Etisalat Nigeria has changed its brand name to 9Mobile. The name change follows the pullout of Mubadala Group, Etisalat’s major investor from the United Arab Emirates, over a $1.4bn (N541bn) debt.

This latest development is coming after the telecoms company had assured that they will remain in Nigeria. According to the Vice President, Regulatory and Corporate Affairs, EMTS, Mr. Ibrahim Dikko: “Indeed, discussions are ongoing between EMTS and Etisalat Group pertaining to the continued use of the brand. EMTS will issue a formal statement once discussions are concluded. The final outcome on the use of the brand in no way affects the operations of the business as our full range of services remain available to our customers.”

“EMTS launched in Nigeria in 2008 with ‘0809ja’ to affirm the ‘Nigerianness’ of its origin and sphere of influence. In nine years of operation, the company remained a prime driver and avid supporter of the Nigerian spirit of excellence. The telecommunications company will continue to stay true to its ‘Naijacentric identity’.”

“This notion is strongly reflected in our core messages and depicted in major projects and initiatives, which we have been known to support. All these initiatives have their foundation embedded in supporting key aspects of the Nigerian fabric: building Nigerian businesses and empowering Nigerians with a focus on the youth.”

“Nigeria remains the soul of EMTS’ business and we have made the brand alluring to our teeming subscribers, who see a piece of the spirit and character of Nigeria in everything we do. EMTS is here to stay and we wish to assure our esteemed customers that our core values of youthfulness, customer-centricity, and innovation will remain the pillars on which we operate. We thank our esteemed customers for their abiding faith in us.”