21 August 2025

Obafemi Banigbe, Managing Director of 9mobile, explained that the new brand represents more than just a logo change; it signifies a complete evolution of the company's purpose, values, and approach to creating value.

“T2 is a symbol of our renewed commitment to innovation, resilience, and a stronger focus on customer experience. We are building a brand ready to thrive in the digital economy,” said Banigbe.

The rebranding effort aligns with EMTS’s broader strategy to position itself as a brand that resonates strongly with young people, embraces emerging technologies, and focuses on supporting small and medium-sized enterprises (SMEs). The company aspires to become a leader in digital innovation and redefine customer engagement in Nigeria.

This move follows Lighthouse Telecoms’ acquisition of a majority stake in 9mobile in 2023, which prompted a comprehensive recovery plan divided into four phases: stabilisation, modernisation, transformation, and growth. The company has recently entered the transformation phase, which includes restructuring management and, notably, signing a national roaming agreement with MTN to improve network coverage.

Earlier in January, Banigbe announced a four-year, $3 billion investment plan aimed at restoring 9mobile’s competitiveness. The company has faced significant challenges over recent years, including network unavailability, poor service quality, and limited coverage, all contributing to a steady decline in subscriber numbers.

According to the Nigerian Communications Commission (NCC), between April 2024 and April 2025, 55,782 subscribers left 9mobile while retaining their numbers. At its peak in December 2014, 9mobile served 21.1 million customers, holding roughly 15% of the market share—behind MTN’s dominant 44%, Glo’s 21%, and Airtel’s 20%. By April 2025, the operator’s subscriber base had plummeted to just 2.96 million, representing only 1.72% of the market, with MTN, Airtel, and Glo holding 52.42%, 33.93%, and 11.93% respectively.