The Unconventional Approach of DIGI in 2026
As the new year approaches, the trend has traditionally been price hikes among major telecom operators. However, in Spain, DIGI is making waves with its unconventional approach. Having closed 2024 without increasing prices, the company has reiterated its commitment to maintain affordable rates into 2026.
Competing Against the Current
While DIGI remains steadfast in its pricing strategy, competitors like Vodafone, Movistar, and Orange are gearing up for notable rate increases scheduled for January 2026. Despite a paradox where DIGI earns less with each new customer, it is deliberately pursuing a strategy focused on volume over profitability.
No Price Increases for DIGI
In a bold declaration, DIGI has confirmed there will be no price increase for 2026. Marius Varzaru, the company’s CEO, has emphasized improvements to their ilimiTODO and SMART Fiber rates, all without raising costs. This commitment sets DIGI apart from its competitors, who are currently hiking prices.
The Competitive Landscape
While DIGI works to keep prices low, other operators are taking the opposite approach. Yoigo recently announced a price increase for fiber and mobile bundles, further reflecting the trend among the larger telecom players. This creates an interesting contrast, with DIGI positioned as the affordable option for consumers.
DIGI’s Strategic Intent
Aiming for Third Place
DIGI’s ambition is clear: to secure its position as the third largest operator in Spain. Their collaboration with Telefónica allows them to leverage national roaming and shared network resources, offering customers reliable coverage at a fraction of the cost compared to larger competitors.
A Trade-off in Profitability
Despite an impressive growth trajectory, with nearly one million customers acquired in 2025, DIGI’s profitability has eroded—falling from €8.7 per customer to €7.8. This decline could pose a problem in the long run, especially if customer acquisition slows. However, DIGI is not worried due to its substantial customer base.
The Fuel Behind DIGI’s Success
Growth Through Portability
DIGI has consistently attracted new customers, capturing over 60% of total portability in Spain by 2022. Each year, it gains around one million new lines, suggesting a strong consumer preference for its services. Notably, DIGI is not classified as an MVNO (Mobile Virtual Network Operator), but rather as a major operator competing effectively in the market.
Future Outlook
Currently, there appears to be no intention from Telefónica to acquire DIGI. The aggressive strategies outlined by Murtra suggest that they aim to grow organically, possibly staving off any attempts to thwart DIGI’s ascent through acquisition. Instead, collaboration might be the only viable strategy left for traditional operators to compete with DIGI’s low-cost model.
Conclusion
In a time when most telecom companies are opting for price increases, DIGI stands out as a beacon of affordability and customer-centric strategy. Its commitment to keeping prices stable into 2026 presents a valuable opportunity for consumers seeking cost-effective fiber and mobile options. With this approach, DIGI could redefine the telecom landscape in Spain while continuing its climb in the market rankings.