In the fiercely competitive telecommunications sector, a new challenger has emerged, or more accurately, a familiar name is attempting a monumental comeback. Formerly known as 9mobile and once a market leader as Etisalat, the company has rebranded as T2 Mobile, ADEYEMI ADEPETUN writes.
There is no gainsaying the fact that the $76 billion Nigerian telecommunications landscape is a battlefield of sorts, with established players like MTN, Glo and Airtel fiercely competing for dominance.
Into this high-stakes arena, a new contender has emerged. T2 Mobile, the rebranded identity of 9mobile, is seeking a spot for relevance, declaring a new digital-first strategy to win over Nigeria’s rapidly evolving consumer base. But as the company sheds its old skin, a monumental battle awaits it.
For years, 9mobile, formerly known as Etisalat, has weathered a storm of financial distress and fierce competition. Its journey was a testament to resilience, but also a stark reminder of the challenges of operating in Nigeria’s dynamic and unforgiving market.
Now, under new ownership, Lighthouse Telecoms, the company is attempting a full-scale reinvention. The sector opined that this is not merely a cosmetic change, but a strategic overhaul designed to reposition the company as a “digital lifestyle enabler”.
The Guardian checks showed that this is the second name change coming to the brand after the pull out of Etisalat Group of the UAE in July 2017 due to a dispute over a $1.2 billion loan. In 2017, it transformed from Etisalat to 9mobile and eight years later, it changed to T2 Mobile.
Current state of Nigeria’s telephone sector
WHILE there are 171 million active telephone users in Nigeria, of which 141 million are Internet users, and about 105 million customers have access to broadband facilities, data consumption rose to 1.044,073.08 terabytes as of June 2025.
Porting activities showed that 9mobile, now T2, has been badly hit, losing millions of subscribers to competition.
The Guardian checks showed that 9mobile left T2 with 2.43 million customers and 1.42 per cent market share, as against the 20 million subscribers and 14 per cent market share Etisalat left the brand with about eight years ago.
Financial challenges, limited network expansion and intense competition from giants like MTN, Airtel and Globacom impacted T2 drastically.
Today, T2 plans to leverage cloud infrastructure, artificial intelligence and advanced analytics to deliver personalised services and faster product rollouts. This approach is squarely aimed at Nigeria’s burgeoning population of startups, creative and remote workers – a segment of the market that demands agile, hyper-personalised digital solutions.
Competitive telecoms sector
AS stated, the Nigerian telecom market is a battlefield. MTN and Airtel hold the lion’s share of the market, while Globacom maintains a strong presence. The three have heavily invested in network infrastructure. MTN, Mafab Communications and Airtel have deployed 5G technology, where they coughed up over $820 million for licenses. These operators boast of a loyal customer base, with MTN having 89 million customers and 52 per cent penetration, Airtel, 58 million users and 34.3 per cent and Globacom, 20.8 million customers and 12.2 per cent country reach. T2 will need to work hard to lure subscribers away from these established networks.
While the national roaming agreement with MTN is a crucial step, T2 will still need to make substantial investments in its infrastructure to truly compete. The company’s recent acquisition by Lighthouse Telecoms provides a fresh start, but sustained capital infusion will be necessary for long-term growth and network modernisation.
Last year, the Chief Executive Officer, Obafemi Banigbe, disclosed that the firm would need over $3 billion to be able to compete favourably.
It must also be mentioned that the frequent name changes and service degradation experienced by customers during the 9mobile era have eroded trust. T2 must now deliver on its promises of speed, reliability, and excellent customer service to regain the confidence of the Nigerian public.
Subscribers’ demand visibility, service quality
THE President, National Association of Telecom Subscribers of Nigeria (NATCOMs), Deolu Ogunbajo, said that to recover the lost grounds, T2 must offer a unique service different from what is currently obtainable in the market.
To start with, Ogunbajo said the firm should bring both voice and data tariff costs down, even below the floor price, to attract traffic to the network with the knowledge of the regulator. They should also improve the quality of both voice and data services.
While lamenting lost ground, the NATCOMs President said the management of T2 should look for investors who are ready to spend, especially on infrastructure that will revive deadlines.
On his part, the President of the Association of Telephone Cable TV and Internet Subscribers of Nigeria (ATCIS), Prince Sina Bilesanmi, stressed the importance of T2 collaborating with industry stakeholders for growth.
Admitting that since the transformation, which culminated in the new brand starting some six months ago, the management has carried ATCIS along, “So, subscriber members knew of the process and welcomed T2.”
Bilesanmi said for the firm to succeed, it must enter the street and ask what subscribers wanted.
“It is not just for them to rebrand, but they must enter the streets, ask what customers want and tailor their new solutions towards it. I will say this should reflect in their tariffs. Nigerians want more tariff cuts; they want promos. It will also be important for them to get more investors who will pump money into the network for stability and visibility across the country.”
T2 pledges and promises
THE colour change, according to the telecom company, is essential to reflect its tenacity and resilience after passing through market challenges.
The new orange colour, the company said, stood for ripe arrival after a tough green growth that the company had passed through since its inception in 2008.
“Our new identity depicts Boldness, Innovation and Strength. We were in a formative stage when we were green, but now we have arisen and ripened with our new orange colour,” the telecoms company declared.
According to Banigbe, the brand went through turbulent times but survived them through its resilience, boldness and innovation.
“We want to thank you for opening with us. We want to thank you for holding us accountable, and that is the reason whywe exist. To our partners, we want to thank you for believing in the vision and building alongside us.’ Banigbe said.
Chairman of T2mobile, Thomas Ethu, appreciated Nigerians for believing in the network, despite its past challenges.
T2’s success hinges on its ability to execute its new digital-first strategy flawlessly. While the roaming agreement with MTN provides a crucial foundation, the company must follow through with significant investment in its infrastructure to fully realise its vision of a cloud-native, data-driven operator. It must also prove that its focus on AI and advanced analytics will translate into tangible benefits for its customers, such as real-time support and simplified processes.
