Telus Corporation (TU): ANSOFF Matrix Analysis [Jan-2025 Mis à jour]

Dans le paysage des télécommunications en évolution rapide, Telus Corporation est à l'avant-garde de l'innovation stratégique, créant méticuleusement une feuille de route complète qui transcende les limites traditionnelles du marché. En tirant parti d'une approche multiforme à travers la pénétration du marché, le développement, l'innovation des produits et la diversification stratégique, TELUS ne s'adapte pas simplement aux changements technologiques mais en remodelant activement l'écosystème de connectivité numérique au Canada et au-delà. Leur stratégie dynamique promet de débloquer des opportunités de croissance sans précédent, positionnant l'entreprise en tant que leader visionnaire des télécommunications et des services numériques.

Telus Corporation (TU) - Matrice Ansoff: pénétration du marché

Développer la couverture des services Internet à fibre optique

TELUS a déclaré 1,7 million d'abonnés Internet à fibre optique au quatrième trimestre 2022. La société a investi 1,4 milliard de dollars dans les infrastructures réseau en 2022. La couverture de la fibre optique s'est étendue à 2,2 millions de maisons en Colombie-Britannique, en Alberta et dans l'est de l'est du Canada.

Mettre en œuvre des stratégies de tarification agressives

TELUS a offert des plans mobiles à partir de 45 $ par mois en 2022. Les forfaits Internet variaient de 60 $ à 120 $ par mois. La société a déclaré une augmentation de 4,7% des revenus moyens par utilisateur (ARPU) dans le segment des télécommunications.

Améliorer la fidélisation de la clientèle

Telus a atteint un taux de désabonnement des clients de 0,92% au T4 2022. La société a mis en œuvre un programme de fidélité avec plus de 1,5 million de membres actifs.

Augmenter les faisceaux de services mobiles et Internet

TELUS a déclaré 1,9 million d'abonnés mobiles et 1,7 million d'abonnés Internet en 2022. La pénétration du faisceau a atteint 62% du total des abonnés aux consommateurs.

• Abonnés mobiles: 1,9 million
• Abonnés sur Internet: 1,7 million
• Pénétration du faisceau: 62%

Investissez dans l'expérience client

TELUS a alloué 180 millions de dollars aux améliorations de la plate-forme de service numérique en 2022. La société a obtenu un score de satisfaction client de 84% dans ses services de télécommunications.

Telus Corporation (TU) - Matrice Ansoff: développement du marché

Extension dans les régions canadiennes rurales mal desservies

Telus a investi 1,4 milliard de dollars dans les infrastructures à large bande rurale entre 2019-2021. En 2022, la société a obtenu une couverture rurale de 99,2% en Colombie-Britannique et en Alberta.

Services de communication des communautés autochtones

TELUS a engagé 100 millions de dollars dans des programmes de connectivité numérique autochtones. Servant actuellement 87 communautés autochtones avec des forfaits de communication spécialisés.

• Coût moyen du colis de service: 45 $ / mois
• Vitesses Internet: jusqu'à 100 Mbps
• Couverture de connectivité: 62 emplacements des Premières nations à distance

Partenariats stratégiques avec les fournisseurs Internet régionaux

TELUS a établi 14 partenariats régionaux de fournisseurs de services Internet à travers le Canada, en élargissant le réseau atteignant 22% en 2022.

Expansion des services de télécommunications d'entreprise

TELUS a augmenté les revenus des services d'entreprise de 287 millions de dollars dans les districts commerciaux émergents en 2022.

• Croissance du district commercial de Toronto: 15,4%
• Segment des entreprises de Vancouver: augmentation des revenus de 12,8%
• Calgary Enterprise Services: 94 millions de dollars nouveaux contrats

Solutions mobiles et Internet spécifiques à la démographie

Telus a lancé 7 packages mobiles et Internet ciblés pour des segments démographiques spécifiques en 2022.

Telus Corporation (TU) - Matrice Ansoff: développement de produits

Lancez les technologies et services avancés de réseau mobile 5G avancé

Telus a investi 1,4 milliard de dollars dans l'infrastructure de réseau sans fil en 2022. La société couvre 99% des populations de l'Alberta et de la Colombie-Britannique avec un réseau 5G. Au quatrième trimestre 2022, Telus comptait 10,4 millions d'abonnés sans fil.

Développer des solutions de connectivité intelligente intégrée et IoT

TELUS a généré 172 millions de dollars de revenus IoT en 2022. La société prend en charge plus de 2,5 millions d'appareils à domicile connectés.

• IoT Revenue: 172 millions de dollars
• Appareils domestiques connectés: 2,5 millions
• Plateforme de maison intelligente: Telus Wise

Créer des services spécialisés de cybersécurité et de cloud pour les clients d'entreprise

TELUS Cyber ​​Security Solutions a généré 340 millions de dollars de revenus d'entreprise en 2022. La société dessert plus de 5 000 clients commerciaux avec des services de cloud et de sécurité.

Introduire les plateformes de support client et de gestion des réseaux alimentées par l'IA

TELUS a mis en place des technologies d'IA qui ont réduit les temps de réponse du service client de 37% en 2022. La société a investi 85 millions de dollars dans les technologies de l'IA et de l'apprentissage automatique.

• Investissement technologique de l'IA: 85 millions de dollars
• Réduction du temps de réponse du service client: 37%

Concevoir une technologie de santé numérique innovante et des outils de communication de télémédecine

Telus Health a généré 500 millions de dollars de revenus en 2022. La plate-forme de santé numérique soutient plus de 47 millions d'interactions de patients par an.

Telus Corporation (TU) - Matrice Ansoff: diversification

Investissez dans les startups de technologie numérique émergentes et les écosystèmes d'innovation

Telus Ventures a investi 100 millions de dollars dans les startups technologiques. En 2022, la société a investi dans 12 sociétés technologiques émergentes en Amérique du Nord.

Développer des services internationaux de conseil et d'infrastructure des télécommunications

Telus International a généré 2,1 milliards de dollars de revenus en 2022, avec des opérations dans 9 pays.

• Revenus de services informatiques numériques: 1,3 milliard de dollars
• Services de transformation de l'expérience client: 540 millions de dollars
• Projets de conseil international: 260 millions de dollars

Explorer la technologie verte et les projets d'infrastructure de communication durable

TELUS a engagé 250 millions de dollars à des initiatives technologiques durables en 2022.

Créer des plateformes de divertissement numérique et de streaming de contenu

Telus Optik TV a déclaré 1,2 million d'abonnés en 2022, avec 340 millions de dollars de revenus de divertissement numérique.

Se développer dans l'analyse des données et les offres de services d'intelligence artificielle

Telus a lancé des services d'IA générant 180 millions de dollars de revenus en 2022.

• Services de conseil en IA: 72 millions de dollars
• Solutions d'apprentissage automatique: 58 millions de dollars
• Plateformes d'analyse de données: 50 millions de dollars

TELUS Corporation (TU) - Ansoff Matrix: Market Penetration

You're looking at how TELUS Corporation (TU) drives more business from its existing customer base-that's market penetration in a nutshell. The focus here is on selling more of what you already offer into the markets you already serve.

Drive adoption of bundled services across Mobile and Home segments. This strategy is clearly working, as TELUS Corporation reported industry-leading total Mobile and Fixed customer growth of 288,000 in the third quarter of 2025. Consolidated service revenue growth reached 2 per cent in that same period, showing that customers are indeed taking more services. The strength of these bundled offerings across Mobile and Home is a key driver for loyalty.

Increase market share by leveraging 5G network coverage, which reached over 89% of Canadians by Q3 2025. That network reach is a massive competitive advantage you can sell against. For context, as of the second quarter of 2025, the 5G network already covered more than 32.6 million Canadians, representing over 88 per cent of the population. By the third quarter of 2025, that coverage expanded to 32.9 million Canadians, hitting that 89 per cent mark.

Offer competitive pricing and retention plans to reduce churn in the core telecom business. You see the results of this focus in the loyalty metrics. Postpaid mobile phone churn remained industry-best at 0.91 per cent in the third quarter of 2025. Honestly, keeping customers is often cheaper than finding new ones, so that low churn number is a financial win.

Accelerate the migration of legacy copper customers to the superior PureFibre network. While a direct copper-to-fibre migration number isn't explicitly broken out, the success in the fixed segment points to this effort. In the third quarter of 2025, the company added 40,000 internet customers, a figure supported by the leading TELUS PureFibre network. This move to fibre is crucial for future service delivery.

Use TELUS Digital's solutions to lower cost-to-serve and improve customer experience. The internal adoption of these digital tools is showing up in efficiency gains. For instance, in the second quarter of 2025, cost reduction efforts, including increased adoption of TELUS Digital's solutions across TTech operations, resulted in competitive benefits given the lower cost structure in TELUS Digital, contributing to TTech Adjusted EBITDA growth of 3 per cent. Also, TELUS Health reported that digital transformation programs lowered their cost to serve in Q2 2025.

Here are the key customer addition metrics from the third quarter of 2025:

The drive for deeper penetration also involves maximizing revenue per user where possible. While mobile phone ARPU was reported as lower due to competitive pressures, internet ARPU increased by 6 per cent in Q3 2025, helping drive a 4 per cent growth in consumer data revenues.

The company is executing on several fronts to deepen its hold on existing customers:

• Driving adoption of unlimited data and Canada-U.S. plans.
• Achieving industry-best postpaid mobile phone churn of 0.91 per cent.
• Increasing internet ARPU by 6 per cent year-over-year in Q3 2025.
• Realizing cost benefits from internal TELUS Digital solution use.

Finance: draft 13-week cash view by Friday.

TELUS Corporation (TU) - Ansoff Matrix: Market Development

You're looking at how TELUS Corporation (TU) can push its existing services into new geographic areas or new customer groups. This Market Development strategy is clearly being funded by significant asset monetization, which is a smart move to fuel growth without overburdening the core telecom balance sheet.

The foundation for funding this expansion is the recent infrastructure move. TELUS completed the sale of a 49.9% stake in its new wireless tower operator, Terrion, to La Caisse for $1.26 billion in cash. This transaction valued Terrion at over $2.5 billion. Terrion, which emerged as Canada's largest dedicated tower operator, holds roughly 3,000 sites across British Columbia, Alberta, Ontario, and Quebec. The proceeds are explicitly earmarked to accelerate deleveraging, supporting the goal of reaching a net debt-to-EBITDA ratio of 3.0x by 2027 from 3.5x as of September 30, 2025.

Expanding TELUS Health into New US Markets

TELUS Health is showing strong traction, which provides the momentum for US state expansion. In the second quarter of 2025, external revenues for TELUS Health grew 16% to $517 million, with Adjusted EBITDA surging 29%. The global reach expanded significantly, covering 157.1 million lives as of Q2 2025, an increase of 82 million lives year-over-year, largely due to the Workplace Options acquisition. By the third quarter of 2025, TELUS Health was executing its global growth strategy, delivering Operating Revenue growth of 18% and Adjusted EBITDA growth of 24%. While the specific number of new US states entered in 2025 isn't detailed, the growth in lives covered demonstrates successful market penetration and scale that supports further geographic development.

• Healthcare lives covered reached 76.5 million as of Q1 2025.
• TELUS Health Adjusted EBITDA increased 30% in Q1 2025.
• The company is focused on scaling its digital health product offerings through capital expenditures.

Scaling TELUS Agriculture & Consumer Goods Globally

The Agriculture & Consumer Goods division is demonstrating robust performance, which supports global scaling efforts. In the fourth quarter of 2024, this segment saw revenue increase by 16%. This momentum is validated by industry recognition; for 2025, TELUS Consumer Goods earned seven Best-in-Class Category Distinctions from the Promotion Optimization Institute (POI). This recognition spans areas like Enterprise Planning IBP/S&OP Capabilities and TPMx for Tier 1 International Geos, indicating established capability for global scale.

Targeting New Canadian Enterprise Segments with Existing Services

For existing IT and cloud services in Canada, TELUS Digital is actively expanding its service lines within its verticals, which targets new enterprise segments. In the third quarter of 2025, revenue from TELUS Digital's communications and media industry vertical increased by 16%, or $35 million, driven primarily by more services provided to the TTech segment. The tech and games vertical revenue grew by 4%, or $15 million, in Q3 2025. This growth in service revenue to other segments and verticals shows the successful market development of existing digital capabilities within the Canadian enterprise space.

Funding International Expansion via Terrion Partnership

The $1.26 billion cash injection from the Terrion transaction is the primary mechanism cited to fund international expansion and deleveraging. This asset monetization frees up capital that can be strategically deployed into new markets for other business units.

Increasing TELUS Digital Site Builds in Asia-Pacific and Europe

TELUS Digital is actively increasing its physical and service footprint in key international regions. In the second quarter of 2025, TELUS Digital capital expenditures reached $43 million, which was an increase of $3 million over the prior year. This increase was explicitly driven by higher investments in site builds across the Asia-Pacific and Europe regions, alongside increased investments in the digital solutions service line. Furthermore, as of Q1 2025, TELUS International had delivery centers in Asia Pacific at 28% and in Europe at 30% of their global delivery center footprint.

• TELUS Digital Q2 2025 Capital Expenditures: $43 million.
• Increase in Q2 2025 CapEx due to international site builds: $3 million.
• TELUS International delivery center footprint in Asia Pacific: 28%.
• TELUS International delivery center footprint in Europe: 30%.

Finance: draft 2026 capital allocation plan incorporating Terrion proceeds by next Tuesday.

TELUS Corporation (TU) - Ansoff Matrix: Product Development

You're looking at how TELUS Corporation (TU) is pushing new offerings into existing markets-that's the Product Development quadrant of the Ansoff Matrix. This isn't just about tweaking existing mobile plans; it's about launching entirely new, high-value digital services.

For instance, TELUS is actively rolling out what they call AI-powered smart home energy solutions, alongside comprehensive security offerings, as part of their strategy to deliver more than just connectivity. This ties into their fixed services growth, where they saw 6,000 security and automation net additions in the third quarter of 2025. That's a clear push for a new product category within the existing home services market.

The development in digital health is significant, building directly on a specific M&A action. TELUS Health acquired the healthcare services company X-Ray 505 on May 14, 2025. This move is fueling substantial growth in that segment; for the third quarter of 2025, TELUS Health delivered Operating Revenue growth of 18% and Adjusted EBITDA growth of 24% year-over-year. Organically, healthcare lives covered continue to increase, building on the base that included 79.3 million healthcare lives covered following the Workplace Options acquisition.

When we talk about advanced data analytics and Software-as-a-Service (SaaS) tools for business clients, we are looking at the integration of the recently privatized TELUS Digital. TELUS completed the acquisition of the remaining stake in TELUS Digital in October 2025 for an aggregate consideration of approximately US$539 million. The goal here is clear: TELUS projects its AI-enabling capabilities revenue to grow from approximately $800 million in 2025 to $2 billion by 2028. This is the engine for new B2B SaaS product development.

Enhancing the digital customer experience is directly tied to that US$539 million transaction. The expectation is that this closer integration will generate approximately $150 million in annualized cash synergies through operational efficiencies, including accelerated AI-driven automation. To give you a sense of the scale of the unit being integrated, TELUS Digital reported operating revenues of $708 million in Q3 2025, though its Adjusted EBITDA decreased by 18% to $105 million in the same period.

Finally, rolling out new mobile and fixed services leverages the spectrum assets secured for network enhancement. TELUS previously spent $620 million to acquire new 3800 MHz spectrum licenses, securing approximately 100 MHz of prime 5G mid-band spectrum nationally. This infrastructure supports the fixed services growth, which saw 40,000 internet customer net additions in Q3 2025, contributing to a consumer data revenue growth of more than 4%.

Here's a quick look at the financial context surrounding these product-focused segments as of Q3 2025:

The focus on integrating TELUS Digital and expanding TELUS Health shows a clear strategy to develop high-margin, recurring revenue products using their core connectivity base. You can see the investment commitment in the capital expenditures, even though they specifically excluded spectrum licenses from the $652 million spent in Q3 2025.

The key product development initiatives driving growth include:

• AI-fuelled smart home energy management solutions.
• Digital health offerings following the May 2025 X-Ray 505 acquisition.
• Advanced data analytics and SaaS tools for external clients.
• New mobile and fixed services leveraging 100 MHz of 5G spectrum.

If onboarding these new digital capabilities takes longer than expected, the realization of those $150 million in synergies could be delayed, defintely impacting near-term profitability targets.

TELUS Corporation (TU) - Ansoff Matrix: Diversification

You're looking at how TELUS Corporation (TU) is pushing beyond its core telecom base, which is the Diversification quadrant of the Ansoff Matrix. This means new products in new markets, or in this case, leveraging existing non-core assets to fund these big moves.

TELUS Health is definitely leading this charge. In the third quarter of 2025, TELUS Health was executing its global growth strategy, delivering Operating Revenue growth of 18 per cent and Adjusted EBITDA growth of 24 per cent. This momentum follows the May 2025 acquisition of Workplace Options, a global provider of integrated employee wellbeing solutions.

The Workplace Options deal itself was valued at approximately C$500 million (US$350 million) in cash, plus about C$100 million (US$70 million) in assumed debt. As part of that, private equity firm GTCR invested $200 million (US$200 million). This move immediately extended TELUS Health's reach to support over 150 million lives worldwide, operating across 200 countries and territories. This directly addresses the goal of entering new global markets with new services, building on the 7 per cent year-over-year increase in global lives covered to 76.5 million reported in the first quarter of 2025.

The strategy for further international expansion involves seeking a strategic partner for TELUS Health to co-invest in these new markets. This mirrors the structure used in the Workplace Options deal, which included a partnership with GTCR.

On the technology front, TELUS is channeling massive capital into future capabilities. The company is investing more than C$70 billion (or $50.88 billion) over the next five years across Canada for network expansion. A key part of this is launching two new artificial intelligence data centers. This investment supports offering novel cloud-based services, leveraging the company's overall AI expertise.

The trend of acquiring specialized international firms in the Employee Health IT sector is clearly established by the Workplace Options purchase. The company is also realizing significant value from prior integration efforts; since acquiring LifeWorks, TELUS realized $376 million in combined annualized synergies, with a goal of reaching $427 million by the end of 2025.

Funding these ventures outside the core telecom industry is being supported by monetizing non-core assets. In the second quarter of 2025, TELUS announced an agreement for La Caisse to acquire a 49.9 per cent interest in the wireless tower infrastructure operator, Terrion, for $1.26 billion. This asset monetization is expected to help the company target a net debt to EBITDA ratio of circa 3.55-times exiting 2025, with a goal of 3-times by 2027.

Here's a look at the financial context supporting these diversification efforts, based on 2025 results:

The company's commitment to capital allocation is clear, supported by these emerging business lines. You see the financial discipline in the targets:

• Consolidated Capital Expenditures (excluding real estate) are set at approximately $2.5 billion for 2025.
• Consolidated Free Cash Flow is targeted at approximately $2.15 billion in 2025.
• The quarterly dividend was raised to $0.4184 in Q3 2025, up 4 per cent over the prior year.
• The company is targeting a net debt to EBITDA ratio of approximately 3-times by 2027.

The growth in health services is a major driver, reflecting both business acquisitions and growth in payor and provider solutions. TELUS Health's direct contribution increased by $29 million, or 12 per cent, in the third quarter of 2025.