A Massive Exodus: Why 9Mobile Customers Are Leaving
In September 2024, Nigerian telecom company 9Mobile experienced a substantial customer outflow, losing 90% of its subscriber base while gaining only 30 new users. According to the Nigerian Communications Commission (NCC), 9Mobile’s 7,127 outgoing subscribers accounted for nearly all of the industry’s monthly churn, with the majority switching to MTN, Airtel, and Globacom, whose more robust networks and attractive offers have captivated customers seeking reliability.
For 9Mobile, the month’s statistics were grim. While MTN gained 4,987 new subscribers—63% of total incoming customers—Airtel attracted 2,205 new users, and Globacom gained 664. In stark contrast, 9Mobile’s measly 30 incoming customers highlighted its deep-seated issues in appealing to Nigeria’s mobile users. These numbers point to a long-standing struggle that continues to undermine 9Mobile’s relevance in the telecom market.
Struggles with Network and Service Quality: A Common Story for Customers
The issues 9Mobile faces today have been brewing for years, with frequent complaints from subscribers about inconsistent service quality, patchy network coverage, and unresolved technical issues. The company’s acquisition by LH Telecommunications Limited in 2023 was meant to bring about structural changes and fresh investment, but for many customers, these improvements remain unseen.
For individuals like myself, the frustration is personal. As someone who relies on my 9Mobile line for accessing my bank’s USSD services, the experience has been a major inconvenience. With no network coverage where I work and live, completing simple transactions has become almost impossible. I’ve often found myself unable to check balances or make payments when needed, an issue that has pushed me to seriously consider switching to a more reliable network.
Real-Life Stories of 9Mobile Subscribers’ Frustrations
To illustrate the effect of 9Mobile’s shortcomings on everyday Nigerians, here are stories from four 9Mobile customers who, like many others, have faced repeated setbacks due to the network’s struggles.
1. Amaka, a Small Business Owner
Amaka, who runs an online clothing business, says that 9Mobile’s inconsistent network has cost her both time and customers. With her business based largely on WhatsApp orders and mobile payments, Amaka relies heavily on her network for smooth communication and transactions. “On too many occasions, I’ve missed orders or had delayed payments simply because my 9Mobile line was down,” she explains. “It’s frustrating because in business, time is everything, and 9Mobile just hasn’t kept up.”
2. Uche, a Remote Worker
For Uche, a remote worker in Lagos, 9Mobile’s lack of network coverage has proven detrimental to his job. “I work for a company in Europe, and reliable internet and phone service are crucial to attend meetings and coordinate with colleagues across time zones,” Uche says. “But with 9Mobile, I have to deal with constant signal dropouts and, sometimes, no service at all. I’ve missed important meetings because of this, and that’s just unacceptable.”
3. Tunde, a University Student
Tunde, a student at the University of Ibadan, finds it difficult to keep up with online classes and assignments due to 9Mobile’s erratic data services. “I thought 9Mobile’s data plans were affordable, but what’s the use if I can’t even use them when I need to?” Tunde laments. “I’ve been embarrassed multiple times during online classes because I suddenly get disconnected. The network just isn’t reliable for someone who depends on it for education.”
4. Kemi, a Nurse
Kemi works as a nurse and relies on her 9Mobile line to communicate with patients and colleagues. “In my profession, there’s no room for network downtime. Patients’ lives could depend on a quick response,” Kemi says. “But the poor connectivity with 9Mobile has forced me to rely on other people’s phones or SIMs just to do my job. I’m tired of making excuses for a service I pay for but barely use.”
SEE ALSO: NCC Introduces New QoS Regulations to Enhance Telecom Service Quality in Nigeria
The Impacts of 9Mobile’s Network Instability on Daily Life
The frustrations shared by customers like Amaka, Uche, Tunde, and Kemi illustrate the daily challenges many Nigerians face due to 9Mobile’s unreliability. For some, the network issues affect their income; for others, it’s their education, job security, or even patient care. As these issues compound, so does the desire to switch to networks that promise—and deliver—more dependable services.
For myself and others who rely on 9Mobile for essential services like banking, the network’s unreliability goes beyond inconvenience. Often, there’s simply no coverage, which means I can’t access my bank’s USSD services. This issue makes it difficult to conduct basic financial transactions and is one of the main reasons people are leaving the network in droves.
Why MTN and Other Networks Are Winning Over Former 9Mobile Customers
MTN, Airtel, and Globacom have benefited from 9Mobile’s losses, as reflected in their increasing subscriber numbers. MTN, in particular, has positioned itself as the go-to choice for former 9Mobile users by maintaining strong network coverage, competitive pricing, and ongoing investment in service quality. The fact that MTN attracted nearly 5,000 new customers in September alone underscores its appeal among users tired of 9Mobile’s challenges.
Airtel and Globacom, while trailing MTN, have also focused on improving network strength and introducing affordable, data-heavy plans, capturing subscribers in markets where they have competitive coverage.
Leadership and Structural Changes at 9Mobile: Too Little, Too Late?
In July 2023, 9Mobile was acquired by LH Telecommunications Limited, a deal expected to bring a much-needed injection of capital and operational restructuring. The acquisition was approved by the NCC and the Federal Competition and Consumer Protection Commission (FCCPC) and was backed by the African Export-Import Bank (AFREXIM), which provided the capital boost. LH Telecommunications took a 95.5% control stake in 9Mobile, and the company’s leadership was overhauled, with Thomas Etuh appointed as board chairman and notable figures like Senator Daisy Ehanire Danjuma joining as directors.
However, these changes appear to have done little to improve network service quality or customer satisfaction in the short term. As 9Mobile continues to lose customers, the restructuring is yet to yield tangible results for those who rely on the service daily.
Is There a Path to Recovery for 9Mobile?
For 9Mobile to regain lost ground, it will need to make drastic improvements in network coverage, service reliability, and customer support. Many former subscribers believe that the company’s commitment to its customers is lacking, given the lack of improvements after the acquisition. Competitive data packages and better pricing could help, but if the network itself remains unreliable, price cuts will do little to retain existing subscribers or attract new ones.
In a telecom landscape dominated by giants like MTN and Airtel, 9Mobile faces a steep uphill climb. Only by addressing its core service issues can it hope to regain the trust and loyalty of its customer base.
Conclusion: A Long Road Ahead for 9Mobile
The exodus of 9Mobile subscribers to other networks reflects a growing frustration with poor network quality and service inconsistencies. For Amaka, Uche, Tunde, Kemi, and countless others, switching networks has become the only viable solution.
As a former 9Mobile user myself who has faced difficulties due to the unreliable service, the decision to port to another network feels almost inevitable. Until 9Mobile addresses its core service issues, its market share will likely continue to decline, leaving MTN, Airtel, and Globacom to capitalize on the exodus.
9Mobile’s story is a cautionary tale about the importance of service reliability, especially in a market where consumers have alternatives. For the company to have any hope of a turnaround, it must invest heavily in improving network coverage and restoring customer confidence—before its remaining subscribers disappear.
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