Troubled telecom giants, Etisalat Nigeria have finally revealed the latest move in their bid to manage its recent management crisis by adopting a new brand name.
Etisalat Nigeria will now be called 9Mobile.
According to Premium times, 9Mobile was adopted by the company as the new brand name at a management meeting of the telecom firm in Lagos, today.
This announcement follows an assurance Emerging Markets Telecommunication Services Ltd (EMTS), part owners of Etisalat Nigeria on Tuesday that the change of brand name will not affect its operations.
This was made known by Mr. Ibrahim Dikko, the Vice President, Regulatory and Corporate Affairs, EMTS in a statement on Tuesday.
Although we await an official decision to be able to determine the true extent of this decision, what is certain is that this is a fallout of the decision of Etisalat’s UAE shareholders to terminate their agreement with the telecoms firm, and exit the company’s board with an option of using the brand for another three-weeks before phasing it out.
Recall that that a consortium of banks led by Access Bank PLC and other Nigerian and foreign banks had taken over the management of Etisalat Nigeria after the company’s failure to reach an agreement with the banks on a debt restructuring plan in the protracted $1.72 billion (about N541.8 billion) debt impasse.