Telecom operator 9mobile (formerly Etisalat Nigeria) has rebranded as T2, in a bid to strengthen market share.
The change, unveiled at a Lagos launch event themed Tech Meets Tenacity, replaces the brand’s signature green with a striking orange identity.
The rebrand follows years of decline from its 2014–2016 peak of about 22 million subscribers to just 3.2 million as of early 2025, representing roughly two percent of the market.
Citing data from the Nigerian Communications Commission, the drop has been linked to network quality issues and intense competition from dominant rivals.
Under new ownership by LH Telecommunication, which acquired a 95.5 percent stake in mid-2024, T2 has committed to a $3 billion four-year turnaround programme.
The plan targets infrastructure upgrades, service reliability, and customer engagement, with particular focus on youth and small business segments.
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A key feature of the revival strategy is a national roaming and spectrum-sharing agreement with MTN Nigeria.
According to the company, this will allow T2 customers to access MTN’s wider network coverage while internal infrastructure is rebuilt.
Speaking at the launch, Chief Executive Officer Obafemi Banigbe said the rebrand signalled more than a cosmetic change. “This is about regaining leadership, not just survival,” he stated.
The Minister of Communications, present at the event, urged the company to match its fresh image with sustained innovation.
Industry analysts note that while the new brand identity may improve visibility, T2’s long-term survival will depend on delivering the promised service quality and competing on pricing.
The company’s shift from green to orange is symbolic of a more aggressive market stance, but execution will determine if the operator can recover lost ground.
