Nigeria's telecom industry is undergoing a significant transformation, with 9mobile's market share plummeting to a record low of 1.9%. According to data from the Nigerian Communications Commission (NCC), the country's smallest telecom by subscriber base has seen its market share shrink to just 3.2 million subscribers, its lowest ever. This decline is not an overnight phenomenon, as the telecom has been losing market share over the years, from 15.7% in 2015 to 12.8% in 2022.

The main reason for 9mobile's decline is its poor internet service, which has persisted for two years due to its inferior broadband infrastructure reach compared to other telecoms. As a result, over 7,000 9mobile subscribers have ported to other network providers. The telecom's download speed as an internet service provider (ISP) stands at 17.82 megabytes per second (Mb/s), which is nowhere near the level of other telecoms and ISPs in Ookla's recent H2 2024 report.

Beyond its history of loan defaults, debts, and ownership changes, 9mobile is struggling to attract high-value users. Once a bold disruptor targeting young Nigerians, it has failed to keep up with rising tech demands and remote work trends in the country, which have seen tech workers demanding faster internet. Deolu Ogunbanjo, president of the National Association of Telecommunications Subscribers (NATCOMS), believes 9mobile can only recover if it secures fresh capital.

The new owner, Light House Telecom, which acquired a 95% stake for $750 million in July 2024, is yet to invest in infrastructure or marketing to make the telecom competitive again—or show any intention of raising money. This raises concerns that history may repeat itself, as Teleology acquired 9mobile in 2018 but lacked the funds and strategy to revive it, leading to a failed attempt to raise capital.

The challenges facing 9mobile are not isolated—they reflect a broader transformation sweeping Nigeria's telecom sector. In 2024 alone, Nigeria lost 24.6 million internet users as the Nigerian Communications Commission (NCC) enforced stricter SIM verification and redefined what qualifies as an active subscriber. These sweeping changes are not only exposing weaknesses in struggling networks like 9mobile but also streamlining the sector towards a more sustainable, revenue-focused future.

The impact of these regulatory actions was immediately evident. Between December 2023 and December 2024, the number of internet users dropped sharply from 163.8 million to 139.2 million. Similarly, active phone connections fell by 26.6%, from 224.7 million to 164.9 million. Despite this contraction in subscriber numbers, there was a notable surge in mobile data consumption, which climbed from 713,200 terabytes to 973,445 terabytes.

As the telecom industry refines its focus on genuine customer engagement, the evolving landscape is expected to drive higher average revenue per user (ARPU) and pave the way for more robust, sustainable growth. The consolidation of subscriber data reflects a broader commitment to quality over quantity—a commitment that could spell long-term benefits for both consumers and operators willing to invest in superior network performance.

In this recalibrated market, major players like MTN (51.4%), Airtel (34.3%), and Glo (12.2%) continue to build their active user bases, underscoring a competitive shift towards quality service and revenue-generating engagements. As the sector undergoes this significant transformation, the story of 9mobile—a network already beleaguered by declining market share and service quality—takes on even greater significance.