Our Strategy

Our goal is to be recognized by customers as Canada’s leading communications company. Our primary business objective is to maximize subscribers, revenues, operating profit, free cash flow and return on invested capital by further enhancing our position as one of Canada's foremost providers of comprehensive and innovative communications services to residential and business customers.

We are pursuing five clear strategic imperatives:

1. Improve Customer Service
2. Accelerate Wireless
3. Leverage Wireline Momentum
4. Invest in Broadband Networks and Services
5. Achieve a Competitive Cost Structure

These strategic imperatives are rooted in efficiently and cost effectively delivering consistent, reliable, high-quality communications services to customers, proactively managing legacy revenue erosion and profitably expanding our customer base.

STRATEGIC IMPERATIVE 1: IMPROVE CUSTOMER SERVICE

Improving customer service at every level – in the field, online, at our call centres, in our stores –ensures a positive Bell customer experience and differentiates our company in a competitive marketplace.

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STRATEGIC IMPERATIVE 2: ACCELERATE WIRELESS

Offering Canada’s Best Network, the leading line-up of smartphones and other mobile devices, the broadest distribution network, and leading mobile content and data services, Bell captured the highest market share of new Canadian postpaid customers this year.

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STRATEGIC IMPERATIVE 3: LEVERAGE WIRELINE MOMENTUM

Broadband services such as TV, high-speed Internet and business ICT services have become the drivers of Bell’s growth now and into the future.

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STRATEGIC IMPERATIVE 4: INVEST IN BROADBAND NETWORKS AND SERVICES

Broadband networks are essential to Bell’s growth, supporting an increasingly broad array of new wireless and wireline services for business and residential customers.

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STRATEGIC IMPERATIVE 5: ACHIEVE A COMPETITIVE COST STRUCTURE

To fund continuing broadband network investments in the future and to create ongoing value for shareholders, Bell will continue to rigorously pursue operating efficiencies and productivity gains.

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