Beyon has rebranded its Jordanian telecom operation as Umniah by Beyon, part of a wider strategy to bring its brands under a unified identity. The Group currently operates across 17 markets in three continents.
The rebrand was announced at an event in Amman attended by members of the royal family, government ministers, diplomats and senior officials. Shaikh Abdulla bin Khalifa Al Khalifa, Chairman of Beyon Group, hosted the event, which also marked 20 years of the company’s investment in Jordan.
At the event, Shaikh Abdulla also announced plans to invest approximately JOD 300 million in Jordan over the next five years. “The JOD 300 million we have committed to Jordan, via Umniah by Beyon, reflects our confidence in the region’s digital future and our determination to drive sustainable growth through innovation and partnership. This is a moment that defines how we move forward as one Group, with one vision, and one brand connecting our businesses, people, and purpose across every market we serve,” he said.
“The launch of Umniah by Beyon marks a significant milestone in our ongoing strategy to create a unified brand that reflects our scale, ambition, and leadership in digital innovation. Rooted in Bahrain and driven by global ambitions, Beyon continues to evolve as a technology group expanding its impact through purposeful investment and collaboration,” Shaikh Abdulla added.
Andrew Kvalseth, Chief Executive Officer of Beyon Group, added, “This milestone marks another step in Beyon’s journey to scale our international portfolio with strategic intent and financial discipline. By aligning our brands, we strengthen operational consistency and unlock sustainable value across our portfolio. Our investment discipline is guided by clear metrics for long-term growth, capital efficiency, and leadership in digital services. As we continue to diversify, our priority remains unchanged: to grow profitably, innovate sustainably, and build enduring value for our shareholders and the communities we serve.”
Under its new identity, Umniah by Beyon will continue to leverage the Group’s international expertise to accelerate digital development in Jordan. The company’s upcoming projects include the establishment of a state-of-the-art data centre, the expansion of 5G infrastructure, the introduction of Wi-Fi 7 technology, and the rollout of new fibre networks across Amman, Balqa, and Zarqa, with a focus on Wadi Araba.
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