Following days of speculation, embattled Nigeria telecom company, Etisalat Nigeria has confirmed the adoption of 9Mobile as its new brand name. This change, which has been reflected on the company’s website (www.9mobile.com.ng) and social media accounts, comes on the back of the withdrawal of the Emirates Telecommunications Group (Etisalat Group) from the ownership of the Nigerian subsidiary.
https://twitter.com/9mobilengCare/status/887320735705952257
“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,” read a statement from the company.
The Chief Executive Officer, 9Mobile, Boye Olusanya, said in the statement:
“Our new trading name, 9Mobile, represents our 0809ja heritage, our 9ja-centricity and our evolution over nine years of operation 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.”
Abu Dhabi-based Emirates Telecommunications Corporation (Etisalat Group) entered Nigeria in 2008 through EMTS and held a 45-percent stake. The group, along with another core investor, Mubadala Development Company (UAE), terminated its management agreement with the business due to the ongoing crisis surrounding the $1.2 billion (N377.4 billion) loan taken from 13 local banks in 2013.
The telco outfit currently boasts of 20 million subcribers and ranks fourth on the list of mobile operators with a 14-percent market share. South Africa’s MTN, Globacom and Airtel (a subsidiary of Bharti Airtel) rank top three with 47-percent, 20-percent and 19-percent market shares respectively.
