After years of battling to stay relevant in Nigeria’s competitive telecoms space, 9mobile has unveiled a new name — T2 — in what it calls a bold step toward a fresh chapter.
The announcement comes just weeks after the company revealed a strategic partnership with MTN Nigeria to tap into MTN’s infrastructure and better serve its remaining subscribers.
The rebrand introduces a complete overhaul of its visual identity, replacing the familiar green with a striking orange — a colour T2 says represents its “ripe arrival” after a turbulent journey.
The new identity was unveiled Friday night at an event in Lagos, where executives stressed that the transformation was more than cosmetic — it marks the start of a renewed push for relevance and growth.
From Early Promise to Corporate Battles
T2’s Nigerian journey began in 2008 as Etisalat Nigeria, supported by the UAE-based Etisalat Group. Known for youthful, innovative marketing, it quickly gained a loyal customer base.
But by 2017, a debt pile exceeding $1.2 billion owed to a mix of local and foreign lenders forced Etisalat Group to withdraw from Nigeria. The business was taken over by a consortium of Nigerian banks and rebranded as 9mobile.
Despite changes in leadership, 9mobile struggled to reclaim market share as MTN, Airtel, and Globacom tightened their grip on the industry. Subscriber numbers fell sharply, revenue declined, and behind the scenes, ownership disputes further weakened the brand’s position.
‘We Are Proud of Our Scars‘
Speaking at the rebrand event, T2 CEO Obafemi Banigbe reflected on the company’s resilience.
“We have endured storms, struggled to survive, but like Nigeria, we always bounce back stronger and sharper,” Banigbe said. “The scars we carry are a testament to our resilience. Every setback has prepared us for the business we are building today.”
He emphasised that T2’s rebirth is not just about aesthetics: “We are reshaping ourselves to be leaner, faster, and smarter. Our commitment is to serve boldly, with clarity, speed, and genuine passion.
”Banigbe explained that the shift to orange symbolises maturity — a move from “formative green” to a “ripe and ready” phase.
Government’s Message
Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, congratulated T2 on its transformation but urged it to back the new identity with tangible service improvements.
“Let this be more than a logo change,” he said. “Let it be a renewed drive for innovation, quality service, and dedication to the millions of Nigerians who rely on your network.”
T2’s chairman, Thomas Ethu, described the moment as a rebirth after a long and testing journey.
The Road Ahead
While the recent MTN partnership brings a ray of hope, analysts say T2 will still need significant investment in infrastructure to compete effectively.
According to June 2025 data from the Nigerian Communications Commission (NCC), T2’s subscriber base has dropped to just 2.4 million — a far cry from its 2015 peak of 23 million.