Red Mobile

Red Mobile was a Philippine mobile telecommunications brand that operated during the early development of the country's 3G market. It was the consumer-facing successor to Connectivity Unlimited Resource Enterprise, Inc., commonly known as CURE, and briefly followed the brand ümobile. The business was ultimately controlled by Smart Communications, the wireless subsidiary of PLDT, but it retained a distinct identity while Smart integrated its network assets and developed a niche mobile proposition. CURE was established in 2001 by PH Communications Holdings Corporation and Francom Holdings, companies associated with businessman Roberto Ongpin. Eric O. Recto served as the company's president. The Philippine Congress granted CURE a 25-year telecommunications franchise on April 24, 2001, although substantial operating activity did not begin until the company sought one of the National Telecommunications Commission's 3G licenses in 2005. CURE was among the operators awarded a 3G license in 2006, alongside Globe Telecom, Sun Cellular, and Smart Communications. The original CURE service was designed around Universal Mobile Telecommunications System technology and was positioned as an experimental, invitation-based service rather than a conventional mass-market carrier. Selected users received a SIM card and initial phone credit, while the platform used advertising-supported access and emphasized mobile browsing and other emerging 3G capabilities. Its intended audience included younger, relatively affluent users as well as corporate customers interested in the capabilities of UMTS. The network began live operation in December 2006 and was opened to public trial through an invitation process. On March 25, 2008, PLDT announced that Smart had acquired CURE's parent companies in a transaction valued at 419.5 million Philippine pesos. The acquisition gave Smart control of CURE's 3G assets and allowed the PLDT group to expand its wireless network and service portfolio. CURE was reintroduced to the market as ümobile on May 19, 2008, with a public launch at Rockwell Center in Makati. The new brand initially retained an invitation-based model, including free SIM cards and promotional credit, with invitations distributed online and through events in Metro Manila. The invitation system was discontinued in September 2008 as CURE's network assets were integrated with Smart's operations. This integration led to the retirement of the ümobile identity and the emergence of Red Mobile as a more conventional telecommunications brand. Red Mobile moved away from the earlier invitation and advertising model and promoted affordable, quality-focused mobile services. Its proposition emphasized relatively low same-network calling, video-calling, and messaging rates, as well as access to a UMTS-centered network intended to avoid some of the congestion associated with older EDGE services. The brand later broadened its network access as 3G handset ownership remained limited and its initial focus did not attract enough subscribers. In March 2010, Red Mobile began promoting unlimited service packages while retaining its low unit rates. Users subsequently reported that parts of the CURE UMTS network had been converted to GSM, reducing or eliminating some 3G-specific functions such as video calling. These changes reflected the practical challenge of operating a small, specialized network while competing with larger Philippine carriers. Red Mobile ceased operations in July 2012. Its closure followed the PLDT group's acquisition of Sun Cellular, for which the regulator required the group to surrender spectrum and related telecommunications resources. Red Mobile's spectrum, 3G frequency, and permits associated with CURE were turned over to the National Telecommunications Commission and were subsequently subject to bidding. The brand is therefore a defunct Philippine mobile operator whose principal historical importance lies in its early 3G experiment, its transition from CURE to ümobile and then Red Mobile, and its absorption into the strategic restructuring of the PLDT wireless portfolio.

Connectivity Unlimited Resource Enterprise, Inc. was created in 2001 by PH Communications Holdings Corporation and Francom Holdings, both associated with businessman Roberto Ongpin. Eric O. Recto was appointed president. CURE received a 25-year Philippine telecommunications franchise from Congress on April 24, 2001, but did not begin significant commercial activity immediately. In 2005, CURE applied for one of the National Telecommunications Commission's available third-generation mobile licenses. The company was awarded a license in 2006, together with Globe Telecom, Sun Cellular, and Smart Communications. The award attracted political scrutiny: Senator Juan Ponce Enrile sought a Senate inquiry into the regulator's decision, raising questions about CURE's capacity to build and operate a network independently and about whether later ownership changes were consistent with the company's franchise. CURE's 3G network went live in December 2006. Rather than launch as a conventional nationwide mass-market operator, it used an invitation-based public trial. Selected participants received free SIM cards and an initial phone-credit allowance. The early proposition emphasized UMTS capabilities, mobile browsing, and emerging data services, and was aimed at corporate users and younger or relatively affluent customers interested in new mobile technology. The service also experimented with advertising-supported access and unlimited browsing. On March 25, 2008, PLDT announced that Smart Communications had acquired CURE's parent companies for 419.5 million Philippine pesos. Smart used the acquisition to strengthen its 3G position and broaden its wireless service portfolio. On May 19, 2008, CURE was presented to the public under the ümobile brand. The launch initially preserved the invitation model, with free SIM cards and promotional credit. Invitations were distributed through the website and through events in bars and nightclubs around Metro Manila. The invitation system ended on September 1, 2008, as CURE's network resources were integrated with Smart. The ümobile identity was subsequently retired and replaced by Red Mobile. Under Red Mobile, the company adopted a more familiar carrier model, discarding the earlier invitation-based and advertising-supported approach. Its marketing emphasized affordable service and network quality, particularly in comparison with competing unlimited packages that Red Mobile characterized as vulnerable to congestion, weak signal, or inconsistent connections. Red Mobile initially restricted subscribers to UMTS access, seeking to maintain a higher-quality 3G experience by avoiding the more congested EDGE network. Its advertised rates included 50 centavos per minute for same-network voice and video calls and 50 centavos for a 160-character same-network message. The specialized strategy did not attract a sufficiently large subscriber base, and users were later permitted to access GSM and EDGE infrastructure to increase the service's potential market. In March 2010, Red Mobile introduced unlimited service promotions while retaining its low unit rates. Online user reports later indicated that the CURE UMTS network had been converted to GSM in some or all areas. The reported change reduced access to video calling and other services dependent on 3G technology, illustrating the operational trade-offs of integrating a small 3G network into Smart's broader infrastructure. Red Mobile closed in July 2012. The shutdown occurred after the PLDT group acquired Sun Cellular and surrendered CURE-related spectrum, 3G frequencies, and permits to the National Telecommunications Commission as a regulatory condition of that transaction. The resources were subsequently offered for bidding. Red Mobile's history is consequently tied to the early Philippine 3G rollout, the consolidation of smaller wireless assets into larger operators, and the gradual disappearance of specialized mobile brands from a market dominated by major national carriers.

• 2012

  Red Mobile closed

  [1]Red Mobileen.wikipedia.org

  Red Mobile ceased operations after CURE-related spectrum and permits were surrendered as part of the PLDT group's regulatory commitments connected with the Sun Cellular acquisition.

• 2010

  Unlimited service offerings promoted

  [1]Red Mobileen.wikipedia.org

  Red Mobile began promoting unlimited services while maintaining its low advertised rates for selected voice and messaging services.

• 2008

  Smart acquired CURE's parent companies

  [1]Red Mobileen.wikipedia.org

  Smart Communications acquired the companies controlling CURE in a deal announced at 419.5 million Philippine pesos.

• 2008

  CURE became ümobile

  [1]Red Mobileen.wikipedia.org

  CURE publicly launched the ümobile brand in Makati, initially using an invitation system and promotional credit.

• 2008

  Invitation system discontinued

  [1]Red Mobileen.wikipedia.org

  The ümobile invitation program ended in September as the network assets were integrated with Smart.

• 2006

  CURE received a 3G license

  [1]Red Mobileen.wikipedia.org

  CURE became one of four operators awarded a Philippine 3G license by the National Telecommunications Commission.

• 2006

  CURE network launched for public trial

  [1]Red Mobileen.wikipedia.org

  CURE's UMTS network went live in December through an invitation-based trial that provided selected users with SIM cards and initial credit.

• 2005

  CURE applied for a 3G license

  [1]Red Mobileen.wikipedia.org

  CURE applied to the National Telecommunications Commission for one of the available third-generation mobile licenses.

• 2001

  CURE was established

  [1]Red Mobileen.wikipedia.org

  PH Communications Holdings Corporation and Francom Holdings established Connectivity Unlimited Resource Enterprise, the company that later operated the Red Mobile brand.

• 2001

  Telecommunications franchise granted

  [1]Red Mobileen.wikipedia.org

  Congress granted CURE a 25-year franchise to provide telecommunications services in the Philippines.

A low-cost, quality-oriented Philippine mobile service focused initially on early 3G and UMTS capabilities, later shifting toward more conventional and unlimited wireless offerings.

• Mobile telecommunications · 2006

  UMTS/3G mobile service

  Red Mobile's core service was built around the former CURE UMTS network. It was promoted as a higher-quality alternative to congested mobile services and supported early 3G functions, including mobile browsing and video calling. The original strategy limited subscribers to UMTS access, although GSM and EDGE access was later allowed to broaden the addressable market.

• Mobile communications

  Voice and video calls

  Red Mobile offered same-network voice and video calling at an advertised rate of 50 centavos per minute. Video calling was associated with the service's early 3G positioning, but reports that the UMTS network had been converted to GSM indicated that this capability became unavailable or more limited during the later operating period.

• Mobile communications

  SMS messaging

  The brand advertised same-network messaging at 50 centavos per 160-character message. SMS remained part of the conventional carrier offering after Red Mobile moved away from its original invitation-based and advertising-supported model.

• Mobile telecommunications · 2010

  Unlimited mobile services

  Beginning in March 2010, Red Mobile promoted unlimited service offerings in response to the competitive Philippine mobile market. These packages supplemented rather than completely replaced its low per-unit rates and represented a shift toward the mainstream pricing formats used by larger carriers.

• 2006

  Controversy over CURE's 3G license award

  The National Telecommunications Commission's award of a 3G license to CURE was questioned publicly. Senator Juan Ponce Enrile requested a Senate inquiry, citing concerns about CURE's ability to independently build a network and possible franchise issues after Smart acquired the company.

  Source

Read more

• 2010Red Mobile unlimited services promotion

  Philippines

  Red Mobile promoted unlimited service offerings while continuing to emphasize affordable rates and network quality.

  Outcome. The promotion marked a move from a specialized 3G proposition toward more conventional mass-market mobile pricing before the brand's closure in 2012.

  Source
• 2008ümobile invitation launch

  Philippines · Metro Manila

  The ümobile launch distributed invitations through its website and sponsored events in bars and nightclubs around Metro Manila. Invitees received free SIM cards and a six-month promotional phone-credit allowance.

  Outcome. The invitation program was discontinued on September 1, 2008 during integration of CURE's assets with Smart, and the ümobile identity was eventually replaced by Red Mobile.

  Source
• 2006CURE public trial

  Philippines · Metro Manila

  CURE opened its UMTS network through an invitation-based trial. Selected users received a free SIM card and 500 Philippine pesos in phone credit, while the service highlighted mobile browsing and early 3G capabilities.

  Outcome. The trial established the network but did not produce a mass-market position; the invitation-based model was later retained briefly under ümobile and then abandoned.

  Source

• 2012

  Closure and surrender of CURE-related spectrumStrategy

  Background

  The PLDT group's acquisition of Sun Cellular was subject to regulatory conditions requiring the surrender of certain wireless resources.

  Action taken

  Red Mobile ceased operations, and spectrum, 3G frequencies, and permits associated with CURE were turned over to the National Telecommunications Commission.

  Aftermath

  The resources were subsequently offered for bidding and the Red Mobile brand disappeared from the Philippine mobile market.

  Source

• 2010

  Introduction of unlimited service offeringsPrice change

  Background

  Red Mobile's initial specialized network strategy had not attracted a large subscriber base, and the Philippine market was competitive for unlimited mobile packages.

  Action taken

  The brand began promoting unlimited services while retaining its advertised 50-centavo rates for certain same-network services.

  Aftermath

  The change moved Red Mobile closer to mainstream carrier pricing, but the brand remained dependent on network integration and was discontinued in 2012.

  Source

• 2008

  Smart acquired CURE's parent companiesM&A

  Background

  CURE held a 3G license and network assets but operated on a smaller scale than the established national carriers. Smart sought to expand its 3G network and service portfolio.

  Action taken

  Smart Communications acquired CURE's parent companies in a transaction announced at 419.5 million Philippine pesos.

  Aftermath

  CURE's assets were integrated with Smart, leading to the discontinuation of the invitation model, the retirement of ümobile, and the later development of Red Mobile.

  Acquisition value. 419.5 million Philippine pesos (Announced March 25, 2008)

  Source

• 2008

  Shift from invitation service to conventional carrier modelStrategy

  Background

  The invitation-based and advertising-supported model was difficult to scale after Smart integrated CURE's network resources.

  Action taken

  The invitation system was discontinued and the business was repositioned under the Red Mobile identity with conventional paid services and broader market access.

  Aftermath

  Red Mobile focused on affordable voice, video, messaging, and mobile data services rather than a restricted experimental 3G community.

  Source

1. 1Red Mobileen.wikipedia.org