Altice USA rebrands Suddenlink as Optimum

Altice USA has rebranded its Suddenlink subsidiary as Optimum, bringing the company’s telecommunications products and services under one unified brand across its entire footprint.

The move comes as the company launches Optimum’s latest nationwide brand campaign with the tagline “Get Closer, Go Farther”

Altice USA said that from today and throughout the months ahead, the company would transition Suddenlink properties and assets to Optimum, including vehicles, stores, websites and uniforms.

Initiatives bringing the two operating units together will include  removing data caps on all Suddenlink internet plans as part of the transition to Optimum.

“Get closer and go farther. That’s our Optimum brand promise and what we aim to deliver to our customers through our connectivity services and experiences we offer,” said Matt Grover, executive vice president of consumer and business services, Optimum.

“We are thrilled to launch this new campaign and officially bring our Suddenlink products and services under the Optimum brand, uniting our telecommunications division under one name, one voice, and one promise to customers to deliver the very best internet, TV, and mobile service to them every day.”

Suddenlink operates networks mostly in the southern and central part of the US, while Optimum is active in the New York area.

The rebrand of Suddenlink comes after press reports that Altice USA was looking at a potential sale of the operator.

Bloomberg reported at the end of July that Altice USA is looking at a potential sale as it seeks to reduce its debt levels.

Altice USA chief Dexter Goei

Citing unnamed sources, Bloomberg said that Altice USA is working with Goldman Sachs and has begun putting feelers out to potential buyers but could yet decide to keep the division.

According to the report, the sale could bring Altice USA as much as US$20 billion, which could help alleviate its debt. The company bought Suddenlink for US$9.1 billion in 2015.

Altice USA CEO Dexter Goei has previously said that his company is open to exchanging or selling assets and has hinted that Altice USA does not view Suddenlink’s footprint as strategically important.

Two years ago Altice USA made a failed attempt to acquire Canada’s Cogeco, which included a plan to sell the latter’s Canadian assets to Rogers while keeping hold of its US subsidiary, Atlantic Broadband, which operates networks on the US’s eastern seaboard.