The Catalan telecommunications and digital services group Parlem redoubles its commitment to the Valencian operator Aproop. It has done so through a rebranding that aims to modernize its image and transmit its values to connect with a wider audience and differentiate itself from the competition, through the proximity model that characterizes Parlem.
Thus, the group continues its territorial expansion strategy with Aproop, with the forecast that the Valencian operator will increase its turnover by 50% by the end of this year, and achieve a market share of 3% as a proximity operator. With this objective, it has renewed its brand image and website, with the campaign Canvia el que et canvia.
Within this rebranding, Aproop has given life to a new brand character. Named Cremaet, it personifies the situation of consumers facing telecommunications companies that do not respond to their demands, while positioning Aproop as a brand that listens to and accompanies its customers. In this sense, the company has also intensified investment in customer service.
The commitment to Aproop is one of Parlem's strategic lines to achieve the goal it has set for 2024: to double its EBITDA. The group, chaired by Ernest Pérez-Mas and directed by Xavier Capellades, has set out to do so after a 2023 in which it recorded positive annual profitability for the first time, going from a negative balance of 2.2 million in 2022 to the two million in positive that Parlem, based in 22@, recorded last year.
The replication of Parlem's proximity operator model through Aproop represents the first step of a long-term horizon that the group aims for: to lead various regional proximity operators in territories with a marked own culture in the rest of the State and also in the European sphere.