TheCable

9mobile, the latest addition to the Nigerian telecommunications space, says the values on which it operated as Etisalat Nigeria has not changed despite its rebranding.

At a press briefing in Lagos on Wednesday, Bode Olusanya, chief executive officer of the company, said the new brand identity reflects the “bold and creative attributes it shares” with its subscribers.

“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,” he said.

Speaking further, Olusanya, who was former deputy managing director of Celtel Nigeria (now Airtel Nigeria), said the new name and brand is a representation and confirmation of its Nigerian heritage and another phase of its evolution after more than nine years of operations in Nigeria.

“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,” he said.

“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.”

Supporting his statement, Funke Ighodaro, chief finance 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”.

The telecom owes banks N541 billion, which led to a takeover attempt, after which Mubadala Group, the major investor from the United Arab Emirates, pulled out of the company.

Earlier in July, Etisalat International had given the Nigerian operators of the company a few weeks to drop the brand name.

The company confirmed a name change on Tuesday.