Emirates Telecommunications Corporation (ETC) with the trading name as Etisalat directed Etisalat Nigeria to stop using its brand name within the next three weeks. ETC which has the largest shareholder in the firm terminated its management agreement with its Nigerian arm. Etisalat Nigeria management informed its customer on Tuesday that there will be change of brand name but that will not affect its operation. Etisalat started its operation in Nigeria in 2008 and has over 20 million subscribers making it number four mobile operator in the country.
On Thursday 13th July 2017, the company adopted a new name called ''9mobile''. The name adopted at an executive meeting held in Lagos. Though, the company is yet to reveal the new name to the public but the new name will not affect its operation in the country as earlier stated.