Nigeria’s fourth-largest mobile network operator, 9mobile, today unveiled a refreshed brand identity in Lagos, signalling its intent to stage a strong comeback in the country’s competitive telecoms market.
The rebrand marks a pivotal phase in the telco’s four-year, $3 billion turnaround plan under new ownership by LH Telecommunication Limited, which acquired 95.5% equity in July 2024. The takeover—endorsed by the Nigerian Communications Commission (NCC) and the Federal Competition and Consumer Protection Commission—ushered in a new leadership team led by Chairman Thomas Etuh and Chief Executive Officer Obafemi Banigbe.
Once a market leader with over 22 million subscribers between 2014 and 2016, 9mobile’s customer base fell to just over 3.3 million by October 2024, representing about 2% market share. Banigbe has attributed the decline to years of underinvestment, outdated infrastructure, and falling service quality.
The revival blueprint focuses on four phases—stabilisation, modernisation, transformation, and growth—with the rebrand forming part of the transformation stage. New products, youth- and SME-focused marketing campaigns, and a renewed service-first approach are central to the strategy.
In March 2025, the NCC approved a three-year national roaming and spectrum-sharing agreement between 9mobile and MTN Nigeria, enabling 9mobile subscribers to access MTN’s extensive network—a move aimed at quickly improving service reach while infrastructure upgrades are underway.
Industry analysts say 9mobile’s comeback could boost competition, improve service quality, and encourage more infrastructure-sharing models in Nigeria’s capital-intensive telecom sector. However, the company’s long-term success will depend on its ability to win back consumer trust through reliable service and competitive value offerings.
For 9mobile, the new brand represents more than a visual refresh—it is a statement of intent to re-establish itself as a credible contender in Nigeria’s telecom landscape.
Read Also: 9mobile Launches Safety App To Improve Security
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