9mobile faces subscriber exodus as market share drops to record low

Nigeria’s mobile network operator, 9mobile, is facing a severe decline in its subscriber base, losing 6,079 customers over the past two months, according to the latest Nigerian Communications Commission (NCC) report on Incoming and Outgoing Porting Activities of Mobile Network Operators.

The report details a troubling trend for the once-prominent telecom operator, as customers continue to migrate to competitors at an alarming rate.

In November 2024, 9mobile saw a massive outflow of 3,891 subscribers, accounting for the majority of the 4,726 total porting activities recorded that month.

For comparison: MTN lost 166 subscribers, Airtel recorded 362 outgoing porting activities, Globacom lost 307 customers.

The situation worsened in December 2024, when 9mobile lost an additional 2,188 subscribers, significantly outpacing its rivals:

MTN lost 236 subscribers, Airtel recorded 269 outgoing porting activities, Globacom saw 305 customers leave.

While 9mobile’s customer base dwindled, competitors experienced significant growth, attracting new users through incoming porting activities.

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In November 2024, the largest influx of subscribers went to: MTN, gaining 3,019 subscribers, Airtel, adding 1,266 new customers, Globacom, welcoming 414 new users.

In sharp contrast, 9mobile managed to attract only 27 new customers during the same period.

The trend continued into December 2024, with incoming porting numbers showing: MTN gaining 1,856 new subscribers, Airtel welcoming 835 new users, Globacom attracting 290 new customers, 9mobile again struggling, with only 17 new subscribers.

The NCC report highlights 9mobile’s alarming drop in market share, which plummeted to just 1.9% in December 2024.

This marks a stark contrast to the company’s dominance in 2015, when it boasted a subscriber base of 23.4 million and a market share of 15.7%.

Compounding the problem, 9mobile’s total subscriber base has remained stagnant at 3.2 million for two consecutive months, signaling further trouble ahead.

MTN Nigeria increased its market share to 51% by December 2024, with a total of 84.6 million subscribers, up from 81.2 million in November.

Airtel expanded its subscriber base to 56.6 million in December, up from 55.4 million in November.

Globacom, despite regulatory challenges earlier in 2024, rebounded, growing its subscriber base from 19.6 million to 20.1 million by the end of the year.

9mobile’s subscriber exodus underscores its ongoing struggles in Nigeria’s highly competitive telecommunications sector.

With network reliability issues, customer retention challenges, and fierce competition, the operator faces an uphill battle to regain market relevance.

Industry analysts suggest that 9mobile must invest in network expansion, customer engagement, and competitive pricing to stem the loss of subscribers and rebuild consumer trust.

As Nigeria’s telecom landscape continues to evolve, 9mobile’s next moves will determine whether it can survive or fade into obscurity.