9Mobile, once a dominant player in Nigeria’s telecommunications industry, is battling a sharp decline in its subscriber base and growing dissatisfaction over service disruptions. Despite concerns over its future, the telecom operator has denied rumours of an impending shutdown, attributing recent network challenges to technical upgrades aimed at improving service quality.
From Market Leader to Industry Struggler
Once known for its innovative offerings under the Etisalat brand, 9Mobile has struggled to maintain its foothold in the Nigerian telecom space. The company, which boasted over 22 million subscribers in 2016, has seen a drastic decline, with its user base shrinking to just 3.2 million as of January 2025. This sharp drop reflects a loss of consumer confidence, stemming from a combination of factors, including service outages, data-related complaints, and failed customer retention strategies.
The decline began in 2017 when Etisalat Nigeria collapsed under the weight of a $1.2 billion loan default, forcing the brand’s exit and a rebrand to 9Mobile. Since then, the company has struggled with financial instability, leadership changes, and growing competition from industry giants like MTN, Airtel, and Glo.
Mounting Customer Complaints and Port Challenges
Recent months have seen a surge in complaints from 9Mobile users, many of whom report persistent network downtime, unauthorised data renewals, and difficulties in switching to other networks. The Nigerian Communications Commission (NCC) reported that in November and December 2024 alone, 9Mobile lost 6,079 subscribers through mobile number portability. This includes 3,891 departures in November and another 2,188 in December.
However, frustrated customers claim that 9Mobile has actively obstructed porting requests, preventing them from seamlessly migrating to rival networks. The National Association of Telecom Subscribers (NATCOMS) has urged the NCC to investigate these allegations, warning that blocking users from leaving violates consumer rights and market competition laws.
Competitors Capitalising on 9Mobile’s Decline
While 9Mobile struggles, its competitors continue to gain ground. MTN Nigeria now boasts 84.6 million subscribers and controls 51% of the market, while Airtel Nigeria has grown to 56.6 million users. These companies have benefitted from stronger infrastructure investments, aggressive marketing, and superior customer experiences, leaving 9Mobile struggling to keep pace.
Leadership Shake-Up and the Fight for Survival
In an effort to turn things around, 9Mobile appointed Obafemi Banigbe as CEO in July 2024, following the departure of Juergen Peschel. Banigbe, a seasoned telecom executive, faces the monumental task of stabilising the company, rebuilding consumer trust, and reversing years of decline.
The company’s new owners, LH Telecommunication Limited, which acquired 9Mobile in 2023, have outlined a $3 billion strategy aimed at expanding 2G, 3G, and 4G network coverage while cutting costs through infrastructure sharing. However, industry analysts remain sceptical, given the company’s long history of financial and operational struggles.
The Road Ahead: Can 9Mobile Bounce Back?
Despite its assurances that it is not shutting down, 9Mobile remains at a critical juncture. The telecom sector in Nigeria is fiercely competitive, and unless the company resolves its network issues, improves customer experience, and stops alienating its remaining users, it risks further decline.
As the situation unfolds, industry watchers will be closely monitoring whether 9Mobile’s new leadership and infrastructure investments can rescue the company from irrelevance or if it will continue its downward spiral in Nigeria’s telecom market.
