Telus (TSX:T) Monday said it would stop charging a $35 activation fee for new customers or a $25 equipment exchange fee for renewing customers.
The makes Telus the first of the established telecom brands to eliminate activation fees as part of its ongoing efforts to make the customer experience “clear, simple and easy”.
It is not clear if competitors such as Rogers or Bell, the telco arm of BCE would follow in cutting similar charges.
“The wireless industry and competitive landscape have changed over the years and with that, our customers’ needs have evolved,” said Brent Johnston, VP of Telus’s Mobility Solutions.
“Our customers have told us they feel activation and renewal fees are unfair. We have been listening and that’s why we’re giving them exactly what they’ve asked for.”
From November 1, Telus said it will begin charging $10 for SIM cards to cover the product cost that was previously included in their renewal and activation fees.
As it’s rivals continue to consolidate Canada’s media and telcoms market, Telus looks to brand loyalty to build market share.