Can roaming turn things around for 9mobile?

Once a major force in Nigeria’s internet market, 9mobile now holds just over 1% of the country’s internet subscribers. As data becomes the lifeblood of telecom operators, the pressing question is: Can roaming turn things around for 9mobile?

From a peak of 15.5 million internet subscribers in September 2015, the telco has plunged to 1.45 million as of May 2025, according to the Nigerian Communications Commission (NCC). In a market of over 141 million internet users, only one in every hundred Nigerians chooses 9mobile.

9mobile internet subscribers over time

Period	Subscribers
September 2015 (Peak)	15.5 million
May 2025 (Current)	1.45 million
Market Share (May 2025)	~1%

This decline occurs at a critical moment, when internet services are the primary driver of growth for telecom operators. While rivals like MTN and Airtel have doubled down on nationwide fibre, spectrum acquisitions, and 4G/5G expansion, 9mobile has struggled with:

• Infrastructure gaps
• Network quality complaints
• Years of stagnant innovation

Now, the company is banking on a national roaming deal with MTN Nigeria as a lifeline to reclaim relevance.

Roaming: A lifeline or just a stopgap?

In July 2025, 9mobile signed a three-year roaming agreement with MTN, enabling it to use MTN’s radio infrastructure in areas where it lacks coverage. This arrangement grants 9mobile near-nationwide reach without the capital-intensive burden of building new towers—an effort to stabilise its shrinking internet user base.

“We’re not freeloading,” said 9mobile CEO Obafemi Banigbe at the joint press briefing. “It’s a commercial agreement. Both parties are paying for what they use. It’s a win-win.”

For years, poor coverage and inconsistent data speeds have driven users to competitors. The MTN deal partially addresses this weakness, allowing 9mobile to:

• Retain existing internet users
• Attract new subscribers
• Buy time to execute a deeper recovery strategy

However, analysts warn this move alone isn’t enough.

How 9mobile stacks up against rivals

Operator	Internet Subscribers (May 2025)	Key Strengths
MTN	69.8 million	Largest coverage, aggressive 5G rollout
Airtel	46.2 million	Strong rural penetration, affordable data plans
Glo	23.1 million	Competitive pricing, brand loyalty
9mobile	1.45 million	Limited reach, network quality concerns

Read Also: Safaricom CEO becomes highest-paid NSE executive with $2.2 million

Can roaming turn things around?

The roaming agreement is only part of a four-phase transformation plan, which includes:

1. Infrastructure upgrades
2. Core network overhaul
3. Billing system modernization
4. A refreshed product suite

Banigbe also revealed that 9mobile has secured investor commitments worth $3 billion for network transformation over the next four years.

But will this strategy be enough?

Rivals like Airtel and Glo have not only secured scale but also brand trust and deep penetration in underserved areas. Meanwhile, challengers like Starlink and Spectranet are providing fixed-wireless alternatives.

“They’re too far behind to build infrastructure,” said Ladi Okuneye, CEO of UniCloud Africa. “Their cash is best used on improving quality of service and user experience. Otherwise, they should operate like a Mobile Virtual Network Operator (MVNO).”

What’s at stake?

Beyond corporate competition, 9mobile’s survival has wider economic implications.

• The telecom sector is a major contributor to Nigeria’s GDP and tax revenue.
• A failing player reduces the industry’s resilience and limits consumer choice.
• Regulators have long advocated infrastructure sharing to lower costs and improve rural coverage.

At the roaming deal announcement, MTN Nigeria CEO Karl Toriola described the partnership as:

“The first of its kind in West, East, and Central Africa. This isn’t just technical integration; it’s a shift towards collaboration in competition.”

Can 9mobile bounce back?

9mobile’s roaming deal could become a model for how struggling operators survive in a data-driven age. But the real test will be execution:

• Can 9mobile upgrade fast enough?
• Can it offer value that convinces users to return?
• Can it grow from 1% to 5%, or even 10%, of the market?

These are questions only time – and customers – can answer.

But one thing is clear:

Without a significant turnaround in its internet business, 9mobile’s future as a telecom operator in Nigeria remains uncertain. In a country where data is synonymous with opportunity, relevance, and growth, staying small is no longer an option.

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