NIGERIA: 9mobile Rebrands As T2, Sets Sights On Digital-First Future

By Ameenat Hamzat, Lagos, Nigeria

Nigeria’s 9mobile has officially rebranded as T2, unveiling a strategy to position itself as a digital-first telecom operator focused on innovation, agility and enhanced customer experience.

The transformation was announced on Friday in Lagos by Chief Executive Officer, Obafemi Banigbe, who emphasised that the change marks a fundamental shift in the company’s vision rather than a cosmetic identity update.

Banigbe said: “We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future”.

The launch event drew key industry stakeholders, including the Minister of Communications and Digital Economy, Dr Bosun Tijani.

According to Banigbe, T2 will transition into a fully digital operator by leveraging cloud infrastructure, artificial intelligence and advanced analytics to deliver personalised products, faster service rollouts and improved customer engagement.

The company is targeting Nigeria’s growing base of startups, creatives and remote workers, whose demand for flexible, high-quality digital solutions is on the rise.

Acknowledging the brand’s challenging journey, Banigbe reflected on its resilience.

“Our challenges are reminders, not defeats,” he noted, pledging a renewed focus on placing customer experience at the heart of operations.

The CEO dedicated the rebrand to “every Nigerian dreaming of something better” and called on the nation to “reimagine, rebuild and relaunch.”

The rebranding follows the signing of a landmark three-year national roaming agreement in July with MTN Nigeria, approved by the Nigerian Communications Commission.

The deal allows T2 subscribers to access MTN’s nationwide network, enhancing coverage and service quality, particularly in underserved regions. The partnership underscores a growing trend of collaboration in Nigeria’s telecom sector as operators adapt to competitive and economic pressures.

From Etisalat to T2

The company began operations in 2008 as Etisalat Nigeria, a joint venture between UAE-based Etisalat Group, Mubadala Development Company and Nigerian investors. Known for introducing 3G and later 4G LTE services to the market, it quickly grew its subscriber base to over 15 million by 2012.

However, regulatory hurdles, mounting debt and intensifying competition eroded its market position. By 2017, facing debts of around $1.2 billion, Etisalat Group exited, triggering a restructuring and a rebrand to 9mobile. In 2018, Teleology Holdings Limited acquired a controlling stake.

With the latest transformation to T2, the company aims to redefine its market relevance and compete in a rapi

dly evolving digital landscape.