The Freebox Pop S is backtracking to attract Orange, Bouygues and SFR subscribers

The Freebox Pop S continues to be the talk of the town. The brand's new, affordable fiber box initially didn't reimburse cancellation fees. Ten days later, the operator reversed its position. This about-face illustrates the tension in the telecoms sector, where every pricing detail can tip the scales in favor of the competition.

Between low prices and concessions for the Freebox S

By eliminating the television service, Free had created a streamlined offering aimed at consumers who prioritize the essentials: a good internet connection. Offered at €24.99 per month, the Freebox Pop S gives itself the means to do so by integrating Wi-Fi 7 and offering a fiber connection of up to 5 Gbit/s download speed and 900 Mbit/s upload speed.

But one detail has raised eyebrows for many people: Free's initial refusal to cover termination fees, which are commonplace in the world of Internet service providers. Especially since these fees have recently increased: €59 at SFR, €69 at Bouygues Telecom. By neglecting this aspect, Free has left the field open to its competitors to attract customers wary of the idea of paying a penalty to change operator.

Faced with criticism, Free is finally offering to reimburse termination fees

Free is therefore reversing its decision. From now on, new subscribers to the Freebox Pop S can benefit from a reimbursement of up to €100 of their termination fees, as with other Freeboxes. A pragmatic decision, which places the operator back in line with the market norm and removes a major obstacle to subscription.

The challenge is all the more strategic since B&You and its Pure Fiber offer are on the rise. For Free, it is therefore a question of not letting potential customers slip away simply because of a difference in pricing policy. This change demonstrates the operator's ability to adapt quickly, even if it means backtracking on a choice that was nevertheless made at launch. On the other hand, old subscribers will (still) be the fall guys.