Canadian Mobile Wireless
Communications Services Market Report


NBI/Michael Sone Associates
193 Church Street
Toronto, Ontario
M5B 1Y7
Telephone 416-360-0424

September, 2010

Table of Contents

Section Page
About this report v
A Note on Accuracy vi
1.0      Executive Summary   1
2.0      Service Providers 6
     2.1      Bell Aliant 6
     2.2      Bell Wireless 7
          2.2.1       Solo 14
     2.3      MTS Allstream 14
     2.4      Rogers Wireless 20
          2.4.1       Fido 25
          2.4.2       chat-r 27
     2.5      SaskTel Mobility 27
     2.6      TELUS 30
          2.6.1       Koodo 34
     2.7      Virgin Mobile 35
3.0      New Entrants 39
     3.1      Mobilicity 39
     3.2      Public Mobile 41
     3.3      Videotron 44
     3.4      WIND Mobile 46

List of Exhibits

Exibit     Page
Exhibit  1 Subscribers/Net Activations by Service Provider (2008-2013) 51
Exhibit  2 Subscribers by Service Provider by Province (2008-2013) 52
Exhibit  3 Subscriber % Share by Service Provider by Province (2008-2013) 53
Exhibit  4 Subscriber Penetration of Canadian Population (2008-2013) 54
Exhibit  5 Subscribers by Service Type (pre- & post-paid) and Market Segment,
(consumer & business) by Service Provider (2008-2013)
Exhibit  6 Service Revenue (voice & data), ARPU, MOU,
by Service Provider (2008-2013)
Exhibit  7 Monthly Churn (%) and Cost of Acquisition
by Service Provider (2008-2010)
Exhibit  8 Text and SMS Messages by Service Provider (2008-2013) 57
Exhibit  9 Text and SMS Revenues by Service Provider (2008-2013) 57

About This Report

With previous editions of this report going back over 15 years, NBI/Michael Sone Associates' Canadian Mobile Wireless Communications Services Market Report, 2010 Edition continues to be the most comprehensive study published on this industry.

The report examines the cellular, wireless messaging and mobile data markets in Canada, focusing on both services currently offered and probable future developments of the industry. Of particular importance is the role played by the new entrants that promise innovative voice and data plans that portend increasing market competitiveness.

The report opens with an Executive Summary that offers the reader a snapshot of the industry's relevant issues, specifically the service providers' performance, market share, penetration and future direction as indicated by the key metrics of their subscriber acquisition and growth, ARPU, usage rates and churn.

Thereafter are two sections that contain detailed profiles of the incumbent and new entrant wireless service providers respectively, their recent market performance and activities as well as predictions for the future. The discussion focuses on the effects of different airtime and mobile data plans, pre-paid packages, messaging and other value-added services, marketing programs and distribution channels on revenues, subscriber growth, usage patterns, acquisition costs and capital spending.

Nine comprehensive Exhibits illustrate service provider-specific data including projections to 2013 for subscriber and revenue growth, provincial analysis, segmentation between business & consumer accounts, breakdown between voice & data revenues and detail on SMS traffic and revenues.

Please watch for our upcoming Canadian Mobile Wireless Communications Device Market Report, 2010 Edition.