Will Eutelsat’s Dual-Orbit Strategy Give It the Edge?
Sep 18, 2025
Eutelsat Group has revealed a major company rebranding program that will see the company adopting the simplified name Eutelsat and all its businesses and subsidiaries will operate under a single brand name. This strategic development is the final stage in the transformation of the company into a global connectivity leader after a successful merger with OneWeb in 2023. The rebranding also indicates how Eutelsat is determined to offer a clear and uniform corporate identity to all markets and service offerings to its customers, partners, and shareholders.
Eutelsat’s rebranding campaign promo. Credit: Eutelsat
The Eutelsat-OneWeb merger is now considered the sole combined geostationary (GEO) and low Earth orbit (LEO) satellite operator in the world, which places the company in a unique position in the competitive satellite communications industry. Although the company has consolidated its corporate brands, it has strategically chosen to use the OneWeb brand in its LEO constellation business. This strategy recognizes the established market presence of OneWeb and the significance of the constellation to the provision of the low-latency and high-speed connectivity service that is the foundation of the competitive advantage and future growth strategy of Eutelsat. Under this umbrella rebranding, Eutelsat is also going to combine its current websites, eutelsat.com and oneweb.net, into a single unified digital platform that will enable the company to simplify the customer experience. The unified site will be the main entry point of all the services and solutions provided by the company, which will eliminate potential confusion and make the user experience more intuitive. This online integration is a feasible expression of the overall organizational integration activities of the company, and so the customers will be able to move through the entire range of Eutelsat connectivity offerings with ease.
The redesign of the visual identity also includes Space Blue and OneWeb Red, which forms a color scheme that, symbolically, unites the already existing heritage of Eutelsat with the culture of dynamic innovation of OneWeb. The colors are supposed to portray the values and positioning of the combined entity in the market as well as strength, openness, and energy. The new branding also includes new graphics, which focus on the human aspect of connectivity in the world and the global scope of the technological solutions offered by Eutelsat to establish a visual story that links technical proficiency with human influence. Chief Executive Officer Jean-Francois Fallacher stressed that the new brand identity would be focused on ambition and clarity and then clarified that the cohesive approach would facilitate operations for customers and increase transparency to stakeholders and solidify the company’s position against future challenges. Fallacher argues that the merger that was under the Eutelsat brand is not just a mere cosmetic rebranding but an important foundation on which the company would continue to grow and expand in the market. His remarks emphasize the fact that the leadership felt that brand unity will be transformed into operational efficiency and competitive advantage within the fast changing satellite communications industry.
The overall nature of video and connectivity solutions of the company allows Eutelsat to provide unparalleled global coverage, business reliability, and flexibility of services to a wide range of market segments. This capability portfolio enables the organization to provide high-quality and innovative solutions that respond to the fast-changing customer needs and market demands. The integrated GEO-LEO system is especially effective in offering continuous coverage in the remote areas and at the same time cater to the increasing market demand of low-latency connectivity applications in different industries. Eutelsat currently has the capacity of operation through 34 geostationary satellites in coordination with a LEO satellite constellation of over 600 active satellites. This dual-orbit design offers distinct service opportunities, which is not possible in the case of operators who opt to specialize in a single technology, either GEO or LEO. The hybrid connectivity services that can be offered by the combination are based on the strengths of both orbital configurations and offer customers optimal solutions to meet their applications and geographical needs.
