9mobile rebrands in a bold move to stage a comeback and reclaim its place in Nigeria

9mobile, one of Nigeria’s mobile network operators (MNO), has unveiled a sweeping rebrand. This move signals a determined effort to revitalise its brand to reclaim its place in a fiercely competitive telecom market. The announcement, made today, marks a turning point for the struggling telco. It aims to reconnect with customers and restore its once-vibrant reputation.

The rebranding comes under the leadership of CEO Obafemi Banigbe, who took the helm in 2023, steering the company through turbulent times. 9mobile, formerly Etisalat Nigeria, has faced significant challenges since 2017. That year, its parent company, Etisalat UAE, exited Nigeria after a $1.2 billion loan default. The fallout led to a sharp decline in subscribers. From a peak of 22 million between 2014 and 2016, 9mobile’s customer base dwindled to just 2.97 million by October 2024.

The rebrand is more than a new logo or tagline. It’s part of a broader transformation strategy. Banigbe describes it as a shift to a “service-first organisation”. The goal is clear: rebuild trust and recapture market share.

“Our brand has taken a major hit,” Banigbe admitted during a recent virtual media chat. “We’re doing a lot of brand refresh activities in 2025 to compete like we used to.”

The company’s comeback hinges on a massive $3 billion investment. This funding, to be rolled out over four years, will modernise the company’s outdated infrastructure. Banigbe emphasised the need to overhaul everything from radio networks to billing systems.

“It’s like rebuilding the entire network from scratch,” he said. The investment aims to bring 9mobile’s network quality on par with competitors like MTN, Airtel, and Glo.

The telco’s infrastructure has suffered from years of underinvestment. This has led to poor service quality and frustrated customers.

9mobile’s strategic partnerships and roaming deals

A key component of 9mobile’s revival is its national roaming deal with MTN Nigeria. Approved by the Nigerian Communications Commission (NCC) in July 2025, the three-year agreement allows 9mobile subscribers to roam on MTN’s extensive network. This partnership addresses long-standing coverage issues. It enables 9mobile users to make calls, send messages, and use data in areas where the company’s own infrastructure is weak.

9mobile’s struggles trace back to its 2017 crisis. After Etisalat UAE’s exit, the company rebranded to 9mobile to distance itself from the loan default scandal. However, financial woes, leadership crises, and the departure of key technical partner Huawei worsened its fortunes. Between 2016 and 2023, 9mobile lost 8.6 million subscribers. An additional 10.4 million were removed in 2024 due to an NCC audit of unregistered SIMs. By late 2024, its market share had plummeted to 2.1%.

The acquisition by LH Telecoms Nigeria, a subsidiary of LighthouseCapital, in June 2023 offered hope. Valued at $750 million, the deal brought fresh capital and new leadership. Thomas Etuh, founder of the Tak Group, was appointed chairman. Banigbe, alongside COO John Vasikiran and CFO Abolaji Idowu, was tasked with steering the turnaround. Despite these changes, subscriber numbers continued to decline, dropping from 4.65 million to 3.28 million post-acquisition.

However, the rebranding is a critical piece of 9mobile’s third-phase transformation. It focuses on revamping product offerings and enhancing customer experience. Banigbe acknowledges the importance of visibility.

“We’re going to be doing a lot of brand refresh activities,” he said. The company plans to leverage its enterprise customers and explore new services like the 9PSB payment service bank. However, earlier attempts to diversify have yielded little or no success.

Regulatory challenges and competition remain hurdles. In 2023, the National Association of Telecoms Subscribers (NATCOMS) raised concerns about a potential MTN spectrum acquisition. Critics feared it could create an oligopoly, with MTN controlling over 50% of Nigeria’s telecom spectrum. While the NCC has approved the roaming deal, any spectrum trade remains under scrutiny.

Banigbe’s vision is ambitious but pragmatic. “The investment is determined by management’s ability to catch up with competition without burning through cash,” he said. The rebrand, coupled with strategic partnerships and infrastructure upgrades, positions 9mobile for a potential comeback.

9mobile’s rebranding is a bold statement of intent. It reflects a commitment to innovation, customer trust, and market relevance. The $3 billion investment and MTN roaming deal provide a foundation for recovery. However, success depends on execution. The company must address operational inefficiencies and deliver consistent service quality.

For now, 9mobile’s 2.97 million subscribers have reason to hope. The rebrand, unveiled today, marks a new chapter. As Nigeria’s telecom market evolves, all eyes are on 9mobile. Can it reclaim its former glory? Only time will tell.