JUST IN: 9mobile Rebrands, Now T2

FUNSHO AROGUNDADE

9mobile, Nigeria’s Fourth-largest telecom operator, has officially rebranded as T2 while unveiling itself as a bold, youthful, and innovation-driven digital lifestyle brand with a renewed mission to power Nigeria’s digital economy.

The unveiling of the new name, brand identity and business strategy was held Friday at a corporate event titled ‘Tech Meets Tenacity’ held at Eko Hotels and Suites in Victoria Island, Lagos.

The rebrand, which includes a shift from the company’s longstanding green colour scheme to orange, marks a significant transition in the company’s operations and market outlook.

T2 (9Mobile) Chief Executive Officer, Obafemi Banigbe, said the change was driven by a need to redefine the company’s role in Nigeria’s telecom sector.

“This change is necessary for us to give our best. We are not playing catch-up, but to lead in the industry. We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future,” Banigbe said.

Banigbe explained that the transformation is aimed at positioning 9mobile as a customer-obsessed, technology-powered, and digitally agile brand.

“We are becoming a platform for possibilities, a connector of dreams, and a catalyst for the startup ecosystem, for creatives, for remote workers, and for every Nigerian looking to do more,” he said.

The T2 boss emphasised that the telecom company’s new identity reflects the dynamism and resilience of Nigeria’s youthful population.

“Across Nigeria, we see the hunger for speed, access, relevance, and creativity. That is why we are embracing a digital-first approach: leaner, faster, smarter, so we can serve our customers better,” Banigbe said.

The rebrand follows a challenging period in the company’s history.

Originally launched as Etisalat Nigeria, the company once served over 22 million subscribers and was a strong competitor in the market. However, following the exit of its original investors, the company —later renamed 9mobile— faced financial challenges, infrastructure degradation, and subscriber losses, dropping to 3.2 million active users by January 2025.

To regain market position, the company recently entered into a national roaming agreement with MTN Nigeria on a  three years contract.  The agreement is expected to expand T2’s network coverage and improve service quality for its remaining subscribers.

The transformation from 9mobile to T2 is part of a broader strategy to stabilise operations and reposition the brand amid an increasingly competitive telecommunications landscape in Nigeria.

While addressing 9mobile’s recent struggles, Banigbe acknowledged the setbacks the company has faced in previous years.

“We have endured, we have struggled, but like Nigeria, we always bounce back stronger and sharper. Our scars are not signs of defeat; they are reminders of our resilience,” he said.

He however sent a direct message to 9mobile’s customers: “We want to serve you boldly. We want to serve you with clarity, with speed, and with heartfelt passion. We thank you for holding us accountable. That is why we exist.”

The launch event was attended by key industry stakeholders, including the Minister of Communications and Digital Economy, Dr. Bosun Tijani.

The evening was anchored by entertainment personality Darey Art Alade and featured performances by various musical artists.