The Sunrise logo, without UPC, a “tunnel” at 43 million francs!The merger of UPC and Sunrise continues, sometimes painfully for customers little considered by management. What now serves as the new logo for the combination of Sunrise and UPC nebulae cost more than 43 million francs!
In an interview given at the end of the week network week, André Krause the boss and former financial manager justifies the exorbitant price of this new rebranding. One more. Indeed, in addition to the painful Cablecom episode specific to UPCSunrise has already changed repeatedly logowithout forgetting its mobile roots in the colors of Diax… A torturous story.
Sunrise and UPC integration in progress
“We have completely renewed Sunrise’s new consolidated brand. We have therefore not simply returned to an old brand, but have invested in the refresh and have thus revalued our positioning in the consolidation of brands” explains André Krause. As the story of Sunrise and UPC shows, the undersigned can only see that it is not the logo change that improves the customer experience…
Regarding the merger of Sunrise and UPC, which trumpeted a “successful integration” in May 2021, André Krause suddenly paints a less brilliant picture. “We have now done a large part — well over half — of the integration work,” he says. The next challenge will be the merger of the SAP systems of the two former brands Sunrise and UPC.
Questions regarding networks
In this interview, the boss of the company in American hands explains that he wishes to continue to offer offers by cable and optical fiber operated by Swisscom. Concerning the investments on the cable, it hardly gives positive signals as for possible modernizations. Obviously, the spirit is always financial maximization, at all costs.
This brings me to my comment on this whole 100% financial operation. The customer has gained nothing and once once more has everything to lose from a marketing and not a technological positioning. The merged Sunrise UPC maximizes its profitability at all levels and abandons the customer who should think regarding playing the competition by perhaps turning to a Salt rather than paying for crappy and overpriced rebrandings as well as the voracious Federer…
In short, from Rediffusion, to Diax via Swisscom, Cablecom and UPC, the painful history of Sunrise with its multiple logos continues its course… How far will this waltz of owners only interested in this cash machine go?
Xavier Studer