Sun Cellular
| Company type | Subsidiary |
|---|---|
| Industry | Telecommunications |
| Founded | September 2001 |
| Founder | Digital Telecommunications Philippines (Digitel) |
| Fate | Integrated into Smart Communications |
| Headquarters | Philippines |
Area served | Philippines |
| Owner | PLDT |
| Parent | Digital Telecommunications Philippines (Digitel) |
Digitel Mobile Philippines, Inc., known commercially as Sun Cellular or simply Sun, functioned as a fully owned subsidiary of Digital Telecommunications Philippines (Digitel), which was under the ownership of PLDT. It was recognized as one of the leading mobile network operators in the Philippines. Founded by Digitel in September 2001, Sun Cellular offered wireless communication services for both public and private sectors, introducing groundbreaking unlimited call and text plans within the country.
Initial Development
On August 7, 2000, Digitel was authorized by the NTC to operate a Nationwide Cellular Mobile Telephone System (CMTS) utilizing either Global System for Mobile Communications (GSM) or Code Division Multiple Access (CDMA) technologies. The subsequent month saw the creation of Digitel Mobile Philippines, Inc. (DMPI) to oversee its wireless service operations.
DMPI secured a permanent franchise on December 11, 2002, through Republic Act No. 9180, empowering it to establish and manage wireless telecommunications services. The launch of Sun Cellular occurred on March 3, 2003, broadening its offerings from basic mobile telephony to include voice, messaging, international roaming, wireless broadband, and various value-added services catering to both individual consumers and corporate clients.
PLDT Acquisition
In 2011, PLDT took over Digitel and its subsidiary Sun Cellular from JG Summit Holdings. Although PLDT also controlled Sun’s rival Smart Communications, both companies initially maintained separate operational infrastructures and management teams.
Integration into Smart Network (2016–2022)
Starting in 2016, Sun Cellular began integration into the Smart network at both the mobile infrastructure and corporate levels, evolving into a Smart brand alongside TNT. Data users of Sun transitioned by adjusting their Internet configurations, while postpaid customers migrated to Smart to gain improved access to its wider network coverage.
On October 21, 2020, PLDT declared that Sun’s prepaid services would be consolidated under Smart Prepaid; however, postpaid services continued under the Sun brand.
By April 25, 2022, all Sun postpaid plans were fully absorbed into Smart Postpaid. New customers were encouraged to subscribe to Smart Signature plans while existing subscribers could maintain or upgrade their current arrangements. This consolidation, accompanied by the removal of Sun’s social media presence, signified the formal retirement of the Sun Cellular brand after twenty years in operation.
Awards
- Frost & Sullivan ICT Award for Most Promising Telecom Service Provider in Asia Pacific, 2009 (Singapore).
- Agora Marketing Company of the Year 2009 for pioneering unlimited intra-network services.
- Philippine Marketing Excellence Award received in 2004.
- Silver Prize for Most Effective New Service Introduction and recognition among Top 25 Philippine Companies by Business Mirror and Stern Steward & Co., 2005.
- Frost & Sullivan Asia Pacific Best Practices Award for Philippines Mobile Service Provider of the Year, 2011.