Etisalat unveils new brand, still batlling image challenge

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 remaining in business in the country, alongside its competitors, including MTN , Glo and Airtel.

However, the new firm may, however find the telecom terrain very challenging, as the former brand may have lost its huge customer base, following the festering crisis it faced.

Although 9mobile promises to sustain and continuously provide innovative and value-adding propositions, which it has delivered since inception 9 years ago, there are critical issues on the ground, including overcoming iys eroded image, that may impair the firm from realising its set goals, unless they are tacked.

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.

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.

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.”

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 9th anniversary 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.