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

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.