Nigeria’s telecom landscape saw a fresh shift after the fourth-largest provider unveiled its new brand identity, dropping the 9mobile name in favor of “T2.” The launch took place during the “Tech Meets Tenacity” event at Lagos’s Marriott Hotel, signaling a strategic move toward a more modern, digital-focused approach.
This transition marks the company’s second major rebranding in less than ten years, initially launched as Etisalat Nigeria in 2008, then rebranded to 9mobile in 2017 after parent company withdrawal. Now, T2 aims to symbolize an innovative era, emphasizing agility, cloud technology and digital services under CEO Obafemi Banigbe’s vision.
Despite the rebrand’s fresh appearance, the company continues to face significant challenges, including a steep decline in customer base from over 22 million to just 3.2 million by January 2025. Competition from MTN, airtel, and Globacom, coupled with limited infrastructure expansion, has impacted its market share.
To revive its fortunes, T2 is forging strategic alliances, such as a roaming partnership with MTN, allowing seamless service across networks. The company is also focusing on developing API-based solutions, enhancing digital product offerings, and improving network reliability to attract and retain users.
The telecom space in Nigeria is fiercely competitive, and T2’s future hinges on its ability to innovate and regain consumer trust.
Industry watchers considers it as a bold and future-forward move, following this formal announcement and commencement of its transition to a new corporate and consumer identity, T2.
“This is not just a logo change, it’s a total evolution of who we are, why we exist, and how we deliver value,” Obafemi Banigbe, the Chief Executive Officer, said at the launch in Lagos. He added, “T2 represents our next chapter. It is a symbol of our renewed commitment to innovation, resilience, and a deepened focus on customer experience. We are building a brand that is ready to thrive in the digital economy.”
This strategic brand migration marks a pivotal chapter in the company’s business transformation, setting the stage for a renewed competitive presence in Nigeria’s telecoms landscape and a sharper alignment with evolving digital consumer expectations.
The rebrand is a key milestone within the company’s comprehensive four-phase recovery roadmap —Stabilisation, Modernisation, Transformation, and Growth — launched following the landmark 2023 acquisition of 9mobile by Lighthouse Telecoms, led by business leader and investor, Mr. Thomas Etuh.
Since the takeover, the company has made sweeping changes, including the constitution of a revitalized board, appointment of new executive leadership, and execution of a strategic infrastructure-sharing agreement with MTN Nigeria.
