Cogeco has reached a major milestone in its Canadian strategy. On July 15, the provider announced the launch of its residential wireless service in Canada. Unveiled alongside its third-quarter financial results, this move marks Cogeco’s official entry into the Canadian market, long dominated by the country’s telecom giants.
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A lightning-fast rollout in 12 key markets
Cogeco’s Canadian wireless network expansion is ramping up immediately. The company plans to reach 12 key markets in the coming weeks. This first phase targets cities that reflect a strategy to strengthen its existing strongholds. In Quebec, the service will launch in Alma, Magog, Rimouski, Saint-Georges, Saint-Hyacinthe, Saint-Sauveur, and Trois-Rivières. In Ontario, Brockville, Chatham, Cobourg, Cornwall, and Welland are on the list. This approach allows Cogeco to build on its strong local wired infrastructure.
CEO Frédéric Perron’s Strategy
For Frédéric Perron, President and CEO of Cogeco Communications, this launch goes beyond simple diversification. “Wireless will become a powerful tool to retain and grow our wireline customer base in North America over time,” he stated. This “convergent” vision — offering internet, TV, and now mobile — is a key pillar of Cogeco’s strategy to respond to fierce competition and the growing trend of internet-only plans. The experience gained from a similar launch in the U.S. last year is serving as a model.
A promising Canadian landscape despite the challenges
This ambitious rollout comes amid a mixed financial backdrop for the third quarter. While Cogeco saw strong growth in its Canadian high-speed internet subscriber base — with nearly 9,500 new fibre-connected households added this quarter — its U.S. segment experienced higher-than-usual subscriber losses. The launch of wireless services is therefore timely, serving as a strategic lever to boost customer retention in response to bundled offers from competitors.
Turning Legacy Customers into Wireless Users?
Cogeco’s decision to enter the Canadian wireless market is a bold move. Its success will depend on its ability to convert its legacy wireline customers into users of bundled services (Internet + mobile), while carefully managing investments in a challenging economic environment. The pace of the national rollout this fall and consumer reception in the 12 initial markets will be key indicators to watch in measuring the true impact of this new chapter for Cogeco in Canada.
