Skip to main content

A strategic analysis for competing in the Canadian consumer wireless telcommunications market

Resource type
Thesis type
(Research Project) M.B.A.
Date created
2006
Authors/Contributors
Abstract
The purpose of this study is to analyze competition in the Canadian wireless consumer market and suggest strategies for TELUS Communications Company (TELUS) to compete against its main rivals, Bell Mobility and Rogers Wireless. While TELUS outperforms its rivals in a number of areas, it lags behind them in terms of total subscribers and revenue, particularly in ON and QC. Low wireless penetration rates in Canada suggest that there is still room for significant subscriber and revenue growth. Furthermore, technological change has resulted in convergence of wireless data, voice and IP capabilities. Each of the three rival s offers converged, high-speed wireless applications, and there is little to differentiate one from the other. This study recommends that TELUS consider significantly increasing its sales presence in ON and QC over a three-year period, with a marketing focus on its Spark entertainment bundle, to build its customer base and increase revenue generation.
Document
Copyright statement
Copyright is held by the author.
Permissions
The author has not granted permission for the file to be printed nor for the text to be copied and pasted. If you would like a printable copy of this thesis, please contact summit-permissions@sfu.ca.
Scholarly level
Language
English
Member of collection
Download file Size
etd2502.pdf 3.16 MB

Views & downloads - as of June 2023

Views: 107
Downloads: 8