9mobile saw a massive drop of 90% in subscribers this September, while MTN enjoyed a 63% increase.
In September 2024, 9mobile experienced a substantial loss of subscribers, with 7,127 individuals opting to switch to alternative network providers, as reported by the Nigerian Communications Commission (NCC). This migration represented a significant 90% of the total outgoing subscribers.
Capitalizing on this situation, MTN strategically positioned itself to attract dissatisfied users, successfully acquiring 4,987 new subscribers. This influx accounted for an impressive 63% of the total incoming ports from other networks. MTN's effectiveness in attracting users highlighted its competitive advantage in the telecommunications industry.
The subscriber migration, an integral component of the NCC's continuous industry analysis, highlights the challenges encountered by 9mobile. Despite its acquisition by LH Telecommunications Limited earlier this year, the company has faced difficulties in retaining its customer base.
Restructuring and repositioning efforts have yielded limited success, with a mere 30 new subscribers joining the network. Consequently, 9mobile has become the least preferred choice for new customer acquisition.
The porting data for the month indicates that MTN not only leads in market share but also excels in drawing in unhappy customers from rival networks. Additionally, Airtel welcomed 2,205 new subscribers, while Globacom attracted 664, demonstrating that both operators remain appealing to Nigeria's mobile user base.
Overall, approximately 7,886 subscribers switched networks in September, driven by the pursuit of improved service quality and more affordable options. These migration trends reflect the broader subscription patterns of each provider.
MTN maintained its leading position in the market with a robust base of 78 million active subscribers. Airtel followed with 53.7 million subscribers, while Globacom lagged significantly in third place with 19 million, having faced some subscriber losses earlier this year.
In contrast, 9mobile saw its active subscriptions decline to 3.6 million by the end of September, highlighting the challenges the company faces in sustaining a strong market presence amid ongoing customer attrition.
The Nigerian Communications Commission (NCC) attributes the shifts in the subscriber landscape to various factors, including enhancements in service quality by certain operators and the increasingly competitive pricing strategies employed by mobile network providers.
Many consumers are reportedly seeking more dependable services along with improved call and data rates, leading to network switching in response to attractive promotional offers.
This trend of porting follows a significant event in July 2023, when 9mobile announced its acquisition by LH Telecommunications Limited.
The transaction, which received approval from both the NCC and the Federal Competition and Consumer Protection Commission (FCCPC), involved a substantial capital investment from the African Export-Import Bank (AFREXIM) and resulted in LH Telecommunications acquiring 95.5% control of 9mobile.
This transition prompted a complete overhaul of the board, with Thomas Etuh taking on the role of board chairman and other prominent individuals, including Senator Daisy Ehanire Danjuma, joining as directors.
As the newly restructured 9mobile endeavors to stabilize its operations, it confronts a formidable challenge in regaining its previous market position.
Although the company's leadership is dedicated to utilizing the recently acquired capital and managerial proficiency to reinvigorate its market share, the task of acquiring and maintaining subscribers remains a substantial obstacle due to the intense competition posed by more prominent industry players such as MTN, Airtel, and Globacom.