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 Monday, December 10, 2007

The Canadian market looks set to reach 20 million customers by the end of the year, having added 0.54 million customers in Q3 to hit 19.54 million at the end of the quarter. Traditionally Q4 is the strongest quarter of the year, so it will be surprising if Canada does not break the 20 million barrier in the current quarter. This impending milestone should not be treated with anything like jubilation, however, since the Canadian market is still extremely underpenetrated by reference to its socio-economic peers, with a rate of just 58.4% at the end of Q3. Since Q3 06, penetration has only risen by 4.2pp, and the total market has grown by just 8.7%.

In terms of market rankings, nothing has changed since the end of Q3 06.

Rogers remains the market leader having broken through the 7 million barrier in Q3 to finish the quarter on 7.16 million, while closest rival Bell Mobility surpassed 6 million to finish on 6.02 million. Third-placed TELUS had 5.41 million customers at the end of Q3 while regional operators Sasktel and MTS had 0.43 million and 0.38 million respectively.

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