shortages Challenge Expansion

Recent data from the Limassol Chamber Of Commerce And Industry underscores the enduring pressure within Limassol’s business community. Rather than indicating a sudden economic downturn, the survey reveals a gradual intensification of challenges that have long been a concern for local enterprises.

Skilled Labour In Short Supply

At the forefront is a chronic shortage of skilled labour, which accounts for 22.5% of the responses. Companies across a diverse range of sectors—from engineering and technical services to professional driving and specialized sales—are grappling with vacancies that remain open for extended periods. The persistent demand for critical skills forces many firms to overextend their existing workforce or postpone strategic projects. While recruiting talent from abroad is increasingly seen as a necessity, the process is often hampered by procedural delays, strict regulatory constraints, and rising employment costs.

Administrative Complexities And Public Sector Frustration

In addition to labour challenges, businesses express deep frustration with public-sector inefficiencies. Slow administrative procedures, fragmented communication, and a lack of clear guidance have rendered government support only marginally effective. With more than half of respondents regarding public services as minimally helpful, the inefficiencies highlight a system that frequently delays critical decisions and complicates routine business processes.

Deteriorating Payment Discipline

The survey also highlights a significant decline in payment discipline, with difficulties in collecting debts now ranking third among business concerns at 11.8%. Late payments are intensifying cash-flow pressures, extending through supply chains and further straining liquidity. Added to this is a sluggish justice system, where prolonged court delays have left companies financially exposed, often shouldering the burden of non-compliant customers while legal remedies lag behind.

Cost Pressures And Cautious Investment

Rising labour costs, intense domestic competition, and the pressure of lower-cost international markets — particularly in Asia — are driving firms to reconsider their investment priorities. Although nearly 60% of businesses intend to hire in the near term, investment plans in infrastructure, technology, and renewable energy are markedly selective. Overall sentiment remains cautious, with two-thirds of respondents expecting sales to stay level, both domestically and in overseas markets.

Calls For Policy Reforms And Digital Transformation

In an environment strained by excessive bureaucracy and inconsistent policy, businesses advocate for decisive governmental action. Respondents have pointed to the need for reduced business taxation, streamlined administrative processes, and more responsive public services. Furthermore, investment in digital transformation, artificial intelligence tools, and enhanced collaboration with academic and research institutions are seen as critical to boosting competitiveness and fostering innovation.

Conclusion: A Need For Strategic Reforms

The autumn 2025 barometer paints a picture of a resilient business community operating under increasing strain. With entrenched labour shortages, administrative inefficiencies, and deteriorating payment discipline, there is a clear call for targeted reforms. Addressing these structural challenges will be essential for ensuring that Limassol’s businesses not only sustain their current operations but also position themselves for future growth in an increasingly competitive global landscape.

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