9mobile unveils strategic plans to reclaim market share

Joy Agwunobi 

For many Nigerian subscribers, 9mobile has long been synonymous with frustration, with complaints about unreliable connectivity, poor service delivery, and questionable billing practices becoming all too common.

Since 2018, these ongoing issues have eroded the brand’s once-strong reputation, leaving many wondering if the company could recover from its struggles.

However, there seems to be a light at the end of the tunnel for its subscribers as the company has unveiled a four-phase strategy to revitalise its operations, reclaim market share, and position itself as a competitive player in Nigeria’s telecom landscape by 2025.

During a recent presentation, Obafemi Banigbe, 9mobile’s Chief Executive Officer, candidly acknowledged the company’s challenges and outlined the steps being taken to address them.

“Since Etisalat exited the Nigerian market, the performance of the business has been on a decline. When the new shareholders and management team took over, we inherited a company grappling with multi-dimensional challenges. The infrastructure had not been upgraded for years, leaving us with obsolete systems. Simultaneously, we faced declining revenues, a shrinking subscriber base, and skyrocketing operational costs. These challenges were and still are substantial, but we are determined to address them head-on,” Banigbe explained.

To tackle these issues comprehensively, Banigbe detailed a four-phase recovery plan, which includes stabilisation, modernisation, transformation, and growth. According to him, the stabilisation phase focuses on ensuring business continuity. The company aims to address critical areas such as network stability, cost management, employee morale, and service quality.

Banigbe noted, “In the last six months, we’ve been revamping internal processes, looking for quick wins, and finding immediate ways to keep the business as a going concern. Stabilisation is the foundation upon which we’re building our recovery.”

He further explained that the modernisation phase is pivotal for the company’s transformation agenda. This phase involves a complete overhaul of 9mobile’s infrastructure, which has suffered from years of neglect and outdated systems.

“Since Etisalat left, the business has not had any significant investment in infrastructure because of that, a lot of the infrastructure that Etisalat put there is the ones we are still using and they are quite old. We are undertaking a comprehensive refresh of our radio networks, core networks, transmission systems, billing platforms, and ERP systems,” Banigbe said.

According to him, the aim is to create a modern, digital service delivery platform that will align with the current demands of the telecommunications market. He also revealed that the necessary funding for this ambitious modernisation project has been secured, with shareholders and new investors committed to making the vision a reality.

In the transformation phase, 9mobile plans to streamline processes, revamp product offerings, and rejuvenate its brand identity. Banigbe acknowledged the significant damage to the brand’s image in recent years but expressed optimism about restoring its reputation. “We are planning a brand refresh and a visibility campaign for 2025 to reestablish ourselves as a formidable competitor in the market,” he said.

The final phase of the recovery strategy which is growth aims to expand the company’s market presence and boost revenue streams. Banigbe emphasised that this is crucial for the company’s long-term viability.

He highlighted the importance of this phase, stating, “Growth is really about the only way out of the current situation we find ourselves in. We need to recover our subscriber base, reclaim our market position, and grow our revenues because we have not been able to fully participate in the industry’s growth over the last six to seven years.”

Banigbe further explained the challenges stemming from a lack of significant investment in the business over the years but expressed confidence in the support of shareholders and recent financial backing.

“The fact that there has not been a major investment in the business is a reality.  We have very committed shareholders and then we have been able to secure the required investment for us to implement all these things to make sure that the business can come back as a competing force in the market,” he added.

For subscribers, this phase promises enhanced service offerings and more reliable connectivity, positioning 9mobile to compete more effectively with the likes of MTN, Airtel, and Glo. With committed shareholders and new financial backing, Banigbe expressed confidence that 9mobile could once again become a leading force in Nigeria’s telecom sector.

Of course, none of these plans will be effective if they do not resonate with the people they are meant to serve as subscribers have long voiced their frustration with 9mobile’s service. Frequent network outages, slow internet speeds, and irregular billing practices have been among the most common complaints.

Consumers’ React

A quick look at the NCC’s official X (formerly Twitter) account reveals countless comments and posts from 9 mobile users demanding action.

One user, Peter (@Peters0549), wrote, “@NgCommission Can you please interrogate 9mobile (Etisalat Nig) and if need be, decide on its license? If it is not able to perform,  it can be acquired. Nigerians have suffered tremendous losses on its network.”

Another user, @SuperheroTrench, lamented,“Please take action on @9mobileng. I have lost many things because of this. Is this how you guys will watch them maltreat their customers? Please.”

@Emsy4real,stated “@NgCommission and @Dr_ AminuMaida.“This organisation is after the masses’ money, tasking telecommunication companies to hike tariffs but failing to know how they function. The way @9mobileng is functioning I doubt it could still exist in other countries, what is happening if they can’t repair they should shut down.”

Others shared equally disheartening experiences: Shittu Omogbolahan@ Da_Son_Of_God expressed “@NgCommission,@9mobileng  network has been so bad for months, no network at all.”

Another user @official_teetop, said, “@NgComCommission @9mobileng has been out  of network for months, now, we business owner has lost so many cos of their network, please kindly look into it.”

@Orlah_y, “Why is @9mobileng not allowing me port to @MTNNG.”

@IgodanElizabeth, stated  “@NgCommission and @Dr_ AminuMaida.Are you aware of what is happening with 9 mobile – no network for the past 24 hours. In Nigeria. We can’t call or receive messages. No official statement from @9mobileng.”

9mobile’s challenges date back to financial difficulties that escalated into a debt crisis, forcing its former parent company, Etisalat, to exit Nigeria in August 2017. In the years since, the company has undergone multiple ownership changes, with Teleology Holdings taking over in 2018 and rebranding it as 9mobile.

The most recent change came in July 2024, when LH Telecommunications Limited assumed ownership, introducing a new board of directors and a strategic vision aimed at addressing these longstanding challenges.

As Nigeria’s economy increasingly depends on seamless internet connectivity, the stakes for telecom operators are higher than ever.  Reliable internet, now as essential as electricity or water, underpins business, social interactions, and education, transforming telecom services into a necessity.

Banigbe remains optimistic about 9mobile’s future, pointing out that the current transformation strategy is designed to position the company as a key player in Nigeria’s telecom sector.

He reiterated the company’s commitment to building a reliable and innovative network that meets the needs of its subscribers. “We are committed to this transformation journey,” he said. “By 2025, we aim to restore 9mobile to its rightful place as a leading, innovative telecom brand in Nigeria.”