By Muhammad Sal
Telecom operator 9mobile has officially rebranded to T2, signaling a fresh start after years of market challenges and survival battles.
The rebrand, launched in Lagos on Friday night, comes after 9mobile’s strategic partnership with MTN Nigeria to use MTN’s infrastructure for its dwindling customer base. Along with the new name, T2 changed its brand colors from the iconic green to a bright orange. The company says the orange color represents a “ripe arrival” after enduring a long period of hardship.
T2’s journey began in 2008 as Etisalat Nigeria, backed by a UAE group known for innovative products and strong youth appeal. However, by 2017, debts exceeding $1.2 billion forced Etisalat out of Nigeria. The network was then taken over by a Nigerian bank consortium and rebranded as 9mobile. Despite leadership changes, 9mobile struggled to regain market share amid fierce competition from MTN, Airtel, and Globacom. Subscriber numbers plunged from a peak of 23 million in 2015 to just 2.4 million by June 2025, according to the Nigerian Communications Commission (NCC).
At the rebranding event, T2 CEO Obafemi Banigbe recounted on the company’s tough journey but expressed optimism.
“We have struggled as a business, but like Nigeria, we always bounce back stronger and sharper,” he said.
Banigbe emphasized that the rebrand is more than an image change; it’s a commitment to becoming leaner, faster, and smarter. The shift from green to orange signals maturity and readiness to meet new market challenges.
Minister of Communications, Innovation and Digital Economy Dr. Bosun Tijani congratulated T2 but urged it to match its new look with improved service quality. He encouraged the company to deliver innovation and excellence to the millions of Nigerians relying on its network.
T2 Chairman Thomas Ethu described the rebrand as a rebirth after a long and exhausting journey. While the partnership with MTN offers hope for improved service, T2 still needs significant investment in infrastructure to reclaim its place in Nigeria’s competitive telecom market.
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