Telecom giant 9mobile in Nigeria embraces a digital-centric era, renames itself as T2
Nigeria's Telecom Operator T2 Embraces Digital Transformation
After a tumultuous journey spanning 17 years, T2 (formerly known as 9mobile and originally Etisalat Nigeria) is poised for a fresh start. The telecom operator, now in the midst of a four-phase recovery plan, has recently rebranded to T2, marking a significant step towards a bold new era.
The rebranding to T2 represents more than just a name change; it is positioned as the start of a "bold new era" focusing on digital transformation, agility, and cloud-native technology. CEO Obafemi Banigbe emphasized that T2 aims to become a customer-focused, technology-driven, and API-enabled operator, delivering faster, smarter, and more tailored services through cloud infrastructure and data analytics.
The company's subscriber base has shrunk dramatically, from over 22 million in its early Etisalat days to about 3.2 million as of January 2025, due in part to intense competition from MTN, Airtel, Globacom, network coverage gaps, and financial challenges. To address these issues, T2 is leveraging strategic partnerships, notably a roaming agreement with MTN that allows T2 customers to use MTN’s network where T2 has no coverage. This partnership aims to immediately improve network quality and service availability while T2 rebuilds its infrastructure.
T2’s market strategy centers on reinventing itself as a digital-first telco with cloud-native, API-driven services. It prioritizes network quality and coverage through partnerships and technology upgrades. The company also targets Nigeria’s dynamic youth and SME market with tailored, technology-enhanced offerings. Emphasizing agility, speed, and customer-centricity, T2 aims to reclaim market share against dominant rivals.
Despite the positive vision, industry watchers remain cautiously skeptical. Repeated rebranding alone cannot solve the deep-rooted financial and operational challenges. The true test for T2 will be whether these digital transformation efforts and strategic partnerships can reverse its declining subscriber base and reposition it competitively in Nigeria’s highly contested telecom market.
The leadership of T2 encourages the company to deliver tangible innovation and service improvements to match its new image. Chairman Thomas Etuh thanks customers and regulators for their continued support, expressing optimism about T2's future. The launch event for T2 took place in Lagos, Nigeria on Friday, signaling the beginning of a new chapter for the telecom operator.
[1] Minister of Communications Dr 'Bosun Tijani welcomes T2's move but encourages the company to deliver tangible innovation and service improvements to match its new image. [2] T2's focus on digital lifestyle services and agility is intended to help it reclaim market ground. [3] T2 aims to be powered by cloud, AI, and data-driven personalization. [4] T2 plans to leverage cloud, AI, and data-driven personalization in its operation as a digital telco. [5] T2's name change marks the third identity in 17 years for the operator. [6] T2 is positioning itself for growth by focusing on agility, digital lifestyle services, and leveraging Nigeria's growing base of startups and remote workers. [7] T2's leadership claims that the name change signifies more than just a logo change. [8] The rebrand of the telecom operator is referred to as a "total evolution" by its CEO, Obafemi Banigbe. [9] T2 is currently being backed by Lighthouse Telecoms since 2023. [10] T2 is in the midst of a four-phase recovery plan, now entering the "Transformation" phase. [11] Chairman Thomas Etuh refers to the current moment as a "rebirth" for the company after years of turbulence. [12] T2, initially launched as Etisalat Nigeria in 2008, is now on its third identity in 17 years. [13] The executive team of T2 has undergone a refresh. [14] A significant roaming deal with MTN Nigeria has been secured by T2 to enhance nationwide coverage. [15] The new identity for the telecom operator is T2. [16] The telecom operator previously known as Etisalat Nigeria has changed its name to T2. [17] Obafemi Banigbe, the CEO of T2, declared that T2 will operate as a fully digital telco. [18] T2's operation as a digital telco is intended to be driven by technological advancements such as cloud, AI, and personalization. [19] Etuh thanks customers and regulators for their continued support.
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