Nigeria’s telecommunications landscape witnessed a major shift on Friday as 9mobile officially announced a complete transformation of its brand identity and business strategy, unveiling its new name – T2.
The announcement was made by Chief Executive Officer, Obafemi Banigbe, during a high-profile unveiling event in Lagos.
A New Era for 9mobile
Speaking at the ceremony, Banigbe described the rebrand as more than a cosmetic name change. He called it “the beginning of a whole new chapter” in the company’s journey – one defined by bold innovation, deep digital transformation, and a renewed customer-first philosophy.
“We are no longer who we were. We are evolving into something greater, more ambitious, and aligned with the future,” Banigbe declared.
“This is not just a brand unveiling. It marks a transformation in how we see ourselves and how we intend to serve Nigerians.”
The CEO emphasised that the company’s evolution would reposition it not merely as a telecoms service provider, but as a digital lifestyle enabler, offering integrated solutions across multiple sectors of Nigerian life.
Digital-First and Cloud-Native
Banigbe revealed that the new T2 brand will operate as a cloud-native, data-driven, API-ready telecom operator, capable of delivering smarter, faster, and deeply personalised services through the use of artificial intelligence and advanced analytics.
“Becoming digital is not just a cliché,” he explained. “It means empowering our customers with tools and platforms that truly improve their lives. We want to roll out products faster, and we want those products to feel like they were made for each individual customer.”
He noted that the company’s upgraded systems will give customers real-time support, self-service options, and streamlined processes, all accessible from the palm of their hands.
Acknowledging Past Struggles
In a candid moment, Banigbe addressed the company’s turbulent history, acknowledging the operational and financial challenges 9mobile has faced over the years.
“We have endured, we have struggled, but like Nigeria, we always bounce back stronger and sharper. Our scars are not signs of defeat; they are reminders of our resilience,” he said.
He stressed that the rebrand is “not just about aesthetics” but about fundamentally changing the way the business operates.
“Customer experience will no longer be a department – it becomes the business itself. We are playing to win,” Banigbe stated.
A Message to Customers and Stakeholders
Banigbe directly addressed 9mobile’s customer base, promising clarity, speed, and passion in service delivery.
“We want to serve you boldly. We thank you for holding us accountable – that is why we exist,” he said.
He also extended gratitude to the company’s partners, regulators, shareholders, and employees, recognising their contributions to the brand’s survival and evolution.
“To every Nigerian dreaming of something better, this rebrand is for you. Let it remind you that you too can reimagine, rebuild, and relaunch,” he added.
From Etisalat to 9mobile to T2: A Journey of Reinvention
The company first entered Nigeria’s telecom market in 2008 under the brand name Etisalat, quickly winning market share with bold marketing and customer-focused strategies, amassing 22.5 million subscribers by 2016.
However, challenges soon emerged. Limited network capacity, inadequate fibre infrastructure, and rising debt created mounting pressure. By 2016, Etisalat had just 4,620 km of fibre, compared to MTN’s 39,972 km, and had fewer revenue streams after selling over 2,000 towers in 2014.
The situation worsened when the company defaulted on a $1.2 billion loan, a blow made heavier by the naira’s devaluation and declining revenues. Regulatory scrutiny further strained operations, and in 2017, Etisalat’s UAE parent company withdrew, surrendering its 85% stake.
In the wake of the exit, the brand re-emerged as 9mobile, marking the end of the Etisalat chapter in Nigeria’s telecom history. Now, with the launch of T2, the company is attempting yet another major reinvention – this time with a focus on digital agility and future readiness.
