Third Name in 8 Years: Mixed Reactions As 9mobile Rebrand to T2

Nigeria’s telecom landscape was thrown into fresh debate on Friday after 9mobile announced a major rebrand to T2, its third name change in eight years.

AFRIPOST reports that the new identity was unveiled at a high-profile launch event in Lagos, where company executives described the transformation as part of a bold push into Nigeria’s digital economy. 

But beyond the bright new logo and orange colour palette, the move has triggered mixed reactions from customers and industry experts.

From Etisalat to 9mobile and now T2

The journey began in 2017, when the operator was forced to rebrand from Etisalat to 9mobile following financial and ownership restructuring. 

Last year, LH Telecommunication Limited acquired a controlling 95.5% stake in the company, paving the way for yet another rebrand.

Speaking at the unveiling, CEO Obafemi Banigbe described T2 as a “digital-first lifestyle brand” designed to meet the needs of Nigeria’s youthful and tech-savvy population. 

According to him, the shift goes beyond a name change, it includes the adoption of cloud-native systems, API-ready platforms, and data-driven customer engagement tools.

Mixed public reactions

The announcement sparked a flurry of reactions on social media. Some Nigerians praised the vibrant orange branding as a refreshing break from 9mobile’s familiar green. 

However, others argued that the focus should be on improving network quality, reducing data costs, and enhancing customer service rather than changing names.

Telecom and tech analyst Olamigoke told Afripost that while rebranding can boost visibility, “brand loyalty in Nigeria’s telecom sector is earned through reliable service and affordability, not just a fresh identity.”

A tough market to crack

With MTN, Airtel, and Glo still dominating market share, T2 faces an uphill battle to grow its subscriber base. 

Olamigoke further revealed that the company’s success will depend on whether its innovation-driven approach translates into better user experience, competitive pricing, and a solid digital ecosystem.

For now, the telecom brand, in its third incarnation since 2017, will have to prove that this transformation is more than just a cosmetic makeover.