Ailing Nigerian telecom 9mobile’s challenges continue to mount, with an ongoing exodus of subscribers as network reliability issues and customer frustration continue to drive them away.
The operator’s challenges date back to 2017 when Etisalat UAE’s divestment left 9mobile saddled with $1.2 billion in debt. Now under new ownership and leadership, with LH Telecommunications Limited at the helm, the company is looking to reverse its fortunes.
According to recent data from the Nigerian Communications Commission (NCC), over the past year, 9mobile’s total number of subscribers dropped sharply from 13.8 million in October 2023 to 3.6 million in September 2024.
This significant drop in subscribers can be primarily attributed to the NCC’s SIM-NIN linkage mandate. All telecoms, including 9mobile, experienced losses, with Glo facing the most dramatic decline from 61.5 million to 19.15 million. In contrast, MTN maintained a relatively stable subscriber base, dropping from 85 million in October 2023 to 78 million as of September 2024.
Beyond the SIM-NIN impact, 9mobile’s network issues have pushed many users to rely on WhatsApp as inconsistent calls and undelivered texts make direct connectivity unreliable.
Despite efforts to stabilise, 9mobile has consistently struggled to retain subscribers, holding the lowest numbers among Nigerian telecoms.
A look at the figures on porting activities of mobile network operators paints a more concerning picture for 9mobile. Over the past 12 months, 9mobile lost 37,900 subscribers to other networks compared to Airtel (4,051), Glo (3,662) and MTN (2,783).
9mobile’s poor performance is further highlighted by its minimal subscriber gains from other networks. With only 942 new subscribers over 12 months which pales in comparison to MTN (32,969), Airtel (12,432), and Glo (3,853).
9mobile’s difficulties in attracting and retaining users, largely stem from issues with network reliability.
“The service is so bad. Sometimes I have to give out my second number to people just in case,” Esther*, an existing 9mobile user who has been using 9mobile for 6 years told Condia. “Data connection is non-existent.”
To overcome these challenges, 9mobile is restructuring its operations to restore trust and drive growth.
“9mobile is going through a transformation phase in order to reposition the business for Growth,” 9mobile CEO Obafemi Banigbe told Condia, refusing to share further details for now.
It’s yet to be seen whether these efforts will be enough to stop the subscriber losses, with many customers hesitant to switch providers due to confusion over the porting process and the stress of NIN requirements.
Looking ahead, the NCC is expected to release new data in January, which will shed light on this quarter’s performance. The figures will likely offer further insight into how much progress 9mobile has made in tackling those challenges.
For 9mobile, focusing on service upgrades before ramping up marketing efforts will be crucial if it hopes to attract and retain users in such a competitive market.
*Name changed to protect identity.
