9mobile rebrands to spark multibillion-Naira comeback

In a bold move aimed at revitalising its position in Nigeria’s competitive telecommunications sector, 9mobile has officially unveiled a comprehensive rebranding campaign today, signaling a strategic shift and renewed ambition to reclaim market relevance and profitability.

The rebranding, which includes a refreshed visual identity, improved service offerings, and a realigned customer engagement strategy, marks a significant step in 9mobile’s efforts to make a multibillion-naira comeback in the mobile telecommunications landscape — one currently dominated by MTN, Airtel, and Globacom.

Announcing the rebrand during a media event held in Lagos on Thursday, the company’s Chief Executive Officer, Obafemi Banigbe, said the transformation is more than cosmetic; it reflects 9mobile’s deep commitment to innovation, operational excellence, and customer satisfaction.

“Today is more than a change of colours or a new logo. It is a declaration of intent,” Banigbe said. “We are repositioning 9mobile not just to compete, but to lead in segments that matter to our customers — data quality, customer service, and digital innovation.”

As part of the rebrand, 9mobile unveiled a new logo and corporate tagline, alongside upgrades to its mobile apps, website, and customer interface.

The new identity, according to the company, represents agility, youthfulness, and a forward-looking approach to technology and customer care.

Internally, the telecom operator has restructured its business operations and technology architecture to support faster service delivery and more agile responses to market demands. Officials say the new brand promise revolves around “simplicity, speed, and transparency.”

Once a vibrant force in the Nigerian mobile market under its former brand name Etisalat Nigeria, 9mobile lost substantial ground following a 2017 debt crisis that led to a change in ownership and management.

Its subscriber base dropped significantly, and it struggled to keep up with major rivals in the highly saturated telecom space.

However, the company now says it is on a clear path to recovery — with a multi-billion naira investment plan that includes expanding 4G coverage, rolling out 5G trials, introducing affordable smartphone bundles, and boosting customer acquisition and retention initiatives.

“We’re targeting double-digit growth in subscriber base over the next 18 months,” said the Chief Commercial Officer, Owolabi Ajayi. “Our aim is to reconnect with lost customers, win over new ones, and reward loyalty through seamless services and value-driven offers.”

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Ajayi added that 9mobile has secured new funding from strategic partners to drive its growth strategy and will aggressively pursue opportunities in mobile data, enterprise solutions, fintech, and digital entertainment.

In a bid to differentiate itself, 9mobile announced new customer experience initiatives, including:

“Data Without Barriers” packages designed to eliminate throttling and hidden charges

AI-powered self-service platforms to reduce wait times and enhance customer engagement

A revamped loyalty programme that rewards subscribers with cashback, data bonuses, and device discounts

According to Chief Marketing Officer Chioma Okeke, “9mobile is transforming into a digital lifestyle brand — not just a network. We’re tapping into the interests of Nigeria’s young and tech-savvy population.”

The Nigerian Communications Commission (NCC) has reportedly been briefed on the rebranding, and insiders say the regulator has expressed support for efforts that foster competition, improve service quality, and drive innovation in the sector.

Industry experts are cautiously optimistic. While acknowledging the difficulty of regaining lost market share, analysts say 9mobile’s renewed focus, if matched by execution, could shake up the sector.

“It’s an uphill climb, but there’s room for disruption,” said telecom analyst Tunde Omotayo. “Nigerian consumers are loyal to quality and value. If 9mobile can consistently deliver both, we may see a real resurgence.”

9mobile’s rebranding comes at a time when mobile operators are expanding beyond traditional voice and data offerings to explore digital finance, IoT, and cloud services. With the industry preparing for 5G and the digital economy gaining momentum, the telco’s timing could prove strategic.