Management of 9Mobile telecom, a transition new brand identity from Etisalat Nigeria, says it is willing to accept good offers from both foreign and local investors.
Formally unveiling the new brand identity in Lagos yesterday to media stakeholders, Boye Olusanya, CEO, 9Mobile, however said the new management was prepared to manage the business for a long haul.
“We are here today with a brand that exists for Nigerians. If at any point in time, someone comes in with an offer that is attractive, the investors would have the right to do whatever they want to do with the brand,” Olusanya said.
It should be recalled that on July 10, 2017, Etisalat was given three weeks to phase out its brand in Nigeria, after its Abu Dhabi arm recently pulled out and new board members were appointed to run the affairs the company following failed negotiations with its lenders over a missed payment of the $1.2 billion loan taken out from a consortium of 13 Nigerian banks in 2013.
As a result, the telco had to select a new brand name and identity, which it says is not a product of chance, but was carefully thought out and deliberated to represent its Nigerianess (Naija-centricity) from the 0809ja heritage and the fact that it has operated in Nigeria for nine years.
Olusanya harped on the fact that the company would continue to serve its over 21 million subscribers, having the same focus on the youth and providing even better offerings.
“With the launch of our new brand, our commitment to providing our subscribers with best-in-class telecommunications services continues. We live in a digitalised world and 9mobile is positioned to deliver more platforms, products and services using the power of technology. The name change does not change what we stand for. This is business as usual for us,” he said.
The new CEO said all materials of the telecom company would bear the new brand identity, but this would be replace on a gradual basis, saying the departure of any partner of the company absolutely had no bearing on quality of service subscribers would get as the staff had not changed.
Funke Ighodaro, chief financial officer, 9Mobile, said, “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.”
According to Ighodaro, the website and social media handles have also been changed to represent the new brand.
Daniel Obi & Jumoke Akiyode
