Early 2014, the sale of the French operator SFR waved the media, and after a struggle of every moment is finally Altice, parent of Numericable, who won the auction. Known since as the Numericable, SFR, the entity will now change its name and only adopt one of the strongest brand … and not the buyer.
According Parisien information, management of Altice group have announced the new unions last Tuesday. The Numericable brand will disappear in favor of SFR, the strongest brand of both. This change was apparently intended for “long” according to AFP, quoting Nicolas Chatin, communications director of SFR, confirming the passage of information. Patrick Drahi himself had also suggested that this scenario was planned from the acquisition of SFR last year.
Closures, but no layoffs
Numericable shops will therefore disappear from the landscape. Of the 62 surveyed retail outlets, 6 resume the operator logo in red square while the other 54 will close their doors altogether. However, Le Parisien said that Patrick Drahi had pledged in writing not to dismiss during the 36 months following the acquisition of the company. Also, no social is planned at the moment, and all employees will be reassigned on SFR shops and via the SFD 5sur5 subsidiaries. The unions however are sounding the alarm about the CSD, which will not be renewed and subcontractors who will lose part of their business.
For now, “the Numericable brand is to disappear in conquest”, which means that only new customers are concerned. Ultimately, however, this change should be effective “on the park, with in target, a customer migration SFR”.
Virgin Mobile also
The Virgin Mobile brand, also bought by Numericable, also suffer the same fate. “Ultimately, the idea is to migrate Virgin mobile customers without commitment to RED, and those with commitment to SFR,” says the article in the Parisien. “The ambition of the new RED entity would exceed the number of customers of its main competitor, Sosh in 2017”. An ambitious target given that since the takeover, the group continues to lose customers.