By Ghazali Ibrahim
Nigeria’s fourth-largest telecom operator has once again rebranded, this time from 9mobile to T2.
This marks the third time a new name will be adopted in a bid to revive its market presence and reposition itself in the country’s competitive digital economy.
The company’s journey began in 2008 as Etisalat Nigeria, a subsidiary of the UAE-based Etisalat Group.
However, in 2017, following a $1.2 billion loan default and the subsequent exit of its foreign investors, the firm rebranded as 9mobile to distance itself from the financial crisis and signal a fresh start.
Despite the rebranding, 9mobile struggled to regain its footing amid fierce competition from industry giants like MTN, Airtel, and Glo.
The company faced declining subscriber numbers, limited network coverage, and financial instability.
In 2023, Lighthouse Telecoms, led by businessman Thomas Etuh, acquired 9mobile, initiating a comprehensive four-phase recovery plan: Stabilisation, Modernisation, Transformation, and Growth.
The transition to T2 marks the “Transformation” phase, aiming to redefine the company’s identity and operational strategy.
At the rebranding event in Lagos, CEO Obafemi Banigbe emphasized that T2 represents more than a name change; it signifies a renewed commitment to innovation, customer experience, and digital lifestyle services.
The company has already implemented significant changes, including a strategic infrastructure-sharing agreement with MTN Nigeria, enhancing network coverage and resilience.
While the rebranding to T2 is a strategic move to rejuvenate the company’s image and operations, the telecom operator faces significant challenges.
These include regaining consumer trust, expanding its subscriber base, and competing effectively with established industry leaders.
As T2 embarks on this new chapter, its success will depend on its ability to deliver on promises of innovation, improved service quality, and customer satisfaction.
Only time will tell if this rebranding will mark a turning point in the company’s fortunes or become another chapter in its ongoing struggle for market relevance.
