In denying branding claims, Etisalat Nigeria may have dropped a hint for its new name

Etisalat Nigeria has reacted to recent reports that its former UAE owner and affiliate has demanded that it stops trading under the Etisalat Brand.

However, in a press release made available to Nairametrics, the Nigerian entity debunked any immediate plans of a name change but dropped subtle hints of what the new name might be.

In an article titled “Nigeria remains soul of business, the local owner of the brand on Nigeria, Emerging Market Telecommunication tried to explain the controversy surrounding the usage of the “Etisalat brand” name while dropping subtle hints.

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This paragraph below suggest the source of inspiration for a likely new name.

EMTS launched in Nigeria in 2008 with “0809ja” to affirm the “Nigerianness” of our origin and sphere of influence. In our 9 years of operation, we have remained a prime driver and avid supporter of the Nigerian spirit of excellence, and we will continue to stay true to our “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 Nigerian’s with a focus on the youth.

From above, it suggest whatever new brand name they adopt it will likely be an offshoot from the word “Naija”. While the word “Naija” has been used severally by other companies a variation spelt 9jaCel or 9jacom is not unreasonable.

Whilst we are not quite sure of what the new name will be, we are atleast sure that they will in the next few days to a two weeks drop the “Etisalat” brand name.

See the press release below;

ETISALAT GROUP AND BRAND USE

… Says Nigeria Remains the Soul of the Business

Lagos, Nigeria 10th July 2017: Emerging Markets Telecommunication Services Ltd. (EMTS), trading as Etisalat Nigeria is aware of recent news reports regarding Etisalat Group’s withdrawal of the right to the continued use of the Etisalat brand in Nigeria by EMTS.

EMTS has a valid and subsisting agreement with the Etisalat Group, which entitles EMTS to use the Etisalat brand, notwithstanding the recent changes within the Company. Indeed, discussions are ongoing between EMTS and Etisalat Group pertaining to the continued use of the brand, and 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 our origin and sphere of influence. In our 9 years of operation, we have remained a prime driver and avid supporter of the Nigerian spirit of excellence, and we will continue to stay true to our “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 Nigerian’s 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.

Signed:

Ibrahim Dikko

Vice President (Regulatory and Corporate Affairs)