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Company: Altice Group[a]

Brand Value: US$ 7,475 million

Change since 2018: -29%

Headquarter City: Paris

Category: Telecom Providers

Year Formed: 1987

SFR provides mobile and fixed-line phone services, broadband and entertainment, with a focus on premium content including sport, news and movies. It has 14.4 million mobile customers and 7.6 million broadband subscribers, but after a poor third quarter in 2017 – in which it lost 75,000 broadband customers – there has been a shakeup within the business. Alain Well was named SFR’s new CEO in November, and the brand has shifted its strategy to focus on the basics: improving its service and the customer experience. It has simplified its phone service offers and moved away from making unpopular tariff increases as new content became available. It also launched a new sports offering, RMC Sport, which it has made available to third-party distributors. A new campaign with the tagline “SFR Enjoy” launched in summer 2018, featuring four new brand ambassadors: footballer Cristiano Ronaldo, musician Louane, actor Omar Sy, and driver Sébastien Loeb.

[a]Owner: Altice Group; Parent company: SFR Group