Digitel Mobile Pilippines, Inc.

Type	Subsidiary
Founded	Manila, Philippines (2003)
Headquarters	Quezon City, Philippines
Key people	Charles A. Lim, President and CEO
Industry	Mobile Telecommunications
Products	Postpaid/Prepaid Subscriptions Voice SMS MMS Value-Added Services Unlimited Services
Parent	Digital Telecommunications Philippines
Website	http://www.suncellular.com.ph

Sun Cellular, formally known as Digitel Mobile Philippines, Inc., is a mobile telecommunication service provider in the Philippines. The company is a wholly-owned subsidiary of Digital Telecommunications Philippines, or Digitel. Digitel is in turn owned by the JG Summit Group with a minority stake held by the TeliaSonera Group. It is assigned to an access code of 922/923. It began its operations in 2003, positioned as a latecomer in the market allowed it to put up infrastructure at lower cost.

Sun Cellular gained popularity because of its "24/7" offer of unlimited text messaging and calls for a fixed price for Sun-to-Sun transactions. This led competing networks Smart Communications and Globe Telecom to offer similar but higher-cost plans.

History

Digitel

Brief History

• March, 2003
  • Sun Cellular began operations in major cities of the Philippines
• October, 2004
  • Sun Cellular began to offer 24/7 Call and texts unlimited for Php250 a month and Php100 for 10 days
  • Covered more areas of the Philippines
• March, 2005
  • Sun Cellular began to offer call and text unlimited for Php350 a month and Php100 a week
  • Sun Cellular began to also offer texts unlimited for Php150 a month and Php50 a week
  • Sun Cellular improved their service much more and increased the capacity of their network
• February, 2006
  • Sun introduced a free voice calls included in texts unlimited cards for 4 hours and 1 hour respectively
• March, 2006
  • Sun increased the price of their call and text unlimited cards to 450 and 150 respectively
• September, 2006
  • Sun introduced the 100php call and text unlimited for 5 days
• February, 2007
  • Sun introduced 25Php 1 day call and text unlimited
• June, 2007
  • Sun Cellular Offered 1 day text unlimited with 10 mins voice calls for Php15
• December 14, 2007
  • Sun Cellular offered the Php 5.00/minute of IDD Top 10 available to Pre-paid and postpaid subscribers
• January, 2008
  • Sun Cellular introduced the accumulative validity period of unlimited loads and regular loads
  • Sun Cellular offered Call & Text Combo 10. For Php 10, one can get 40 SMS to SUN, 10 minutes of SUN-to-SUN calls, and 10 SMS to other networks.
• May 2008
  • Sun launched their 3G service as a data-only mobile broadband using USB modems.
• June 2008
  • Sun officially launched their 3G service for other services like video calling and cellphone internet service to their subscribers in NCR.

Slogans

• Sun Cellular: Everything Important is Under the Sun
• Sun Cellular: Better Network, Better Value (the Company's present official slogan)
• Sun Cellular: Sun-tawag Lang 'Yan
• Sun Cellular: Mas-masaya pag Unlimited ang tawagan

Services

Regular Services

• Voice Services
  • Call Types
  • Voice Mail Service
  • Call Management
• Messaging Services
  • Local Text Messaging
  • International Text Messaging
• Multimedia Messaging
• GPRS
• Data/Fax
• 3G
  • Data (Requires a modem and a 3G sim)
  • Video Calling

Unlimited & Value Added Services

24/7

• 24/7 Unlimited Service
  • Call & Text Unlimited
  • Text Unlimited
• Daylite 100
• Convert-a-Load
• Sulit Calls 30
• Call and Text Combo
• Budget Txt 5
• Sun iMessenger
• Top 10 IDD
• The Mall
• Sun Give-a-load
• Sun My-Vault

XPRESSLOAD

Xpressload

Sun Cellular's electronic prepaid reload service allows to load "Over-the-Air" via an accredited Sun Xpress Load Retailer. It also reload Unlimited Services, Special Loads, and Value-Added-Service Subscriptions.

Popular Strategies

According to Raissa Anne S. Bola, former CEO of Sun Cellular, before Sun entered the market, the competing giants Globe and Smart had been running smoothly and is competing for the same price of service, while the lower providers of these two companies (called "Branches") namely Touch Mobile and Talk n' Text offers low prices on calls and services. When Sun Cellular entered the scene the two 'giants' did not feel threatened by the newcomer. Sun was left behind and needed of a plan to lure more subscribers to their network. This became the origin of the UNLIMITED pricing scheme. Sun used this strategy to lure customers, and sure enough, the population grew each week. Globe and SMART, who was caught unaware with this powerful strategy, were forced to follow.

Sun, today, is providing the best offers and services for its subscribers. Sun Cellular is branded as the fastest growing telecommunications network in the Philippines. In fact, according to an insider working for Sun, the network's cell towers will match those of Globe's by the end of 2008.

External links

• Sun Cellular Website
• Sun iMessenger
• Digitel Philippines
• Sun Cellular Club