The story
As an independent CDMA carrier (May 2010 – August 2013)
Public Mobile paid $52 million to purchase Personal Communications Service G Band spectrum during the 2008 Industry Canada Spectrum auction. It was the only company in the world to deploy this spectrum. Other participants in the 2008 Spectrum auction include Wind Mobile and Mobilicity purchasing the different Advanced Wireless Services (AWS) spectrum for their networks in Southern Ontario, while Vidéotron Mobile purchased AWS to provide service throughout the province of Quebec.
Public Mobile opened stores on March 18, 2010, in Toronto and Montreal. The network was deployed in Toronto on May 26, 2010, and in Montreal on June 25, 2010.
Public Mobile added 40,000 new lines throughout Q3 2011, bringing the number of total active subscriptions to 154,000.
The UMX Max Android smartphone and a 3G network were launched by Public Mobile on November 22, 2011. The ZTE N762 was launched on December 5, 2011. In December 2011, retail presence for Public Mobile has been expanded to Walmart Canada and Zellers stores. Roaming in the United States on Sprint Nextel's network was also launched during that month. Rates for this service are the same as Canadian roaming rates. Public Mobile added 45,000 new subscriptions in Q4 2011, finishing the year with 199,000 active customers.
During the Super Bowl season, Public Mobile purchased Super Bowl advertising airtime in Canada for its "Roam Rage" campaign. On February 7, 2012, Reuters reported that Public Mobile has 199,000 subscribers. In February, Public Mobile also increased its monthly fee for the low-end Unlimited Talk plan by $4/month. In August, Public Mobile launched Siren Music, an unlimited music service for their Android smartphones
Similarly to competitor Mobilicity, Public Mobile started its Boxing Week sales early in an attempt to successfully finish the fourth quarter of 2012.
On April 10, 2013, Public Mobile announced that it would join Mobilicity and Wind Mobile in withdrawing from the Canadian Wireless Telecommunications Association, citing a bias towards Canada's national carriers. On June 6, 2013, Public Mobile announced that Thomvest Seed Capital and Cartesian Capital acquired Public Mobile. Thomvest becomes the controlling shareholder in the company. The commitment of the Thomvest and Cartesian was to fund Public Mobile to a cash flow positive position and participate in the upcoming 700 MHz auction.
As a Telus Mobility MVNO (October 2013 – present)
On October 23, 2013, Industry Canada approved an offer by Telus to acquire Public Mobile and its spectrum for an undisclosed amount. Following the closure of the deal, Public Mobile's customers were migrated to Telus' network. Unlike its failed attempt to acquire Mobilicity, Telus was legally able to acquire Public Mobile because the Personal Communications Service G band was not subject to restrictions present for AWS spectrum owners, allowing the PCS spectrum to be bought by an incumbent carrier. Public Mobile released its seventh and last CDMA Android smartphone, the SangFei Elevation, on November 9, 2013. On November 29, 2013, the federal Competition Bureau also approved Telus' offer, saying that "non-incumbents in areas served by Public Mobile would likely continue to 'provide effective competition'" after the sale. A condition of the sale was that Telus offer Public Mobile's existing plans until at least the end of 2014, which they continued to do under the Public Mobile brand.
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On March 27, 2014, Public Mobile customers were notified that Public Mobile's existing CDMA network would be sunset by Telus in August 2014, and that customers wishing to continue service would need to buy phones compatible with Telus' 4G network. On September 4, 2014, it was announced that Public Mobile would transition toward being a digital-only "self-serve value brand" under Telus.
In February 2015, Public Mobile reorganized as a "bring your own phone" value brand. The new plans included options to customize different aspects of service (talk, SMS, and mobile data). Additional discounts were introduced for customer loyalty (per 12 consecutive months, capped at 60 consecutive months), automatic credit (including Visa Debit) payments, referral marketing and participating on the brand's support forum.
In November 2015, Public Mobile announced it would be offering a selection of devices by way of a partnership with Orchard, a Toronto-based smartphone refurbisher and reseller. The partnership is unprecedented in Canada as most mobile carriers are required to strike deals with hardware manufacturers before they are able to supply their subscribers with devices. In particular, Apple has direct-distribution agreements with all other national carriers with the exception of Wind and Public Mobile.
On February 15, 2018, Public Mobile sent a text message to subscribers of their 12 GB for $120 plan that starting on March 20, 2018, the cost of their then lifetime plans were to increase from $40 per month to $50 per month. In the same text message, they offered subscribers the chance to migrate to Koodo by March 15, 2018 to keep the same pricing. As many subscribers, had pre-authorized payment, referral and loyalty credits, their monthly price was below $40. This, in addition to being told that the price and plan would be valid as long as the customers were active, led to a large online backlash, where many accused Public Mobile's parent company Telus of forcing customers off of pre-paid towards post-paid plans. As a result, many subscribers contacted online media outlets and filed complains with the CCTS (Commission for Complaints for Telecom-Television Services) and made posts on Public Mobile's user forum as well as Redflagdeals to encourage others to also file complaints. As a result of the online backlash and large number of complaints, on February 16, 2018, subscribers received another text message from Public Mobile that the planned rate increase would be cancelled.
In April 2019, Public Mobile expanded distribution to include 9 retail locations in Quebec, Alberta and British Columbia.
2023 rebrand
In May 2023, Public Mobile underwent a significant rebrand, during which it introduced 5G wireless plans, launched a dedicated mobile application for account management, and added eSIM activation support. The 5G plans operate on the TELUS 5G network and are offered at various data tiers alongside existing 4G LTE options.
2024 Legacy Rewards removal
On March 6, 2024, Public Mobile posted an announcement on their Community Forum about Upcoming Changes to the old rewards program. Before the change took place, customers received data bonuses of 240 GB if on a $29/month plan or higher. Customers who were on a $28/month and lower plan got either 50 GB or 5 GB. The bonus was automatically added to customers' accounts by March 31st, 2024, and expired in 150 days.
From Wikipedia’s article on Public Mobile, shared under CC BY-SA 4.0.4