With the rebranding of the Etisalat Nigeria brand into 9Mobile Telecoms, it seems that the company was eventually shedding off the debt-plagued skin it had been carrying for the better part of the year. The Central Bank of Nigeria (CBN) and Nigerian Communications Commission (NCC)saved the company from going under and a new management was installed with the hopes of revitalizing the brand. However, the signals given by the new Chief Executive Officer, Boye Olusanya, gave distinctly mixed vibes about the vision of the company.
The CEO initially sounded upbeat about the future of the company, saying “This brand was not developed with the mindset that it’s a three-month brand.” With that, people present would believe that the present management had a long term future for the brand in mind.
However, Olusanya went on say “Like any business we are always available for someone with a good offer … but we are prepared to manage this business for the long haul… “If at any point in time someone does come in with an offer that is attractive then that person will have the right to do whatever they want to do with the brand,
While any business would not frown at potential investment, the direct contrast between new investment and long term vision of the present management raises some doubt, as if both actions were word and opposite. Is Olusanya implying that the management is ready to bolt out at the nearest chance it gets? What exactly is the long term strategy of 9Mobile’s new management? These are questions that will linger in the minds of staff and subscribers of Nigeria’s fourth largest network.
However, in the midst of these questions, the good news remains that according to Olusanya, the company had retained its workforce. Similarly, the company’s services continued and will continue, at least for the nearest future, without interruption.