Nigeria’s fourth-largest mobile network operator has officially rebranded from 9mobile to T2, unveiling a new identity and strategy aimed at reclaiming market share and redefining its role in the country’s fast-changing telecoms landscape.
The launch, held Friday at the Eko Convention Centre in Lagos, featured a vibrant orange colour scheme replacing 9mobile’s signature green. CEO Obafemi Banigbe described the rebrand as “a strategic overhaul” designed to position T2 as a digital-first, customer-centric brand.
“This is not merely a name change; it’s the beginning of a new chapter,” Banigbe said, pledging to empower Nigerians—from creatives and startups to everyday users—through innovation, connectivity, and improved service quality.
The rebrand follows LH Telecommunication Limited’s 95.5% acquisition of 9mobile in July 2024. Once known as Etisalat Nigeria, the company has seen its subscriber base fall from over 22 million in 2016 to just 3.2 million in early 2025 due to years of underinvestment and infrastructure challenges.
Banigbe pointed to recent moves—including a national roaming pact with MTN Nigeria—as part of T2’s immediate strategy to expand coverage while pursuing long-term infrastructure upgrades.
T2 plans to evolve into a cloud-native, API-ready operator, leveraging AI and advanced analytics for personalised services. “Customer experience is no longer a department; it is our business,” Banigbe said.
Industry watchers see the rebrand as a bold attempt to re-enter the competitive race dominated by MTN, Airtel, and Glo. Success, analysts say, will depend on T2’s ability to deliver reliable service, competitive value, and digital innovation.
“This rebrand is for every Nigerian dreaming of something better,” Banigbe concluded. “We too can reimagine, rebuild, and relaunch.”
Read Also: 9mobile Unveils New Brand, Targets Multi-Billion Naira Comeback in Nigerian Telecom Market
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