Emerging Markets Telecommunication Services Limited (EMTS), which previously traded as Etisalat Nigeria, on Tuesday confirmed changing its trading name to 9mobile. The company was given three weeks (since 23rd June), to drop the Etisalat brand name after its major investor, Mubadala of UAE, pulled out of the country.
Francis of techcabal suggests that, the “re-branding is basically a placeholder and doesn’t hold up as a long-term plan until a more direct play like, say, an acquisition, happens.” I personally think it would be smart that the name is retained. I do like it.
A few things are certain though, Etisalat is no more and techblogs will have to create a new sub-category in Mobile Networks as we do have a “new” mobile network.