Introduction
In a major development for the Nigerian telecommunications industry, Globacom (Glo) has witnessed a sharp decline in its internet subscriber base, losing over 3.2 million subscribers between December 2024 and May 2025. This dramatic loss marks the steepest decline among Nigeria’s four largest mobile network operators (MNOs) during this period, signaling potential shifts in market dynamics that could benefit smaller players, particularly 9mobile. The loss represents a critical turning point for Glo, whose internet subscriber base has fallen from 17.1 million to 13.9 million—taking it back to subscriber numbers last seen in 2013. As Glo grapples with its subscriber exodus, its competitors, especially 9mobile, now find themselves in a unique position to capitalize on this opportunity.
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The Decline of Glo’s Subscriber Base
According to data from the Nigerian Communications Commission (NCC), Glo’s internet subscriber base suffered a significant decline of more than 21,000 users per day during the reported period. To contextualize the severity of this loss, it’s important to note that Glo’s internet service had long been one of the most popular options for users in Nigeria. However, despite its previous dominance, the telecom giant has faced mounting challenges in retaining its customer base in the increasingly competitive Nigerian market.
For the first time in years, Glo’s internet subscriber count has dropped below the 14 million mark, bringing the company’s numbers back to levels seen nearly a decade ago. This decline has far-reaching implications for the company’s position in the Nigerian market. It’s essential to understand that in an industry where retaining and growing subscribers is the primary indicator of a company’s success, such a sharp drop raises serious concerns about the operator’s future growth prospects.
Glo, part of the Globacom Group, has long been one of Nigeria’s largest and most established telecom companies. Its loss of millions of subscribers could be attributed to various factors, including a decline in service quality, pricing issues, and the growing competition in the market from other players like MTN Nigeria, Airtel Nigeria, and 9mobile.
The 9mobile Opportunity
While Glo’s subscriber loss is a setback for the telecom giant, it represents a significant opportunity for Nigeria’s smallest mobile operator, 9mobile. Despite having fewer subscribers than Glo, 9mobile has demonstrated resilience and a consistent strategy to stay afloat in the hyper-competitive Nigerian telecommunications landscape. The operator, previously known as Etisalat Nigeria, has spent years grappling with financial difficulties, changes in ownership, and market stagnation.
However, 9mobile’s subscriber base currently stands at only 1.4 million, which represents less than 1.5% of Nigeria’s total internet market. This small user base places 9mobile at a disadvantage compared to other major players like MTN and Airtel, which have subscriber counts in the tens of millions. Despite these challenges, the opportunity presented by Glo’s loss of subscribers cannot be ignored.
For 9mobile, this sharp drop in Glo’s market share could open doors for a rapid and aggressive growth strategy. If the smaller operator can improve its service offerings, strengthen its network infrastructure, and implement strategic marketing campaigns, it could begin to attract some of the disillusioned Glo subscribers. Moreover, with a more targeted and user-centric approach, 9mobile could even gain market share from the more established competitors.
A Focused Growth Strategy for 9mobile
In order for 9mobile to capitalize on Glo’s subscriber losses, it would need to adopt several key strategies to build trust and attract new users:
- Enhanced Network Quality and Coverage
The quality of network services is a critical factor for mobile subscribers in Nigeria. Given that many Nigerians rely on their mobile phones for internet access, poor coverage and slow speeds can quickly drive customers away. 9mobile needs to ensure its network is not only widespread but also fast, reliable, and cost-efficient. Strategic investments in expanding 4G and eventually 5G networks will be crucial for this effort. With Glo losing subscribers due to service complaints, 9mobile could differentiate itself by focusing on delivering a superior user experience. - Customer-Centric Marketing
To challenge the dominance of larger operators like MTN and Airtel, 9mobile should invest heavily in customer-centric marketing campaigns. Personalized promotions, loyalty programs, and targeted outreach could help attract users who feel underserved by Glo and other competitors. A focused marketing campaign that positions 9mobile as the telecom operator that cares about its customers’ needs could play a key role in its strategy to close the subscriber gap. - Affordable Data Plans
One of the most significant factors in retaining subscribers in Nigeria is the cost of mobile data. For many Nigerians, internet data is still expensive, and customers often look for affordable yet reliable options. If 9mobile can offer competitive pricing and flexible data plans, it could easily win over some of Glo’s dissatisfied customers. Additionally, partnerships with content providers, streaming services, and e-commerce platforms could make 9mobile’s data plans even more appealing. - Better Customer Service and Support
Effective customer service remains a major pain point for many telecom companies operating in Nigeria. If 9mobile can improve its customer service channels—offering faster resolution times, more accessible support options, and more user-friendly self-service tools—it could quickly build a loyal customer base. Excellent customer service can be the differentiator between success and failure in a market as competitive as Nigeria’s telecom industry.
A Path to Market Dominance?
If 9mobile is able to execute a well-crafted strategy, it could begin to close the gap with its competitors. A monthly gain of between 250,000 to 300,000 users is a realistic goal for the operator, especially if it can tap into the growing dissatisfaction with Glo’s service and leverage its smaller size to be more nimble and responsive. Over the next three years, such a growth rate could significantly alter 9mobile’s market standing.
Additionally, as more Nigerians become accustomed to using the internet for a variety of services—such as education, entertainment, business, and communication—the demand for quality internet access will continue to rise. With the right strategy, 9mobile could see exponential growth in its subscriber base, potentially challenging the larger telecom giants for market share.
The Future of the Nigerian Telecom Market
The loss of 3.2 million internet subscribers by Glo has not only affected the company but has also sent shockwaves through the entire Nigerian telecom sector. The shift in subscriber numbers will likely cause a ripple effect across the industry, forcing competitors to reassess their strategies and approach to customer retention and acquisition.
For 9mobile, the opportunity to grow in such a market climate is significant, but it will not be easy. Other telecom operators, particularly MTN and Airtel, will likely be keen to prevent 9mobile from gaining ground by offering more attractive data plans, improving service quality, and ramping up their own marketing campaigns.
It is clear that the next few years will be pivotal for 9mobile as it seeks to rise from its small player status to a more dominant force in Nigeria’s internet service market. For Glo, the focus should be on quickly addressing the reasons behind its subscriber losses to prevent further erosion of its market share. Only time will tell which operator will emerge victorious in the ever-changing Nigerian telecom landscape.
For more information about the Nigerian telecommunications industry and ongoing developments, you can check out the latest reports from the Nigerian Communications Commission (NCC) and industry news from Telecoms.com.
9mobile’s Strategic National Roaming Agreement with MTN Nigeria: A Turning Point in the Nigerian Telecom Market
At the core of the rising optimism for 9mobile’s future growth prospects in Nigeria is its landmark national roaming agreement with MTN Nigeria, signed in July 2025. This partnership, set to last for three years, marks a pivotal moment in 9mobile’s strategy to recover from years of stagnation and carve out a stronger position in a competitive telecom market.
Through this deal, 9mobile’s customers now gain access to MTN’s robust 2G–4G network infrastructure, which has long been regarded as one of the most reliable and widespread in Nigeria. This agreement will not only extend 9mobile’s coverage to underserved regions, but it will also significantly improve the data and voice reliability of its services, especially in areas where 9mobile has struggled to establish a strong network presence.
The national roaming deal is a significant development for 9mobile, which has faced financial struggles, regulatory hurdles, and network limitations over the years. With MTN’s extensive infrastructure at its disposal, 9mobile can now offer an enhanced user experience, attracting new subscribers and retaining existing ones who may have been frustrated with service inconsistencies. The agreement ensures that 9mobile’s subscribers can seamlessly use MTN’s network in areas where 9mobile’s own coverage is lacking, offering a critical lifeline in regions that have been historically underserved. The move is expected to provide 9mobile with a competitive edge, especially as customer demand for faster and more reliable data services continues to rise in Nigeria.
The strategic partnership aligns with 9mobile’s long-term goals to expand its market share and enhance its service offerings. By leveraging MTN’s infrastructure, 9mobile gains access to a nationwide network that covers much of Nigeria’s urban and rural areas, a major improvement over its limited reach. This partnership could be the key to unlocking significant growth in areas where 9mobile had previously struggled to penetrate, thus enabling it to close the subscriber gap with larger competitors.
Regulatory and Structural Challenges: The Fall of Glo’s Subscriber Base
While 9mobile’s strategic partnership with MTN is generating optimism, the challenges facing its largest competitor, Globacom (Glo), provide a contrasting picture of the volatility in the Nigerian telecom market. Glo, one of Nigeria’s major telecom operators, has faced significant subscriber losses, primarily due to both regulatory and structural challenges that have hindered its growth. The sharp decline in Glo’s subscriber numbers can be attributed to several factors, including its failure to comply with new regulatory measures and internal operational inefficiencies.
The most prominent catalyst for Glo’s sharp subscriber loss was the Nigerian Communications Commission’s (NCC) enforcement of the SIM-NIN (National Identification Number) linkage policy in 2024. This policy, aimed at sanitizing Nigeria’s mobile subscriber database, required all telecom users to link their SIM cards to their National Identification Number. The NCC’s initiative was intended to curb fraudulent activities, such as the use of unregistered or inactive SIMs, and to ensure the accuracy and security of Nigeria’s mobile subscriber database. However, Glo was disproportionately affected by the policy’s enforcement, leading to an unprecedented loss of subscribers.
In March 2024, Glo reported a significant 62.1 million active voice subscribers. However, by mid-September of the same year, that number had plummeted to just 19.1 million, representing a staggering loss of nearly 43 million users. This decline was the largest among all operators in Nigeria during the period, and it was primarily due to the inflated subscriber numbers that Glo had previously reported. A substantial portion of Glo’s subscriber base included inactive, unregistered, or non-compliant SIM cards that failed to meet the new SIM-NIN linkage standards. As a result, these users were removed from the operator’s database, leading to a sharp contraction in its subscriber count.
The loss of millions of subscribers has had serious consequences for Glo’s market position. The company’s struggles in adapting to the regulatory changes have raised concerns about its ability to meet compliance standards and retain customers. The operator’s failure to address the root causes of its subscriber losses has sent shockwaves through the Nigerian telecom industry, drawing attention to the challenges faced by even the most established players.
Globacom did not respond to requests for comments, leaving industry experts and analysts to speculate on the company’s future trajectory. While some argue that Glo may be able to recover from the losses by adjusting its strategies and complying with the new regulatory framework, others believe that the damage to its reputation and market share could be long-lasting.
The Impact of Regulatory Changes on Telecom Operators
The NCC’s enforcement of the SIM-NIN linkage policy has had far-reaching implications for telecom operators in Nigeria. While the policy was designed to improve the integrity and security of the country’s mobile subscriber database, it also posed significant challenges for operators that had previously reported inflated subscriber numbers. Many telecom companies, including Glo, were forced to reevaluate their customer base and adapt their operations to comply with the new regulations.
For operators like Glo, which had reported a large number of inactive or unregistered SIM cards, the impact of the policy was particularly severe. As the NCC conducted a nationwide cleanup of the mobile subscriber database, companies had to remove non-compliant subscribers, resulting in sharp declines in subscriber numbers. This phenomenon was not limited to Glo, but Glo experienced the largest loss due to its inflated subscriber figures.
While Glo’s struggles with regulatory compliance have hurt its subscriber numbers, the new regulatory landscape also presents opportunities for other operators, particularly those that had previously been able to maintain cleaner subscriber data. As Glo’s subscriber base shrinks, competitors like 9mobile have a chance to expand their market share by capitalizing on Glo’s losses and offering a more transparent and compliant service.
9mobile, for example, has avoided the major subscriber losses that Glo has faced. Its smaller customer base has allowed the operator to remain more agile and compliant with regulatory changes. Furthermore, 9mobile’s recent national roaming agreement with MTN Nigeria provides the operator with the infrastructure and coverage needed to attract new customers, particularly in underserved regions where Glo has struggled.
The Road Ahead for 9mobile and Glo
While 9mobile is benefiting from its new partnership with MTN and its ability to access a nationwide network, Glo’s path to recovery remains uncertain. The operator’s recent subscriber loss has cast a shadow over its future prospects, and the company must address the underlying causes of its decline to regain its competitive edge. Glo’s ability to recover from this setback will depend on several factors, including its ability to comply with regulatory requirements, improve service quality, and rebuild consumer trust.
For 9mobile, the national roaming deal with MTN provides a strong foundation for future growth. The agreement positions 9mobile to expand its footprint across Nigeria and offer more reliable services to its subscribers. With a more robust network, 9mobile can begin to attract disillusioned customers from Glo and other competitors, helping to bridge the gap between it and larger operators. If the company continues to deliver value to its users through improved service and strategic marketing, 9mobile could emerge as a stronger player in the Nigerian telecom market.
As the telecom industry in Nigeria continues to evolve, regulatory compliance and network reliability will remain critical factors in determining the success of any operator. The changes brought about by the SIM-NIN linkage policy are reshaping the market, and operators that can adapt to these new standards will have a better chance of thriving in the years to come.
To stay updated on the latest developments in the Nigerian telecom sector, you can follow the Nigerian Communications Commission (NCC) for regulatory news, or check out industry analysis on Telecoms.com.
But regulation tells only part of the story. Globacom has consistently underinvested in its network infrastructure compared to its peers, laying just 13,800 km of fibre, far behind MTN Nigeria’s 31,972 km and Airtel Nigeria’s 16,112 km. This shortfall has left Glo especially vulnerable to sector-wide challenges such as fibre cuts, vandalism, and unreliable power supply.
Unlike its rivals, which outsource their tower infrastructure to specialised firms with the capacity for quicker maintenance and upgrades, Glo operates its 8,550 telecom towers in-house. This decision, combined with aging infrastructure and slower response times, has severely limited its ability to deliver consistent quality and coverage.
Glo users are feeling the impact. Sullivan Emerald, a software developer based in Owerri, told TechCabal that Glo’s service in the Imo State capital is unreliable. “Only a few areas like the Imo State Government House and the World Bank area get a usable signal,” he said. Data from Uptime shows that between January and May 2025 alone, Globacom experienced 102 major network outages nationwide.
The operator’s governance structure has also come under scrutiny. The company remains tightly controlled by its founder, Mike Adenuga, with little separation between ownership and management. This centralised structure has hindered innovation and made it difficult to attract top-tier leadership. In May 2025, newly appointed CEO Ahmad Farroukh resigned just one month into the job, reportedly due to disagreements over management autonomy. Globacom’s credibility has also taken a hit from regulatory run-ins. In addition to being penalised for failing to register over 40 million subscribers with valid National Identification Numbers (NINs), the company has faced disconnection threats over unpaid interconnection fees owed to MTN and Airtel.
In contrast, 9mobile is beginning to chart a turnaround. Its roaming agreement with MTN, endorsed by the NCC as a model for infrastructure sharing and digital inclusion, allows it to expand coverage without heavy capital outlays. The move is a key pillar in 9mobile’s $3 billion recovery plan.
9mobile did not respond to a request for comment.
Still, not everyone is convinced that 9mobile’s rise is guaranteed. Wole Adetuyi, CEO of Swift Telephone Network (STN), a fixed landline telephone company, cautioned that 9mobile’s success will depend on sustained investment and clear governance.
“9mobile has a properly constituted board,” he noted, “but the question is whether they have—or are willing to give—the financing needed to scale.”
Adetuyi adds that Glo could still recover with the right reforms. The operator could still regain its footing if it addresses its corporate governance issues, appoints an independent board and CEO, and allows new investors to come in with real decision-making power. Also, 9mobile is not very clear about how it intends to raise the $3 billion capital and what it would do with it should investors agree to provide capital. Equally important is that following the deal with MTN, 9mobile would need to share a bulk of its revenue with MTN Nigeria for the next three years. Hence, raising $3 billion from its revenue is unlikely unless it quickly diversifies into other businesses, starting with its fintech vertical, 9PSB.
Telecom experts like Diseye Isoun, CEO of Content Oasis, an internet service provider, and Ladi Okuneye, CEO of UniCloud Africa, a cloud computing technology provider, said the best approach to rapid recovery for 9mobile is focusing on building out a mobile virtual network operator (MVNO) model.
“They essentially need to look at themselves as an MVNO,” Okuneye said. “It is best they leverage someone else’s infrastructure.”
For now, the race between Globacom and 9mobile is less about dominance and more about survival. But with the right moves, 9mobile may finally be able to break from the bottom of the pack.
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