The news
- Nigeria’s fourth-largest telecom operator, 9mobile, has rebranded to T2.
- This is the company’s second major rebrand since launching as Etisalat Nigeria in 2008.
- Subscriber numbers have dropped from over 22 million to around 3.2 million.
- T2 says it will focus on digital-first services and network partnerships to regain market share.
Nigeria’s fourth-largest telecom operator has unveiled a new brand identity, changing its name from 9mobile to T2. The announcement was made at the company’s Tech Meets Tenacity event held at the Marriott Hotel in Lagos on Thursday, August 8, 2025.
The rebrand comes eight years after the company’s last major identity change. Launched in 2008 as Etisalat Nigeria, the operator rebranded to 9mobile in 2017 following the exit of its UAE-based parent company. Now, in 2025, the company says its transformation into T2 marks “a bold new era” aimed at strengthening its position in a fiercely competitive market.
“This change is necessary for us to give our best to customers and partners,” CEO Obafemi Banigbe said at the launch, adding that T2 is positioning itself as a “digital-first, agile, cloud-native” telecom brand.
Despite the fresh identity, the company continues to face significant challenges. Subscriber numbers have fallen sharply—from over 22 million in its early years to about 3.2 million in January 2025—amid financial struggles, limited network expansion, and fierce competition from MTN, Airtel, and Globacom.
To address these issues, T2 is banking on strategic partnerships, including a recently announced national roaming agreement with MTN, which will allow its customers to use MTN’s network in areas without T2 coverage. The operator also plans to expand its API-driven service offerings and improve network quality.
For many industry watchers and customers, however, the rebrand raises a familiar question: will a new name and logo be enough to reverse years of decline, or is this just another chapter in the company’s long struggle to stay relevant?
