Red Mobile
Encyclopedia
Red Mobile formerly ümobile and legally as Connectivity Unlimited Resource Enterprise, Inc. (CURE), is a wholly owned subsidiary of Smart Communications
, the Philippines' largest mobile telecommunications company. When it was initially launched as ümobile, it used the CURE Universal Mobile Telecommunications System
network. At that time, it offered its services through an invitation-based, ad-supported platform, catering to middle and upper-class subscribers between the ages of 15 and 35, devoting its services to that demographic. After re-branding as Red Mobile, both the ad-supported revenue platform and invitation system were scrapped in favor of a more traditional marketing and revenue-generating approach. In March 2010, Red Mobile started promoting its unlimited service offerings. However, subscribers started reporting on online social networks that the CURE UMTS network has since been converted to a GSM network.
CURE was established in 2001 by two companies: PH Communications Holdings Corporation and Francom Holdings, companies both owned by businessman Roberto Ongpin, with Eric Recto as president of the new company. Congress
granted the company a twenty-five year franchise to provide telecommunications services in the Philippines on April 24, 2001. However, significant operations did not commence until 2005, when CURE applied for one of the five 3G licenses being offered by the National Telecommunications Commission
. It was one of four companies (the other three being Globe Telecom
, Sun Cellular
and CURE's current parent company, Smart Communications
) to have been awarded a 3G license in 2006.
The awarding of a 3G license to CURE by the NTC is considered controversial and was the subject of a request by Juan Ponce Enrile
for the Senate
to conduct an inquiry in aid of legislation regarding the NTC's judgment in issuing the licenses. Enrile's request cites the incapability of CURE to independently mount a 3G network, as well as violations of its franchise when Smart acquired the company in 2008.
CURE's 3G network went live in December 2006, and the CURE network was opened for public trial through an invitation system. Persons who were selected to try out the CURE network were given a 500-peso
phone credit allowance in addition to a free SIM card
. At the time, CURE did not see itself as a competitor to the three established telecommunications companies, nor did it target its current demographic: the original demographic of the company was aimed more at corporate customers and individuals who wanted to avail of the new services and capabilities of UMTS. In part due to this original mission, CURE offered unlimited mobile phone browsing during its public trial.
On March 25, 2008, the Philippine Long Distance Telephone Company
(PLDT), the parent company of Smart, announced that the latter had acquired CURE's parent companies in a P419.5 million (US$
10 million) deal as part of Smart's planned expansion of both its 3G network and services. While the management structure was left untouched, the acquisition enabled Smart to align CURE towards becoming a niche provider in the then-young Philippine 3G market.
CURE rebranded itself as ümobile on May 19, 2008 during the network's public launch at the Rockwell Center
in Makati City
. While ümobile is distinct from the previously independent CURE, it retained the old invitation system with a free SIM card and a six-month, P100 phone credit allowance.
ümobile invitations were available from June 1 to August 31 and invitations were distributed both at their website and at ümobile-sponsored events in bars and nightclubs around Metro Manila
. However, the entire invitation system was shut down on September 1 as part of the integration of CURE's network assets with that of Smart's. This integration resulted in the retirement of the ümobile brand and the eventual transition to Red Mobile.
network.
However, that strategy did not attract a lot of subscribers. While Smart was busy acquiring the wireless business of Piltel, Red Mobile users were allowed access to the GSM/EDGE
network to further increase the market potential of Red Mobile (since 3G handsets were not yet that prevalent in the market).
On March 2010, Red Mobile started promoting its unlimited service offerings. It retained the 50-centavo rates. However, subscribers started reporting on online social networks that the CURE UMTS network has since been converted to a GSM network. This caused the loss of video calling capabilities and other 3G-related services.
Smart Communications
Smart Communications is a wholly owned mobile phone and Internet service subsidiary of the Philippine Long Distance Telephone Company .On June 30, 2010 the company reported that it had over 45 million cellular subscribers.-Brands:...
, the Philippines' largest mobile telecommunications company. When it was initially launched as ümobile, it used the CURE Universal Mobile Telecommunications System
Universal Mobile Telecommunications System
Universal Mobile Telecommunications System is a third generation mobile cellular technology for networks based on the GSM standard. Developed by the 3GPP , UMTS is a component of the International Telecommunications Union IMT-2000 standard set and compares with the CDMA2000 standard set for...
network. At that time, it offered its services through an invitation-based, ad-supported platform, catering to middle and upper-class subscribers between the ages of 15 and 35, devoting its services to that demographic. After re-branding as Red Mobile, both the ad-supported revenue platform and invitation system were scrapped in favor of a more traditional marketing and revenue-generating approach. In March 2010, Red Mobile started promoting its unlimited service offerings. However, subscribers started reporting on online social networks that the CURE UMTS network has since been converted to a GSM network.
History
Congress of the Philippines
The Congress of the Philippines is the national legislature of the Republic of the Philippines. It is a bicameral body consisting of the Senate , and the House of Representatives although commonly in the Philippines the term congress refers to the latter.The Senate is composed of 24 senators half...
granted the company a twenty-five year franchise to provide telecommunications services in the Philippines on April 24, 2001. However, significant operations did not commence until 2005, when CURE applied for one of the five 3G licenses being offered by the National Telecommunications Commission
National Telecommunications Commission (Philippines)
The Philippines' National Telecommunications Commission , abbreviated as NTC, is an agency of the Philippine government under the Commission on Information and Communications Technology responsible for the supervision, adjudication and control over all telecommunications services throughout the...
. It was one of four companies (the other three being Globe Telecom
Globe Telecom
Globe Telecom , commonly known as Globe, is a telecommunications company in the Philippines. Globe provides mobile, fixed line, and broadband Internet services.- History :In 1928, Congress passed Act No...
, Sun Cellular
Sun Cellular
Digitel Mobile Philippines, Inc., is a mobile telecommunication service provider in the Philippines doing business as Sun Cellular. 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...
and CURE's current parent company, Smart Communications
Smart Communications
Smart Communications is a wholly owned mobile phone and Internet service subsidiary of the Philippine Long Distance Telephone Company .On June 30, 2010 the company reported that it had over 45 million cellular subscribers.-Brands:...
) to have been awarded a 3G license in 2006.
The awarding of a 3G license to CURE by the NTC is considered controversial and was the subject of a request by Juan Ponce Enrile
Juan Ponce Enrile
Juan Ponce Enrile is a Filipino politician. As a protege of President Ferdinand Marcos, he served as Justice Secretary and then Defense Secretary under the Marcos regime. He later became one of the leaders of the 1986 People Power Movement that drove Marcos from power...
for the Senate
Senate of the Philippines
The Senate of the Philippines is the upper chamber of the bicameral legislature of the Philippines, the Congress of the Philippines...
to conduct an inquiry in aid of legislation regarding the NTC's judgment in issuing the licenses. Enrile's request cites the incapability of CURE to independently mount a 3G network, as well as violations of its franchise when Smart acquired the company in 2008.
CURE's 3G network went live in December 2006, and the CURE network was opened for public trial through an invitation system. Persons who were selected to try out the CURE network were given a 500-peso
Philippine peso
The peso is the currency of the Philippines. It is subdivided into 100 centavos . Before 1967, the language used on the banknotes and coins was English and so "peso" was the name used...
phone credit allowance in addition to a free SIM card
Subscriber Identity Module
A subscriber identity module or subscriber identification module is an integrated circuit that securely stores the International Mobile Subscriber Identity and the related key used to identify and authenticate subscriber on mobile telephony devices .A SIM is held on a removable SIM card, which...
. At the time, CURE did not see itself as a competitor to the three established telecommunications companies, nor did it target its current demographic: the original demographic of the company was aimed more at corporate customers and individuals who wanted to avail of the new services and capabilities of UMTS. In part due to this original mission, CURE offered unlimited mobile phone browsing during its public trial.
Philippine Long Distance Telephone Company
The Philippine Long Distance Telephone Company commonly known as PLDT, is the largest telecommunications company in the Philippines. PLDT is also the largest company in the Philippines, ranked 1138th in the April 2009 update, and 1080th in the April 2010 update, of Forbes' Global 2000 list...
(PLDT), the parent company of Smart, announced that the latter had acquired CURE's parent companies in a P419.5 million (US$
United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
10 million) deal as part of Smart's planned expansion of both its 3G network and services. While the management structure was left untouched, the acquisition enabled Smart to align CURE towards becoming a niche provider in the then-young Philippine 3G market.
CURE rebranded itself as ümobile on May 19, 2008 during the network's public launch at the Rockwell Center
Rockwell Center
The Rockwell Center is an upscale mixed-use 15.5-hectare project in Poblacion, Makati City, Philippines. It is a project of the Rockwell Land Corporation , which is owned by the influential Lopez family.-Location and vicinity:...
in Makati City
Makati City
The City of Makati is one of the 17 cities that make up Metro Manila, one of the most populous metropolitan areas in the world. Makati is the financial center of the Philippines and one of the major financial, commercial and economic hubs in Asia...
. While ümobile is distinct from the previously independent CURE, it retained the old invitation system with a free SIM card and a six-month, P100 phone credit allowance.
ümobile invitations were available from June 1 to August 31 and invitations were distributed both at their website and at ümobile-sponsored events in bars and nightclubs around Metro Manila
Metro Manila
Metropolitan Manila , the National Capital Region , or simply Metro Manila, is the metropolitan region encompassing the City of Manila and its surrounding areas in the Philippines...
. However, the entire invitation system was shut down on September 1 as part of the integration of CURE's network assets with that of Smart's. This integration resulted in the retirement of the ümobile brand and the eventual transition to Red Mobile.
Services
Red Mobile previously focused on providing highly affordable yet high-quality UMTS (3G) services. It challenged other carriers who provide "unlimited" services, by focusing on the negative quality of those "unlimited" services, such as poor signal, congested lines and bad connections. Red Mobile offered a 50-centavo/minute rate for same-network voice calls and video calls, plus a 50-centavo/160 characters rate for same-network messages. Red Mobile also sold the idea of a high-quality nationwide network by limiting their subscribers' access to just the UMTS network, thereby avoiding access to the more congested and lower quality EDGEEdge
- Aviation :* Leading edge, a line connecting the forward-most points of a wing's profile* Trailing edge, the rear edge of the wing* Zivko Edge 540, an aerobatic aircraft- Mathematics, science and technology :...
network.
However, that strategy did not attract a lot of subscribers. While Smart was busy acquiring the wireless business of Piltel, Red Mobile users were allowed access to the GSM/EDGE
Edge
- Aviation :* Leading edge, a line connecting the forward-most points of a wing's profile* Trailing edge, the rear edge of the wing* Zivko Edge 540, an aerobatic aircraft- Mathematics, science and technology :...
network to further increase the market potential of Red Mobile (since 3G handsets were not yet that prevalent in the market).
On March 2010, Red Mobile started promoting its unlimited service offerings. It retained the 50-centavo rates. However, subscribers started reporting on online social networks that the CURE UMTS network has since been converted to a GSM network. This caused the loss of video calling capabilities and other 3G-related services.
Philippine area code assignment
Red Mobile is assigned the area code 938 in the Philippine telephone numbering plan. It previously used the area code 999 when it was still branded as ümobile and 989 when CURE was still independent. All three area codes are part of Smart's area code allocation.External links
- Red Mobile
- ümobile
- Old CURE website (from the Internet Archive)