Mr. Olusola Teniola, National President, Association of Telecommunications Companies of Nigeria (ATCON) speaks on the cost implication of reengineering the newly rebranded Etisalat. He spoke with Bukola Aroloye. Excerpts:
What will it cost to reband Etisalat?
Full rebranding of Etisalat over the period under new management can be from USD$100m and above. However, if 9mobile is viewed as a temporary brand name that is in transition awaiting another buyer, then in my estimates, a figure much lower than USD$100m can be used to rebrand 9mobile over all its customer care centres and kiosks, stationary, bill boards and a very light touch of below the line awareness that doesn?t include SIM card/recharge card rebranding.
With fears over layoffs, do you think the staff can be assured of job security?
If new management is able to return the underlying operations of EMTS to a profitable position that allows its financial performance to cover its full current obligations to its creditors, especially in the form of ?interest rate coverage? then the issue of job losses may be kept to a minimum.
What about public acceptability?
The Customer is King in this industry and the segment of the market that spoke to Etisalat?s success would and should be the area that 9mobile should hold dear to its strategic intent. It is our view in ATCON that all our members adhere to a Business Code of Ethics that treats the consumer in a proper manner and if EMTS rebranded as 9mobile adheres to these sets of principles we believe public acceptance will continue to exist.
How about getting new investors on board?
The CEO of 9mobile has stated that the company is open to willing investors. This statement demonstrates that the lenders controlling the company are willing to enter into discussions with new investors willing to turnaround this promising company. The potential in the industry is enormous and any new investor has the opportunity to define and shape the future of this dynamic industry. A lot of innovative solutions are waiting to be introduced to totally transform the way the existing value chain has been created to address the voice market and needs to be changed to truly address the digital realm.