Some information is needed. It sounds like your friend has no status on United or Continental. If that is true and all he wants is E+, he should just buy the cheapest ticket available and buy an upgrade to E+. If he has at least Premier/Silver status on either of those airlines (but not other *A airlines), then he will be able to pre-book E+ for free.

As an aside, those who booked in full Y and other Star Golds used to get E+ automatically, but that changed a couple years ago.