In what will be considered a bold new vibe, 9mobile, one of Nigeria’s iconic telecom brand and operator, has formally rebranded as T2 while unveiling itself as a bold, youthful, and innovation-driven digital lifestyle brand with a renewed mission to power Nigeria’s digital economy.

The unveiling of the new name, brand identity and business strategy was held Friday, August 8, at a corporate event titled ‘Tech Meets Tenacity’ held at Eko Hotels and Suites in Victoria Island, Lagos.

The telecom services provider transition, which marks the beginning of an exciting cultural and digital evolution designed to resonate with the pulse of a rising generation, includes a shift from the company’s longstanding green colour scheme to orange. It also marks a significant shift in the company’s operations and market outlook.

The rebrand follows the 2023 acquisition of 9mobile by Lighthouse Telecoms, under the leadership of business leader and investor, Mr. Thomas Etuh, and a strategic turnaround that has reenergised the company through visionary leadership, bold partnerships, and a deep understanding of today’s digital-first consumers.

These bold moves were followed by the execution of a strategic infrastructure-sharing agreement with MTN Nigeria. This agreement, the first of its kind at scale in the country, has already led to the company significantly expanding its network coverage, capacity, and resilience nationwide.

Speaking at the event, the company’s Chief Executive Officer, Obafemi Banigbe, said the change was driven by a need to redefine the company’s role in Nigeria’s telecom sector.

“This change is necessary for us to give our best. We are not playing catch-up, but to lead in the industry. We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future.

“T2’s brand architecture is rooted in four key elements: Fast Connectivity, Smart Lifestyle, Creative Energy, and Trust. Whether powering content creators, remote workers, gamers, artists, entrepreneurs, or everyday hustlers, T2 is determined to be the digital heartbeat of a generation on the rise,” he said.

Banigbe explained that the transformation is aimed at positioning telco firm as a customer-obsessed, technology-powered, and digitally agile brand. “We are becoming a platform for possibilities, a connector of dreams, and a catalyst for the startup ecosystem, for creatives, for remote workers, and for every Nigerian looking to do more.

“Across Nigeria, we see the hunger for speed, access, relevance, and creativity. That is why we are embracing a digital-first approach: leaner, faster, smarter, so we can serve our customers better,” he added.

Reinforcing the broader importance of this evolution, the Minister of Communication and Digital Economy, Dr. Bosun Tijani, Minister for Digital Economy, task the company to: “Let this rebrand be more than a change of colours or new logo; let it be a renewed commitment to innovation, to service excellence and to the millions of Nigerians whose lives and businesses depend on your network every single day.”

“Our overnment will continue to work with ecosystem players like T2 who are bold enough to invest, agile enough to adapt and visionary enough to see that the future belongs to those who embrace change before it’s forced upon them,” he assured.

Adding a state-level perspective, the Lagos State Governor, Babajide Sanwo-Olu, who was represented by the Secretary to the State Government (SSG), Barr. Bimbola Salu-Hundeyin, described T2’s arrival as timely.

“Its mission and cultural positioning align strongly with our digital economy agenda in Lagos—one that fosters creativity, digital entrepreneurship, and youth empowerment. We are excited to see brands like T2 champion this vision with purpose and energy,” Bimbola Salu-Hundeyin said.

Originally launched as Etisalat Nigeria, the company once served over 22 million subscribers and was a strong competitor in the market. However, following the exit of its original investors, the company —later renamed 9mobile— faced financial challenges, infrastructure degradation, and subscriber losses, dropping to 3.2 million active users by January 2025.

To regain market position, the company recently entered into a national roaming agreement with MTN Nigeria on a three years contract. The agreement is expected to expand T2’s network coverage and improve service quality for its remaining subscribers.

“T2 is more than a new name, it’s a new vibe, a new rhythm, and a new way of connecting with the world. From fashion to music, from hustle to content creation, T2 is built to be more than a telco. It’s a cultural partner. It’s the enabler of bold lives and big dreams,” said Kenechukwu Okonkwo, Marketing Director.

He noted that the transformation from 9mobile to T2 is part of a broader strategy to stabilise operations and reposition the brand amid an increasingly competitive telecommunications landscape in Nigeria.