Telecommunications operator 9mobile has officially rebranded as T2, launching a fresh brand identity and business strategy aimed at positioning itself as a bold, youthful, and innovation-driven digital lifestyle company committed to powering Nigeria’s digital economy.
Speaking at the brand relaunch event in Lagos on Friday, Chief Executive Officer Obafemi Banigbe described the transformation as more than 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 declared.
Banigbe said the rebrand is focused on making T2 a customer-obsessed, technology-powered, and digitally agile brand, serving as “a platform for possibilities, a connector of dreams, and a catalyst for the startup ecosystem, creatives, remote workers, and every Nigerian looking to do more.”
According to him, the company’s new identity reflects the dynamism of Nigeria’s youthful population and their hunger for speed, access, relevance, and creativity. The shift will see T2 embrace a digital-first approach—becoming leaner, faster, and smarter to better serve customers.
The CEO revealed that T2’s future business model will be rooted in innovation and data-driven operations, evolving into a fully digital operator that is cloud-native, API-ready, and powered by artificial intelligence and advanced analytics. This, he said, would allow for faster product rollouts and personalised services.
“In today’s world, the winners are not the biggest but the boldest,” Banigbe stated. “We are designing systems to empower our customers with real-time support, self-service tools, and simplified processes, all from the palm of their hands.”
Acknowledging the company’s recent challenges, Banigbe said T2’s resilience mirrors that of Nigeria itself.
“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 noted.
He stressed that the rebrand is about substance over style, with customer experience becoming the core of the business.
“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.
In a message to customers, Banigbe pledged bold, fast, and heartfelt service, thanking them for their loyalty and accountability. He also expressed gratitude to the company’s partners, regulators, shareholders, and employees.
“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.
With this transformation, T2 is betting on local relevance, simplicity, and emotional connection as the foundation for its next growth phase in Nigeria’s competitive telecom market.
