9Mobile | EMTS buys online real estates ahead Etisalat brand swap  

9Mobile | EMTS buys online real estates ahead Etisalat brand swap  

9Mobile | EMTS buys online real estates ahead Etisalat brand swap  

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Technology Times investigations have today revealed that Emerging Markets Telecommunication Services Ltd. (EMTS), owners of Etisalat Nigeria have acquired Internet real estates for name change to 9Mobile Nigeria.

Etisalat Nigeria will change its name to 9Mobile, The Cable has reported, in a major brand change underway at the nation’s fourth largest mobile phone company being taken over by creditor banks.

The online domain name checks also validated The Cable‘s report and also linked EMTS with purchase of Internet real estate properties for its impending brand change.

According to The Cable report, the mobile phone company has chosen the 9Mobile brand name after brand owners, Etisalat of UAE, were forced to pull out of the company in the fallout of the takeover.

The mobile phone company has embarked on a race against time on the brand swap after the UAE owners of the Etisalat name gave deadline expiring this month that its identity be “phased out” in Nigeria.

Technology Times had reported that the Etisalat Nigeria online presence on www.etisalat.com.ng, which is controlled and managed by Etisalat of UAE is also due to expire at the end of this month.

The mobile phone company has embarked on a race against time on the brand swap after the UAE owners of the Etisalat name gave deadline expiring this month that its identity be “phased out” in Nigeria.

Etisalat Nigeria risks shutdown of its Internet presence by Arab shareholders pulling out of the phone company by Monday July 31, this year.
Etisalat Nigeria risks shutdown of its Internet presence by Arab shareholders pulling out of the phone company by Monday July 31, this year.

Meanwhile Technology Times checks has also validated that the 9Mobile brand has been registered by an employee of EMTS with WhoGoHost Limited, a Nigerian domain name registrant and one of accredited domain name registrars of the Nigeria Internet Registration Association (NIRA), the country’s Internet name managers.

Ownership of the www.9mobile.com.ng has been assigned to EMTS with Paul Ehiagbonare, said to be an employee of the company listed as the Admin Contact person for the online real estate following the registration last Tuesday, publicly available Internet records reviewed by Technology Times has shown. LinkedIn profile of Paul Ehiagbonare refers to him as Self-Care & Online Interactions at Etisalat Nigeria.

Technology Times checks has also validated that the 9Mobile brand has been registered by an employee of EMTS with WhoGoHost Limited
Technology Times checks has also validated that the 9Mobile brand has been registered by an employee of EMTS with WhoGoHost Limited

However, the online records point at EMTS as the registrant organisation for the www.9mobile.com.ng, the name was listed against privately-owned email address using a free web email service.

Similarly the same goes for the higher level domain www.9mobile.ng which was also coincidentally snapped up last Tuesday also by a private owner, John Iseghohi, who also coincidentally featured as the billing name for the www.9mobile.com.ng.

LinkedIn profile of Iseghohi cites him as a Product Manager as well as Digital Marketing Professional and also links him with Etisalat Nigeria.

www.9mobile.ng Internet registration record

Meanwhile, barring any last minute change, the www.etisalat.com.ng online real estate in expiring by the end of this month. The expiry date was also believed to coincide with the deadline issued by its Abu Dhabi owners to Nigerian owners of the mobile phone business to discontinue using the brand property.

Ibrahim Dikko, Vice President (Regulatory and Corporate Affairs) at Etisalat Nigeria had earlier dropped a hint of the new brand when he said that the final choice will be rooted in the Nigerianness of the brand.

According to him, the company “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.”

Dikko said that “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”, Dikko said.

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