T2 replaces 9mobile in market comeback

Nigerian telecoms operator 9mobile has rebranded to T2 as part of a strategic push to revive its market position, expand its reach, and compete more aggressively in the country’s fast-growing digital economy.

The move marks the “Transformation” stage of the company’s four-phase recovery plan: Stabilisation, Modernisation, Transformation, and Growth, which was introduced following the 2023 acquisition of 9mobile by Lighthouse Telecoms, led by businessman and investor Thomas Etuh.

Since the takeover, the operator has overhauled its leadership team, reconstituted its board, and signed a landmark three-year national roaming agreement with MTN Nigeria in July. The deal, the first of its scale in the market, has allowed 9mobile subscribers to roam seamlessly on MTN’s nationwide network, improving coverage, capacity, and service quality in areas where 9mobile’s own network had been limited.

At the unveiling of the new brand identity in Lagos on Friday, Chief Executive Officer Obafemi Banigbe said the rebrand represented “a total evolution of who we are, why we exist, and how we deliver value” rather than a cosmetic exercise. “T2 is a symbol of our renewed commitment to innovation, resilience, and a deepened focus on customer experience,” he noted in a statement.

Etuh described the transition as a “rebirth” for the company after years of legal and operational challenges, crediting “faith and love for country” as his motivation for acquiring the business. He thanked the Nigerian Communications Commission and the company’s customers for their patience during a period marked by multiple litigations and operational difficulties.

“To our amazing customers, please accept my profound gratitude for believing in us,” he said. “We are rising together again. Together, with you, we are reclaiming all lost grounds.”

The Minister for Communications, Innovation and Digital Economy, Bosun Tijani, welcomed the rebrand but urged the company to translate it into concrete service improvements.

“Let this rebrand be more than a change of colours or new logo,” he said, calling for 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.”

The Secretary to the Lagos State Government, Bimbola Salu-Hundeyin, representing Governor Babajide Sanwo-Olu, said T2’s focus on digital innovation aligned with the state’s ambitions for a robust and inclusive digital economy.

The transition to the T2 identity will be rolled out in phases to ensure uninterrupted service, with the new brand anchored on four pillars: Speed, Smart Living, Digital Lifestyle, and Trust. The company aims to position itself as a bridge between connectivity and culture, infrastructure and impact, as Nigeria’s telecoms market enters a new decade of transformation.

Source: Punch