Victor EzejaIn a move to strengthen its market presence, Nigeria’s fourth-largest telecom operator, 9mobile, has rebranded, taking a new corporate and consumer identity, now known as T2.
This brand migration, which includes a change from the company’s traditional green color scheme to orange, marks a pivotal chapter in the company’s business transformation
Join our WhatsApp ChannelThe brand migration was announced by the Chief Executive Officer of 9mobile, Obafemi Banigbe, during an event held at Eko Hotels and Suites in Lagos.
Speaking on the rebranding, Banigbe said: “This is not just a logo change, it’s a total evolution of who we are, why we exist, and how we deliver value.”
He emphasised that the new corporate identity reflects the company’s renewed commitment to innovation and offering better customer experience in line with digital econony trends.
“T2 represents our next chapter. It is a symbol of our renewed commitment to innovation, resilience, and a deepened focus on customer experience. We are building a brand that is ready to thrive in the digital economy,” he stated.
Chairman of Emerging Markets Telecommunications Ltd., Thomas Etuh, said the event is significant in many ways for the 9mobile brand, as it marks the beginning of a new phase of life, a rebirth, transformation, growth, reawakening, and a new order.
He said: “Today marks a new beginning for the 9mobile business. The march has been tedious. The journey has been exhausting. It was faith and love for country that prompted my foray into the acquisition of the 9mobile business. I knew it was a tough call.”
Etuh expressed gratitude to all stakeholders, including the Nigeria Communications Commission (NCC) and 9mobile customers for standing by the brand through all its trials and challenges, including multiple litigations.
“To our amazing customers, please accept my profound gratitude for believing in us. I know our challenges have impacted you in one way or the other. But there is a resilient spirit we share with you. We are rising together again. Together, with you, we are reclaiming all lost grounds,” Etuh remarked.
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Minister for Communications, Innovation and Digital Economy, Dr. Bosun Tijani, who also attended the event, urged T2 to ensure that the rebranding goes beyond a change of name.
“My message to T2 (formerly 9mobile) is simple – let this rebrand be more than a change of colours or new logo, but let it be a renewed commitment to innovation, to service excellence and to the millions of Nigerians whose lives and businesses depend on your network every single day,” the minister stated.
Dr Tijani assured that the government will continue to work with players in the ecosystem, such as T2, to strengthen the digital space.
The rebrand is a key milestone within the company’s comprehensive four-phase recovery roadmap—Stabilisation, Modernisation, Transformation, and Growth—launched following the landmark 2023 acquisition of 9mobile by Lighthouse Telecoms, led by business leader and investor, Mr. Thomas Etuh.
Since the takeover, the company has made significant changes, such as forming a revitalized board, appointing new executive leadership, and executing a strategic infrastructure-sharing agreement with MTN Nigeria. This agreement, the first of its kind at scale in the country, has already resulted in the company significantly expanding its network coverage, capacity, and resilience nationwide.
Victor Ezeja is a passionate journalist with seven years of experience writing on economy, politics and energy. He holds a Master's degree in Mass Communication.
