Sunrise instead of UPC, no forced migration to the cable network

Although the owner of UPC actually bought the telecommunications company Sunrise, the merged company will appear under the Sunrise brand in the future. It’s a logical step.

There is more Sunrise than UPC in the merged company. The UPC logo will soon disappear.

Manuel Lopez / Keystone

If everything works out, the UPC brand will disappear from pedestrian zones and shopping centers by Monday evening. A revised version of the Sunrise logo will be installed in over 100 stores over the weekend. The telecommunications company Sunrise UPC, which arose from a merger of the cable network operator UPC and the mobile operator Sunrise, will keep its name. In future, however, the subscriptions will be marketed under the main brand Sunrise.

That’s no surprise. It was clear from the start that there would be more Sunrise than UPC in the merged company. It was Liberty Global, UPC’s US parent company, that bought Sunrise at the end of 2020. In terms of management and culture, however, a kind of reverse takeover has taken place. With good reason: Sunrise was undoubtedly the healthier company. The number two in Swiss mobile communications made life difficult for Swisscom even before the merger. UPC, on the other hand, was a problem that was constantly losing customers and sales. Liberty Global was smart enough to acknowledge this reality.

Another reality is that at Sunrise, a fat bill from Swisscom regularly flutters into the house. In many places, Sunrise uses pre-products from the blue giant for its Internet offerings. Before the merger, it was said that thanks to the UPC cable network, Sunrise would emancipate itself from Swisscom. To do this, Sunrise customers who use the Internet via Swisscom connections would have to switch to the UPC cable network. For a long time it was puzzled how this should happen. It is now clear: the steam hammer method will not be used. Sunrise UPC wants to persuade customers to switch with a new subscription portfolio. There will be no forced migration.

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