Maybe this makes sense if you have several rovers/landers within range of the cells, which can use lightweight and lower power phone type transceivers instead of high power radios and high gain antennas, leaving the heavy power and bandwidth work for the cell station. But it sounds like a gimmick to me.
As for comms on an inhabited moon, certainly mobile phone tech would be ubiquitous. Many developing nations have been skipping historical land line infrastructure and going straight to mobile; it's cheaper and more advanced. For longer distance comms you'd probably want a satellite phone network similar to Iridium or something. Problem with lunar satellites though is that they require much more frequent maneuvering to stay in orbit than earth-orbiters do, due to the Moon's wonky mass properties and Earth's influence.
