Nigeria’s fourth-largest telecommunications operator, 9mobile, has officially rebranded as T2, unveiling its new corporate identity at a high-profile event themed Tech Meets Tenacity, held at Eko Hotels and Suites, Lagos.
The transformation, which replaces the company’s iconic green branding with a vibrant orange palette, signals a strategic pivot in operations and market positioning. Chief Executive Officer, Obafemi Banigbe, said the change was a decisive step to reposition the firm for leadership in the nation’s telecom industry.
“This change is necessary for us to give our best. We are not playing catch-up, but to lead in the industry,” Banigbe asserted.
The rebranding ceremony drew key industry stakeholders, including the Minister of Communications and Digital Economy, Dr. Bosun Tijani. The event, anchored by entertainment personality Darey Art Alade, featured live performances from top musical acts.
Originally launched as Etisalat Nigeria, the company once commanded a subscriber base exceeding 22 million, emerging as a formidable competitor in the telecom space. However, the exit of its foreign investors ushered in a turbulent era—marked by its renaming to 9mobile, financial strain, infrastructure decline, and a sharp drop in active subscribers to 3.2 million as of January 2025.
In a bid to arrest the slide, T2 recently entered into a national roaming agreement with MTN Nigeria, aimed at expanding network coverage and enhancing service quality for its existing users.
The shift from 9mobile to T2 forms part of a broader turnaround strategy to restore stability, rebuild customer confidence, and compete more aggressively in Nigeria’s increasingly saturated telecommunications market.
