Emerging Markets Telecommunication Services Limited (EMTS), the former operators of Etisalat in Nigeria, on Tuesday confirmed changing its brand name to 9mobile — and it is now due for official unveiling on Wednesday.
Kokomansion Media reported a change in the trading name of Etisalat last Friday.
Recall that when the major investor, Mubadala of the UAE pulled out of the country, EMTS was given three weeks to look for another brand name and drop Etisalat.
In a statement released on Tuesday, Boye Olusanya, the company’s new chief executive officer, described the new name as presenting its “0809ja heritage” and “our evolution over 9 years of operations in Nigeria”.
“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,” he said.
“Our new trading name, 9mobile represents our 0809ja heritage, our 9ja-centricity, and our evolution over 9 years of operations in Nigeria. Although our trading name has changed, we remain true to the same values on which our company was built.
“A strong and resilient Nigerian spirit continues to reside in us, uniting us with you our subscribers and we are confident that you will continue to believe in our new brand, which strongly reflects our innate creativity and youthfulness.
“Furthermore, this rebrand is a testament to our dynamism, responsiveness and agility as a business, while we leverage the power of technology to deliver innovative products and services that meet your needs. 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.”
Olusanya asked subscribers of the network to be patient as the migration to the new brand unfold and reaffirms the commitment of the company to its subscribers.
“In order to ensure the change of name is delivered efficiently and responsibly, we will take a measured approach to the migration to the new brand over the next few months. Therefore as we go through this transition, our esteemed subscribers we ask for your patience and reaffirm our commitment to remain a listening brand. We will continue to innovate, support, and empower you to do more – whether as an individual or a business.
“To our business partners, your unwavering belief in the strength of our brand inspires us to do more. We will remain committed to working together and exploring possibilities to achieve our mutual goals; and to our stakeholders, we thank you for your abiding faith in us.”
