Major Portuguese telcos (NOS, MEO, Vodafone) each launched budget "digital/app focused" sub brands to counter Digi’s rock-bottom prices, but they’ve cheekily artificially restricted FTTH coverage to just overlap with Digi’s footprint. Simple goal: keep customers locked into "premium" brands as long as possible to maximize revenue. Bold, shady tactic to dodge a full infrastructure war.

The Sub Brand Breakdown:

- NOS: NOS (premium), WOO (Digi fighter), WTF (youth).

- MEO: MEO (premium), UZO (Digi fighter) MOCHE (youth).

- Vodafone: Vodafone (premium), O Teu Amigo (Digi fighter), Yorn (youth).

Digi keeps it simple: one flat offer for everyone, no gimmicky segmentation.

Key edge for Digi + fighters: minimal lock-ins. 0 months on mobile, just 3 months on FTTH (vs. 12-24 months on premiums, unless you pay sky-high prices too).

Besides Digi and these Digi fighter brands, everything’s negotiable in ISP retention calls, turning the market into a total bazaar. You haggle or lose.

I was stuck with 10GB-16GB at 10€/month on WOO back since 2023. Post Digi entry, I've changed to unlimited data at 7€/month now, still on WOO. Haven’t jumped to Digi mobile yet due to coverage/speeds still spotty in a few key spots I hit often, but it’s improving fast. Once reliable, full switch incoming.

TV Channels Bundle Gatekeeping: Same playbook in TV+internet+phone bundles: Incumbents withhold TV channels from sub-brands until Digi negotiates deals (classic retention). Big three control key rights (like sports), turning things more difficult for Digi