- Etisalat Nigeria has officially announced change in the company's name
- The embattled telecom company will now be known as 9mobile
- The Emirates Telecommunications Corporation (ETC) had earlier asked Etisalat to stop using its brand name within the next three weeks
After news broke out that the embattled telecom company, Etisalat has changed name, the company has now formally adopted 9mobile as its new trade name according to Premium Times.
Emerging Markets Telecommunication Services Limited (EMTS) formally confirmed the development on Tuesday July 18.
“Emerging Markets Telecommunication Services Limited (EMTS), which previously traded as ‘Etisalat Nigeria’ wishes to inform its over 20 million subscribers, government, regulatory agencies and all relevant stakeholder groups that the telecommunication company has changed its name to 9mobile as a further testament of our unwavering commitment to ensuring business continuity as Nigeria’s fourth largest telecom operator,” the company announced in a statement.
Boye Olusanya, the company's chief executive Officer, explained that the new trading name, 9mobile, represented the company’s “0809ja heritage,” “9ja-centricity”, and its “evolution over 9 years of operations in Nigeria.”
Olusanya also insisted that the name change will not affect the company's desire to remain true to the same values it was built.
“A strong and resilient Nigerian spirit continues to reside in us, uniting us with our subscribers, confident that you will continue to believe in our new brand, which strongly reflects our innate creativity and youthfulness.
“Our confidence in our ability to continue to make this happen is bolstered by the sheer determination, commitment and passion of our people to do more; and continue delivering excellent service," he added.
To ensure an efficient and responsible transition to the new name, the CEO said the 9Mobile announced plans to migrate to the new brand over the next few months.
“We will continue to innovate, support, and empower you to do more, whether as an individual or a business,” he said.
NAIJ.com had initially reported that Etisalat Nigeria has on Thursday, July 13, changed its name after weeks of reported crises.
The management of the company at the end of a management meeting in Lagos adopted the name 9Mobile as the new brand name.
NAIJ.com had reported the Emirates Telecommunications Corporation (ETC) directed Etisalat Nigeria to stop using its brand name within the next three weeks. ETC, the largest shareholder in the firm, had since terminated its management agreement with its Nigerian arm.
According to NAIJ.com, the implication of the directive is that the new management must decide within the next 21 days on the options before it, which are either an outright sale of the company or merger with an existing operator in the country.
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Etisalat, which controls 13 per cent market share in Nigeria, has had a running battle with a consortium of 13 banks since March, after it notified them of its inability to service its $1.2 billion debt in February due to the foreign exchange challenges in the country.
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