TELUS Corporation (TU): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into the current state of TELUS Corporation, and honestly, what you'll find in late 2025 isn't the simple telecom story from a decade ago. After two decades analyzing these giants, I can tell you the real action is in their aggressive pivot: they are now a major player in health tech, servicing over 160 million lives globally, while still defending their core turf with 89 per cent 5G coverage across Canada. We need to look past the monthly bill to see the strategy, so below, I've broken down exactly how their Product diversification, Place expansion, Promotion messaging, and Price bundling are shaping up right now. Stay with me; this mix is defintely more complex than just phone plans.

TELUS Corporation (TU) - Marketing Mix: Product

The product portfolio of TELUS Corporation centers on connectivity, health, and digital transformation services. Core offerings include the 5G/5G+ Mobility network and the PureFibre broadband internet infrastructure.

In the mobility segment for the second quarter of 2025, the postpaid mobile phone churn rate remained low at 0.90 per cent, marking the twelfth consecutive year below the one per cent level. However, mobile phone average revenue per user (ARPU) declined by 3.3 per cent year-over-year in Q2 2025. By the third quarter of 2025, residential internet revenue showed growth of 6 per cent, supported by customer additions.

TELUS Health represents a significant product area, extending its reach to cover over 160 million lives globally across 200 countries and territories as of Q3 2025. This segment delivered strong operating momentum in Q3 2025, achieving Operating Revenue growth of 18 per cent and Adjusted EBITDA growth of 24 per cent year-over-year. The LifeWorks integration has contributed to annualized synergies of $417 million as of Q3 2025.

Diversification extends into TELUS Agriculture & Consumer Goods and TELUS International. TELUS Agriculture & Consumer Goods reported a 20 per cent revenue increase in the first quarter of 2025, though Q3 2025 revenues were lower due to the divestiture of non-core assets. TELUS Digital reported external revenues of $722 million in Q2 2025, before TELUS acquired the remaining interest in Q3 2025.

Business technology solutions are embedded within the broader segments, particularly TELUS Digital and TELUS Health. TELUS Digital announced a strategic collaboration with Zendesk and the acquisition of Gerent in the second quarter of 2025 to augment its agentic AI expertise. Overall, TELUS reported total mobile and fixed customer additions of 288,000 in the third quarter of 2025.

Here are key product performance metrics from recent reporting periods:

You can see the focus on high-speed fibre and digital health is driving the top-line growth, even as legacy mobile pricing shows pressure.

• Mobile phone net additions in Q2 2025 were 55,000.
• Connected device net additions in Q2 2025 were 112,000.
• Annualized synergies from LifeWorks integration reached $417 million as of Q3 2025.
• TELUS Digital external revenues reached $722 million in Q2 2025.

Finance: draft 13-week cash view by Friday.

TELUS Corporation (TU) - Marketing Mix: Place

The Place strategy for TELUS Corporation centers on maximizing the accessibility of its core telecommunications services across Canada while aggressively expanding the distribution footprint for its global technology subsidiaries.

The foundational element of Place for TELUS Mobility and Wireline is the physical network infrastructure itself, which dictates where services can be delivered.

• Extensive national network coverage, with 5G reaching over 88 per cent of Canadians as of June 30, 2025, covering more than 32.6 million Canadians.
• The company continues to deploy targeted enhancements to its 5G and LTE services at more than 500 macro and micro sites nationwide in 2025.

Distribution channels blend direct-to-consumer physical locations with digital self-service options, creating an omnichannel experience for both acquisition and support.

• Distribution relies on a mix of direct TELUS-branded retail stores and authorized dealer channels for device and service sales.
• Online e-commerce platforms facilitate plan selection, device purchasing, and account management, supporting the physical footprint.

Wireline service distribution, primarily through the TELUS PureFibre network, maintains a distinct geographic focus, though expansion is ongoing.

For the technology-focused subsidiaries, the Place strategy shifts to global service delivery hubs and client proximity.

• TELUS Health: Achieved a global reach of over 160 million lives covered worldwide as of the third quarter of 2025.
• TELUS International: Operates worldwide, with contact centers established in regions including the Philippines, the United Kingdom, Central America (Guatemala and El Salvador), and Eastern Europe (Bulgaria and Romania).
• Capital expenditures for TELUS Digital were driven by facility build-outs in Asia, Africa, and Europe to expand strategic customer experience capacity.

TELUS Corporation (TU) - Marketing Mix: Promotion

Promotion activities for TELUS Corporation center on reinforcing its brand promise, driving engagement through digital channels tied to social good, and enhancing customer value through strategic alliances and technology adoption.

The brand platform, 'Let's make the future friendly', is the core narrative, emphasizing social capitalism where financial success is linked to positive social outcomes. This commitment is quantified through significant community investment figures. For instance, in the first half of 2025, the TELUS India Community Board awarded inaugural grants totaling US$200,000 in cash donations supporting 11 projects. Furthermore, since 2005, the 20 TELUS Community Boards have supported 35.2 million youth through over $140 million in cash donations to 11,000 charitable initiatives. Looking at the broader social impact, since 2000, the TELUS family has gifted $1.5 billion and contributed two million days of global volunteerism. The TELUS Student Bursary program, which supports post-secondary students facing financial barriers, has supported over 1,600 students since its 2023 launch. For the 2025/2026 cohort, 53 per cent of these bursaries were awarded to first-in-family students, and 51 per cent went to students actively working while studying.

Digital-centric campaigns are used to translate this purpose into direct engagement. The 2025 TELUS Friendly Future Sweepstakes, which ran from October 27, 2025, to December 5, 2025, is a prime example, with all proceeds supporting the TELUS Student Bursary program. Entry options included purchasing tickets, such as $100 for 50 entries, or redeeming 5,000 TELUS Rewards points for one entry, up to a maximum of 5 entries per customer. The sweepstakes offered five total prizes, including a Grand Prize trip for four to Costa Rica and an Early Bird Prize of one roundtrip flight for two.

A major promotional move in late 2025 was the strategic loyalty partnership launched with WestJet on October 15, 2025, merging their rewards programs. This allows members to earn, transfer, and redeem points across both platforms, directly linking everyday service spending to travel benefits.

TELUS Corporation also links phone sales to social responsibility through its holiday 'Buy One, Give One' campaign.

The company heavily promotes its use of AI for operational efficiencies, which supports better customer service delivery. Over 57,000 employees use secure, in-house developed AI tools daily, leading to the development of 31 custom AI tools with over 200 new initiatives underway. Specific productivity gains include:

• Fuel iX, the GenAI platform, reclaims over 500,000 hours (equivalent to 62,000 working days) for higher-value tasks, saving users an average of 40 minutes per use.
• The AI-powered customer support tool on TELUS.com has handled over 300,000 customer requests.
• The SPOC (Single Point of Contact) Copilot has handled over 230,000 conversations since its launch last year.
• The Translation Copilot facilitated the translation of more than 1.8 million words in just two months.
• The NEO Assistant is actively used by 75 per cent of field technicians, facilitating over 7,000 tasks.

TELUS Corporation (TU) - Marketing Mix: Price

You're looking at how TELUS Corporation manages the money customers hand over for its services, which is all about making sure the price reflects the value while staying competitive. Honestly, the pressure in the market has been intense, forcing adjustments across the board.

Competitive pressure resulted in Q4 2024 Mobile phone ARPU of $58.05, reflecting lower base plan prices. This downward trend in the average revenue per user suggests a necessary response to aggressive competitor pricing structures in the mobile space.

To counter this, the strategy focuses heavily on bundling services to increase customer stickiness and overall spend. You see this clearly with offers bundling Optik TV and PureFibre Internet starting from $115 per month. That's a concrete example of driving perceived value through package deals.

For stability, select 5G+ plans feature a 5-Year Plan Price Lock to stabilize monthly charges for customers. This is a direct attempt to offer long-term predictability in an industry known for frequent rate adjustments.

Financial discipline is also a major pricing consideration, as it underpins the ability to offer competitive rates long-term. Management is targeting Free Cash Flow of approximately $2.15 billion for 2025. That number shows the operational cash flow goal supporting the pricing environment.

On the shareholder side, reflecting the current balance sheet focus, the quarterly dividend was maintained at $0.4184 per share, pausing growth to strengthen the balance sheet. It's a clear signal that near-term cash conservation is prioritized over immediate payout increases.

Here's a quick view of some of those key pricing and financial anchors:

The specifics around the price stabilization tools are important for understanding customer accessibility:

• The 5-Year Plan Price Lock applies to the mobility rate plan's monthly charge before taxes and discounts.
• This lock-in period is designed to offer customers five years of rate predictability on eligible post-paid mobility plans.
• The lock does not extend to add-ons, pay-per-use services, or Easy Roam rates, which remain subject to change.
• The dividend growth program was formally paused in December 2025 to prioritize balance sheet strength.
• The Dividend Reinvestment Plan discount is also being phased out, dropping to zero discount by 2028.