Telecom company, T2, previously known as 9mobile, undergoes rebranding after years of struggle to survive within Nigeria's competitive telecommunications market
T2 Rebrands: A New Chapter in a Decade-Long Survival Story
After a tumultuous journey that spans over a decade, telecommunications company T2, formerly known as 9mobile, has undergone a significant transformation. The rebranding was officially announced in Lagos, marking a fresh chapter in the company's history.
The new identity for T2 includes vibrant orange as its primary colour, replacing the iconic green. This change symbolises T2's maturity, moving from the "formative green" stage to a "ripe, ready" phase, as explained by T2 Chairman, Thomas Ethu. He described the rebrand as a "rebirth" after an exhausting journey.
The story of T2 began in 2008 as Etisalat Nigeria, backed by the UAE-based Etisalat Group. However, mounting debts of over $1.2 billion in 2017 triggered a crisis, leading to the exit of the Etisalat Group from Nigeria and the rebranding of the network as 9mobile.
Over the years, subscriber numbers for 9mobile shrank, revenues dropped, and ownership tussles played out in the background. Despite leadership changes, 9mobile struggled to regain lost market share, facing intense competition from MTN, Airtel, and Globacom.
The government has charged T2 to ensure that the rebrand is more than just a change of colours or logo. Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, urged T2 to match its new look with renewed service quality. He emphasised that the rebrand should be a renewed commitment to innovation, service excellence, and the millions of Nigerians whose lives and businesses depend on T2's network.
T2 CEO Obafemi Banigbe admitted the company had weathered severe storms but survived through resilience, innovation, and bold decision-making. He promised that T2 will serve customers boldly, with clarity, speed, and heartfelt passion. The CEO also revealed that the company is redesigning its business to become leaner, faster, and smarter.
This rebrand comes weeks after announcing a strategic partnership with MTN Nigeria. Banigbe stated that this partnership is a testament to T2's commitment to delivering the best possible service to its customers.
As of June 2025, T2's customer base had plummeted to 2.4 million from a peak of 23 million in 2015. Despite this, the company remains optimistic about its future. The lack of available search results detailing the investments by the telecommunications company T2 into its infrastructure up to June 2025 or how its customer numbers developed during the same period suggests that the company is focusing on internal improvements to drive growth.
In conclusion, the rebranding of T2 represents a significant step in the company's efforts to regain its position in the competitive Nigerian telecommunications market. With a renewed commitment to innovation, service excellence, and customer focus, T2 is poised to write a new chapter in its survival story.
