Mobile operator 9mobile embarks on a second rebranding, adopting the new name T2 in an attempt to thrive amid Nigeria's dominating telecommunications market duo.
T2 Embraces a Fresh Approach to Compete in Nigeria's Telecom Market
T2 (formerly 9mobile) is embarking on a bold new strategy to carve out a niche in Nigeria’s mobile subscriber market, currently dominated by MTN and Airtel with a combined share of over 86%.
The company's transformation begins with a rebranding to T2, signifying a fresh start under new ownership by LH Telecommunications Limited. This change is accompanied by a new identity that embodies "Tech meets Tenacity", reflecting T2's commitment to evolving and competing effectively.
To regain its lost market share, T2 has devised a four-phase recovery plan: Stabilisation, Modernisation, Transformation (marked by the T2 rebrand), and Growth. This comprehensive strategy aims to restore competitiveness and attract customers back to the network after 9mobile had lost over 10 million subscribers due to network instability.
One of the key components of T2's strategy is a landmark three-year national roaming agreement with MTN Nigeria, the market leader. This partnership will provide T2 subscribers with seamless access to MTN’s extensive network, significantly expanding T2’s reach, coverage, capacity, and service quality.
T2 is also positioning itself as a youthful, digitally driven lifestyle brand, focusing on serving Nigeria's youth demographic, which represents over 60% of the population. By launching differentiated products and services tailored to young, digital-savvy consumers, T2 hopes to regain a competitive edge.
The Nigerian government and regulators are offering support to T2, including endorsement from the Federal Government recognising T2's rebranding as a boost to the telecom sector. Government initiatives like Project Bridge (fibre rollout and rural telecom site deployment) aim to improve digital access and network quality, indirectly benefiting T2 and the industry at large.
Under new leadership, T2 is revamping its governance structure to drive transformation and business turnaround. The new governance team includes Chairman Thomas Etuh and CEO Obafemi Banigbe.
T2's strategy heavily emphasises the use of AI, cloud-native systems, and data analytics to improve customer experience and differentiate itself from dominant players. The company believes that speed of innovation, niche targeting, and customer experience will help it survive in the duopoly-dominated market.
In conclusion, T2’s strategic approach centres on a major corporate transformation reflected in its rebranding, network expansion through roaming partnership with MTN, targeting Nigeria’s youth, and leveraging government infrastructure programs. These moves are aimed at repositioning T2 as a competitive, innovative player in Nigeria’s telecom market.
However, industry analysts caution that while rebranding can improve public perception, sustained network investment, competitive pricing, and digital product innovation are crucial for T2 to regain market share in the saturated telecom sector. Banigbe, at the unveiling in Lagos, stated that the transformation goes beyond a new name and logo, emphasising the need for substantial operational changes to ensure T2's success.
- T2's business strategy in the Nigerian telecom market includes a focus on technology, such as the use of AI, cloud-native systems, and data analytics to improve customer experience and differentiate themselves from competitors.
- To support T2's growth, the company has forged a national roaming agreement with MTN Nigeria, a key player in the business field, which will provide T2 subscribers with improved reach, coverage, capacity, and service quality.
