New year, price rise. Or that’s what traditional operators have been doing practically since we can remember. But in Spain there is an operator that swims against the current: Digi. The company closed 2024 without raising pricesand in 2025 the promise has been repeated again.
On the rival side, fiber and mobile from Vodafone, Movistar and Orange will be more expensive in 2026with the three large companies preparing an upward update in their rates for the month of January. The Digi paradox contrasts with this year-end: he makes less and less money with each clientand that’s just what you want to do.
Not a euro goes up. There will be no price increase in DIGI by 2026announcing it officially and distancing itself from the rest of its rivals. Marius Varzaru, CEO of the company, similarly reaffirmed that in 2025 both the price of its ilimiTODO rate and the speed of SMART Fiber rates have been improved without compromising the price.
A strategy completely against the flow of the rest, with a Yoigo raising fiber and mobile prices, an o2 that also entered 2025 with increasesand the three large operators on the verge of their annual rate updates.
The plan. Digi wants to be, at a minimum, the third operator in Spain. Despite being a direct rival, has the agreement with Telefónicathrough which you benefit from both national roaming services and RAN Sharing (radio access network sharing).
For user purposes, coverage relatively similar to that of Telefónica for much less money. Is it a profitable plan?
Yes, but. During 2025, Digi has been the operator that has managed to snatch the most customers from its rivals, close to one million. Despite this, its profitability is increasingly lowergoing from 8.7 euros per client to 7.8. This would be a significant problem for an operator with low customer volume, but this is not the case with DIGI.
The operator’s priority is volume over margin, something that has allowed it to catapult to fourth place in the ranking of Spanish operators. And, if it continues like this, it will not take long for it to eat Vodafone.
It’s not something new. Already in 2022, DIGI managed to take over 60% of the total portability in Spain and, since then, it closes each year with close to one million new lines. DIGI is not an MVNO, it is the fourth major Spanish operatorand has the potential to continue climbing positions.
For now, Telefónica seems not to be considering the purchase of DIGIgiven that Murtra’s aggressive plan does not include new acquisitions. Despite this, the only possible way to stop DIGI seems, precisely, to go hand in hand.
Image | Digi
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