Fact-checked by Grok 2 weeks ago

Sun Cellular

Sun Cellular was a prominent mobile telecommunications brand in the Philippines, established in September 2001 by Digitel Mobile Philippines, Inc. (DMPI), a subsidiary of Digitel Communications. It pioneered unlimited call and text messaging services within the country, revolutionizing affordable mobile communication with its "24/7" plans that offered fixed-price unlimited intra-network calls and texts, launched in 2003. The company quickly expanded its offerings to include voice services, international , via technologies like GPRS and later /, and value-added mobile applications, building a subscriber base that reached over million by the mid-2010s. Supported by nearly 7,000 cell sites nationwide, Sun Cellular focused on postpaid and prepaid plans, emphasizing competitive pricing and innovative promos to capture in a duopolistic landscape dominated by and PLDT's . Its growth was driven by aggressive marketing and customer-centric innovations, such as bundled data packs and device partnerships, making it a key player in boosting mobile penetration in the . In October 2011, acquired a in Digitel for approximately 69.2 billion, integrating Sun Cellular's operations, assets, and approximately 15 million subscribers into its business unit. This merger enhanced 's network coverage and service capabilities, allowing Sun users to leverage Smart's infrastructure while retaining their numbers and plans initially. Post-acquisition, Sun continued independent operations but benefited from shared resources, including expanded 4G LTE rollout and eventual access. By 2020, initiated the rebranding of Sun Prepaid to Prepaid, enabling millions of users to access 's GIGA data bundles and broader ecosystem. The full transition culminated in April 2022, when the Sun Postpaid brand was retired, migrating all remaining postpaid and data subscribers to Postpaid with uninterrupted service, compatibility for eligible devices, and app-based management via the GigaLife platform. As of 2025, the Sun Cellular brand no longer exists independently, with its legacy absorbed into , contributing to 's dominant position in the Philippine telecom market.

Overview

Founding and Launch

Digitel Communications, Inc., commonly known as Digitel, received authorization from the (NTC) to operate Cellular Mobile Telephone Service (CMTS) on August 7, 2000, enabling the company to enter the mobile telecommunications sector in the . This provisional authority allowed Digitel to construct, install, operate, and maintain a CMTS network, initially focusing on with plans for nationwide expansion. The license came amid a competitive landscape dominated by established players like and , prompting Digitel to invest approximately $200 million in infrastructure, including a main switching center in and initial cell sites. In September 2001, Digitel established Digitel Mobile Philippines, Inc. (DMPI) as a wholly owned dedicated to and services. DMPI was formed to spearhead Digitel's mobile operations, leveraging the parent company's existing fixed-line to build a competitive mobile network. This setup positioned DMPI to target the growing demand for accessible mobile connectivity in a market where prepaid services were gaining traction among cost-conscious consumers. Sun Cellular, the consumer-facing brand of DMPI, officially launched on March 3, 2003, at the Midtown Hotel, with Philippine President making the inaugural call. The launch introduced GSM-based mobile services emphasizing voice calls and , with a strong initial focus on prepaid plans to provide affordable access in a market controlled by and . Sun Cellular quickly gained attention for its competitive pricing, and later pioneered unlimited call and text services in the with its 24/7 plans launched in 2004. At launch, the network featured over 400 cell sites, supporting an initial subscriber capacity of around 500,000. By mid-2003, Sun Cellular had expanded its network beyond , deploying additional base stations in key provinces across and initiating coverage in other regions to broaden accessibility. This rapid rollout, backed by a P20 billion investment commitment for the year, aimed to achieve 1,000 cell sites nationwide by year-end and capture 1 million subscribers within 12 to 24 months. The early emphasis on prepaid affordability and innovative promotions helped Sun Cellular establish a foothold, projecting cellular revenues to constitute 40% of Digitel's total by the end of 2003.

Branding and Market Positioning

Sun Cellular was launched in March 2003 by Digitel Mobile Philippines, Inc. (DMPI), adopting the brand name and logo to position itself as an accessible mobile service provider in the Philippine market. The branding emphasized affordability and value-for-money plans, targeting low-to-middle-income users who sought cost-effective communication options in contrast to the premium services offered by established competitors like and . This approach differentiated Sun Cellular as the third major player, entering a duopolistic landscape dominated by the two incumbents. Central to its identity was the "Better network, better value," reflecting its focus on affordable and reliable services. Nationwide campaigns from to highlighted its unlimited call and text offerings, with the becoming a element that drove subscriber growth. Through aggressive , Sun Cellular captured less than 5% of the market by early , establishing a foothold among value-driven demographics while injecting competition into the sector. Under ownership of Digitel, the brand evolved to underscore accessibility, with marketing efforts in the late 2000s reinforcing its commitment to affordable digital connectivity for everyday users. These strategies, including promotional partnerships, solidified Sun Cellular's reputation as a disruptor focused on inclusive before significant corporate shifts.

Historical Development

Pre-Acquisition Operations (2003–2011)

Sun Cellular, operated by Digitel Mobile Philippines, Inc. (DMPI), a wholly owned of Digital Telecommunications Philippines, Inc. (Digitel), focused primarily on prepaid services, which accounted for approximately 90% of its subscriber base during this period. Launched in 2003 as Digitel's wireless arm, DMPI targeted the mass market with affordable mobile options, emphasizing prepaid plans to capture the growing demand for accessible . This structure allowed Digitel to leverage DMPI's operations for rapid scaling while maintaining control under . Growth was further propelled by marketing campaigns and partnerships with device manufacturers. The company achieved nationwide coverage by through aggressive network expansion, growing its subscriber base from around 700,000 in late to over 16 million by November 2010. This growth was driven by innovative and infrastructure investments, positioning Sun Cellular as a key challenger in the duopoly-dominated market. By , DMPI had deployed more than 5,000 cell sites across the , utilizing Global System for Mobile Communications () technology, later evolving to include /HSPA, to support both voice and emerging data services. The NTC's challenge to the 24/7 service was resolved in Sun's favor by late , allowing continued expansion. Key innovations included the introduction of unlimited call and text services to other Sun Cellular numbers (intra-network) starting in 2003, which disrupted traditional pricing models and later expanded to include international roaming options by the mid-2000s. In , Sun Cellular launched Sun Broadband, its service using 3.5G High-Speed Packet Access (HSPA) technology, marking an early entry into for prepaid users. These offerings helped differentiate Sun from incumbents by prioritizing affordability and unlimited access, fueling subscriber acquisition despite intense rivalry. However, Sun Cellular faced significant operational challenges, including fierce competition from and , which eroded margins through price wars initiated by Sun's unlimited plans. Regulatory hurdles from the (NTC) arose early, such as a 2005 attempt to block the 24/7 unlimited service on grounds of unfair pricing, though the motion was ultimately abandoned. By 2010, financial strains from rapid expansion and debt accumulation—stemming from heavy infrastructure investments and competitive pressures—placed considerable pressure on Digitel, culminating in operational debt issues that foreshadowed the 2011 ownership change.

PLDT Acquisition and Initial Integration (2011–2016)

In March 2011, announced its acquisition of a 51.55% stake in Digital Telecommunications Philippines Inc. (Digitel), the parent company of Sun Cellular, from for 69.2 billion in a share-swap transaction. The deal, which included Digitel's zero-coupon bonds and intercompany advances, was structured to issue new common shares valued at 2,500 each, aiming to consolidate 's dominance in the mobile market. Completion occurred on October 26, 2011, after approvals from the (NTC) and the (SEC), with assuming control of Digitel's operations. Following the acquisition, Sun Cellular was retained as a distinct brand within PLDT's wireless ecosystem, operating under subsidiary Smart Communications Inc. to preserve its market positioning and unlimited call-and-text offerings that had driven its growth. The subscriber base of approximately 14.7 million Sun Cellular users was transferred to PLDT's wireless division, boosting the group's total cellular subscribers to over 60 million and increasing its market share to around 69%. To address potential churn amid the ownership shift, PLDT launched retention initiatives, including sustained promotional offers and service continuity assurances, which helped maintain Sun's subscriber numbers at 15-16 million through 2012 and into 2013, with a 6% growth in prepaid users reported in 2012. Initial integration efforts focused on operational alignment without immediate brand consolidation. Beginning in early 2012, Smart and Sun began sharing radio access network resources and fiber optic links, such as 16 high-capacity connections (10 gigabits per second each) between cell sites in by late 2012, enhancing coverage for and services. These steps, along with cross-promotional bundles leveraging Smart's infrastructure for Sun's expansion, generated estimated annual cost synergies, including PHP 8 billion in savings through infrastructure rationalization. The transaction faced antitrust scrutiny from competitors like and lawmakers, who raised concerns over market concentration and potential violations of liberalization laws under Republic Act 7925, prompting calls for government review. However, regulators, including the NTC, approved the deal without mandating an immediate full merger, emphasizing divestitures like PLDT's sale of a license to mitigate dominance, while the yet-to-be-established Philippine was not involved at the time. This phase prioritized stability, allowing Sun to operate semi-independently while benefiting from PLDT's resources.

Merger with Smart Communications (2016–2022)

In 2016, PLDT announced plans to integrate the mobile networks of its subsidiaries and Sun Cellular to streamline wireless operations and enhance overall service efficiency. This initiative, part of a broader program, aimed to improve coverage and quality by 50% to 100% for subscribers of both brands through expanded and infrastructure. By late 2016, the integration was completed, allowing shared use of resources to boost capacity and reliability across PLDT's wireless portfolio. The merger progressed through distinct phases focused on subscriber rebranding and service consolidation. On October 21, 2020, Sun Prepaid was fully rebranded as Prepaid, enabling millions of Sun subscribers to retain their existing numbers and SIM cards while gaining access to Smart's broader offerings. These users were migrated to Smart's GIGA bundles, such as GIGA Video for streaming and GIGA Games for mobile gaming, along with specialized plans like GIGA Study for education and GIGA Work for remote productivity, all supported by Smart's network. To facilitate the transition, incentives included data-rich promotions and compatibility with over one million Smart e-load retailers for top-ups and activations. Postpaid services followed in 2022, with the migration process culminating on April 25, when Sun Postpaid was officially rebranded to Postpaid, absorbing all remaining Sun plans including broadband and fixed-line postpaid options. Subscribers retained their mobile numbers, SIMs, and plan inclusions during this shift, with enhanced access to Smart's network—recognized as the fastest in the country—and the GigaLife app for bill management and rewards earning via GigaPoints. This phase completed the full integration, retiring the Sun Cellular brand after nearly two decades as a standalone entity and consolidating all services under . Throughout the merger, logistical aspects such as subscriber notifications and plan adjustments were managed through nationwide stores and online portals to ensure seamless transitions.

Operations and Services

Core Service Offerings

Sun Cellular's core service offerings centered on mobile telecommunications tailored to the Philippine , emphasizing affordable to , messaging, and services. From its launch in March 2003, the company pioneered unlimited call and text promotions, disrupting the industry by providing 24/7 to these features at low daily rates, such as the initial offerings that allowed unlimited Sun-to-Sun calls and texts for as little as PHP 25 per day. These prepaid services dominated the portfolio, with load-based bundles enabling users to purchase credits for calls, , and later usage, accounting for the majority of revenue streams as prepaid subscriptions grew rapidly to approximately 16 million users by 2010. Postpaid plans were introduced in 2005, offering contract-based options with unlimited voice and text privileges to Sun numbers, starting at 350 per month, and including add-ons for cross-network messaging and international roaming. These plans evolved to incorporate allowances, with options providing up to several gigabytes of internet alongside unlimited calls and texts, catering to users seeking bundled services without frequent reloading. By 2010, Sun Cellular achieved one million postpaid subscribers, highlighting the appeal of these value-driven contracts that included anti-bill shock features to cap unexpected charges. Value-added services complemented the core mobile offerings, including multimedia messaging service (MMS) for sending images and videos, integrations with mobile banking platforms, entertainment bundles such as ringtones, games, and video streaming access via partnerships, and international services such as roaming in over 200 countries and affordable international direct dialing. Broadband services, launched under Sun Broadband Wireless in 2008 utilizing 3.5G HSPA technology, provided portable internet via USB modems, with initial speeds of 3.6 Mbps, later upgraded to HSPA+ supporting theoretical peaks of up to 21 Mbps in select areas by the early 2010s, targeting users needing mobile data beyond basic plans. The pricing strategy revolved around "unli" (unlimited) deals to attract budget-conscious consumers, particularly in the prepaid segment, which comprised approximately 90% of operations and drove significant revenue growth, such as an 18% increase in prepaid earnings to PHP 11.7 billion in 2012. This approach emphasized no-contract flexibility and low entry barriers, positioning Sun Cellular as a leader in accessible telecommunications until its integration with Smart Communications following the 2011 PLDT acquisition.

Network Technology and Infrastructure

Sun Cellular initially launched its mobile services in March 2003 as the wireless arm of Digitel Mobile Philippines, Inc. (DMPI), focusing on affordable voice and messaging offerings to compete in the market. The network began with technology, supporting voice and basic data services. By 2008, the company had expanded its significantly, investing approximately $393 million to double its cell sites from 2,200 to 4,000, with a primary emphasis on urban areas in and the to meet growing subscriber demand. In October 2008, Sun Cellular introduced High-Speed Packet Access (HSPA) as its 3.5G broadband solution on its / network to enhance data speeds and capacity. This upgrade powered Sun Broadband Wireless, delivering initial download speeds of 3.6 Mbps, which were later improved to 7.2 Mbps through network optimizations. Further enhancements to HSPA+ followed, supporting theoretical peak speeds of up to 21 Mbps in select areas, allowing for more efficient delivery of mobile internet and multimedia services while maintaining compatibility with existing infrastructure. By 2011, Sun Cellular had reached over 7,000 cell sites nationwide, bolstering its urban-centric rollout in key regions like and , though rural expansion relied on strategic partnerships with local providers to extend reach. Following PLDT's acquisition of Digitel in October 2011, Sun Cellular's spectrum holdings included allocations in the 800 MHz and MHz bands inherited from Digitel, contributing to a total of approximately 30 MHz by that year, which complemented its / operations. These low-frequency bands improved for wider coverage, particularly in suburban and semi-urban zones. By , the network achieved substantial coverage, with estimates indicating access for a significant portion of the Philippine , driven by ongoing site densification. Early 4G pilots commenced in 2014, utilizing refarmed spectrum from legacy bands to test higher-speed data transmission without disrupting existing services. Pre-merger upgrades began integrating Sun Cellular's infrastructure with ' 4G network starting in 2013, through synergy projects that shared backhaul and expanded coverage in regions like , covering 25 provinces. This allowed Sun subscribers to access Smart's capabilities via roaming agreements, enhancing data performance while Sun retained its independent billing and customer management systems until 2020. The integration focused on technical backbone sharing, such as fiber-optic links completed in 2012, to optimize costs and capacity without immediate brand consolidation.

Legacy and Current Status

Awards and Achievements

Sun Cellular received the Philippine Marketing Excellence Award in 2004 for its innovative new service launch, recognizing its entry into the mobile telecommunications market with competitive offerings. In 2005, the company earned the Silver Prize for Most Effective New Service Introduction, specifically for its pioneering unlimited call and text plans that disrupted traditional pricing models. The year 2009 marked significant accolades for Sun Cellular, including the Frost & Sullivan Most Promising Telecom Service Provider in award at the ICT Awards in , highlighting its rapid growth and innovative strategies. In the same year, it was named Marketing Company of the Year by the Philippine Marketing Association, commended for excellence in promoting intra-network unlimited services. By 2011, Sun Cellular was awarded the Philippines Mobile Service Provider of the Year by at the Best Practices Awards in , praised for innovations in affordable mobile services that expanded access for underserved segments. These recognitions underscored Sun Cellular's role in pioneering unlimited service models starting in , which prompted competitors to adopt similar offerings and contributed to a surge in mobile penetration, reaching approximately 80% of the population by 2010 with nearly 79 million subscribers.

Post-Merger Developments (2022–Present)

Following the completion of the merger process outlined in prior years, Sun Cellular's underwent full absorption into by April 2022, marking the end of standalone operations. On April 25, 2022, all Sun Postpaid services were officially rebranded and integrated into Smart Postpaid, with existing subscribers automatically migrated to equivalent Smart plans without service interruption. Prepaid services, which had been rebranded to Smart Prepaid as early as 2020, saw their remaining Sun-specific offerings fully redirected to Smart's by the same deadline, effectively retiring the Sun Cellular after nearly two decades. Standalone Sun services, including dedicated and promotions, ceased entirely, with all traffic and billing handled through Smart systems thereafter. As of , Sun Cellular maintains no active branding or independent operations within the Philippine landscape, with all legacy infrastructure fully consolidated under PLDT's umbrella. Former Sun subscribers have been seamlessly migrated to 's TNT or other prepaid lines, ensuring continuity of service on the unified network. These users now benefit from access through 's expanding infrastructure, which covers major urban areas and is projected to reach over 12 million Filipinos in underserved regions by 2028 via new tower deployments. No new Sun activations are possible, and all existing numbers operate exclusively as lines, with promotional materials and app integrations reflecting this integration. The merger has had lasting market implications, strengthening PLDT's position in the mobile sector by leveraging Sun's historical focus on budget-conscious consumers to bolster 's low-end segment. By mid-2025, and its TNT brand served over 59 million mobile subscribers, contributing to PLDT's overall wireless base and helping maintain a competitive edge against rivals like and in a exceeding 135 million total connections. This enhanced PLDT's ability to offer affordable unlimited call and text plans, a hallmark of Sun's legacy, thereby sustaining dominance in the prepaid where over 90% of Filipino users reside. Ongoing legacy aspects include compliance with the 2023 SIM Registration Law (Republic Act No. 11934), which mandates registration of all prepaid and postpaid s using valid government-issued IDs to curb and anonymous misuse. Legacy Sun numbers, now managed by , were subject to the law's deadlines—initially April 2023, extended to July 30, 2023—with unregistered cards progressively deactivated starting July 26, 2023. This requirement applies uniformly to migrated Sun lines, ensuring they remain active only if registered under 's portal, with no exemptions for historical subscribers. Looking ahead, Sun Cellular's contributions are poised for archival recognition in Philippine telecom history, particularly for pioneering unlimited call and text packages in that significantly lowered barriers to mobile access for low-income households and spurred industry-wide adoption of value-driven plans. This innovation helped expand mobile penetration from under 10% in the early to over 100% by the , influencing competitors and cementing its role in democratizing connectivity across the .

References

  1. [1]
    Sun Cellular No More: All Subscribers To Be Migrated To Smart This ...
    Apr 11, 2022 · The Sun Cellular postpaid brand will officially be no more as of April 25, 2022. As such, all postpaid and data plans will no longer be available after that ...
  2. [2]
    PLDT completes 98% acquisition of Digitel - Philstar.com
    Jan 21, 2012 · ... Sun Cellular, the pioneer in unlimited call and text messaging services. Another conditionality imposed is that PLDT will divest itself of ...
  3. [3]
    PLDT-SUN ACQUISITION (PART 1 OF 2)
    Apr 4, 2011 · In 2003, Sun Cellular of Digitel entered the market and started offering 24/7 unlimited call and text messaging. The top two incumbent companies ...Missing: history | Show results with:history
  4. [4]
    FORM 20-F - SEC.gov
    PLDT, Smart, Talk 'N Text and Sun Cellular are strong and widely recognized brand names in the Philippines. ... unlimited call and text to other Smart ...
  5. [5]
    Company Timeline - PLDT Home
    The acquisition of Digitel (Sun Cellular) in 2011 expanded PLDT's reach; Broadband and digital services saw massive growth, with PLDT's broadband subscriber ...
  6. [6]
    Philippine Long Distance Telephone Company - SEC.gov
    Sun Cellular brand and its subscribers were acquired by PLDT when PLDT acquired a controlling interest in Digitel on October 26, 2011. Sun Cellular operates ...
  7. [7]
    Smart completes Sun rebrand - PLDT
    Oct 21, 2020 · Following this development, millions of Sun Prepaid subscribers are now Smart Prepaid subscribers and can now enjoy GIGA bundles such as GIGA ...
  8. [8]
    PLDT's Business - PLDT Home
    from fixed line to wireless — PLDT offers a wide range ...
  9. [9]
    Digitel seeks to extend provincial authority - Philstar.com
    Mar 12, 2002 · Digitel was granted a license to offer CMTS in Aug. 7, 2000, but the start of commercial operations of its mobile telephone business has ...Missing: authorization | Show results with:authorization
  10. [10]
    Digitel Mobile Philippines Inc - Company Profile and News
    Digitel Mobile Philippines Inc., Inc. was founded in 2001. The company's line of business includes providing two-way radiotelephone communication services.Missing: Sun history DMPI establishment
  11. [11]
    Digitel Mobile Philippines Inc Company Profile - EMIS
    Aug 11, 2025 · Established in 2001, the company provides voice messaging, international roaming services, wireless broadband, value added services and other mobiles services.Missing: DMPI | Show results with:DMPI
  12. [12]
    Digitel unveils Sun Cellular | Philstar.com
    Mar 4, 2003 · Digitel unveils Sun Cellular. -. March 4, 2003 | 12:00am. Gokongwei-owned Digital Telecommunications Phils. Inc. (Digitel) formally unveiled to ...
  13. [13]
    [PDF] Policy Notes - Philippine Institute for Development Studies
    The merger of the dominant firms in the fixed and mobile markets reinforced PLDT's position with its combined telephone and cellular phone subscribers of 3.87 ...
  14. [14]
    Sun Cellular - Overview, News & Similar companies | ZoomInfo.com
    Sun Cellular has 42 employees What industry does Sun Cellular belong to? Sun Cellular is in the industry of: Telecommunications, Telephony & Wireless What ...
  15. [15]
    Serving a Seamless Society | Page 6333 - Edge Davao
    ... Sun Cellular subscribers; and 231 for Smart and Talk N Text subscribers. ... Developing this 'unli' network accounted for a significant portion of ...<|separator|>
  16. [16]
    Sun Cellular is Agora Marketing Company of the Year | Philstar.com
    Nov 23, 2009 · In 2004, Sun Cellular pioneered the 24/7 Call and Text Unlimited in the country, which has been the flagship product of the network ever since.
  17. [17]
    Cellular phone firms willing to face House inquiry - Philstar.com
    Feb 14, 2005 · Sun Cellular, which has less than five percent of the market, cannot be considered as such, he said. Globe ended 2004 with 12.5 million ...
  18. [18]
    Sun Cellular is Agora Marketing Company of the Year | Philstar.com
    Nov 22, 2009 · The unparalleled Call and Text Unlimited has brought the prestigious 2009 Agora Marketing Company of the Year Award to Sun Cellular.
  19. [19]
    Sun Cellular welcomes a new family member - Philstar.com
    Jun 22, 2009 · As the latest addition to Sun Cellular's ever-growing family, Judy Ann was warmly welcomed by Sun officials and employees and the local media in ...<|separator|>
  20. [20]
    [PDF] 145111 File Number - Digitel Philippines Inc.
    May 2, 2025 · Digitel from the Official Registry of the PSE effective March 26, 2012. ... (Sun Cellular) from November 2011 to July 2013, Chief. Financial ...
  21. [21]
    Sun Cellular set to launch 24/7 spinoff with text unlimited offer
    Mar 5, 2005 · Digitel senior vice-president William Pamintuan said the company will launch on March 14 an unlimited text (or short messaging service) ...
  22. [22]
    Sun Cellular subscribers surpass 16 million - Philstar.com
    Nov 8, 2010 · Sun Cellular subscribers surpass 16 million. -. November 8 ... 69 billion, driven mainly by the 30.6 percent growth in the wireless segment.
  23. [23]
    Sun Cellular - Mobile Telecommunications - Scribd
    Sun Cellular pioneered unlimited call and text plans in the Philippines and has over 15 million subscribers supported by nearly 7,000 cell sites nationwide, ...
  24. [24]
    Sun Cellular - Wikipedia
    It was established by Digitel in September 2001 to provide wireless public and private telecommunications services. Sun Cellular was known for introducing ...History · Early history · Acquisition by PLDT
  25. [25]
    NTC abandons blocking of Sun Cellular service - Telecompaper
    Feb 14, 2005 · Sun Cellular has seen the National Telecoms Commission (NTC) abandon a motion to block the company's 24/7 unlimited text & call service, ...
  26. [26]
    Philippine Long Distance Seeks Dominance With Digitel Deal
    Mar 29, 2011 · Digitel triggered price wars that eroded margins at PLDT and Globe, the remaining rival and partly owned by Singapore Telecommunications Ltd., ...Missing: acquisition | Show results with:acquisition
  27. [27]
    PLDT gobbles up Digitel for P69.2B - Philstar.com
    Mar 30, 2011 · (PLDT) has acquired a majority stake in Gokongwei-owned Digital Telecommunications Philippines Inc. (Digitel) for P69.2 billion, with an option ...
  28. [28]
    [PDF] PLDT COMPLETES ACQUISITION OF DIGITEL - Irasia
    Oct 26, 2011 · The agreed consideration of ₱69.2 billion (US$1.6 billion) will be settled by the issuance of one new PLDT share for every ₱2,500 (US$57.6) ...
  29. [29]
    Manila's PLDT says regulators okay Digitel takeover | Reuters
    Oct 26, 2011 · PLDT would initially acquire 51.55 percent of Digitel, a unit of conglomerate JG Summit Holdings Inc. . However, it has to divest from a ...
  30. [30]
    The Smart conquered the Sun | Philstar.com
    Oct 31, 2011 · This landmark transaction involved the swap of new PLDT shares against the shares and liabilities of Digitel held by JG Summit. Initially, JG ...
  31. [31]
    PLDT core income down 7% to P39 B in 2011 - Philstar.com
    Mar 7, 2012 · Smart subsidiary CURE's Red Mobile brand had 1.4 million subscribers, while newly acquired Digitel had 14.7 million Sun Cellular subscribers.
  32. [32]
    Sun posts 18% growth in prepaid revenues - SunStar
    Apr 20, 2013 · ... 2011, Sun Cellular's Prepaid revenues climbed up to P11.7 billion last year. It also registered a six-percent increase in its subscriber base ...
  33. [33]
    PLDT to save P8B in capex - Philstar.com
    Mar 13, 2012 · For example, Sun's 2G and 3G coverage were expanded through sharing of radio resources. Such convergence will expand the reach of Sun's 2G ...
  34. [34]
    Smart completes network link with Sun | Inquirer Business
    Nov 2, 2012 · In late October, Smart also completed linking its Metro Manila cell sites to parent company, PLDT's fiber optic network.
  35. [35]
    PLDT to keep hands off Sun operations - Philstar.com
    Apr 15, 2011 · “Our intention is to maintain Sun's current offers and further improve them. One clear opportunity is mobile broadband. Leveraging the combined ...
  36. [36]
    Globe urges gov't to review PLDT-Digitel deal, enact anti-trust law
    Apr 12, 2011 · Globe urges gov't to review PLDT-Digitel deal, enact anti-trust law. Published April 12, 2011 6:19pm. Local telecommunications firm Globe ...
  37. [37]
    [PDF] Press Release - First Pacific Company Limited
    May 3, 2016 · • Integration of Smart and Sun mobile networks to improve coverage and service quality for subscribers of both brands by anywhere from 50 to ...
  38. [38]
    Smart targets Metro Manila for LTE coverage expansion
    Jan 16, 2017 · Late last year, PLDT completed the integration of the Smart and Sun mobile networks, enabling Smart to install more new base stations for 2G, 3G ...
  39. [39]
    Sun Postpaid Rebrands to Smart Postpaid for a Better Mobile ...
    Apr 25, 2022 · More subscribers can expect a better mobile experience as Sun Postpaid officially rebrands to Smart Postpaid starting April 25, Monday.
  40. [40]
    Sun Postpaid to become Smart Postpaid starting April 25 - ABS-CBN
    Apr 15, 2022 · "All consumer Sun Postpaid, Sun Broadband and Sun FLP subscribers will become Smart Postpaid on April 25, 2022 and will be able to enjoy the ...
  41. [41]
    PLDT-Smart rebrands Sun into Smart Prepaid | GMA News Online
    Oct 21, 2020 · Telco giant PLDT Inc. and its wireless unit Smart Communications Inc. on Wednesday announced the completion of the rebranding of Sun Prepaid into Smart Prepaid.
  42. [42]
    Sun Cellular takes lead in mobile postpaid market - TxtBuff News
    Sep 28, 2010 · Sun Cellular has been offering unlimited postpaid plans for as low as Php 350/month since 2005. The plan includes unlimited call and text privileges.Missing: rebranding | Show results with:rebranding
  43. [43]
    PLDT - SEC.gov
    Sun Cellular postpaid subscribers can utilize a similar feature by adding Php350 per month to their monthly service fee. The launch of Sun Cellular's “24/7 ...
  44. [44]
    Sun Cellular's Omnibus Anti-Bill Shock Plans - YugaTech
    Feb 20, 2012 · Sun Cellular started the Anti-Bill Shock for data plans last October 2011 and this was followed by Smart and Globe later in January 2012.
  45. [45]
    Sun Broadband Wireless (SBW) Hsdpa - PhilMUG
    May 10, 2008 · sun soft launched their HSDPA 1 time charge P2,000 (comes w/ huawei ... (globe issued e220 /globetrotter/e620 (oct 2006) were not network locked)
  46. [46]
    Form 20-F - SEC.gov
    These are strategically colocated in Smart's cellular base stations that allow it to efficiently reach many subscribers. For its backbone, it uses the ...
  47. [47]
    Sun Cellular operator to spend $393M for 2008 expansion
    Apr 21, 2008 · Digital Telecommunications Phils. Inc., the operator of the country's third largest mobile phone brand Sun Cellular, plans to spend $393 millon ...Missing: rebranding | Show results with:rebranding
  48. [48]
    Sun introduces next-generation broadband | Philstar.com
    Oct 18, 2008 · Sun introduces next-generation broadband. -. October 18, 2008 | 12:00am. Five years since breaking into the telecommunications scene, Sun ...Missing: HSPA+ | Show results with:HSPA+
  49. [49]
    [PDF] 600 HSPA Operator commitments in 218 countries/territories 588 ...
    Oct 11, 2015 · launched. Aug 2011. Launched. 421 Philippines. Sun Cellular. Launched September 2008. 3.6 Mbps later 7.2 Mbps. 7.2 Mbps. Launched. 422 ...
  50. [50]
    Smart, Sun Cell boost network in Mindanao - SunStar
    Oct 20, 2013 · Smart's network synergy project with Sun Cellular started in April, covering 25 provinces in Mindanao, including Tawi-Tawi and Sulu. With the ...
  51. [51]
    Digitel Philippines Inc.
    (DMPI), commercially known as Sun Cellular ... It was established by DIGITEL in September 2001 to provide wireless public and private telecommunications services.Missing: founding history
  52. [52]
    Philippines | Global Information Society Watch
    From just 34,000 mobile subscriptions in 1991, mobile subscribers have reached almost 79 million in 2010; almost four in five Filipinos own a mobile phone.
  53. [53]
    SUN Cellular Users are now part of SMART
    Nov 4, 2020 · October 21st saw the complete rebranding of Sun Prepaid to Smart Prepaid. All things keep getting better. “It is the same Sun that people love ...
  54. [54]
    [PDF] Press Release - First Pacific
    Aug 12, 2025 · PLDT's wireless subscriber base remains strong, with Smart and TNT serving over 59 million mobile subscribers as of end-June 2025.
  55. [55]
    5G in the Philippines – 2025 - Omdia - Informa
    Aug 29, 2025 · This report examines Philippine operators' strategic initiatives to accelerate 5G adoption nationwide, as well as the current market ...
  56. [56]
    Globe hits 61.6M customers as data-first strategy fuels growth
    Globe is cementing its position as the Philippines' digital enabler, with 61.6 million mobile customers as of March 2025.
  57. [57]
    Dito Telecommunity reaches 15 million subscribers
    Jul 25, 2025 · Philippines-based challenger operator Dito Telecommunity has reached 15 million mobile subscribers, four years after launching commercial ...
  58. [58]
    Philippines Telecoms Market report, Statistics and Forecast 2020 2025
    Oct 26, 2025 · Despite a challenging business environment in 2024, PLDT reported a 3.2% increase in service revenue in the year , while service revenue in the ...
  59. [59]
    Background (Telecommunications) - Arangkada Philippines
    Digitel launched its wireless mobile services in 2003 under the Sun Cellular brand. It sought to gain subscribers with a 24/7 unlimited call and SMS set price ...Missing: challenges | Show results with:challenges