It's an American-style show, as Free has liked to do since its beginnings.
A provocative slogan as the operator likes them – “Like a tune you've never seen before” –, a countdown to loud music and a quirky film with suspense to present the group's new box.
This Tuesday morning, in the premises of the Parisian headquarters of the telecoms operator, the boss of Free, Xavier Niel, takes the stage of the auditorium, at the end of the short presentation, to list all the advantages of his new box, the Freebox Ultra, which will be marketed this Tuesday afternoon at 49.99 euros per month for one year (then 59.99 euros per month).
A price 10 euros higher compared to the high-end box currently sold by the operator, Delta.
Free presents: Freebox Ultra pic.twitter.com/npfjDMNJQ2
— Free (@free) January 30, 2024
A risky bet as Free positions itself as an economical alternative for consumers.
“To imagine it, we listened to the remarks of our subscribers, read the comments on social networks or via our communities”, justifies Xavier Niel from the start of his keynote.
10G technology, new Wi-Fi standard…
And if the price increases, it is above all because this latest generation of boxes focuses on performance.
Two technological innovations should attract the interest of the most connected subscribers.
“The box offers 10G technology,” emphasizes Xavier Niel.
We were already the first to launch it in 2018 with the Freebox Delta, at a time when our competitors assured that it made no sense.
»
On stage, behind him, flashback: spectators discover Grégory Rabuel, ex-CEO of SFR, who assured, in July 2019, that “offering 10Giga makes no sense and everyone knows it”.
Xavier Niel is jubilant.
And enjoys displaying similar quotes from its competing counterparts at Bouygues and Orange on the screen.
“They are real Nostradamus!”
» he laughs, before ensuring that this technology, which will be deployed by Free throughout France, will make the fiber “three times more powerful than the previous box”.
Also read “It’s rewarding to give purchasing power back”: Xavier Niel, the emblematic boss of Free, responds to our readers
Another innovation: the new Wi-Fi 7 standard, “five times faster than Wi-Fi 6, it’s a real revolution,” adds the founder of the Iliad group, without specifying for what purposes subscribers will need it.
A small 4G box called Pocket Wi-Fi will also be provided and will allow you to have your own Wi-Fi network on the move (with 200 GB of data before activation online, then 50 GB per month).
Ways to limit your energy consumption
On stage, if Xavier Niel talks technology, he also hammers home another word: price.
“It’s a sick offer, never seen before,” he rejoices.
We have always been there to lower prices in this country,” he says.
New features allow subscribers who wish to limit their energy bill.
The new box in fact offers a “total sleep” mode (for the night or on vacation) which helps reduce consumption by more than 95%.
Another “Wi-Fi economy” mode allows you to adapt its power to uses to possibly reduce electricity consumption.
“These innovations allow us to have a controlled economy,” rejoices the group’s boss.
But Free also wants to make a difference in the content provided with its box.
“It includes, not for three or six months, but for the entire duration of the subscription the channels Netflix, Disney +, Canal + live, Amazon Prime… It’s crazy!
» he says, before displaying on the screen the price of each service, which should increase the subscription to 141.92 euros per month, taking into account each of the channels as well as a high-end box package. range.
“Who can afford to pay for this?
» he asks before announcing the price of the Freebox Ultra.
An alternative offer – without subscriptions to television channels –, Ultra Essential, is also offered at 39.99 euros per month for one year, then 49.99 euros per month.