But then, here we are. The sector’s contribution to the economy is so massive that ignoring it would be like pretending petrol isn’t essential to your car just because the tank is full.

It grew at a real rate of 5.78% in Q3 2025 and accounted for roughly 9.1% of GDP, proving that even in a country notorious for regulatory tangles and infrastructural challenges, telecoms are the backbone of modern Nigeria.

But don’t be deceived by these figures, there’s still a world of congestion, fibre cuts, high expenses, and millions of frustrated subscribers tapping the screen for just one uninterrupted call.

Subscriber Growth and Broadband Penetration: Two Extremes

Active mobile subscriptions hit ~169.3 million in January, growing steadily to 175 million by December, nudging teledensity past 80%, the highest since early 2024. 

We could call this progress since Nigerians are connecting, surfing, streaming, and transacting digitally more than ever. Broadband adoption, too, edged towards 50%, with nearly 49.9% penetration by December 2025, inching closer to the National Broadband Plan’s 70% target.

However, numbers can be deceiving. While urban dwellers bask in fibre-optic speeds and 4G coverage, rural users are fighting with patchy signals and pricey data, nudging us that half the population is still a click away from the digital economy.

Investment, Tariffs, and Infrastructure

Telecom operators collectively poured ~₦824.7 billion into network expansion in H1 2025 alone. Add $1 billion in projected infrastructure investment and the government’s approval of 7,000 new towers, and it looks like Nigeria’s networks are finally meeting up with demand.

Tariff reforms, including a 50 % headroom on pricing, spurred roughly $2 billion in equipment imports, showing serious investor assurance. 

Still, operators battled record operational costs of ~₦5.85 trillion, thanks to energy expenses, multiple taxes, and the notorious Right of Way fees. Growth may be visible on the surface, but the price of keeping the lights, and signals, on is still a big issue.

Technology Deployment: 4G Dominates, 5G Stutters

4G remained king, covering more ground and enabling surges in data consumption. 5G, on the other hand, limped along at ~3.4 % market share, limited by device affordability and limited rollout. 

It’s a classic story where infrastructure exists, purpose exists, but the average Nigerian smartphone wallet does not.

The pledge of next-gen connectivity is there, but the reality is uneven adoption. Even as data usage peaked at 1.15 million terabytes in August, a noteworthy portion of the population is left waiting for the high-speed revolution.

Operator Performance: Leaders, Survivors, and Stragglers

MTN Nigeria retained its crown with ~90.33 million subscribers (~52 % market share). Data revenue surged 69.2 %, while voice grew 40.3 %, enabling MTN to swing from an operating loss in 2024 to a profit in H1 2025. 

The operator also struck a national roaming and spectrum sharing agreement with 9mobile to ease coverage gaps.

Airtel Nigeria was the second-largest operator, hovering around ~58.47 million subscribers (~34 % market share). Its mobile money platform boosted digital revenue, while strategic tariff adjustments helped maintain steady growth.

Globacom recovered modestly to ~21.39 million subscribers (~12 %), but growth lags behind MTN and Airtel, reflecting lingering regulatory and competitive challenges.

9mobile, the smallest operator in terms of numbers, barely moved the needle at ~3.11 million subscribers (~1.8 %). Its mid-year infrastructure-sharing deal with MTN produced minimal subscriber growth, stressing the uphill battle against market authority and service quality issues.

The Dark Side of 2025: Costs, Complaints, and Inequalities

Despite subscriber growth, users complain of slow internet, frequent signal drops, and service congestion. 

Inflation and naira depreciation pushed tariffs higher, leaving low-income households increasingly excluded. Even with near-50% broadband penetration, rural areas lag badly, sustaining a stubborn digital divide.

Infrastructure vandalism and fibre cuts added to the challenge, while regulatory stress and multiple levies, up to 18-20 taxes per service, kept operators constantly on edge. 

Add delayed privatisation of NATCOM and stalled 5G expansion, and it’s apparent that 2025 was a high-wire balancing act, with massive growth shadowed by operational and structural challenges.

Data Usage and Digital Consumption

Data consumption drove Nigeria’s telecom sector growth in 2025. GSM internet subscribers reached 140.36 million, and monthly traffic peaked at 1.15 million terabytes. 

These trends show a high dependency of Nigeria’s population on mobile internet for work, entertainment, education, and finance. It’s a digital sector expanding speedily, even if unevenly.

Policy and Regulatory Space

The government removed a 5% telecom tax mid-year, though analysts warned it wouldn’t automatically lower prices for consumers. 

NCC’s robust monitoring and reporting framework ensured operators stayed accountable, but the environment remained heavy with compliance requirements. 

Regulatory complexity continues to shape strategic decisions, especially for operators outside the top two.

2025 in Summary: Progress with Strings Attached

• The Good: Subscriber numbers hit record highs, broadband approached 50%, GDP contribution remained strong, and 4G/5G coverage expanded steadily.
• The Bad: High operational expenses, affordability limitations, service quality issues, uneven rural coverage, and slow 5G adoption.
• Operator Reality: MTN tops, Airtel holds steady, Globacom recovers slowly, 9mobile struggles.

Nigeria’s telecom sector in 2025 is a study in contrasts, incredible growth and investment, paired with structural and operational challenges. 

If the past year teaches us anything, it’s that subscriber numbers and GDP contribution are not the entire measure of success. Can expansion be turned into reliable, affordable, and inclusive service? So that the mobile revolution benefits not just the urban elite, but the entire nation.

The assessment, conducted on August 27, 2025, forms part of Enextgen’s National Independent Wireless Broadband Quality Reporting (NIWBQR) initiative, which evaluates 4G LTE and 5G network performance nationwide.

The tests were carried out along key routes in Abuja using Enextgen’s proprietary EMETRICS platform, combining field data from its Enextlog app with post-processing on AWS Cloud.

MTN Dominates Key Data Performance Indicators

According to the report, MTN consistently outperformed competitors across all major Key Performance Indicators (KPIs), including throughput, latency, and internet access success rate.

Enextgen noted that MTN’s 5G network achieved an average packet latency of 79 milliseconds and an internet access success rate of 99.79%, the best among all tested networks.

In contrast, 9Mobile’s network experienced access issues during parts of the test, with connectivity dropping around 11:40 a.m., which significantly affected its overall performance metrics.

Voice Quality: MTN and 9Mobile Ahead

Voice call testing, covering 1,000 calls per operator, revealed that MTN and 9Mobile achieved the highest call setup success rates (CSSR) and lowest drop rates, while Airtel recorded the highest blocked call rate.

The report also highlighted that Globacom still relies on Circuit Switched Fallback (CSFB) for voice calls, an older technology that switches users from 4G to 2G or 3G for calls, often causing slower call setup and interrupted data sessions.

MTN, Airtel, and 9Mobile, however, use Voice over LTE (VoLTE), which delivers faster call connections and higher call quality.

Technical Evaluation and Broader Significance

The report’s measurements focused on signal quality parameters such as Reference Signal Received Power (RSRP), Signal-to-Interference-plus-Noise Ratio (SINR), and Reference Signal Received Quality (RSRQ).

In these radio-frequency (RF) categories, MTN’s 5G network achieved the strongest results, with average RSRP at -86 dBm, RSRQ at -11 dB, and SINR of 12 dB, signaling a robust and well-optimized deployment.

Enextgen emphasized that such performance data helps operators identify coverage gaps, improve customer experience, and reduce reliance on foreign consultants for network optimization, a challenge that often delays fixes and raises operating costs for Nigerian telecoms.

“Our platform enables local operators to diagnose and address quality issues using indigenous expertise rather than waiting for expensive foreign interventions,” according to the report endorsed by Engr. Aderemi Adeyeye, the President/CEO of Enex Inc.

Enextgen and NIWBQR

Founded in 2016, Enextgen Wireless Limited specializes in mobile broadband quality monitoring and network benchmarking. Its NIWBQR program provides independent public reporting on mobile network quality across Nigeria, focusing on 4G LTE and emerging 5G networks.

Results and live dashboards from the study are publicly available here.

Conclusion

The Abuja benchmarking confirms MTN’s dominance in both 4G and 5G broadband quality, as well as its leadership in voice service reliability.

While Airtel and Glo showed moderate performance, 9Mobile’s connectivity lapses underscored the importance of consistent network maintenance and monitoring.

With 5G adoption expanding and competition intensifying, Enextgen’s independent evaluations provide a data-driven benchmark for improving mobile broadband quality, a crucial factor for Nigeria’s digital economy.

It wasn’t just another corporate launch, it was the unveiling of a bold new chapter for one of Nigeria’s most resilient telecom brands.

When the curtains lifted, 9mobile revealed its transformed identity, T2, “Tech Meets Tenacity.”

A statement not only about the company’s evolution, but also about Nigeria’s indomitable spirit in the face of change.

Representing Lagos State Governor, Mr. Babajide Sanwo-Olu, the Secretary to the State Government, Barr. ’Bimbola Salu-Hundeyin, captured the moment:

“This initiative resonates with Lagos’ vision of building a connected, competitive, and innovative city. Lagos is proof of what happens when vision meets hard work, and when technology meets tenacity.”

The Governor’s message was clear, Lagos is deliberately shaping itself as Nigeria’s innovation capital, from Smart City projects to digitised healthcare platforms, from LASRIC start-up funding to tech-driven education through Eko Excel. For Sanwo-Olu, 9mobile’s transformation was another milestone in a journey that Lagos is proud to champion.

But the night wasn’t only about Lagos. It was about Nigeria’s future.

“Technology alone is not enough,” Sanwo-Olu stressed. “It requires tenacity, the grit to refine, to improve, and to apply innovation in ways that make our country greater.”

Adding his voice, Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, called the rebrand “a new beginning,” urging T2’s leadership to embrace excellence in service to millions whose livelihoods depend on their network.

For Mr. Obafemi Banigbe, CEO of 9mobile/T2, the brand’s rebirth was more than cosmetic, it was structural.

He announced that the network is evolving into a cloud-native, API-ready operation, built on data-driven solutions.

He also disclosed a national roaming agreement with MTN Nigeria, a move designed to expand coverage and optimise service delivery.

The hall brimmed with industry leaders, innovators, and partners, united by a sense of renewal. The 9mobile choir’s harmonies carried the spirit of resilience, an echo of the company’s journey from challenges to reinvention.

As the evening drew to a close, one message lingered: this was not just 9mobile’s transformation. It was a symbol of Nigeria’s determination to lead in innovation, powered by creativity, resilience, and an unshakable belief in the future.

• Etisalat Nigeria (2008–2017): Entered the market with strong youth-focused branding and rapid growth, peaking at over 23 million subscribers.
• 9mobile (2017–2025): Rebranded after Etisalat Group exited due to $1.2 billion debt. Struggled with declining subscriber base, infrastructure decay, and ownership instability.
• T2 (2025): A bold rebrand under Lighthouse Telecoms, signaling a digital-first transformation with ambitions to become leaner, smarter, and more customer-centric.
• In July 2025 the NCC approved a three-year national roaming agreement between MTN Nigeria and 9mobile (now T2), enabling T2 subscribers to use MTN’s network while T2 rebuilds/optimises coverage.

Will the rebrand cause market disruption?

My quick response to that is that major disruptions are unlikely, but industry observers should expect transitional friction.

Why?

The MTN-9mobile (now T2) national-roaming pact, NCC-approved, significantly reduces the risk of mass service outages for customers, because subscribers can fall back onto MTN’s nationwide footprint while T2 stabilises.

That arrangement is explicitly meant to prevent service gaps.

Also, market disruption to competitors (Airtel, MTN, Glo) will be minimal in the near term because they already operate at much larger scale; any short-term customer movements will be incremental.

However, localized service quality issues, billing glitches, or porting/branding confusion could produce customer complaints and temporary churn. T2 must address these with immediate effect.

The bottom line is that the roaming deal blunts immediate disruption, but execution risk such as network fires, customer service breakdowns can still create noise and short-term churn.

Can T2 woo back 9mobile’s lost subscribers?

This is very possible. T2 is already perceived as vibrant, and the name appears forward-thinking. However, the porting of subscribers back to Ts won’t be automatic. They need reassurance of consistency of network availability. In fact, the handlers understand they need to do a lot of ‘give-away’ (incentives).

Key considerations:

Branding alone won’t bring customers back. Subscribers left for reasons like poor coverage, dropped calls, poor data speeds, perceived instability, and billing/customer care issues.

A new name helps perception, but must be paired with tangible improvements.

Coverage and quality are the primary determinants of return. With roaming on MTN, T2 can promise better immediate coverage, that’s necessary but not sufficient.

Offers and trust-building (transparent tariffs, no-bait billing, simple retention bundles, easy SIM/number porting) will be required to persuade users to return.

Therefore, T2 can win back some subscribers, especially price-sensitive or loyalty-ready segments, but regaining meaningful scale requires sustained investment and service reliability over 6–18 months.

Key areas T2 should major on to regain investor & subscriber confidence

Actionable priorities (short → medium → long term):

• Short term (0–3 months)

Service continuity & communication: Use the MTN roaming window to guarantee coverage and proactively communicate to customers what has changed and why – FAQs, SMS alerts, customer care hours.

Transparent migration plan: Clear timelines for network restoration, SIM provisioning, and any service interruptions. Transparency reduces panic and regulatory scrutiny.

Retention offers: Immediate, generous data/voice bundles for existing customers and port-back incentives for former subscribers.

• Medium term (3–12 months)

Network investment & O&M: Recommission towers, prioritise high-traffic corridors and cities, and publish KPIs including latency, speed, dropped-call rates. Investors watch CAPEX and operational metrics.

Customer experience overhaul: Improve billing systems, complaint resolution SLAs, and digital self-service options like apps, USSD.

Partnerships: Strengthen wholesale/roaming, content, and fintech partnerships to create sticky services, bundled VAS, payments, education, OTT partnerships.

• Long term (12–36 months)

Corporate governance & transparency: Publish audited accounts, board composition, and recovery milestones. The NCC and investors favour demonstrable governance improvement.

Product differentiation: Focus on niche segments – SMEs, youth, rural connectivity, rather than trying to replicate MTN’s full stack immediately. Bring back the ‘youth vibes’ of the Etisalat days – campus storms, etc.

Sustainable business model: Prove average revenue per user (ARPU) improvement and churn reduction while controlling opex. Investors need a credible turn-around plan with milestones; subscribers need reliable service and fair pricing.

Is this a sign of recovery for the telecoms sector?

Well, partly. The rebrand and roaming pact are signals of pragmatic consolidation and collaboration, not necessarily a broad-sector boom.

The roaming deal and the rebrand indicate industry actors and the regulator are working to avoid failures and preserve consumer service, a healthy sign for systemic stability.

Why cautious?

The sector still faces structural issues such as high spectrum costs, legacy debt, CAPEX demands, and rising operating costs.

A single operator stabilising or rebranding is encouraging, but broader recovery requires improved ARPUs, investment flows, and policy stability. Let the gains of the tariff adjustments go round.

Subscribers demand or deserve improved quality of service; the government is expecting higher taxes, and the shareholders hope to smile to the banks hence the operator, often treated as the sacrificial lamb, must be protected at all costs; without them, the whole system collapses and everyone goes hungry.

The NCC’s recent corporate governance push suggests regulators are tightening standards, both a necessary improvement and a challenge for weaker players.

What role will the NCC play in T2’s survival?

NCC’s role is central. My expected actions from the NCC are in three fronts:

Facilitator of operational continuity: Approving roaming to prevent service outages (already done).

Regulatory oversight & compliance enforcement: The NCC’s corporate governance guidelines and spectrum oversight require T2 to comply on reporting, operational integrity, and consumer protection; non-compliance could lead to sanctions or loss of privileges.

Market stability measures: The regulator can encourage industry collaboration (number pooling, shared infrastructure), mediate disputes (interconnect, roaming fees), and influence the environment for investor confidence (clear rules, predictable enforcement).

NCC’s posture will likely be supportive but watchful, approving short-term measures like roaming while insisting on governance and recovery milestones.

Is the roaming arrangement with MTN working out successfully?

I think early evidence is promising but incomplete. Reports suggest operational roaming is active in many areas; other commentary suggests 9mobile (now T2) base stations were not fully active at the time the deal took effect, which would make roaming essential.

Those reports are mixed and partly anecdotal.  What matters for “success” are seamless handoffs, consistent QoS, correct billing settlement, and clear customer communication.

If MTN and T2 resolve these without frequent dropped sessions or billing errors, the arrangement will be judged successful. If customers face degraded experience or confusing charges, the reputational damage could be high.

So, the framework is the right one and reduces immediate risk, but the real test will be operational KPIs and customers’ actual experience over the next 3–6 months.

Quick risk checklist: What to watch this quarter

• Clarity (or lack) on T2’s funding plan for CAPEX and debt servicing.
• MTN’s commercial terms. If roaming is priced poorly for T2, sustainability will be strained.

Recommended immediate communications/PR points for T2

With the rebranding comes more pressure on the communications team. Publish a one-page recovery timeline with measurable milestones.

Also run an SMS/call campaign explaining roaming, what customers should expect, and a helpline for issues.

Launch a “welcome back” package for former 9mobile, sorry T2, customers. Make it simple, no-surprises bundles.

Commit to monthly public KPI updates for three quarters – coverage %, average speeds, complaints resolved – to rebuild investor trust. Make sure your (accurate) data are updated on NCC’s Industry Statistics Page.

At the end, T2’s success hinges on execution, transparency, and innovation. If it can deliver a superior digital experience, rebuild trust, and stay lean, it could become Nigeria’s most agile telecom player. But the road is steep, and the market is unforgiving.

Why? We’ve moved from basic browsing to Zoom calls, cloud workspaces, streaming platforms, and real-time trading apps, all of which burn data like kerosene.

Many users are now abandoning the traditional capped plans for “truly unlimited” bundles, especially in high-demand urban areas like Lagos, Abuja, and Port Harcourt. The telecom market is changing, and not all networks are keeping up.

So this week on Brand Comparison Thursday, we’ve gone beyond the advertising brochures to ask: Which Nigerian network actually provides the best data plans for browsing in 2025 – daily, weekly, and monthly? We looked beyond price, tested network speed, data efficiency, hidden terms, and feedback.

The Important Metrics?

Before diving into the numbers, let’s set the ground rules. These are the metrics we used to compare the networks:

• Price per GB – not the sticker price, but how much data you actually get per naira.
• Network quality – including download speed consistency, and downtime.
• Plan flexibility – ease of subscription, rollover options, app/USSD availability.
• Hidden terms – like night-only data, throttling, or social-only bundles.
• User reviews – social media complaints, Reddit feedback, Nairaland experiences.

The Networks

• MTN Nigeria – widely rated the fastest and most stable in 2025
• Airtel Nigeria – strong in streaming and urban coverage, usually second to MTN
• Glo Nigeria – known for bulk bundles but inconsistent speeds
• 9mobile – smallest footprint, frequent network downtime and unpopular packages in 2025

Daily Data Bundles (Up to 24‑Hour Validity)

Verdict: Airtel offers the best price-to-volume for light users, especially with occasional 2-day validity. 9mobile offers moderate flexibility thanks to the social bonus. Glo gives raw volume but suffers inconsistent speeds. MTN is costlier but most reliable in transit and load times. 

MTN and Airtel are ideal if you need quick streaming access. Glo? Only if you’re patient.

Weekly Data Bundles

Fine Print:

• MTN/Airtel don’t always rollover unless renewed before expiry.
• Glo’s data is usable full day.
• 9mobile plan only via a specific code (*312#).

Verdict: So, which offers the best data plans? Glo is unbeatable for basic value. Airtel’s bonuses give it more utility. MTN offers consistent reliability. 9mobile is limited both in volume and flexibility.

Monthly Bundles (30 Days)

Verdict: Glo wins on sheer GB count, but if your priority is function (streaming, cloud work, video calls), Airtel and MTN still give better user experience. 9mobile here offers no clear advantage.

Performance by Location

User Convenience & App Access

Network	App Quality	USSD Code	Rollover Support
MTN		*312#	Yes—early renewal rollover available
Airtel		*312#	Yes
Glo		*312#	Partial—some bundles rollover
9mobile		*312#	Rollover, but app and support weak

Data Efficiency in Practice

Conclusion: MTN transfers more content with less data thanks to fast loading and efficient compression. Airtel follows closely. Glo and 9mobile burn more data due to slow retransmissions under load.

Final Verdict: Best Data Plans by Use Case

Editor’s Take

If you only look at how much data a network gives you, you’ll probably think Glo is better. But if you factor in how usable that data is, how fast it loads, whether it works during rainstorms, and if you can stream without rage-quitting, MTN and Airtel are at the top.

For 2025, when considering the best plans, note that data isn’t about quantity anymore, but quality and reliability. Nigeria’s mobile users know this, which is why we’re seeing a shift away from deceptive big-number plans to actual browsing experience.

We’ve tested all four networks over the past month. Glo gave more data, MTN gave peace of mind.

The service suspension stemmed from NIMC’s migration to NINAuth, a more secure digital identity platform for verifying National Identity Numbers (NINs) during SIM registration and related services.

By the weekend of July 21–22, 2025, MTN and Airtel confirmed service restoration via social media, assuring users that NIMC’s portal was back online. Glo and 9mobile are expected to follow suit shortly.

The restoration brings relief to millions affected by the outage, especially users needing SIM replacements or new lines. It also highlights the growing importance of seamless digital ID integration in Nigeria’s telecom sector.

With services stabilizing, telcos are urging customers facing residual issues to visit their nearest service centers.

The episode underscores the need for stronger coordination among regulators and operators to avoid future service disruptions during system upgrades.

The three-year agreement enables 9mobile subscribers to roam seamlessly on MTN Nigeria’s expansive network, significantly extending 9mobile’s coverage and improving service quality for its customers.

The partnership signals a shift toward greater industry collaboration, aligning with the NCC’s vision for a more inclusive and efficient digital ecosystem.

Beyond infrastructure sharing, the agreement drives greater operational efficiency, stronger connectivity, and an enhanced user experience.

It also paves the way for deeper collaboration between the two telcos, most notably a proposed spectrum leasing deal, in which 9mobile will lease its 900MHz (5MHz) and 1800MHz (15MHz) bands to MTN for three years, further strengthening MTN’s network capacity and service quality.

“This partnership marks a bold resurgence for 9mobile,” said Obafemi Banigbe, CEO of 9Mobile. “It empowers us to meet the needs of our customers, especially youthful and enterprise users, by delivering consistent, high-quality service as we roll out city by city in the weeks ahead.”

Banigbe acknowledged the leadership of Dr. Aminu Maida, Executive Vice Chairman and the leadership of the NCC, for enabling such progressive industry collaboration, and Dr. Bosun Tijani, Honourable Minister of Communications, Innovation, and Digital Economy, for his advocacy of a resource-efficient, consumer-first telecom ecosystem.

“In today’s telecom environment, access is more strategic than ownership,” Banigbe added. “Access to infrastructure is now more important than ownership,” Banigbe added. “Rather than duplicating networks, we’re investing in access that is commercially viable and sustainable. Network infrastructure typically accounts for 70–75% of an operator’s costs, savings here mean we can reinvest in innovation and customer experience. At 9mobile, our mantra is simple: build infrastructure where necessary, share it where possible,” he concluded”

Dr. Karl Toriola, CEO of MTN Nigeria, described the agreement as a milestone for the sector,

“This collaboration underscores our commitment to industry innovation, customer-centricity, and support for the NCC’s goal of a fully connected Nigeria,” said Toriola. “It reflects our shared value philosophy, prioritizing partnerships that benefit the entire ecosystem.”

Toriola also praised Dr. Tijani’s efforts in promoting meaningful collaboration as a key driver of digital access, service quality, and nationwide inclusion.

This pioneering agreement sets a new benchmark for infrastructure sharing in Nigeria. It exemplifies how competitors can collaborate to address systemic challenges, reduce redundancies, and collectively transform the industry—ultimately delivering broader coverage, better service, and faster access to emerging technologies for Nigerian consumers.

The Nigerian Communications Commission (NCC) approved the three-year deal, which allows 9mobile subscribers to use MTN’s network infrastructure to make calls, send SMS and access mobile data.

In a statement signed by Uto Ukpanah, MTN’s company secretary and filed with the Nigerian Exchange, the telecom giant noted that the agreement supports more efficient use of resources and aligns with its commitment to industry sustainability and expanding nationwide connectivity.

“This agreement represents a significant step in our commitment to driving industry collaboration, improving customer experience, and supporting the NCC’s vision of a fully connected Nigeria,” Karl Toriola, MTN Nigeria CEO, said.

“Delivering the scale required for telecommunications services in Nigeria requires strong collaboration between the private sector, public sector, and long-term investors. This agreement demonstrates what we can achieve when we collaborate, and we are delighted to announce it today after months of groundwork.”

The development follows a pilot initiative launched in 2020, when MTN and 9mobile tested limited national roaming service for three months in select locations.

That pilot helped assess the technical and commercial feasibility of the collaboration.

The need for a permanent arrangement became apparent as 9mobile struggled with market share, limited network coverage, and financial constraints.

The new agreement is expected to reduce 9mobile’s cost of operations while allowing it to extend its reach without building additional infrastructure.

MTN Nigeria reiterated its commitment to fostering innovation and partnerships that create sustainable value for all stakeholders while promoting digital and financial inclusion across the country.

New data from the Nigerian Communications Commission (NCC) shows that 38 ISPs lost over 18,000 customers between Q3 2024 and Q1 2025, revealing the high cost pressures on households and businesses.

Starlink, the second-largest ISP in Nigeria and widely considered a premium option, suffered a significant drop. Its customer base fell by over 6,000; from 65,564 to 59,509. 

Spectranet, the oldest and largest in the sector, shed 2,189 subscribers, while FibreOne, once the third-biggest ISP by user count, recorded the steepest fall, losing more than 14,000 customers.

These numbers may look small in isolation, but in the bigger market space, they reveal a shrinking space for ISPs. 

While ISPs serve fewer than 300,000 users collectively, Nigeria’s mobile network operators (MNOs), MTN, Airtel, Globacom, and 9mobile, command over 141 million active internet subscriptions. That’s more than 99.8% of the market, and the gap is widening.

Why are users walking away? One clear reason is expenses. In February, the NCC approved a 50% increase in voice and data tariffs across all operators. Starlink soon followed, raising its monthly price from ₦38,000 to ₦57,000 by April. 

In contrast, broadband plans from mobile networks remained relatively affordable, making it a no-brainer for many to switch.

Jide Awe, a technology policy expert and founder of Jidaw.com, links the decline directly to the economic challenges. He told Nairametrics that “The rising costs of data, equipment, and power supply mean many families and small businesses have to cut costs and focus strictly on essentials. Maintaining subscriptions isn’t as much of a priority for many. Starlink, in particular, is more expensive in terms of device and subscription costs.”

Beyond price, MNOs have now muscled into the fibre broadband space, once a core domain for fixed-line ISPs. MTN and Airtel, for instance, are aggressively rolling out Fibre to the Home (FTTH) services, directly competing with traditional ISPs, and with more resources and deeper infrastructure reach.

“I don’t think this is fair to the smaller operators (the ISPs),” said Tony Emoekpere, President of the Association of Telecommunications Companies of Nigeria (ATCON). He also pointed to the tariff hike and the massive disparity in market share as additional issues.

It’s not just competition or cost. Operational realities are difficult for ISPs. Running diesel-powered infrastructure in a country with unstable power supply eats into profits. International bandwidth is so expensive, Right of Way (RoW) fees and multiple taxes in different states further drain resources. Urban areas suffer frequent cable vandalism and theft, slowing down service and customer confidence.

Of the 234 licensed ISPs in Nigeria, only 127 had any active users in Q1 2025. Many operate in survival mode, with no clear path to scale. Meanwhile, mobile networks are doing better, buoyed by reach, convenience, and price flexibility.

So what’s next for ISPs?

Awe believes the current model has run its course. “The ISPs should explore the provision of tailored services for SMEs, real estate, health, and education. With strategic planning, they can further digital transformation within sectors and across industries. In this regard, it is advisable to collaborate with agile, tech-savvy SMEs and startups to drive innovation.”

He also advises them to adopt bundled service models and reduce operating costs by investing in solar energy and local alternatives. Improving customer service, reliability, and delivering niche solutions could also help claw back market relevance.

But beyond business tweaks, many operators say the rules of the game need to change. NCC and policymakers need to create a level playing field that doesn’t leave fixed ISPs to fend for themselves against the Goliaths of the telecom industry.

Without regulatory support and an updated broadband strategy, Nigeria could end up with fewer ISPs, and even fewer real broadband choices.

As one of Nigeria’s top four telecoms companies, 9mobile has lost a substantial portion of its subscriber base, moving from 23.4 million subscribers in 2015 to just 2.96 million as of February and March 2025.

In a statement issued at the weekend, the ARCON stated that the petition was filed by advertising agencies alleging that Emerging Markets Telecommunications Services Limited — trading as 9mobile — failed to settle payments for services rendered and has continued to engage new agencies without fulfilling existing obligations.

The regulator identified the alleged activity as a potential violation of the Nigerian advertising code, adding that it might have far-reaching consequences throughout the business.

“It was also alleged that while 9mobile refused to pay or resolve its indebtedness to the agencies, it has gone ahead to brief other agencies to continue its advertising and advertisement business with impunity,” the statement reads.

The ARCON said it would investigate whether 9mobile followed disengagement protocols when transitioning from the owed agencies to new ones and whether there were possible breaches of ethical procedures.

“Advertising debts are beyond agencies,” ARCON added.

“They belong mostly to media houses and third-party vendors/suppliers who are significantly affected by the indebtedness, with multiplier effects on their cash flow and operations.”

The council said it would partner with anti-graft and government agencies to ensure a full investigation and the debt’s resolution — stressing that the borders on economic sabotage.

The ARCON reiterated that the Nigerian advertising industry’s official payment threshold remains 45 days and promised to clamp down on practices that encourage unethical competition and unfair advantage.

“The council will take all necessary actions to eradicate unethical competition and ensure compliance with the Advertising Industry Standard of Practice (AISOP), including adherence to the 45-day credit policy,” it said.

9mobile is a member of the Advertisers Association of Nigeria (ADVAN), and its members are expected to follow advertising regulations and contractual duties within the ecosystem