Embattled network provider, Etisalat Nigeria, on Thursday sustained its march towards turning around its fortunes with the adoption of 9Mobile as its new brand identity.

The new brand name was decided at a meeting held in Lagos by Emerging Markets Telecommunication Services (EMTS), which had been trading as Etisalat Nigeria before the withdrawal of Abu-Dhabi-based Emirates Telecommunications Group Company (Etisalat Group) as a shareholder in the Nigerian telco.

Shortly after the meeting, where the new name was adopted, the management sent notification to its staff, informing them of the name change.

EMTS on Tuesday had proposed the name change to its customers and assured them that the change would not affect its operations in any way.

Although EMTS was yet to officially make the name change known to the public, sources close to the network operator said EMTS does not intend to announce the change with much fanfare.

Etisalat Nigeria had said it would soon change to a new brand identity that would reflect its new aspirations and philosophy.

The sudden decision to change its brand identity was sequel to the three weeks ultimatum given it by Etisalat Group to phase out the brand in the country.

It, however, said discussions were on-going with its former Nigerian subsidiary to provide technical support.

The Abu-Dhabi-based firm relinquished its shares in Etisalat Nigeria last month, following the inability of the Nigerian firm to repay the $1.2 billion loan it took from 13 local banks in 2013 for network expansion and upgrade.

After the negotiations between the telco and its lenders failed, Etisalat Group pulled out and announced the transfer of 45 per cent of its stake and 25 per cent of its preference shares in Etisalat Nigeria to United Capital Trustees Limited, the legal representative of the lending banks.

Two other investors – Mubadala Development Company which holds a 40 per cent stake in Etisalat Nigeria and EMTS, representing the Nigerian shareholders, with 15 per cent stake – have remained committed to the Nigerian telco despite its debt crisis.