Nigeria’s fourth-largest telecom operator, 9mobile, has officially rebranded to T2, marking what the company describes as the start of “a bold new chapter” in its history.
The unveiling took place on Friday at the Eko Hotels and Suites, Lagos, during a corporate event tagged ‘Tech Meets Tenacity’, attended by industry leaders, government officials, and top entertainers.
The transformation sees the company swap its signature green for an orange colour, signalling a fresh direction for its operations and market ambitions.
The move comes one year after LH Telecommunication Limited acquired a 95.5 per cent stake in 9mobile, leading to a change in control.
Chief Executive Officer of Emerging Markets Telecommunication Services Limited (EMTS), Mr. Obafemi Banigbe, told guests that the change was more than cosmetic.
“This change is necessary for us to give our best. We are not playing catch-up, but to lead in the industry,” he said.
Banigbe described the rebrand as “the beginning of a bold new chapter” for the company.
“This is not just a brand unveiling, it is the beginning of a bold new chapter in our history. It is a declaration that we are no longer who we were, but we are becoming something greater. We are becoming something more ambitious,” he said.
The CEO stressed that the transformation goes beyond a new logo or tagline, representing instead a renewed mission and promise to customers.
“We see it in the rising tide of the youth, we see it in the entrepreneurs that are all over the place across our nation, in the boldness of our startup ecosystem, in the resilience of our SMEs, in the desires of our families to stay connected, to stay informed and to stay entertained anytime and anywhere,” he said.
“In the face of overwhelming odds, our people, the Nigerian people, we have shown a spirit of resilience and of tenacity that continues to inspire the world,” he added.
The event, anchored by entertainment personality Darey Art Alade, featured performances by top music acts and drew appearances from stakeholders including the Minister of Communications, Innovation and Digital Economy, Dr Bosun Tijani.
Government Endorsement
Commending mobile network operators for their role in Nigeria’s digital growth, Dr Tijani noted that the industry had moved from fewer than a million mobile lines in 2001 to over 220 million today, with broadband penetration rising from single digits to nearly 50 percent.
“The MNOs have invested boldly, spending more than 75 billion in towers, fibre, and now 5G, all without any government subsidy. The MNOs have powered our economy, contributing around 16 percent to our GDP, and creating millions of direct and indirect jobs,” Tijani said.
He added that the T2 rebrand was “a strong signal” of readiness to compete and innovate.
“Let this rebrand be more than a change of colours or new logo. Let it be 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,” he said.
A Recovery Journey
The rebrand is a major milestone in a four-phase recovery plan — stabilisation, modernisation, transformation, and growth — launched after Lighthouse Telecoms, led by businessman Thomas Etuh, took over 9mobile in 2023.
Since the takeover, the company has reconstituted its board, brought in new executive leadership, and signed a strategic infrastructure-sharing deal with MTN Nigeria to boost network coverage.
Etuh, who is also EMTS chairman, said: “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 of the 9mobile business. I knew it was a tough call.”
He thanked the Nigerian Communications Commission (NCC) and customers for their loyalty through years of litigation and operational challenges.
State Government Support
Lagos State Governor, Babajide Sanwo-Olu, represented by the Secretary to the State Government, Mrs Bimbola Salu-Hundeyin, said the T2 mission aligned with the state’s digital economy agenda
“Its focus on digital innovation aligns seamlessly with the Lagos State Government’s vision for a robust digital economy that empowers citizens, businesses, and communities,” he said. “We welcome partners like T2 who are committed to driving inclusive and transformative growth in our state.”
From Etisalat to 9mobile to T2
The brand, which began as Etisalat Nigeria, was rebranded to 9mobile in 2017 after the exit of its original investors.
Once serving over 22 million subscribers, the company saw numbers fall to 3.2 million by January 2025 following years of financial strain and infrastructure degradation.
The new T2 identity, according to the company, reflects “a forward-thinking, technology-driven, and customer-centric ethos” aimed at Nigeria’s increasingly digital population. The rollout will be phased to ensure uninterrupted service for existing subscribers.
T2 says its operations will focus on four pillars — speed, smart living, digital lifestyle, and trust — as it aims to reclaim relevance in the country’s highly competitive telecom market.
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