French telecoms operator Numericable-SFR is reportedly planning to rebrand all of its offerings and drop the Numericable brand, Le Parisien reports. The domestic newspaper cited the company’s management as saying in an internal document: ‘The group’s premium offers will be carried by a single brand for fixed and mobile, SFR, which is better adapted to the group’s strategy. The Numericable brand will first be dropped for new customers and eventually for the installed base, with the aim of migrating customers towards SFR.’
Under the unconfirmed plans, all of the group’s MVNO services will be regrouped under Numericable-SFR’s subsidiary Omea Telecom. The group’s online offers without contract commitments will be sold under low cost brand RED. In addition, Virgin Mobile brand will be phased out, with customers on fixed-term plans to be migrated to SFR while those without contacts will be transferred to RED. Going forward, the group is aiming to exceed the subscriber base of Orange’s low cost offering Sosh (2.817 million subscribers at end-September 2015) by 2017.