MTN Nigeria has introduced a new brand identity for its fibre broadband service, now called FibreX. The telco giant announced on Friday, positioning the rebrand as a strategic step towards advancing Nigeria’s digital transformation.
The announcement was made by MTN’s Chief Broadband Officer, Egerton Idehen, who described FibreX as a significant upgrade in how the company engages with its customers. “The launch of FibreX reiterates our dedication to supporting Nigeria’s digital transformation journey,” he said.
The rebranding supports the goals of Nigeria’s National Broadband Plan 2020–2025, which targets 70% broadband penetration by 2025. That target includes delivering internet speeds of at least 25 Mbps in urban areas and 10 Mbps in rural communities. MTN believes FibreX will be a key player in reaching this milestone.
Boosting National Connectivity with FibreX
FibreX comes with renewed efforts to expand the country’s fibre optic backbone. MTN Nigeria is supporting the Federal Government’s push to extend national fibre capacity from 35,000 km to 125,000 km—an ambitious plan that includes an additional 90,000 km of fibre.
Although the core infrastructure remains unchanged, the company opted for a name that’s more in tune with today’s customers and MTN’s modern outlook. “While the service continues to rely on our powerful FTTH (Fibre to the Home) infrastructure, the new brand name represents a more modern, relatable, and emotionally engaging identity,” Idehen explained.
FibreX aims to do more than just provide internet. It’s also about deepening consumer awareness and trust. MTN hopes the refreshed name will strengthen its bond with users in “home-passed” locations—areas that are already eligible for fibre connections.
“The goal is to educate and excite consumers in home-passed locations about the benefits of FibreX,” said Idehen. He clarified that “home-passed locations” refer to the number of homes or premises within a service area that are eligible to be connected to MTN’s FTTH network.
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