9Mobile Rebrands as T2 to Regain Market Share in Nigeria

Nigerian telecom provider 9mobile changed its name to T2 in an effort to reclaim lost market share, broaden its customer base, and step up its competition in the rapidly developing digital economy of the nation.

With a striking orange colour scheme and an eye towards the future, Nigerian telecom provider 9mobile has formally changed its name to T2.

The T2 was unveiled on Friday at the “Tech Meets Tenacity” launch event, which was hosted at the Eko Convention Centre in Lagos.

This move represents the “Transformation” step of the company’s four-phase recovery strategy: Stabilisation, Modernisation, Transformation, and Growth. The plan was developed after Lighthouse Telecoms, led by investor and businessman Thomas Etuh, acquired 9mobile in 2023.

Following the takeover, the operator reorganised its board, reorganised its executive team, and in July, it inked a historic three-year national roaming contract with MTN Nigeria. The agreement, the first of its kind in the industry, has improved coverage, capacity, and service quality in regions where 9mobile’s own network had been weak by enabling 9mobile customers to travel freely on MTN’s nationwide network.

Chief Executive Officer Obafemi Banigbe stated that the rebrand was not merely a cosmetic effort, but rather “a total evolution of who we are, why we exist, and how we deliver value” during the Friday unveiling of the new corporate identity in Lagos. In a statement, he said, “T2 is a symbol of our renewed commitment to innovation, resilience, and a deepened focus on customer experience.”

After years of operational and legal difficulties, Etuh characterised the change as a “rebirth” for the company and attributed his decision to buy it to his “faith and love for country.” During a time of several lawsuits and operational challenges, he commended the Nigerian Communications Commission and the company’s clients for their patience.

“Please accept my sincere gratitude for believing in us, our amazing customers,” he stated. “Together, we are rising once more. We are working with you to regain all of the lost territory.

Bosun Tijani, the minister of communications, innovation, and the digital economy, praised mobile network operators (MNOs) for their important contribution to changing Nigeria’s digital landscape in his remarks on the T2, he also spoke more on the rebranding but challenged the business to implement tangible service enhancements.

He urged a “renewed commitment to innovation, to service excellence, and to the millions of Nigerians whose lives and businesses depend on your network every single day,” saying, “Let this rebrand be more than a change of colours or new logo.”

On behalf of Governor Babajide Sanwo-Olu, Secretary to the Lagos State Government Bimbola Salu-Hundeyin stated that T2’s emphasis on digital innovation was in line with the state’s goals for a strong and inclusive digital economy.

To guarantee continuous service, the switch to the T2 identity will be implemented gradually. The new brand will be based on four pillars: Speed, Smart Living, Digital Lifestyle, and Trust. As the telecom industry in Nigeria embarks on a new decade of change, the company wants to establish itself as a link between effect and infrastructure, connection and culture.

Without any government assistance, the MNOs have made audacious investments, shelling out over 75 billion dollars for towers, fibre, and now 5G. Our economy has been driven by MNOs, which have generated millions of direct and indirect jobs and contributed about 16% of our GDP, according to Mr. Tijani.

The T2 redesign, according to the minister, is a clear indication of the company’s intention to compete, innovate, and contribute more to Nigeria’s aspirations to become a worldwide leader in digital.

“Let this rebrand encompass more than just a new logo or colour scheme. The minister urged a fresh dedication to service quality, innovation, and the millions of Nigerians whose lives and companies rely on your network on a daily basis.