Celcom digi merger pg one FOR the longest time, Celcom Axiata Bhd has been trying to win back market share to be in the top spot in the local mobile scene. has been a trying experience for Celcom, ever since the latter took the lead over a decade ago. Now even the once smallish Digi.com Bhd has overtaken Celcom in market share. It is no denying that Celcom has had legacy issues in the past, but that is history and it has dusted that off quite well. Historically though, Celcom was synonymous with mobility in Malaysia, having been a player since 1988. It was only in 1993 that the floodgates were opened to competition in the mobile sector.