9mobile Officially Rebrands to T2 in Nigeria
Nigeria’s fourth-largest telecommunications company, formerly known as 9mobile, has officially changed its name to T2. This transformation comes after years of financial and operational struggles in an intensely competitive market.
The rebrand was unveiled on Friday night in Lagos, with company executives describing it as more than a visual makeover, but rather the start of a new era in T2’s survival story, which has spanned over a decade.
Partnership with MTN Nigeria
The rebranding follows the announcement of a strategic partnership with MTN Nigeria, aimed at leveraging MTN’s infrastructure to enhance T2’s service delivery. The move is expected to help the company better serve its remaining customers and regain market relevance.
A Shift in Brand Identity
Alongside the name change, T2 is abandoning its iconic green for a vibrant orange, which the company says represents “ripe arrival” after years of turbulence.
“As we begin this new journey, our promise is to serve you boldly, with clarity, speed, and heartfelt passion,” said T2 CEO Philip Banigbe.
Banigbe explained that the orange hue signifies maturity — evolving from the “formative green” stage to a “ripe, ready” phase in the company’s life.
From Boom to Boardroom Battles: The History of T2
T2’s journey began in 2008 when it entered the Nigerian telecom market as Etisalat Nigeria, backed by the UAE-based Etisalat Group. Known for its innovative products and youth-focused marketing, the brand quickly gained popularity.
However, by 2017, Etisalat Nigeria faced a debt crisis exceeding $1.2 billion owed to both local and foreign banks. This led to the exit of Etisalat Group from Nigeria and the rebranding of the company to 9mobile, which was placed under the control of a consortium of Nigerian banks.
Despite leadership changes, 9mobile struggled to reclaim market share, battling intense competition from MTN, Airtel, and Globacom. Subscriber numbers declined, revenues fell, and ownership disputes further weakened the brand.
Government Urges T2 to Match New Look with Better Service
Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, congratulated T2 on its rebirth but issued a challenge: “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.”
A “Rebirth” for Nigeria’s Fourth Telecom Operator
T2’s Chairman, Thomas Ethu, described the rebrand as a rebirth after an exhausting journey. The company hopes the change will mark the beginning of renewed customer trust and industry competitiveness.
