Boye Olusanya, the chief executive officer of 9mobile, has revealed why the company chose the new name after it stopped being called Etisalat, Daily Trust reports.

Olusanya made his comments during a press briefing which held in Lagos.

According to the CEO, the new identity is a reflection of the bold and creative attributes which the organisation shares with its valued subscribers.

Olusanya disclosed that the new brand name was chosen deliberately as it is a representation and confirmation of the company’s Nigerian heritage, its 9ja-centricity and a new phase of its growth over 9 operational years in Nigeria.

Hence, customers have been assured that the company’s values would remain the same even though it has experienced a change of name.

Further analyzing aspects of the new name and logo, Olusanya stated that the new logo represented the brand’s thoughts about the future of digital technology and its continued impact on communications and human interactions.

The logo also represents continuity and resilience; with its number theme representing the futuristic slant of the network.

The brand’s color which remains unchanged (green) further represents ‘Nigerianness’, as well as vibrancy, dynamism, life and youth.

Emerging Markets Telecommunication Services Limited (EMTS) formally confirmed the development on Tuesday, July 18.