Telecom operator 9mobile has announced a transformation of its brand identity and business strategy, unveiling itself as T2, a bold, youthful, and innovation-driven digital lifestyle brand with a renewed mission to power Nigeria’s digital economy.
Obafemi Banigbe, chief executive officer of 9mobile (now T2), at the brand relaunch event, in Lagos, on Friday, declared the unveiling as more than just a cosmetic change.
“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 said.
Banigbe explained that the transformation is aimed at positioning 9mobile as a customer-obsessed, technology-powered, and digitally agile brand. “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 emphasised that the telecom company’s new identity reflects the dynamism and resilience of 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,” Banigbe said.
With the relaunch, 9mobile is committing to a business model rooted in innovation and driven by data. According to Banigbe, the company is evolving into a fully digital operator that is cloud-native, API-ready, and data-driven. He noted that this shift will enable the company to roll out new products faster and deliver deeply personalised services using artificial intelligence and advanced analytics.
“In today’s world, the winners are not the biggest but the boldest. We are designing our systems to empower our customers with real-time support, self-service tools, and simplified processes, all from the palm of their hands,” he said.
Banigbe also addressed 9mobile’s recent struggles, acknowledging the setbacks the company has faced in previous years. “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.
The CEO stressed that this rebranding is not about aesthetics alone but about substance. “It is not just an image makeover. We are playing to win. Customer experience will no longer be a department, it becomes the business,” he said, adding that 9mobile’s future will be defined by local relevance, simplicity, and emotional connection.
In a direct message to 9mobile’s customers, Banigbe said: “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.”
He also extended appreciation to the company’s partners, regulators, shareholders, and employees for their support and commitment. “To every Nigerian dreaming of something better, this rebrand is for you. Let it remind you that you too can reimagine, rebuild, and relaunch,” he added.
