9mobile, Nigeria’s fourth-largest telecommunications company, is grappling with a significant loss of subscribers as the company undergoes a leadership transition.
According to the Nigerian Communications Commission (NCC), over 7,000 9mobile subscribers ported to rival networks in September, marking a critical challenge for its new owners, LH Telecommunications Limited.
The NCC report revealed that 9mobile accounted for a staggering 90% of the 7,886 outgoing porting transactions recorded during the month.
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This sharp decline has reduced its active subscriber base to just 3.6 million, a far cry from its competitors.
Competitors Gain Ground
Rival network MTN emerged as the largest beneficiary of the outflow, attracting 4,987 incoming subscribers—63% of all porting gains in September.
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Airtel followed with 2,205 new subscribers, while Globacom gained 664. In stark contrast, 9mobile recorded only 30 incoming ported subscribers, highlighting the scale of its retention challenge.
MTN continues to lead the Nigerian telecom market with 78 million subscribers, followed by Airtel with 53.7 million, and Globacom with 19 million. This underscores the uphill battle 9mobile faces to regain its footing.
The challenge ahead
The loss of subscribers reflects growing dissatisfaction among 9mobile customers, attributed to perceived service quality issues and more attractive offerings from competitors. Industry analysts also cite the new management’s struggle to implement a cohesive turnaround strategy amid intense competition.
As LH Telecommunications Limited takes charge, addressing customer retention, improving service quality, and rolling out competitive promotions are critical to reversing the tide.
The leadership transition presents both an opportunity and a formidable challenge to stabilize operations and rebuild trust in a highly competitive market.
With 9mobile’s future in the balance, the coming months will determine whether the operator can successfully reposition itself in Nigeria’s dynamic telecommunications landscape.
KEY TAKEAWAYS The Office of the Auditor-General for the Federation said it could not verify…
