Bouygues Telecom has denied reports it is again discussing a merger with rivals, and announced a raft of new senior management appointments.

France-based media company BFM Business reported on Friday that Orange CEO Stephane Richard had told investors that talks between Altice, Iliad and Bouygues about a merger had resumed.

However, Bouygues was quick to put out a statement denying this.

It said: “The Bouygues Group categorically denies having restarted discussions with other telecoms operators with a view to consolidating the French market, as falsely claimed by an article published on BFMTV.com on Friday 16 September.”

The French market has been in a state of flux since low-cost operator Free Mobile launched in 2012. It now has over 17 percent of the market.

Orange and Bouygues were in talks about a merger themselves earlier this year, but talks ended in failure in April.

In July, Bouygues sold 230 mobile towers to Cellnex in an €80 million deal as it aims to invest more in its networks.

The operator saw sales rise six percent in the first half of the year, while net losses declined.

It also used its financial report in August to announce that Chairman and CEO Olivier Roussat had been promoted to Deputy CEO of Bouygues Group.

On Friday, Secretary General and Spokesman Didier Casas was promoted to become Deputy CEO of the group’s telecom’s arm alongside Philippe Marien and Olivier Bouygues.

As part of a number of management changes, Laure Joslet was appointed Consumer Marketing Director and Aurélie Stock Poeuf was made Director of Strategy.

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