When DigiMobile entered Spain in 2008, the market looked very different. It launched during a financial crisis with a single prepaid card offering. The cards enabled both national and international calls, targeting a specific audience: Romanian immigrants who were the company’s origin. At that moment, the Romanian community in Spain numbered around 730,000 people, representing the first and perhaps only sizeable audience. The early sales approach focused on call centers serving immigrant communities, small grocery stores, and neighborhood shops, with word-of-mouth becoming a primary driver of growth.
Fifteen years on, Digi has transformed into a major force in Spanish telecommunications. Its strategy combined aggressive pricing, straightforward plans, and a growing lineup of services, now including mobile data, fiber, and landlines. This expansion moved the company beyond its Romanian roots and into the mainstream Spanish market. Today Digi boasts a customer base of just over 6.1 million, with about 4.47 million mobile lines, 1.24 million fiber and home internet connections, and over 400,000 fixed lines. Movistar remains the fifth largest telecom operator overall, ranked after Orange, Vodafone, and MásMóvil, while Digi positions itself as a rapidly expanding leader in its own right.
Last year Digi added around 1.5 million new customers, and nearly 2.8 million over the previous two years. The company has overtaken legacy players such as MásMóvil, Yoigo, Pepephone, Euskaltel, Virgin Telco, and Lebara in some segments, reshaping the competitive landscape. A notable portion of Digi’s growth comes from attracting customers from larger incumbents, including a strong performance in number portability—customers keeping their phone numbers while switching providers. In the past two years, Digi captured about 1.9 million customers from rivals, underscoring its rising market influence.
The niche operator that once relied on neighborhood stores and word of mouth has grown to surpass €500 million in annual sales, with expectations reaching around €680 million this year. It has built its own fiber network reaching more than 6 million homes and has plans to extend to an additional 2.5 million homes. There is talk of selling this network for roughly €1 billion, while Digi also envisions expanding its in-house retail footprint to sell its products directly. Rumors even suggest its logo has featured on jerseys of clubs like Rayo Vallecano, Cádiz, and Oviedo, and in the past with Espanyol, Alavés, and Deportivo de La Coruña, illustrating broad brand visibility.
Finish the attack
The Spanish telecom sector has long been intensely competitive. For several players, this has meant years of ongoing pressure as low-cost operators gain ground and threaten traditional margins. Industry observers estimate that discount providers have retained about 60% of all new registrations, both through portability and new numbers. The key driver for many customers remains lower bills for telephone and internet services, according to consumer trends tracked by the National Markets and Competition Commission.
In a crowded market, Digi stands out as the leading low-cost option, though the company describes its positioning as delivering fair prices for quality services. It is now preparing for a pivotal move that could elevate its position in the Spanish telecom landscape and consolidate its growth trajectory for the longer term.
Orange and MásMóvil recently agreed to a transfer of assets designed to clear the way for a European Commission review of a potential merger. Brussels may require remedies to uphold competition as part of any approval, a process that has stretched over two years of preparation. Digi Spain is actively involved in discussions with the merging parties, and the broader goal is to secure conditions that support a competitive market while Digi continues its expansion plan.
Digi Spain has also agreed to acquire spectrum from two merging carriers for about €120 million. The plan includes transferring 60 megahertz of airwaves, including spectrum suitable for next-generation 5G services, previously held by MásMóvil. The arrangement envisions a wholesale access option that Digi could use to connect to an in-house network or decide to activate only when needed, potentially altering reliance on third-party networks. The deal has a direct impact on Telefónica’s wholesale business as well.
With these moves, Digi has signaled a bold €2 billion investment plan over seven years should the remedies allow the merger to proceed without forcing a full integration. Proponents argue that Brussels’ conditions would spur continued investment and job creation, supported by a workforce of around 7,250. Critics worry that disparate outcomes could slow consolidation and prolong intense market competition.
Fatten another major fourth operator
Industry players like Orange, MásMóvil, Movistar, and Vodafone caution that approval should come with careful monitoring and conditions, rather than a rushed blessing. They warn that a rapid consolidation without safeguards could intensify price competition or reduce the rationalization of a fragmented market. The European Commission has pursued market liberalization for decades, aiming to boost competition and keep prices affordable for citizens and businesses. The goal has been to maintain at least four active national operators, though this policy sometimes invites delicate trade-offs and negotiations.
Critics argue that a quick approval of the Orange–MásMóvil merger could leave Digi as a weaker fourth operator, underscoring the industry’s tension between growth and competitive balance. Some insiders had hoped the merger would stabilize the market around three major players, but early forecasts suggest Digi could solidify its status as a leading fourth operator, thanks to advantages gained from rival consolidations.
As the regulator weighs the options, the main question remains how to preserve competitive pricing while encouraging investment and network modernization. The European Commission continues to shape decisions that balance consumer interests with industry incentives, and Digi’s next steps will be watched closely as a barometer of Spain’s evolving telecom landscape.