9mobile at a Crossroads as More Subscribers Seek to Port

9mobile, once a vibrant player in Nigeria’s bustling telecommunications market, finds itself at a critical juncture as the latest data from the Nigerian Communications Commission (NCC) reveals a concerning trend: an increasing number of its subscribers are opting to port to rival networks. This exodus highlights the significant challenges the operator faces in retaining its customer base amidst fierce competition and evolving consumer preferences within the dynamic Nigerian telecom landscape, Business Remarks reports.

The most recent NCC statistics, for January 2025, paint a stark picture for 9mobile. While the total number of active mobile subscribers in Nigeria reached a substantial 169.3 million, 9mobile’s share of this vast market has dwindled to a mere 1.94%, representing a subscriber base of approximately 3.28 million. This figure, according to findings by Business Remarks, marks a significant decline from the company’s peak in 2015, when, operating as Etisalat Nigeria, it boasted a subscriber base of 23.4 million and a market share of 15.7%.

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Further analysis of subscriber porting activities reveals the depth of 9mobile’s struggle. In December 2024 alone, out of the total number of subscribers who switched networks, a significant 2,188 departed from 9mobile. This trend continued from November 2024, where the operator experienced an even larger outflow of 3,891 subscribers. In stark contrast, competitors like MTN and Airtel recorded considerably lower outgoing porting numbers during the same periods, highlighting the specific challenges 9mobile is grappling with in customer retention. Sadly, more subscribers are planning and ready to port.

Data from NCC also shows that mobile number portability surged by 190 per cent in January 2025, with 8,708 subscribers switching networks compared to 2,998 in December 2024.

The impact of this sustained subscriber attrition is evident in 9mobile’s shrinking market share. From holding a respectable position in the past, the operator now occupies the fourth spot, trailing significantly behind market leader MTN with a 51% market share and over 87.5 million subscribers, Airtel with 34.11% and 57.6 million subscribers, and even Globacom, which has shown signs of recovery with a 12.15% share and 20.5 million subscribers.

Also Read: 14,639 telco subscribers port in February – NCC

Business Remarks gathered that 9mobile subscribers have faced weeks of a complete network outage, rendering them unable to make or receive calls, send texts, or access internet services via their SIM cards. Speaking to this publication, affected subscribers expressed frustration over their inability to switch networks, as the necessary porting code is typically sent by the current provider – an impossibility given 9mobile’s “emergency calls only” status. Consequently, these subscribers appealed to the regulatory body to temporarily suspend the authorization code requirement for porting. Some have further alleged that 9mobile is intentionally obstructing porting requests at the system level.

Also Read: Despite Drop in Q1 Active Telecom Subscription, MTN Tops Market Share – NBS

Further findings reveals that several factors are likely contributing to this concerning trend for 9mobile. Reports suggest that subscribers have been increasingly frustrated with the network’s service quality, particularly its internet speeds and coverage, which lag behind competitors. Ookla’s recent H2 2024 report allegedly placed 9mobile’s download speeds significantly lower than other major internet service providers in Nigeria. This deficiency in network performance is a critical driver for subscribers seeking more reliable and faster connectivity offered by other operators.

Furthermore, 9mobile has faced challenges in terms of capital investment in its infrastructure. Industry analysts have pointed out that the operator requires substantial fresh capital to modernize its network, expand its coverage, and improve its service offerings to remain competitive. The lack of sufficient investment could be hindering its ability to attract and retain subscribers who demand consistent and high-quality services.

According to 9mobile Chief Executive Officier, Obafemi Banigbe, about N4.8 trillion ($3billion) over the next four years is needed in investment to upgrade the telco’s network infrastructure to optimise end-user experience in its telecom offerings.

The recent change in ownership, with LH Telecommunications Limited acquiring a 95% stake in July 2024, brought hopes of a turnaround for 9mobile. However, the latest subscriber data suggests that the new leadership is still navigating significant hurdles in revitalizing the brand and regaining the trust of Nigerian mobile users. Addressing the network deficiencies and implementing effective customer retention strategies will be paramount for 9mobile to reverse its current trajectory.

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Nevertheless, Banigbe of 9mobile pledged service improvements within eight weeks, acknowledging current challenges and stating, “work is very much on to bring the service back optimally,” with further improvements expected in the subsequent two months while debunking the telco’s shutdown rumor.

Affirming the telecom company’s commitment to regulatory compliance and customer-focused services, the CEO said, “We understand that some customers have recently faced challenges, particularly with Mobile Number Portability (MNP), a service that enables seamless network switching. We want to clarify that 9mobile has never restricted customers from porting to other networks.

“We remain fully compliant with industry regulations and are committed to delivering fair, transparent, and customer-focused services. While there have been temporary technical challenges affecting MNP, these issues have now been largely resolved.”

Now, 9mobile stands at a crossroads. Without significant improvements in service quality, strategic investments in infrastructure, and compelling customer value propositions, the operator risks further erosion of its subscriber base and a continued decline in market share. The coming months will be crucial in determining whether the operator can successfully navigate these challenges and chart a new course for sustainable growth.