9Mobile, Nigeria’s fourth-largest telecommunications operator, transformed to T2 on Friday, in surefooted rebranding that has signalled a new, ambitious era in the Nigerian telecommunication industry.
The rebranding includes a vibrant transition from 9mobile’s signature green to a bold orange colour scheme.
THE CONCLACE reports that it is a significant shift in its identity and strategy, a move that has birthed a new chapter for the company as it seeks to redefine its role in Nigeria’s dynamic telecoms market.
The rebranding, according to Chief Executive Officer Obafemi Banigbe at the launch event, themed “Tech Meets Ten” is more than a cosmetic change.
Banigbe described the transformation as a strategic overhaul aimed at positioning T2 as a digital-first, customer-obsessed brand.
Read him: “This is not merely a name change; it’s the beginning of a new chapter in our history. We are evolving into something greater, more ambitious, and aligned with the future.”
He emphasised that T2 would focus on empowering Nigerians across various sectors, from creatives and remote workers to startups and everyday users, by offering a platform that fosters innovation and connectivity.
The rebranding comes a year after LH Telecommunication Limited acquired a 95.5% majority stake in 9mobile, signalling a renewed ownership structure and strategic direction.
The company, which previously operated as Etisalat Nigeria before rebranding to 9mobile in 2017, has faced significant challenges in recent years.
Once boasting over 22 million subscribers between 2014 and 2016, its customer base dwindled to 3.2 million by January 2025 due to investors exit, financial difficulties, and infrastructure issues.
However, Banigbe addressed these setbacks with candour, framing them as a foundation for T2’s resurgence.
According to him, “We have endured struggles, but like Nigeria, we always bounce back stronger and sharper. Our scars are not signs of defeat; they are reminders of our resilience.”
He highlighted recent initiatives, including a national roaming agreement with MTN Nigeria, as part of T2’s strategy to expand coverage and enhance service quality.
T2’s new identity reflects the dynamism and ambition of Nigeria’s youthful population, with a business model rooted in data-driven innovation.
Banigbe noted that the company was evolving into a cloud-native, API-ready operator, leveraging artificial intelligence and advanced analytics to deliver personalised services and streamlined customer experiences.
He stated: “In today’s world, the winners are not the biggest but the boldest. We are designing systems to empower customers with real-time support and self-service tools, all from the palm of their hands.”
The CEO also underscored T2’s commitment to local relevance, simplicity, and emotional connection.
“Customer experience is no longer just a department; it is our business,” Banigbe declared.
In a heartfelt message to customers, he added, “We want to serve you boldly, with clarity, speed, and passion. Thank you for holding us accountable—that is why we exist.”
The rebrand has fuelled enthusiasm among industry observers, with many viewing it as a bold step to recapture market share in Nigeria’s competitive telecoms landscape.
T2’s focus on digital transformation and customer empowerment positions it to compete with industry giants while catering to the growing digital needs of Nigerians.
Banigbe extended gratitude to the company’s partners, regulators, shareholders, and employees for their unwavering support.
“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 said.
As T2 embarks on this ambitious journey, the telecom operator is poised to make a significant impact, blending technology with tenacity to power Nigeria’s digital economy. [With Inside Business report]
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