By Stephanie Daniels
Digital communication giant 9mobile has announced the formal commencement of transition to what it called a new corporate and consumer identity “T2”. It is “strategic brand migration marks” and serves as a pivotal chapter in the company’s business transformation while setting the stage for its renewed competitive presence in Nigeria’s telecoms landscape aimed at achieving sharper alignment with evolving digital consumer expectations.
The rebrand according to the company is a key milestone within its comprehensive four-phase recovery roadmap—Stabilization, Modernization, Transformation, and Growth—launched following the landmark 2023 acquisition of 9mobile by Lighthouse Telecoms, led by business leader and investor, Mr. Thomas Etuh.
Energy Window International (Media) gathered that since the takeover, the company has made sweeping changes, including the constitution of a revitalized board, appointment of new executive leadership, and execution of a strategic infrastructure-sharing agreement with MTN Nigeria. This agreement, the first of its kind at scale in the country the company said, has led to its significant expansion of its network coverage, capacity, and resilience nationwide.
It said that the brand would be embracing, within this “transformation” phase” a new name, “T2”, and a new ambition to lead in the areas of innovation, customer experience, and digital lifestyle enablement. It added that the T2 identity “reflects a forward-thinking, technology-driven, and customer-centric ethos” designed to resonate with Nigeria’s increasingly digital and mobile-first population.
“This is not just a logo change, it’s a total evolution of who we are, why we exist, and how we deliver value,” says Obafemi Banigbe, Chief Executive Officer of 9mobile. “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.”
Thomas Etuh, Chairman, Emerging Markets Telecommunications Ltd, shared Obafemi’s sentiments, describing the occasion as significant in many respects for the brand which has already been seen as representing a good start and fresh rebirth towards transformation, growth, reawakening, and a new order.
“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 said, and thanked stakeholders like 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 said.
Nigeria’s Minister of Communications, Innovation and Digital Economy, Bosun Tijani, while speaking also commended T2 for its bold move and vision to invest in the Nigerian economy as he added that the rebranding could still go beyond nomenclature.
“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. Our government will continue to work with ecosystem players like T2 who are bold enough to invest, agile enough to adapt and visionary enough to see that the future belongs to those who embrace change before it’s forced upon them,” he said.
In the same vein, the Secretary to the Lagos State Government, Bimbola Salu-Hundeyin who represented the government of Lagos State, also affirmed the alignment between T2’s mission and the state’s digital goals.
“T2 has come at the right time. Its focus on digital innovation aligns seamlessly with the Lagos State Government’s vision for a robust digital economy that empowers citizens, businesses, and communities. We welcome partners like T2 who are committed to driving inclusive and transformative growth in our state,” she said.
The transition according to the company’s statement would be rolled out in deliberate phases, ensuring continuity and seamless service for existing customers while gradually introducing the market to the T2 narrative. T2 will focus on four key pillars: Speed, Smart Living, Digital Lifestyle, and Trust.
“With customer expectations evolving rapidly and technology redefining the rules of engagement, the T2 serve as a bridge between connectivity and culture, telecommunications and lifestyle, infrastructure and impact. T2 is also poised to participate as well as to lead.”