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SFR – in 2020 #9 (-1)

Parent Company: Altice Group

Brand Value 2020: $6,885, (US$)

Change from 2019: -8%

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 around 14.4 million mobile customers and 7.6 million broadband subscribers. Alain Weill became Director General of SFR in November 2017, and recently the company has shifted its strategy to focus on the basics: improving its service and the customer experience. It has simplified its phone services and moved away from making unpopular tariff increases as new content becomes available. It has introduced a sports offering, RMC Sport. The SFR Enjoy initiative launched in summer 2018, featuring four brand ambassadors: footballer Cristiano Ronaldo, musician Louane, actor Omar Sy, and rally driver Sébastien Loeb. More recently SFR has been connecting to the streaming world. In 2019, Altice Europe signed a partnership deal with Amazon Prime Video to make the Amazon service available to its SFR customers in France. The agreement means that SFR will be the first Altice operator in Europe, and the first operator in France, to include the Prime Video app within its TV box.