Altice’s Patrick Drahi to dump SFR, Suddenlink and other brands

Alan Burkitt-Gray
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Unfied Altice brand to replace names for consumer and business operating companies in Europe and North America

Altice, the media and telecoms holding company controlled by French businessman Patrick Drahi, is to rebrand all of the consumer and many of the enterprise operations that it owns.

All the consumer companies, including French mobile operator SFR, Portuguese operator PT Telecom and US cable companies Suddenlink and Optimum, will use the Altice name, with a new logo. Business-to-business operations will become Altice Business, said the company.

Michel Combes, the former Vodafone and Alcatel-Lucent head who is now Altice CEO, said: “One group with one brand, Altice. Altice is today entering a new era, following its transformation into a global leader in telecoms, content and advertising.”

Some will escape the rebranding, including what Altice calls “telecoms sub-brands in select areas”: Red in France; Moche, Uzo and Sapo in Portugal; and Next TV in Israel. Other media and news brands will be retained: News 12 Networks, i24News, BFM, RMC, Libération and L’Express. Video advertising company Teads will not change, added Altice.

Combes said: “Operating as one unified organisation, Altice will reinvent the future of the customer experience through an enduring commitment to deliver innovative, best-in-class products and services that unlock the limitless potential of our customers and our people. This is our path, this is the Altice path.”