9mobile Rebrands: Customers Demands Improved Services

Following the rebranding of 9mobile to T2, Lagos-based subscribers have demanded improved service delivery.

They said the name change should go beyond as they reacted with mixed feelings, demanding that the change go beyond aesthetics to include tangible service improvements such as wider network coverage, reduced tariffs, and more reliable customer support.

The rebranding, which took place on August 8 in Lagos under the theme ‘Tech Meets Tenacity’ marked a major pivot for Nigeria’s fourth telecom operator formerly known as Etisalat.
The company, previously rebranded as 9mobile in 2017 amid financial turbulence, has adopted the brand name T2 and introduced a bold orange identity, promising a digitally agile and cloud-native service.

While the management says T2 is set to deliver “technology-powered and customer-obsessed” telecom services, some subscribers in Lagos say they remain skeptical.

Speaking with a market woman in the Oyingbo area, identified as Iya Ramota, she told LEADERSHIP that, while the new name is refreshing, she’s more concerned about call quality and affordability.

“It’s not about colour or name because I know they used green in the past now its Orange. Let them reduce the cost of data and stop the call drops which has made a lot of their subscribers move on to other networks, “ she said.

Similarly, Jude Essien, a hailing driver expressed cautious optimism about the rebranding, saying,. “I like that they are trying again. But for years, I’ve had issues reaching customers with their line. If they are now using MTN’s network as they say, maybe there’s hope as I read they recently signed a national roaming agreement with MTN Nigeria.”

On her part, Rose Umeh, a make-up/makeover artist in the Berger area of Lagos, said her main concern is customer service and response time which can be frustrating with some telecom providers. “I’ve stayed with them since Etisalat. One reason was because their customer service was friendlier than others. I hope with T2, they don’t lose that touch while chasing technology.” she said.

However, Kunle Daramola, a generator technician in the Ibafo area of Lagos-Ibadan Expressway, says pricing is the deciding factor which makes Nigerian telecom subscribers want to be looked into.

According to him, the increment in calls and data prices this year is unbearable for telecom subscribers as this is a thing of concern.

“I will advise that if T2 wants to win back market share, they must offer cheaper data and voice bundles. All these networks are hitting us hard with their prices. This rebrand can only work if people see real value,” he noted.

Meanwhile, at the rebranding event, chief executive officer, Obafemi Banigbe, underscored that the revamped identity mirrors the energy and tenacity of Nigeria’s young demographic while detailing the company’s evolution into a fully digital operator, built cloud-first, prepared for APIs, and driven by data, leveraging AI and sophisticated analytics for personalised services.

He said, “We are no longer who we were; we are becoming something greater, more ambitious, and more in tune with the future” Banigbe clarified that the core objective is to reposition the company as a brand intensely focused on customers, enabled by cutting-edge technology, and possessing digital agility.

“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 averred.

Consequently, as Nigeria’s telecom landscape grows more competitive, the success of the rebranding may depend not on flashy marketing but on whether the new T2 can truly deliver on its promises to the everyday Nigerian.