In a landmark move to redefine its market position and prepare for the future, Nigeria’s fourth-largest telecoms operator, 9mobile, has officially rebranded as T2. The transition, unveiled at a high-profile event themed Tech Meets Tenacity at Eko Hotels and Suites in Lagos, signals more than a visual update—it marks the company’s entry into a new era 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, major reforms have been rolled out, including a revitalised board, new executive leadership, and a groundbreaking infrastructure-sharing agreement with MTN Nigeria. This nationwide roaming partnership, the first of its kind in the country, has already strengthened T2’s network reach, capacity, and resilience.
The move follows a turbulent period for the company. Launched originally as Etisalat Nigeria, the brand once served over 22 million subscribers. Following its rebranding to 9mobile after investor exits, the company suffered financial setbacks, infrastructure decline, and a sharp decline in active users to 2.44 million (1.42% of total GSM subscribers in Nigeria) by June 2025. The T2 identity is designed to reverse this decline, with ambitions to lead in digital lifestyle services, network speed, smart living, and customer trust.
For Chairman Thomas Etuh, the rebrand carries personal significance. “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 brand introduces a vibrant new colour palette, with orange replacing the familiar green, symbolising energy, innovation, and forward momentum. The refreshed brand ethos reflects a technology-driven, customer-first vision that aligns with Nigeria’s increasingly mobile-first population.
Minister of Communications, Innovation and Digital Economy, Dr Bosun Tijani, praised T2’s bold direction, urging the brand to ensure the rebrand delivers more than a design change. “Let this rebrand be a renewed commitment to innovation, service excellence, and 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.
Lagos State Government’s Secretary, Barr. Bimbola Salu-Hundeyin, representing Governor Babajide Sanwo-Olu, emphasised the alignment between T2’s mission and the state’s digital transformation goals. “T2’s focus on digital innovation aligns seamlessly with our vision for a robust digital economy that empowers citizens, businesses, and communities,” she said.
The transition to T2 will be rolled out gradually to ensure a seamless experience for existing customers while introducing new services and enhanced experiences. Guided by its four pillars, Speed, Smart Living, Digital Lifestyle, and Trust, the company plans to drive innovation in products, customer engagement, and network development.
Banigbe stressed that T2’s aim is not to “play catch-up” but to lead the market. With a strategy built on infrastructure partnerships, improved service quality, and a revitalised brand identity, T2 is positioning itself to compete strongly in Nigeria’s fast-evolving telecoms sector.
As the Nigerian telecommunications industry enters a new decade shaped by digital lifestyles, T2 aspires to be 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 is a story of resilience, reinvention, and ambition.
With renewed leadership, strong stakeholder backing, and a clear vision, T2 is poised to challenge the status quo and reclaim its place as a leading force in Nigeria’s telecommunications industry.
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