In a decisive move to redefine its market presence and reposition for the future, Nigeria’s fourth-largest telecom operator, 9mobile, has officially rebranded to T2. The transition, unveiled at a high-profile corporate event themed Tech Meets Tenacity at Eko Hotels and Suites in Lagos, represents more than a cosmetic change—it marks the company’s entry into a new chapter of innovation, resilience, and customer-focused transformation.
“This is not just a logo change; it’s a total evolution of who we are, why we exist, and how we deliver value,” said Chief Executive Officer Obafemi Banigbe. “T2 represents our renewed commitment to innovation, resilience, and a deepened focus on customer experience. We are building a brand ready to thrive in the digital economy.”
The rebrand is part of a four-phase recovery roadmap—Stabilisation, Modernisation, Transformation, and Growth—developed after the landmark 2023 acquisition of 9mobile by Lighthouse Telecoms, led by Nigerian investor and business leader Thomas Etuh. Since the takeover, sweeping reforms have been implemented: a revitalised board, new executive leadership, and a groundbreaking infrastructure-sharing agreement with MTN Nigeria. The roaming partnership, the first of its scale in the country, has already expanded T2’s network reach, capacity, and resilience nationwide.
The transformation also comes after a turbulent period in the company’s history. Originally launched as Etisalat Nigeria, the brand once served over 22 million subscribers. Following its rebrand to 9mobile after investor exits, it faced financial struggles, infrastructure decline, and a sharp drop to 2.44 million (1.42% of total GSM subscribers in Nigeria) active users by June 2025. The new T2 identity is designed to reverse this trajectory, with an ambition to lead in digital lifestyle enablement, speed, smart living, and customer trust.
For Chairman Thomas Etuh, the moment is deeply personal. “Today marks a new beginning for the 9mobile business. The march has been tedious. The journey has been exhausting. It was faith and love for country that prompted my foray into the acquisition,” he said. “To our amazing customers, thank you for believing in us. We are rising together again—reclaiming all lost grounds.”
The T2 identity comes with a fresh colour palette—orange replacing the familiar green—symbolising energy, innovation, and a forward-looking outlook. The new brand ethos reflects a technology-driven, customer-centric vision that resonates with Nigeria’s increasingly mobile-first population.
Government and State Endorsements
Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, lauded T2’s boldness and urged the brand to make the rebrand more than a design refresh. “Let this rebrand be a renewed commitment to innovation, service excellence, and to the millions of Nigerians whose lives and businesses depend on your network. The future belongs to those who embrace change before it’s forced upon them,” he said.
Similarly, Lagos State Government’s Secretary, Barr. Bimbola Salu-Hundeyin—representing Governor Babajide Sanwo-Olu—highlighted the synergy between T2’s mission and the state’s digital transformation agenda. “T2’s focus on digital innovation aligns seamlessly with our vision for a robust digital economy that empowers citizens, businesses, and communities,” she noted.
A Phased Rollout and Renewed Market Ambition
The shift to T2 will be implemented gradually to ensure continuity for existing subscribers while introducing new services and customer experiences. The company’s four key pillars—Speed, Smart Living, Digital Lifestyle, and Trust—will guide product innovation, customer engagement, and network development.
Banigbe emphasised that T2 is not aiming to “play catch-up” but to lead the industry. The rebrand, supported by a strategy of infrastructure partnerships, service quality enhancements, and brand revitalisation, positions T2 to compete effectively in Nigeria’s dynamic telecom sector.
As the Nigerian telecommunications industry enters a new decade shaped by digital lifestyles, T2 is setting its sights on becoming more than a network provider—it aims to be a digital lifestyle enabler, bridging connectivity with culture, technology with lifestyle, and infrastructure with impact. The journey from Etisalat to 9mobile and now to T2 reflects a story of endurance, reinvention, and ambition.
With renewed leadership, stakeholder support, and a clear vision for the future, T2 is expected to challenge the status quo and reclaim its place as a leading force in Nigeria’s telecommunications landscape.
