Nigeria’s telecom industry welcomed a new chapter on Friday as 9mobile officially adopted the name T2, a move the company says marks the beginning of a bolder, more competitive era.
The rebrand was unveiled at a high-profile event at the Eko Convention Centre in Lagos, almost exactly a year after LH Telecommunication Limited acquired a 95.5% controlling stake in the network operator.
For the 17-year-old company, this marks only its second identity shift. It debuted in 2008 as Etisalat Nigeria but transitioned to 9mobile in 2017 following the exit of its UAE-based parent and a debt crisis tied to a $1.2 billion syndicated loan default. Now, the switch to T2 is being positioned as a complete reinvention, one executive says, drawing from the company’s resilience and renewed focus on customer needs.
“This is a declaration of intent,” said Femi Banigbe, CEO of Emerging Markets Telecommunication Services Limited (EMTS), T2’s parent company. “We are not simply changing a name; we are redefining who we are and what we stand for. We aim to deliver faster speeds, broader access, and greater relevance for the millions of Nigerians who rely on us daily.”
Banigbe linked T2’s ambitions to the energy of Nigeria’s youth, the drive of its entrepreneurs, and the adaptability of its small businesses, framing the rebrand as part of the nation’s wider digital transformation story.
Minister Applauds Private-Sector Drive
Nigeria’s Minister of Communications, Innovation and Digital Economy, Bosun Tijani, commended mobile network operators for their role in transforming the country’s connectivity landscape. He noted that mobile subscriptions have grown from under one million lines in 2001 to more than 220 million today, with broadband penetration nearing 50 percent.
Tijani pointed out that operators have collectively invested over ₦75 billion in infrastructure, including towers, fibre, and 5G, without direct government subsidies. He called on T2 to back its new brand identity with measurable improvements in service delivery.
“Let this be more than new colours or a refreshed logo,” the minister urged. “It should be a renewed commitment to innovation, reliability, and the millions of Nigerians who depend on your network for their livelihoods.”
Facing a Crowded, High-Stakes Market
T2 reenters the competitive fray dominated by MTN Nigeria and Airtel Africa, both leaders in mobile subscriptions, broadband, and fintech services. Globacom remains a strong contender, leveraging low-cost tariffs to maintain market share.
Industry analysts say T2’s future hinges on turning its new vision into tangible gains in network performance, digital services, and customer satisfaction. Without aggressive investment in technology and partnerships, experts warn, the operator risks falling behind its larger rivals.
Still, after weathering years of financial strain, ownership changes, and subscriber losses, Friday’s launch is seen as a signal that T2 intends to reclaim relevance — and perhaps, over time, a larger piece of Nigeria’s telecom market.
