Etisalat Nigeria has fully changed its brand identity to 9mobile
It is obvious that the company’s change of name is as a result of the pullout of its major investor from the United Arab Emirates, over the alleged a $1.4bn (N541bn) debt. The change of name has however proved experts right after all that indications had emerged showing that Etisalat Nigeria had not foreclosed the threat surrounding its existence.
Last Monday, the chief executive of Etisalat International, Hatem Dowidar, said Etisalat Group would, in the next three weeks, phase out the brand name in Nigeria.
At the end of a crucial management meeting of the telecom firm in Lagos, 9Mobile was unanimously adopted by the company as its new brand name.
The decision followed Emirates Telecommunications Group (Etisalat Group) withdrawal of further involvement in the ownership of the Nigerian subsidiary.
Meanwhile, the Company said in a statement made available to The Daily Times earlier before the change of name that contrary to certain misleading statements about its centers and outlets being closed, that all its offices, Experience Centers and outlets across Nigeria are in full operation and are providing services including customer care services on a 24/7 basis.
The Company also reiterates its unwavering commitment to delivery of quality services and commitment to continuously empowering all segments of Nigeria through the development and roll-out of innovative products, services and solutions that will help individuals, businesses and organizations solve their everyday problems.
Following Thursday’s announcement of the new brand name, PREMIUM TIMES learnt all staff of the company nationwide were sent notices of the change of name. The company’s new name is yet to be unveiled officially to the public.
According to Vanguards, the new chief executive, Boye Olusanya said the new management was mandated to ensure the business was run as profitable venture.“What is most important now is to ensure the business runs and meets its obligations. We will focus on getting the company back on track as soon as possible,” he said.
However, the change of name is contrary to Ibrahim Dikko, Vice President (Regulatory and Corporate) who was quoted recently in a statement made available to Daily Times which read in part that, “EMTS has a valid and subsisting agreement with the Etisalat Group which entitles EMTS to use the Etisalat brand, notwithstanding the recent changes within the company. Indeed discussions are ongoing between EMTS and Etisalat Group pertaining to the continued use of the brand, and EMTS will issue a formal statement once discussions are concluded.
The final outcome on the use of the brand in no way affects the operation of the business as our range of services remains available to our consumers”.
Nigeria has assures its customers and other stakeholders that Etisalat Group’s reported withdrawal of the right to the continued use of the Etisalat brand in Nigeria by EMTS does not in any way imply discontinuation of our business as Nigeria’s fourth largest mobile service provider.
“Whilst we are intensifying efforts aimed at reaching full closure on ongoing discussions with regards the transition phase, we want to assure that our customers and stakeholders will be duly informed as soon as these are concluded, including details of a rebranding should that become necessary .
“We thank all our customers, stakeholders and the media for their unalloyed support to the company,” the statement read.
Now the Company has fully changed it brand identity to 9mobile.