9 Mobile Rebrands Again with New Name

A New Beginning for 9mobile

Nigeria’s telecommunications landscape is witnessing a significant transformation as one of its key players, 9mobile, officially rebranded itself to T2. This change marks a pivotal moment in the company's history, aimed at addressing long-standing challenges and repositioning itself for future growth.

The announcement was made by the company’s Chief Executive Officer, Obafemi Banigbe, during a launch event held in Lagos. Banigbe described the rebranding as the beginning of a “new era” for the company. He emphasized that the organization is evolving into something greater, more ambitious, and aligned with the future. “We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future,” he stated.

A History of Challenges

Formerly known as Etisalat, the company underwent a rebranding in 2017, transitioning to 9mobile. However, despite these changes, the company has faced persistent issues related to management and service quality. These problems have significantly impacted its subscriber base, leaving it as the smallest among Nigeria’s telecom operators.

According to data released by the Nigerian Communications Commission (NCC) in June 2025, 9mobile currently has just 2.4 million subscribers. This figure represents only 1.42 percent of the country’s 171.73 million active telecom users. The low subscriber count highlights the need for a strategic shift to regain relevance in a highly competitive market.

Strategic Move for Growth

The decision to rebrand as T2 is seen as a strategic move to reposition the company and reclaim its place in the Nigerian telecommunications industry. By adopting a new identity, the company aims to attract both existing and potential customers, while also signaling a commitment to improvement and innovation.

This rebranding effort includes not only a name change but also a comprehensive overhaul of the company’s image and services. It is expected that this transformation will help T2 differentiate itself from its competitors and better meet the evolving needs of consumers.

Future Prospects

With the rebranding, T2 is positioning itself as a forward-thinking company that is ready to embrace new technologies and customer expectations. The company’s leadership is optimistic about the future and believes that the new identity will play a crucial role in driving growth and enhancing customer satisfaction.

As the telecommunications sector continues to evolve, T2’s rebranding could serve as a turning point for the company. By focusing on quality, reliability, and innovation, T2 aims to rebuild trust with its customers and establish a stronger presence in the market.

In conclusion, the rebranding of 9mobile to T2 represents more than just a name change. It signifies a commitment to transformation, a focus on future growth, and a determination to overcome past challenges. As the company moves forward, it will be essential to monitor its progress and assess how effectively it can achieve its goals in the dynamic Nigerian telecom market.