Telecom company, 9mobile officially rebranded as T2 on Friday, unveiling plans to position itself as a digital-first telecom operator with a strong focus on innovation and customer experience.
At a ceremony attended by senior executives, industry partners and media, the company set out a detailed roadmap that stretches beyond a name change and outlines phased milestones for product, platform and cultural transformation across its organisation.
Chief Executive Officer Obafemi Banigbe described the move as a strategic transformation rather than a mere name change, stressing that the rebrand signals an accelerated pivot to technology-led services and a renewed commitment to service quality, reliability and convenience for subscribers nationwide.
The rebranding event drew the attendance of the Minister of Communications and Digital Economy, Dr. Bosun Tijani, along with key industry stakeholders, regulators and representatives from partner organisations. Their presence underlined the broader national interest in enhancing Nigeria’s digital infrastructure and improving connectivity for citizens and businesses.
He said …
“We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future.”
Under its new identity, T2 aims to evolve into a fully digital operator by harnessing cloud infrastructure, artificial intelligence, and advanced analytics to offer tailored products and accelerate service delivery. The company outlined plans to modernise its core network systems, adopt microservices and API-driven platforms, and progressively migrate customer-facing applications to cloud-native environments.
The strategy is designed to meet the growing needs of Nigeria’s expanding community of startups, creatives, and remote workers, who are fuelling demand for fast, flexible, and accessible digital solutions. T2 said it will prioritise developer-friendly products, SME bundles, and flexible data and voice packages to support digital entrepreneurship and the gig economy.
“Our challenges are reminders, not defeats,” Banigbe said, noting the company’s renewed focus on placing customer experience at the heart of its operations. He outlined a three-point plan centred on network resilience, simpler pricing, and proactive customer care, along with specific KPIs for faster complaint resolution and improved net promoter scores.
He expressed gratitude to regulators, shareholders, partners, and staff, dedicating the rebranding to “every Nigerian dreaming of something better.” He also called on the country to “reimagine, rebuild, and relaunch,” and invited collaboration from public and private sectors to accelerate digital inclusion across underserved communities.
The rebrand comes on the heels of a significant three-year national roaming agreement signed in July with MTN Nigeria, the nation’s largest telecom operator. Approved by the Nigerian Communications Commission, the deal grants T2 customers access to MTN’s extensive network nationwide, boosting coverage and service quality, particularly in underserved areas and along key transport corridors.
Company spokespeople said the roaming pact is intended to be a foundation for incremental expansion of physical and virtual coverage while T2 finalises upgrades to its own infrastructure — a hybrid approach that balances immediate customer benefits with longer-term capital plans.
The partnership reflects a growing trend of collaboration among Nigerian telecom firms seeking to optimise resources amid stiff competition, and executives noted that strategic partnerships will be critical to sustaining investment in new technologies such as 5G, fiber-to-the-home and enterprise connectivity services.
9mobile’s roots trace back to 2008, when it launched as Etisalat Nigeria, a joint venture between UAE-based Etisalat Group, Mubadala Development Company, and Nigerian investors. Over the years the business has evolved through several ownership and branding phases as it navigated market opportunities and headwinds.
The company quickly gained traction by introducing 3G and 4G LTE services, targeting Nigeria’s youth market and growing its subscriber base to more than 15 million by 2012. It was widely credited with driving early mobile-data adoption among young Nigerians and for several customer-centric innovations in plans and promotions.
However, regulatory headwinds, financial strain, and intense market rivalry eventually took their toll. By 2017, debts of about $1.2 billion forced Etisalat Group’s exit. The business subsequently restructured, rebranding as 9mobile and undergoing ownership changes, with Teleology Holdings Limited acquiring a controlling stake in late 2018.
In outlining the company’s future under the T2 brand, executives acknowledged past setbacks and said lessons learned will inform a more disciplined commercial and operational approach. They pointed to strengthened governance, revised cost structures, and targeted investments intended to stabilise the balance sheet while enabling growth in high-margin digital services.
Among immediate product initiatives, T2 announced plans for a refreshed postpaid proposition, bundled SME connectivity packages, improved roaming plans for travellers and an expanded suite of value-added services such as cloud backup, mobile security, and developer tools. The operator also previewed pilot programmes for AI-driven network optimisation and personalised customer experiences based on usage analytics.
Regulatory engagement will remain a priority, the company said, as it seeks to align rollout plans with national digital policies and to ensure consumer protections are strengthened during the transition. T2 reiterated its commitment to working with the Nigerian Communications Commission and other stakeholders to safeguard competition and service quality.
Analysts and industry watchers say the rebrand could sharpen competition in the market, especially if T2 successfully leverages partnerships and accelerates product innovation. Observers cautioned that execution will be critical — particularly the speed of network modernisation, clarity of pricing, and the operator’s ability to rebuild trust among consumers and enterprise customers.
Beyond commercial goals, T2 framed its rebranding as part of a broader social mission: to expand access to fast, reliable connectivity and digital services that enable education, healthcare, commerce and civic participation. The company said community-focused initiatives and digital-literacy programmes will accompany technical upgrades in select pilot regions.
The company closed the event by announcing a phased customer communications plan to migrate accounts, reissue SIM branding where necessary, and roll out new digital channels for onboarding and self-service — all intended to make the transition smooth and minimise disruption for existing subscribers.
Stakeholders said they will watch the next 12–18 months closely to assess whether T2’s technology investments, strategic partnerships and customer-first commitments translate into improved performance and renewed market momentum.[/p>
For now, the new logo and name mark the public start of T2’s next chapter — one aimed at reasserting competitiveness through digital transformation, tighter operations and renewed engagement with Nigeria’s fast-evolving digital economy.[/p>