Altice will become a major brand in the telecoms world as the owner of Portugal Telecom and SFR unveiled a new global identity.

The Altice name had been confined to the holding company, but the operator said it wanted to showcase its “transformation” into a transatlantic telecoms, content and advertising company.

All of the company’s commercial brands, which also include Orange in the Dominican Republic, Hot in Israel and Suddenlink in the United States, will become Altice by the end of the second quarter next year.

A new logo, known as “The Path”, has been unveiled alongside a new corporate tag line: “Together Has No Limits”.

Sub-brands, such as Red in France and Moche, Uzo and Sapo in Portugal, as well as SFR’s press assets, will retain their existing brand names.

The company said the new branding would provide “unique, seamless and simplified experience” for customers, while employees would benefit from “common values and mindsets”.

It said it was also introducing new internal programmes to promote young talent, provide better training and introduce job exchanges.

A new Altice Foundation will focus on philanthropy across the arts, education and entpreneurship.

Altice saw EBITDA jump 9.5 percent to €2.2 billion on sales that grew 3.2 percent to €5.9 billion in the first three months of the year.

Altice CEO Michel Combes said: "Altice is today entering a new era, following its transformation into a global leader in telecoms, content and advertising.

“Operating as one unified organisation, Altice will reinvent the future of the customer experience through an enduring commitment to deliver innovative, best-in-class products and services that unlock the limitless potential of our customers and our people.”

Read more: EC accuses Altice of jumping the gun in PT takeover

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