What is in a name as 9Mobile rebrands to T2? “Nigeria’s fourth-largest telecommunications operator, 9mobile, has officially rebranded to T2, marking what company executives describe as the dawn of a “bold new chapter” in its history. The unveiling took place on Friday at the Eko Convention Centre in Lagos, a year after LH Telecommunication Limited acquired a 95.5 percent controlling stake in the operator.”
I have used this brand for a case study on product minimum viable quality (PMVQ). A PMVQ in Tekedia’s context refers to the idea that a product doesn’t need to be perfect from the start, but it must have a baseline level of quality that meets the needs of the target market at a specific price point. It’s a practical approach to product development that acknowledges the importance of price considerations and market segmentation when determining acceptable quality levels.
The parent of T2 was Etisalat which at its peak offered the highest quality broadband service in Nigeria, but it was expensive. Then, you would be spending about 3x on cost for the same bandwidth compared with MTN or Airtel. But you would get value from Etisalat. But unfortunately for Etisalat, there were not many customers who needed that level of quality at the price point offered. Glo was not a category-king, but its services were affordable; it picked users then.
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However, there was a redesign in the market as Airtel and MTN gained on quality, and the quality level largely became like an industry hygiene factor. Price became the dominant differentiator, and Etisalat lost its leverage. Then, it faded, and morphed to 9Mobile.
But today, it is reborn as T2, and it has another opportunity. For this company to thrive, it needs to define its segments. Do not pursue the entire segment at once, as that would be tough in a world where MTN is minting cash. Yes, pay attention to PMVQ, with a clear mindset that quality without the consideration of cost is an illusion.
This means you cannot pursue quality without checking if that will move you out of your sweet spot with customers. No one buys the electric bulb used in airports that costs $10,000 and lasts for 10 years for their house; we buy the cheap ones that last about 18 months for less than $2.
T2, good luck.
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