Red Mobile
| File:Red Mobile Logo.svg | |
| Company type | Subsidiary |
|---|---|
| Industry | Communications Services |
| Founded | Manila, Philippines (2001) |
| Defunct | July 2012 |
| Fate | Closed |
| Successor | Smart Communications |
| Headquarters | Makati, Philippines |
Key people | Manuel V. Pangilinan, Chairman Eric O. Recto, President and CEO |
| Products | Broadband Services Cellular Telephony |
| Parent | Smart Communications Francom Holdings, Inc. |
| Subsidiaries | Maier Group |
| Website | www.redmobile.com |
Red Mobile (also stylized as red mobile), originally known as ümobile and officially registered as Connectivity Unlimited Resource Enterprise, Inc. (CURE), operated as a fully owned subsidiary of Smart Communications, the Philippines’ leading mobile telecommunications company. The company launched initially under the ümobile brand utilizing CURE’s Universal Mobile Telecommunications System (UMTS) network, offering an exclusive, invitation-only, advertisement-supported service aimed at middle to upper-class users aged 15 to 35. Following its rebranding, the company adopted a conventional marketing and revenue approach. By March 2010, Red Mobile introduced unlimited service plans; however, customers noted that the original CURE UMTS infrastructure had transitioned to a GSM network. Operations were discontinued in July 2012.
History
Established in 2001 by PH Communications Holdings Corporation and Francom Holdings—both controlled by entrepreneur Roberto Ongpin—CURE appointed Eric O. Recto as its president. On April 24, 2001, the Congress of the Philippines granted the company a 25-year franchise. Actual operations commenced in 2005 when CURE applied for one of five available 3G licenses issued by the National Telecommunications Commission (Philippines). In 2006, it was among four firms awarded a 3G license alongside Globe Telecom, Sun Cellular, and its eventual parent company, Smart Communications.
The allocation of a 3G license to CURE sparked controversy and led to a Senate investigation initiated by then-Senator Juan Ponce Enrile. Concerns focused on CURE’s capacity to independently manage a 3G network and potential breaches of franchise terms following Smart’s acquisition in 2008.
CURE’s 3G network debuted in December 2006 through an invitation-only public trial that included complimentary SIM cards and ₱500 worth of call credit. The initial focus was on corporate clients interested in UMTS technology, with unlimited mobile internet access provided during the trial phase.
On March 25, 2008, PLDT subsidiary Smart purchased CURE’s parent companies for ₱419.5 million (approximately US$10 million) to broaden its 3G service offerings. Despite the acquisition, existing management remained in place while positioning CURE as a specialized player within the Philippine 3G market.
The company unveiled the ümobile brand publicly on May 19, 2008 at Rockwell Center in Makati. The invitation-only model persisted, providing free SIM cards along with six months of ₱100 phone credit. Invitations were distributed from June 1 through August 31 via online platforms and events but concluded on September 1 as CURE’s network merged with Smart’s infrastructure. This integration resulted in retiring the ümobile brand and transitioning services under the Red Mobile name.
Red Mobile terminated operations in July 2012 after PLDT returned its spectrum license to the NTC in compliance with regulatory requirements tied to its acquisition of Sun Cellular. Subsequently, Red Mobile’s spectrum allocation, including its 3G frequencies and permits, was placed up for auction.
Services
Red Mobile originally concentrated on delivering cost-effective, high-quality UMTS (3G) connectivity, distinguishing itself from rivals whose "unlimited" offerings often suffered from weak signal strength and network congestion. The company set its rates at 50 centavos per minute for voice and video calls within the same network, as well as 50 centavos for every 160-character text message. To preserve service quality, Red Mobile limited its users to the UMTS network, deliberately avoiding the overcrowded EDGE network.
This approach resulted in a modest subscriber base. Following Smart's acquisition of Piltel's wireless operations, Red Mobile broadened its network access by enabling GSM/EDGE connectivity, aiming to enhance market penetration and mitigate the scarcity of 3G-compatible devices.
In March 2010, Red Mobile launched unlimited plans while retaining the original 50-centavo pricing structure. Nevertheless, users observed that the CURE UMTS network had been transitioned to GSM technology, which led to the discontinuation of video calling and other features exclusive to 3G services.
See also
External links
- Red Mobile
- ümobile
- Archived CURE website (Internet Archive)
- Smart Communications
- Mobile phone companies of the Philippines
- Companies based in Makati
- Telecommunications companies established in 2001
- Telecommunications companies disestablished in 2012
- Philippine companies established in 2001
- Philippine companies disestablished in 2012
- 2001 establishments in the Philippines
- 2012 disestablishments in the Philippines