…IT experts urge company to go beyond branding
Nigeria’s fourth-largest telecom operator, T2 (formerly 9mobile), is making a fresh bid to claw back market share and recover 20.6 million subscribers lost to competitors.
Once a market darling known as Etisalat Nigeria, the operator peaked at over 23 million subscribers in 2015, backed by the UAE-based Etisalat Group and recognised for its innovative products and youthful marketing.
But by 2017, the shine faded. A $1.2 billion debt crisis with a consortium of local and foreign banks triggered Etisalat’s abrupt exit from Nigeria, leaving the business in the hands of Nigerian banks and rebranded as 9mobile.
Despite the name change, the years that followed were marked by shrinking revenues, ownership tussles, and relentless competition from MTN, Airtel, and Globacom. Over time, subscriber numbers fell sharply, service quality concerns mounted, and the brand lost much of its earlier energy.
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By June 2025, the Nigerian Communications Commission (NCC) data showed the company’s subscriber base had dwindled to just 2.4 million, barely a tenth of its 2015 peak.
MTN Nigeria leads the market with a staggering 89.2 million subscribers, capturing 52 percent of the market.
Airtel Nigeria holds 59 million subscribers (34.38 percent), followed by Globacom with 20.9 million users, or 12.18 percent.
In contrast, T2’s 2.4 million, while an improvement, still leaves it as a distant fourth, with little more than a sliver of consumer attention.
Speaking at the rebranding ceremony, Obafemi Banigbe, T2 CEO, acknowledged the company’s turbulent history but framed it as proof of resilience.
“We are not ashamed of the scars we carry. Every setback has been a set-up for our resilience. As we begin this new journey, our promise is to serve you boldly, with clarity, speed, and heartfelt passion,” Banigbe noted.
Banigbe stressed that the rebrand was more than an image makeover, describing it as part of a transformation to make the company leaner, faster, and smarter. The shift from green to orange, he said, reflects maturity and readiness for a new phase.
Bosun Tijani, minister of Communications, Innovation and Digital Economy, congratulated T2 but urged the company to back the new look with tangible service improvements.
“Let this rebrand be more than a change of colours or logo. Let it be a renewed commitment to innovation, service excellence, and the millions of Nigerians whose lives and businesses depend on your network,” he said.
Fixing pain points
Industry analysts also caution that T2’s revival will depend on more than branding.
Jide Awe, industry analyst, noted that while rebranding can refresh public perception, it risks being superficial unless supported by deep operational changes.
“Branding changes perception, but without service improvements, the new brand will inherit the old problems,” Awe told our correspondent.
He explained that the decision to rebrand is often preceded by an internal review of a company’s market position and performance. In T2’s case, the move may be aimed at overcoming negative associations with the old brand and signaling a shift in business strategy. But Awe emphasised that customers will expect to see and feel real change in service qualitu.
“There are people complaining about the cost of data, network quality, and accessibility. T2 should focus on solving those pain points instead of trying to match competitors in areas where they are already strong,” Awe advised.
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Tapping emerging technologies, startups
Awe also stressed the need for innovation beyond traditional voice and data services, urging T2 to actively explore emerging technologies such as artificial intelligence (AI) and the Internet of Things (IoT), which could open new revenue streams and improve customer engagement.
He pointed to opportunities in partnering with Nigerian startups to co-develop solutions that meet local needs. “T2 already has a national network. They can leverage that to pilot new services with innovators who understand local challenges. The bigger telecom companies talk about innovation, but they are still heavily dependent on voice and data income. T2 can set itself apart by going deeper into untapped areas,” Awe further said.
A recent infrastructure-sharing agreement with MTN has raised hopes that T2’s network performance could improve in the short term. But analysts warn that turning the company around will still require significant capital investment, especially in expanding coverage and upgrading existing infrastructure.
If T2 is to move from survival to competitiveness, it will need to deliver a reinvigorated brand that inspires customer confidence and a back-end operation capable of meeting or exceeding industry benchmarks.
Sunday Folayan, IT consultant, recalled how Etisalat Nigeria’s early marketing campaigns, such as the ‘0809ja’ tagline, tapped into national pride and helped the brand win rapid acceptance.
“Finding something that will resonate with people again will help them come back,” Folayan said, noting that consumer loyalty in the telecom sector is shaped as much by emotional branding as by technical performance.
