Etisalat is gearing up to become Nigeria’s fifth GSM operator after launching its marketing campaign yesterday. Etisalat is the operating partner and 40%-owner of EMTS (known locally as Mubadala), a company established by Mubadala Development Company after it was granted a 15-year universal access concession in January 2007. EMTS launched a limited offering in March 2008 and is currently testing its network ahead of full launch. It will compete against MTN, Zain, NITEL and Globacom in a market of more than 50 million subscribers.
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