9mobile, one of Nigeria's mobile network operators, has announced a significant rebranding aimed at regaining its position in a competitive landscape.
Reasons Behind 9mobile's Rebranding
The rebranding of the company comes in response to the challenging situation 9mobile has faced since 2017 when its parent company Etisalat UAE exited Nigeria after a $1.2 billion loan default. During this period, the subscriber base shrank from 22 million to just 2.97 million by October 2024.
According to CEO Obafemi Banigbe, the company aims to rebuild customer trust and reclaim its lost market share by transitioning to a 'service-first organization.'
Massive Investments and Infrastructure Upgrades
A $3 billion investment is planned for the revival of 9mobile, which will be used to modernize the company's outdated infrastructure. Banigbe emphasized the necessity of overhauling network infrastructure, including radio networks and billing systems. 'It's like rebuilding the entire network from scratch,' he stated.
Strategic Partnerships and Company's Future
One key component of 9mobile's revival is its national roaming agreement with MTN Nigeria, which allows 9mobile subscribers to use MTN’s network in areas of weak coverage. However, despite these changes, the company continues to face regulatory challenges and competitive pressures in the market. The rebranding and infrastructure upgrades provide hope for 9mobile's future recovery.
9mobile's rebranding is a significant step towards improving the company's prospects. With its infrastructure overhaul and strategic partnerships, 9mobile aims to regain customer trust and secure a stable position in Nigeria's telecommunications markets.
