Boye Olusanya, the company's chief executive Officer, explained that the new trading name, 9mobile, represented the company’s “0809ja heritage,” “9ja-centricity”, and its “evolution over 9 years of operations in Nigeria.” Olusanya also insisted that the name change will not affect the company's desire to remain true to the same values it was built. “A strong and resilient Nigerian spirit continues to reside in us, uniting us with our subscribers, confident that you will continue to believe in our new brand, which strongly reflects our innate creativity and youthfulness. “Our confidence in our ability to continue to make this happen is bolstered by the sheer determination, commitment and passion of our people to do more; and continue delivering excellent service," he added.