In an era of fierce telecommunications competition, the unveiling of T2 marks a significant and perhaps final attempt by Nigeria’s fourth-largest mobile network operator to rewrite its narrative.
The rebranding from 9mobile, a name now synonymous with corporate and market turbulence, to T2 is more than a simple change of logo or colour scheme.
According to the telecom company, the rebranding is a strategic reinvention aimed at repositioning a company that has been in a decade-long decline and, in the words of its executives, is now ready to stage a bold comeback.
Once known as the dynamic Etisalat, a fierce competitor commanded a strong market share with approximately 22 million subscribers. A series of leadership and ownership challenges, however, saw the brand transition to 9mobile. As its subscribers base plunged further to a shadow of its former self, many industry analysts question its long-term viability in a market dominated by MTN, Airtel, and Globacom.
9mobile’s Market Share
The Nigerian Communications Commission statistics disclosed that in 2015, 9mobile had a huge subscribers base of 23.4 million subscribers with a market share of 15.7%. Sadly, by December 2024, its market share has plummetted to 1.99% with just 3.2 million subscribers who are ready to port. Checks by Business Remarks revealed that, between 2016 and 2023, 9mobile steadily lost 8.6 million subscribers, while another handful of 10.4 million subscribers were removed between January and October 2024 due to inactivity and regulator’s order. The SIM-NIN linkage policy, implemented by the Commission, also shook the very existence of this telecom company.
The New Model
To regain its market position in the industry, a year after LH Telecommunication Limited acquired a majority stake, the new Chief Executive Officer, Obafemi Banigbe, who resumed office in July 2024 announced the rebranding to T2.
Changing its business model, T2 plans to transition into a fully digital operator, leveraging cloud infrastructure, artificial intelligence, and advanced analytics to deliver personalised products and faster service rollouts.
The core of this strategy is to target Nigeria’s young population with differentiated digital offerings, moving beyond its traditional identity as a voice and data provider. This approach, centred on a “Tech Meets Tenacity” ethos, aims to distinguish T2 from its competitors and reposition it as an innovative player in the telecommunications sector.
Also Read: 9mobile Reinvents, Relaunches as T2 to Regain Market Position
As the industry watch, the relaunch event was also met with a cautious optimism from the Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani. Echoing his sentiment in his address, Tijani challenged the new entity, stating, “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.” His words served as both an applause for the effort and a stark reminder of the immense task ahead
MTN Partnership
At the heart of the new T2 strategy lies a partnership with industry behemoth MTN and a reported $3 billion investment plan with a four years timeline. This partnership, which will see T2 leverage MTN’s expansive infrastructure, is the most crucial element of its turnaround bid. For a company with a significantly diminished customer base and operational footprint, this arrangement could provide a much-needed lifeline. However, it also raises questions about whether T2 can truly regain its autonomy or if it will be permanently relegated to a secondary, infrastructure-dependent role in the market.
T2’s reinvention comes at a time when the entire Nigerian telecoms industry is navigating a challenging landscape. These external pressures highlight that T2’s success will not only depend on its internal strategy but also on its resilience in an environment where even the largest players face operational hurdles that could lead to service disruptions.
What the Industry is Saying
Speaking on this, the Presdient, Association of Telecommunications Companies of Nigeria (ATCON), Mr Tony Emoekpere said, targeting a youthful, tech-savvy demographic, T2 strategy for competing and growing its market share might not be through direct imitation of its partner; “there must be some form of differentiation jn services from their host provider.
For any telco to achieve long-term viability in a capital-intensive and evolving industry, a long-term strategic view is essential. The ATCON President stressed that successful operators must continually invest in capital expenditures and be prepared to evolve with technology. This focus on a long-term investment horizon is critical for T2 to not only survive but to thrive and establish a lasting presence in the competitive telecommunications landscape.
On his part, a tech entrepreneur, Prof. Ndubuisi Ekekwe urged T2 to define its segment in order to thrive and need to pay attention to its product minimum viable quality (PMVQ) with a clear mindset that quality without the consideration of cist is an illusion. An industry analyst, Francis Oguaju, said on LinkedIn that the new T2’s challenge is not just to win new customers but to first restore its own structural integrity.
Looking for a blueprint for success, Oguaju pointed to Airtel five metamorphosis stages: from Econet to Vodacom; from Vmobile to CelTel; from Zain to its final resting place – Airtel.” He argued that this proves that with the right management and strategic vision, a company can not only survive but also thrive through multiple transformations.
As T2 takes its first steps into this new phase, the central question remains: Is this a genuine rebirth fuelled by an $3 billion investment and strategic partnerships, or is it a final, desperate gambit for a company grappling with the scars of a decade of decline? Only time will tell if the new name can truly herald a new dawn or if it is merely the last act of a long-running survival story.