Troubled mobile operator Emerging Markets Telecommunication Services (EMTS) is to change its trading name from Etisalat Nigeria to 9Mobile as part of an ongoing restructuring process that the company's new management team hopes will revive its fortunes.
According to local media reports, staff at the embattled operator were informed of the impending brand name change on Thursday following a meeting of its newly appointed senior team. The move was expected as former stakeholder Etisalat Group was keen to end its brand association once it decided it was withdrawing its support from the Nigerian operator. (See Etisalat Sets Brand Deadline for Nigeria Operator.)
A change of management and name is unlikely to be the end of the upheaval at the Nigerian operator, as major mobile players are reportedly interested in acquiring a stake in EMTS to gain a foothold in what is one of Africa's largest markets. (See Orange, Vodafone Eye Stake in Etisalat Nigeria – Report.)
— Ray Le Maistre, , International Group Editor, Light Reading for Connecting Africa.