Telecom operator 9mobile has officially transformed its identity and business strategy, reintroducing itself as T2, a vibrant, innovation-driven digital lifestyle brand aimed at powering Nigeria’s digital economy.
The rebrand, unveiled on Friday at a Lagos event, follows weeks after the company announced a strategic partnership with MTN Nigeria to leverage MTN’s infrastructure in serving its remaining customers.
Alongside the new name comes a striking change in brand colours, from its iconic green to a bright orange, which the company says symbolises its “ripe arrival” after years of turbulence.
“This is not just a brand unveiling; it is the beginning of a whole new chapter in our history,” said Obafemi Banigbe, chief executive officer of 9mobile (now T2). “We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future.”
Banigbe explained that the transformation positions the company as “a customer-obsessed, technology-powered, and digitally agile brand,” adding, “We are becoming a platform for possibilities, a connector of dreams, and a catalyst for the startup ecosystem, for creatives, for remote workers, and for every Nigerian looking to do more.”
Highlighting the youthful energy driving the change, Banigbe said: “Across Nigeria, we see the hunger for speed, access, relevance, and creativity. That is why we are embracing a digital-first approach, leaner, faster, smarter, so we can serve our customers better.”
The CEO noted that T2 is evolving into a fully digital, cloud-native, API-ready, and data-driven operator, enabling faster rollout of products and personalised services powered by AI and advanced analytics.
“In today’s world, the winners are not the biggest but the boldest. We are designing our systems to empower our customers with real-time support, self-service tools, and simplified processes, all from the palm of their hands,” he said.
Addressing the company’s past struggles, Banigbe acknowledged: “We have endured, we have struggled, but like Nigeria, we always bounce back stronger and sharper. Our scars are not signs of defeat; they are reminders of our resilience.”
He stressed that the rebranding is “not just an image makeover” but a commitment to making customer experience “the business” itself.
To customers, Banigbe declared: “We want to serve you boldly. We want to serve you with clarity, with speed, and with heartfelt passion. We thank you for holding us accountable. That is why we exist.”
He also thanked partners, regulators, shareholders, and employees, adding: “To every Nigerian dreaming of something better, this rebrand is for you. Let it remind you that you too can reimagine, rebuild, and relaunch.”
From Etisalat to 9mobile to T2
T2’s journey in Nigeria began in 2008 as Etisalat Nigeria, backed by the UAE-based Etisalat Group. The brand quickly became known for its innovative products and youthful marketing.
However, by 2017, debts of over $1.2 billion to local and foreign banks triggered a crisis. The Etisalat Group exited Nigeria, and the network rebranded as 9mobile under a consortium of Nigerian banks.
Despite leadership changes, the company struggled to regain market share against MTN, Airtel, and Globacom. Subscriber numbers fell, revenues dropped, and ownership disputes persisted.
Reactions and Expectations
Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, congratulated T2 on its rebirth but urged substance beyond style: “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.”
Thomas Ethu, chairman of T2, described the rebrand as a “rebirth” after an exhausting journey.
While the partnership with MTN offers hope for customers who have endured years of patchy service, industry watchers say significant investment in infrastructure will still be crucial for a strong market comeback.