Nigeria’s fourth-largest mobile network operator, formerly known as 9mobile, has officially rebranded to T2 amid efforts to revive its fortunes and reposition itself in a fiercely competitive market. The rebranding ceremony took place on August 8, 2025, at the Eko Convention Centre in Lagos, marking a significant milestone after LH Telecommunication Limited acquired a controlling 95.5% stake in the company about a year ago.
This is the second major name change for the company, which was initially launched as Etisalat Nigeria before rebranding to 9mobile in 2017 following a corporate shake-up. The transition to T2 symbolizes a fresh start and a strategic shift beyond a mere cosmetic makeover. The company’s CEO, Obafemi Banigbe, described the rebrand as the "beginning of a bold new chapter," emphasizing that the change represents a renewed mission and promise to deliver superior service tailored to Nigeria’s increasingly digital and youthful population.
T2’s new vibrant orange branding reflects what the company calls a “ripe arrival” after years of turbulence, highlighting resilience and readiness to lead innovation and customer experience in the telecom sector. Banigbe noted that the company is becoming "something greater, more ambitious, and more in tune with the future," focusing on four strategic pillars: speed, smart living, digital lifestyle, and trust.
The rebranding is part of a comprehensive four-phase recovery roadmap—stabilization, modernization, transformation, and growth. Since the takeover, the company has made critical moves to stabilize the business, including appointing new leadership, reorganizing the board, and forging a strategic infrastructure-sharing agreement with MTN Nigeria to expand network coverage.
Despite decades of challenges, including massive debts exceeding $1.2 billion that led to Etisalat’s exit from Nigeria, and the current reduced subscriber base of just 2.4 million (down from 23 million in its peak years), T2 is signaling optimism about its comeback potential with focused investments and a customer-centric approach.
Minister of Communications, Innovation and Digital Economy Dr. Bosun Tijani commended the rebrand as a sign of readiness to compete and innovate in Nigeria’s booming digital economy. He emphasized that the new identity should be backed by a renewed commitment to service excellence and innovation, calling on T2 to prove its dedication to the millions of Nigerians relying on its network.
In addition, Lagos State Government, represented by the Secretary to the State Government, acknowledged the alignment of T2’s digital ambitions with the state’s vision for a robust digital economy, welcoming the operator’s role in advancing inclusive and transformative growth.
The rebrand rollout will be gradual to ensure seamless continuity for existing customers while introducing the market to the T2 narrative and value proposition.
Key Highlights:
- New Name & Brand: 9mobile rebrands as T2 with vibrant orange color symbolizing maturity and readiness.
- Ownership: Rebrand follows LH Telecommunication Limited’s acquisition of 95.5% stake.
- Recovery Roadmap: Four phases including stabilization, modernization, transformation, and growth.
- Strategic Moves: Leadership overhaul, MTN infrastructure-sharing agreement.
- Subscriber Base: Declined from 23 million peak to 2.4 million subscribers (June 2025).
- CEO Statement: Focus on speed, digital lifestyle, innovation, and customer trust.
- Government Support: Commendation from Minister Bosun Tijani and Lagos state officials.
- Market Context: Intense competition from major networks like MTN, Airtel, and Globacom.
This strategic rebrand aims to revive the company’s competitiveness, better meet the evolving demands of Nigerian consumers, and contribute more boldly to Nigeria’s digital future.