From 9mobile to T2: A New Chapter for Nigeria’s Fourth Telecom Operator
In a powerful move signaling a fresh start, the telecommunications company formerly known as 9mobile has rebranded itself as T2. This change is far more than a simple name and logo update; it marks a new chapter in what has been a long and challenging survival story for Nigeria’s fourth-largest telecom operator.
The rebranding, which was officially unveiled in Lagos, comes with a vibrant new orange color that the company says symbolizes a “ripe arrival” after enduring years of turbulence.
This rebranding follows a recent strategic partnership with MTN Nigeria, a move that T2 hopes will allow it to leverage MTN’s extensive infrastructure to better serve its customers. By no longer having to build and maintain its own infrastructure from scratch, T2 can focus its efforts on providing better service and winning back the trust of Nigerian consumers. This is a crucial step in the company’s new strategy to become “leaner, faster, and smarter,” as described by its CEO, Obafemi Banigbe.
A Look Back: The Journey from Etisalat to 9mobile
The company’s story began in 2008 when it launched as Etisalat Nigeria, backed by the UAE-based Etisalat Group. In its early days, Etisalat was a powerhouse of innovation, known for its youthful brand and creative marketing campaigns that quickly earned it a dedicated following.
However, the tide turned in 2017 when the company found itself buried under a massive debt of over $1.2 billion owed to a group of local and foreign banks. This financial crisis forced the Etisalat Group to exit Nigeria entirely. The telecom network was then taken over by the banks and rebranded as 9mobile.
Despite the change in ownership and leadership, the struggles continued. 9mobile faced an uphill battle against fierce competition from market leaders like MTN, Airtel, and Globacom. The numbers paint a stark picture of its decline: according to data from the Nigerian Communications Commission (NCC), 9mobile’s customer base plummeted from a peak of 23 million in 2015 to a mere 2.4 million as of June 2025. Revenues shrank, market share dwindled, and the company seemed to be fading into irrelevance.
Weathering the Storm: The Philosophy Behind the Rebrand
Speaking at the rebranding event, T2 CEO Obafemi Banigbe admitted that the company had faced severe storms. But he was unapologetic about the past, framing it as a source of strength. “We are not ashamed of the scars that we carry,” he said. “Every setback has been a set-up for our resilience as a business.”
This philosophy—that the company’s struggles have made it stronger and more focused—is at the heart of the new T2 brand. The shift from the “formative green” of its past to the “ripe, ready” orange of its new identity is a clear symbol of this maturity and determination.
The Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, also weighed in, congratulating T2 on its rebirth but also issuing a strong challenge. He urged the company to make its new brand about more than just a new logo and color. He called on T2 to renew its commitment to innovation, service excellence, and to the millions of Nigerians who depend on their network for their lives and businesses.
The Road Ahead: Challenges and Hope
While the rebranding and the partnership with MTN have injected a new sense of hope, the road ahead for T2 is still long. The company will need to make significant investments to upgrade its services and rebuild its network, even with MTN’s help.
The challenge of regaining a strong foothold in a market dominated by powerful competitors is immense. The success of this rebrand will ultimately be measured not by the change of a name, but by the tangible improvement in service quality and customer experience.
For its remaining loyal customers, and for those who have left but are looking for better options, the rebirth of T2 represents a promise of a better future.
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