Nigerian Telecom Company Continuously Alters Its Brand Name
T2 Makes a Comeback in Nigeria's Telecom Market
T2, the fourth-largest telecom operator in Nigeria, is making a comeback in the competitive market. Once known as Etisalat Nigeria and later as 9mobile, the company has undergone a significant transformation and rebranding, now operating under the name T2.
The rebranding was unveiled in Lagos on a Friday night, marking a fresh start for the company. The corporate color has changed from green to vibrant orange, symbolizing a "ripe arrival" after years in the wilderness. This change signifies T2's readiness for growth and maturity, according to the company's CEO, Obafemi Banigbe.
In 2008, Etisalat Nigeria entered the Nigerian market with deep pockets and fresh ideas, quickly gaining popularity among young Nigerians. By 2015, the company had accumulated a subscriber base of 23 million. However, by 2017, a $1.2 billion debt owed to a consortium of local and foreign banks led to the exit of the UAE-based Etisalat Group, triggering an emergency rebrand to 9mobile. Since then, the revenue and service quality of 9mobile have declined, and its once-vibrant image has faded.
T2 aims to win back disillusioned customers and regain its lost market share. To achieve this, the company plans to invest heavily in its infrastructure and enter into strategic partnerships, such as the one with MTN Nigeria. This partnership allows T2 subscribers to access MTN's extensive radio access infrastructure nationwide, enhancing T2's call connectivity and service coverage across all cities where MTN operates.
This collaboration reflects regulatory efforts to promote cost-efficient industry partnerships in Nigeria's telecom sector. The Network-as-a-Service (NaaS) framework recently approved and implemented by MTN Nigeria opened MTN's network to competitors like T2, enabling them to leverage MTN's mature infrastructure.
T2 sees itself past its survival stage and ready for growth. The company aims to redesign itself to become leaner, faster, and smarter. The success of T2 will depend on whether it can deliver on its promises and convince Nigerians that this is not just a name change, but a genuine comeback.
The future prospects appear cautiously optimistic, supported by regulatory backing, complementary infrastructure sharing with MTN, and ongoing investments geared toward digital service enhancement and improved customer experience. T2 currently has 2.4 million active subscribers, less than a tenth of its 2015 peak. However, with its strategic partnership with MTN and its focus on network development, T2 is positioning itself to compete on data pricing and regain its position in Nigeria's telecom market.
References:
- T2 (9mobile) partners with MTN to boost network coverage
- MTN Nigeria invests $120 million in 5G to double data users
- MTN Nigeria targets data revenue growth with 5G expansion
- MTN Nigeria CEO pushes collaborative approach under Ambition 2025 plan
- Nigeria's telecom sector: Regulatory backing for infrastructure sharing
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