9mobile subscriber base plummets: Over 6000 customers exit in two months as MTN, Airtel gain ground

NCC Report Exposes Widening Gap in Nigeria’s Telecom Sector, With MTN Leading Incoming Porting.

Nigeria’s fourth-largest telecom operator, 9mobile, has suffered a significant blow to its subscriber base, losing 6,079 customers to rival networks in November and December 2024, according to porting data released by the Nigerian Communications Commission (NCC). The figures, published in the NCC’s Incoming and Outgoing Porting Activities of Mobile Network Operators Report, underscore growing challenges for 9mobile amid fierce competition from MTN, Airtel, and Globacom.

RELATED: 9Mobile undergoes major ownership and leadership overhaul as LH Telecommunication invests

Key Findings from the NCC Report

• December 2024 Outgoing Porting:
  • 9mobile lost 2,188 subscribers (73% of total outgoing porting).
  • MTN: 236 exits | Airtel: 269 exits | Globacom: 305 exits.
• November 2024 Outgoing Porting:
  • 9mobile lost 3,891 subscribers (82% of total outgoing porting).
  • MTN: 166 exits | Airtel: 362 exits | Globacom: 307 exits.
• Incoming Porting (December 2024):
  • MTN dominated with 1,856 new subscribers.
  • Airtel: 835 gains | Globacom: 290 gains | 9mobile: Just 17 gains.

Market Dynamics: 9mobile’s Decline vs. MTN’s Dominance

The NCC data reveals a stark contrast between 9mobile’s struggles and MTN’s market leadership. While 9mobile bled 6,079 subscribers in two months, MTN attracted 2,022 net porting gains (1,856 incoming in December + 166 outgoing in November). This reinforces MTN’s position as Nigeria’s largest operator, commanding over 40% market share as of 2024.

Industry analysts attribute 9mobile’s challenges to:

1. Network Quality Concerns: Persistent complaints about call drops and slow data speeds.
2. Competitive Pricing Wars: Rivals like MTN and Airtel offering aggressive data bundles and loyalty incentives.
3. Brand Perception: Lingering uncertainty since its rebranding from Etisalat in 2017.

NCC Report Implications for Nigeria’s Telecom Sector

The widening gap highlights the risks of market consolidation, with smaller players like 9mobile struggling to retain customers. The NCC has repeatedly emphasized the need for operators to improve service quality to meet the National Broadband Plan 2025 targets.

Statements from Industry Experts

Telecom analyst Adebola Adeyanju noted: “9mobile’s porting issues underscores its broader challenges. Absence of required infrastructure and boardroom stability have impacted negatively.”

Why This Matters

• Consumer Choice: Subscribers increasingly favor networks with reliable services and value-added offerings.
• Regulatory Pressure: The NCC may intervene to ensure fair competition and protect consumer interests.
• Investor Confidence: Sustained subscriber losses could deter potential investors in 9mobile’s recapitalization efforts.

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