Canadian Communications: Back-to-School 2026: Promo Discipline Intact; Carrier-by-Carrier Pricing Review

Research evidence excerpt

Canadian Communications: Back-to-School 2026: Promo Discipline Intact; Carrier-by-Carrier Pricing Review

J P M O R G A N North America Equity Research

29 July 2026

Canadian Communications

Back-to-School 2026: Promo Discipline Intact; Carrier-

by-Carrier Pricing Review

As we enter the back-to-school season, we highlight several promotional updates Telecom Services, Cable & Satellite

ACacross the Canadian wireless ecosystem. To date, promotional intensity has Sebastiano C Petti

remained rational, and we welcome the recent trend of price increases, including (1-212) 622-8529

less aggressive flagship and flanker BYOD (bring-your-own-device) offers. At the sebastiano.c.petti@jpmorgan.com

flagship level, Rogers, BCE, and TELUS have simplified their line-ups to feature Shayna Nguyen

Unlimited 5G plans, standardized at $85/month (US–Canada–Mexico) and $100/ (1-212) 622-0038

month (including international). These are broadly in line with the 2025 back-to- shayna.nguyen@jpmchase.com

school season, when Rogers and BCE priced their 175 GB and 250 GB plans at $80 John Stid

and $100/month, respectively. TELUS, which offered slightly deeper discounts (1-212) 272-0992

john.stid@jpmorgan.com

than its peers in 2025 (175 GB at $80 and 250 GB at $95), has now matched them; J.P. Morgan Securities LLC

however, it has introduced a special student offer of 40 GB for $55/month. TELUS

also discontinued new activations on the TELUS Prepaid brand as of July 1, 2026,

and instead directs customers to Koodo Prepaid. Overall, premium promotions

remain centered on device subsidies, multi-line plans, and bundles—for instance,

both Rogers and BCE offer a $45/month family discount when a third line is added.

On the flanker side, Freedom Mobile’s offers sit $9/month below prior-year levels,