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TELUS: The Public Mobile Brand Acquisition Decision
Michael Taylor; Brooke Cooper; Sarah DicksonCase IVEY-9B17A049-EMarketingIn 2014, TELUS Communications (TELUS) acquired Public Mobile Holdings Inc., a small, money-losing, wireless carrier that operated in the lower, price-sensitive tier of the market. TELUS had not previously competed in the lower tier of the market, which had a history of low revenues per customer and low customer retention. The director of Mobility Marketing at TELUS faced the decision of what to do with this newly acquired brand. He was considerin...Starting at €8.20