Sunrise (UPC) already announces price increases for 2025

Illustration: Dall-E via ChatGPT.

Obviously, the digestion of Sunrise by UPC generates few synergies and does not benefit consumers. The solid company that was to face Swisscom remains a concept. As an Internet user pointed out to me, the American-run operator has already announced price increases for the first quarter of 2025, news which risks disappointing many customers. This increase, which will affect monthly subscriptions, raises questions about the company’s strategy.

Sunrise (UPC) justifies this increase by a general increase in costs, in particular due to the surge in electricity prices. “Despite the use of innovative technologies and improved energy efficiency,” the operator says the continued rise in electricity prices has driven up service costs. Additionally, the company also cites increased costs for rental, insurance, construction and access to third-party networks, as well as rising labor prices as contributing factors to this decision.

A targeted price adjustment

The increase announced by Sunrise (UPC) will mainly affect monthly subscriptions, with an increase of approximately 1.8% from March 1, 2025. It is important to note that this change only concerns the “list prices” of subscriptions. . The prices for prepaid offers and payment by monthly installments for devices remain unchanged. This approach appears to be aimed at minimizing the impact on certain customer segments while maximizing company revenue.

This decision by Sunrise (UPC) comes in a particular economic context for the telecoms sector. The operator claims that it cannot escape these cost increases. However, this justification may not convince all consumers, especially in a market as specific as that which has developed in Switzerland with Swisscom being more restrained in this area.

What impact on the market?

The announcement of this price increase raises questions about the competitive position of Sunrise (UPC) against Swisscom and other market players. It will be interesting to observe whether competitors will follow this trend or whether they will choose to maintain their prices to attract dissatisfied customers. The reaction of consumers to this increase will be crucial for this operator, who will really have to justify its added value to retain its customers…

This new increase in Sunrise (UPC) prices, even more expensive, highlights the challenges faced by certain telecom operators in Switzerland. As operational costs rise, businesses must find a delicate balance between profitability and customer satisfaction, in a market where competition is only partially exercised…