9mobile Rebrands as T2 to Boost Competitiveness

9mobile Rebrands as T2 to Boost Competitiveness

JOEL OLADELE, Abuja 

Nigeria’s fourth-largest telecom operator, 9mobile, has shed its old identity, rebranding as T2 in a move to reclaim market share and reposition itself as an industry leader.

The new name and identity were unveiled at a high-profile event, Tech Meets Tenacity, held at Eko Hotels and Suites, Lagos, where Chief Executive Officer, Obafemi Banigbe, declared the rebrand “a turning point” for the company.

“This change is necessary for us to give our best. We are not playing catch-up, but aiming to lead the industry,” Banigbe said.

He noted the shift from the familiar green branding to a vibrant orange as symbolic of renewed energy and ambition.

The unveiling drew top industry players, including the Minister of Communications and Digital Economy, Dr. Bosun Tijani.

The night, anchored by entertainment star Darey Art Alade, featured live performances from leading music acts.

T2’s rebirth follows turbulent years for the company. Originally launched as Etisalat Nigeria, it once boasted over 22 million subscribers before investor exit, financial strain, and infrastructure decline saw its active user base plummet to 3.2 million by January 2025.

In a bid to reverse the decline, the company recently signed a national roaming agreement with MTN Nigeria, a move expected to boost coverage and service quality for its subscribers.

According to management, the T2 transformation is part of a broader survival-and-growth strategy designed to stabilise operations, rebuild consumer trust, and compete more aggressively in Nigeria’s fast-changing telecom market.