Etisalat unveils new brand, 9mobile in Lagos

Nigeria’s most innovative telecommunications company, formerly known as Etisalat Nigeria, has inaugurated its new brand identity, 9mobile.

The telecom outfit, has finally adopted the new name and logo with a view to continuing to do business in the country, along side its competitors, including MTN , Glo and Airtel.

With the migration to a new name and brand, the firm said 9mobile promises to sustain and continuously provide innovative and value-adding propositions, which it has delivered since inception 9 years ago.

It would recalled that Etisalat Nigeria, has been embroiled in controversy and challenges, following its $1.2 billion indebtedness to a consortium of 13 banks, including Access Bank Plc.

The debt crisis, has left on its heels, the pull out of Etisalat’s parent’s company, as well as the resignation of the erstwhile board chairman, Mr. Hakeem Bello Osagie, other management members, among the categories of personnel that had exited the company in the past few days.

At a press briefing in Lagos, Chief Executive Officer, 9mobile, Boye Olusanya, said the new brand identity reflects the bold and creative attributes, which the organisation shares with its valued subscribers. The vivacity of the brand will enable the company connect more with its subscribers especially the youth.”

He said,“In our 9 years of operations, we have remained at the forefront of innovation and take pride in consistently delivering superior experiences to our subscribers. We continue to establish meaningful partnerships with our customers and partners by providing platforms that support their goals and aspirations.”

The telco said that the new name and brand is a deliberate representation and confirmation of its Nigerian heritage, 9ja-centricity, and another phase of its evolution over 9 years of operations in Nigeria.

Although its name and brand changes, it assured its customers that the values on which it operates remain the same.

According to Olusanya, the new logo represents resilience and continuity, and also expresses the brand’s thoughts about the future, particularly of digital technology and its continued impact on communication and human interactions. Being a number-themed logo, it reflects the network’s futuristic slant.

He said, The colour, green, both its light and dark variants, reflects vibrancy, dynamism, life, and youth as well as, the brand’s ‘Nigerianess.’

The CEO explained further, “With the launch of our new brand, our commitment to providing our subscribers with best-in-class telecommunications services continues. We live in a digitalized world and 9mobile is positioned to deliver more platforms, products and services using the power of technology.

“The vivacity of our new brand is an affirmation of our creativity and the recent launch of a volley of value adding services, such as our BlazeOn and Kwikcash service, is testament to this.”

Over the years, the telco has built a strong network which better positions 9mobile to continue delivering innovative solutions which support businesses and people. The values of innovation, customer-centricity and Quality of Service remain its guiding principles even as the new management focuses on driving efficiency and steering growth.

Supporting the CEO’s statement, the Chief Finance Officer, 9mobile, Mrs. Funke Ighodaro, said that, “the immediate focus of the business is to drive value for the benefit of its customers. The approach and timing of the rebranding is evidence of the agility and responsiveness of the business.”

The Daily Times gathered that re-branding of the product has commenced at all of the company’s offices, Experience Centres, online and physical touch points, to facilitate seamless integration, as 9mobile guards its position as the most customer-centric and leading innovative telecoms company in Nigeria.

While fielding questions from journalists on what informed the adoption of the name, 9mobile, the CEO 9 mobile said that it is a deliberate confirmation of 9ja; and the 9thanniversary of the company’s existence, adding that the change of name has no bearing on the quality of service that the telco will deliver to its customers.