In a major strategic shift, telecommunications operator 9mobile has rebranded as T2, positioning itself as a “bold, youthful, and innovation-driven” digital brand. The move is aimed at seizing a larger share of Nigeria’s digital economy.
At a relaunch event in Lagos, Obafemi Banigbe, the CEO of the newly named T2, declared that the change is far more than cosmetic. “This is not just a brand unveiling, it is the beginning of a whole new chapter in our history,” he said. “We are becoming something greater, more ambitious, and more in tune with the future.”
The core of T2’s new strategy is a “digital-first approach,” designed to make the company a leaner, faster, and smarter operator. Banigbe explained that the company is evolving into a fully digital entity that is cloud-native and data-driven. This shift will allow T2 to:
- Launch new products faster
- Deliver personalised services using artificial intelligence and advanced analytics
- Empower customers with real-time support and self-service tools
The rebrand also serves as a direct message to Nigeria’s youth, a demographic Banigbe sees as hungry for “speed, access, and creativity.” He stressed that the new identity reflects the dynamism and resilience of this key demographic.
Banigbe acknowledged the company’s previous struggles, viewing them not as signs of defeat but as “reminders of our resilience.” He stated that the new T2 is “playing to win” and that customer experience will become the very essence of the business, rather than just a single department.
Addressing customers, Banigbe thanked them for their patience and for holding the company accountable, promising to serve them with “clarity, with speed, and with heartfelt passion.” He concluded by extending the rebrand’s message to all Nigerians, encouraging them to “reimagine, rebuild, and relaunch” their own dreams.
