Nigeria’s 9mobile has officially turned the page and the name to become T2, setting its sights on becoming a bold, digital-first telecom brand built on innovation and customer obsession.
The rebrand, unveiled on Friday at a colourful event at the Eko Convention Centre in Lagos, is more than just a fresh coat of paint. According to the company’s Chief Executive Officer, Obafemi Banigbe, this is a complete reset.
“This is not just a brand unveiling, it is the beginning of a whole new chapter in our history. We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future,” he told guests, including the Minister of Communications and Digital Economy, Dr Bosun Tijani, and other industry heavyweights.
T2’s new direction is built around a digital-first mindset embracing cloud infrastructure, artificial intelligence, and advanced analytics to deliver faster rollouts, personalised services, and smoother customer experiences. It’s a move aimed squarely at Nigeria’s growing population of startups, creatives, and remote workers, the very people driving demand for agile, on-the-go digital solutions.
Banigbe described the change as a strategic overhaul, not a cosmetic tweak. “We are becoming a platform for possibilities, a connector of dreams, and a catalyst for the startup ecosystem, for creatives, for remote workers, and for every Nigerian looking to do more,” he said.
He painted a picture of a younger, sharper, and more dynamic T2, one that mirrors the hunger for speed, access, and creativity in Nigeria’s youthful population. “Across Nigeria, we see the hunger for speed, access, relevance, and creativity. That is why we are embracing a digital-first approach: leaner, faster, smarter, so we can serve our customers better,” he explained.
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The company is also promising real-time support, self-service tools, and simpler processes, all from the palm of your hand. “In today’s world, the winners are not the biggest but the boldest,” Banigbe added.
It hasn’t all been smooth sailing. Since its early days as Etisalat Nigeria in 2008, the company, which later rebranded as 9mobile in 2017, has faced financial challenges, intense competition, and ownership shake-ups. Yet Banigbe believes those struggles have only made T2 stronger. “We have endured, we have struggled, but like Nigeria, we always bounce back stronger and sharper. Our scars are not signs of defeat; they are reminders of our resilience,” he said.
This reinvention comes just weeks after a three-year national roaming deal with MTN Nigeria, approved by the Nigerian Communications Commission. The partnership allows T2 customers to tap into MTN’s extensive network, especially in underserved areas, signaling a new era of collaboration in the telecom industry.
For Banigbe, though, the heart of this rebrand is about more than technology or partnerships; it’s about people. “Customer experience will no longer be a department; it becomes the business,” he declared.
In a message to customers, he added: “We want to serve you boldly. We want to serve you with clarity, with speed, and with heartfelt passion. We thank you for holding us accountable. That is why we exist.”
Closing his speech, Banigbe dedicated the rebrand to Nigerians everywhere: “To every Nigerian dreaming of something better, this rebrand is for you. Let it remind you that you, too, can reimagine, rebuild, and relaunch.”
