Nigerian telecom provider 9mobile changed its name to T2 on Friday. It aims to become a digital-first provider that prioritises customer satisfaction and innovation.
Obafemi Banigbe, the CEO, explained that the rebranding was more than just a new name; it was a strategic overhaul.
“We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future,” he said at the launch in Lagos.
Dr. Bosun Tijani, Minister of Communications and Digital Economy, and other industry participants attended the event.
T2 to enhance service quality with AI, advanced analytics and cloud infrastructure
T2 intends to become a fully digital operator by utilising advanced analytics, cloud infrastructure, and artificial intelligence to provide individualised products and quicker service rollouts.
This strategy seeks to meet the needs of Nigeria’s growing startup, creative, and remote worker populations, fueling the market for flexible and easily accessible digital solutions.
Banigbe said they had developed resilience despite acknowledging the challenges of the past.
He emphasised the company’s renewed emphasis on integrating customer experience at its core by saying, “Our challenges are reminders, not defeats.”
The CEO dedicated the rebranding to “every Nigerian dreaming of something better” and thanked the staff, partners, shareholders, and regulators. He urged the nation to “reimagine, rebuild, and relaunch. ”
9mobile’s 3-year roaming deal with MTN
The rebrand comes after MTN Nigeria, the biggest telecom provider in the nation, signed a major three-year national roaming deal in July.
The Nigerian Communications Commission approved the agreement, gives T2 users access to MTN’s vast nationwide network, enhancing coverage and service quality, especially in underserved areas.
The partnership is part of a larger trend of Nigerian telecom companies working together to maximise resources in the face of fierce competition.
9mobile’s history
9mobile’s history began in 2008 when it debuted as Etisalat Nigeria, a joint venture between Nigerian investors, Mubadala Development Company, and the UAE-based Etisalat Group.
By launching 3G and 4G LTE services early on and focusing on Nigeria’s youth market, the company increased its market share and by 2012 had over 15 million subscribers.
But in the end, financial hardship, intense competition, and regulatory obstacles took their toll. By 2017, the Etisalat Group was forced to exit due to mounting debts totalling about $1.2 billion.
After that, the business underwent ownership changes and a rebranding as 9mobile. In late 2018, Teleology Holdings Limited acquired a majority stake in the company.