Nigeria’s fourth-largest mobile network operator, 9mobile, has officially rebranded as T2, marking what it describes as the start of “a new era” amid ongoing operational and financial struggles.
The announcement was made on Friday at a high-profile event in Lagos by the company’s Chief Executive Officer, Obafemi Banigbe, who framed the change as a strategic reset intended to revitalise the brand and reposition it for the future.
“We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future,” Banigbe told an audience of industry stakeholders, investors, and media representatives.
From Etisalat to 9mobile to T2
The rebranding to T2 is the second name change for the company in under a decade. In 2017, the firm—then operating as Etisalat Nigeria—was forced to rebrand as 9mobile after its UAE-based parent company pulled out due to a multi-billion-dollar debt crisis.
Despite the fresh identity in 2017, the operator continued to face mounting challenges, including management instability, poor service quality, and difficulty competing with Nigeria’s three dominant telcos: MTN, Airtel, and Globacom.
Industry analysts say the transition to T2 underscores both the company’s struggle for relevance and its desire to shed the baggage associated with the 9mobile brand.
A Struggling Market Position
The latest data from the Nigerian Communications Commission (NCC) paints a stark picture of the company’s challenges.
As of June 2025, T2—still listed as 9mobile in official NCC reports—had just 2.4 million active subscribers, representing a mere 1.42 percent of Nigeria’s 171.73 million active telecom users.
This places it far behind MTN’s dominant market share of over 38 percent, Airtel’s 29 percent, and Globacom’s 27 percent.
For years, the company has struggled to expand its subscriber base, often ranking lowest in service quality surveys and coverage assessments. The rebrand, therefore, comes at a critical juncture as the operator fights to maintain its relevance in Africa’s largest telecom market.
Strategic Intent Behind the Rebrand
While the company has yet to release a detailed turnaround plan, CEO Obafemi Banigbe hinted at several strategic shifts. These are expected to include:
- Network Modernisation – Upgrading infrastructure to improve coverage and service reliability.
- Digital Services Expansion – Investing in fintech, content delivery, and other value-added services to diversify revenue streams.
- Customer-Centric Innovations – Rolling out new data plans, loyalty rewards, and flexible pricing models to attract and retain subscribers.
- Brand Repositioning – Leveraging the T2 name to signal a forward-looking, technology-driven identity.
“This is not just a name change,” Banigbe stressed. “It’s a declaration of intent. We are determined to innovate, compete, and win back the trust of Nigerian consumers.”
Lessons from the 9mobile Years
Industry observers note that 9mobile’s decline was not inevitable but was accelerated by several factors, including frequent leadership changes, inadequate investment in network infrastructure, and a slow adaptation to Nigeria’s fast-growing data-driven market.
When Etisalat exited in 2017, creditors and new investors pledged a revival. However, the absence of a bold, long-term investment strategy meant the company remained stuck in a defensive posture, unable to keep pace with aggressive competitors.
The T2 rebrand could represent the company’s first serious attempt in years to reverse this trajectory.
A Competitive and Crowded Industry
The Nigerian telecoms market is one of the most competitive in Africa, with operators under constant pressure to deliver faster internet speeds, wider coverage, and cheaper data.
In recent years, MTN and Airtel have invested heavily in 4G and 5G rollouts, mobile banking services, and partnerships in entertainment and e-commerce—moves that have locked in customer loyalty.
For T2, regaining lost ground will require not only infrastructure upgrades but also a compelling value proposition that resonates with both urban and rural consumers.
Subscriber Trust and Service Quality
One of the most significant challenges facing T2 is rebuilding consumer trust. Over the years, many customers have abandoned the network citing dropped calls, slow internet speeds, and inconsistent customer service.
Analysts warn that without visible improvements in service quality, the rebrand risks being dismissed as a cosmetic change.
“Consumers are not swayed by new logos alone. What matters is the experience,” said telecom analyst Chinedu Okafor. “If T2 can deliver on reliability, speed, and affordability, it has a chance to win back market share.”
Financial Hurdles Ahead
While the details of T2’s financial position are not public, industry insiders say the company still faces significant debt obligations and must secure substantial investment to fund its turnaround plans.
Raising capital in a competitive market—especially for a struggling brand—will require convincing investors that the rebrand comes with a viable strategy and competent execution.
Opportunities in Digital Transformation
Despite its challenges, T2 has opportunities to leverage Nigeria’s rapidly expanding digital economy. Mobile money adoption, video streaming, e-learning, and cloud-based services are all growth areas where a nimble, innovative operator could carve out a niche.
If T2 can differentiate itself through tailored services, competitive pricing, and partnerships in fintech and entertainment, it may attract younger, tech-savvy users seeking alternatives to the big three telcos.
Conclusion: A New Name, a New Chapter?
The shift from 9mobile to T2 is a bold attempt to signal a break from the past and a renewed focus on innovation and growth. But for Nigeria’s smallest mobile network, survival will depend on far more than a fresh identity.
The company must now deliver tangible improvements in service quality, expand its offerings, and rebuild trust among consumers who have long since migrated to rival networks.
If T2 can execute a credible turnaround strategy, the rebrand could mark the beginning of a remarkable comeback story in Nigeria’s telecom sector. If not, it risks becoming yet another chapter in a long struggle for survival.
For now, the industry will be watching closely to see whether T2 can transform bold promises into lasting results.
