Criminals are supposedly having a field day robbing cell phone stores in Canada after regulators ordered all cell phones to be sold unlocked, allowing customers to bring their devices to other carriers.

“There have been multiple instances of armed robberies at our stores targeting unlocked, new devices,” Bell Canada complained in a letter to the Canadian Radio-television and Telecommunications Commission (CRTC). “We believe this trend is attributable to the availability of unlocked devices [that are] more desirable to fraudsters and thieves.”

Because Canada’s three major carrier-cell phone marketplace is seen as less competitive and more expensive than the United States, the CRTC has tried to keep wireless service costs under control by regulating some of the practices of the barely competitive Canadian market. One such initiative is the ban on charging unlock fees on devices, which carriers used to deter customers from changing providers. As of last December, carriers could no longer collect an average of $50 to unlock each device, and new devices had to be sold to customers in an unlocked state, allowing them to be used on any compatible wireless provider’s network.

Rogers, which runs Canada’s largest cable operator and has a major market share of Canada’s wireless market, claims the unintended consequence of the CRTC’s unlock policy is a 100% increase in cell phone thievery during the last six months the policy has been in effect. Rogers reports thieves are stealing brand new cell phones in the mail or off a customer’s front step after the shipper drops the package off. Brazen armed robberies of cell phone stores have been more common in the United States, but providers claim criminal gangs are now taking their business north of the border, holding up stores and running off with dozens of valuable phones.

Both Bell and Rogers warned the CRTC last year thievery would be the likely result of providing unlocked phones. Consumer groups claim both providers have a vested interest complaining about the new unlock policies. In 2016, Canadian telecom companies made $37.7 million from fees related to unlocking smartphones. That was a 75 percent increase in fee revenue since 2014.

Canadian consumers called unlock charges “ransom fees,” and were particularly upset paying fees after they paid off the device.

“You should be able to unlock it [for free] at the very least once you’ve paid off the device. You own it,” John Lawford, executive director with the Public Interest Advocacy Centre in Ottawa told the CBC.

Lawford calls unlock fees an intended consequence of the industry’s own policies. Cell phone companies sell devices manufacturers have to lock at the behest of carriers, and then consumers face fees paid to the same carriers to undo the lock.

Canada’s providers often point to examples of armed robberies and truck hijacking south of the Canadian border as a reason to be concerned about employee and customer safety. In the view of some, an unlocked smartphone worth more than $500 is an invitation to steal.

Bell told regulators things are certain to get worse in Canada.

“It appears that illegal activity may have shifted from the U.S. to Canada as some [American] carriers have begun to lock devices,” Bell officials told the CRTC.

Bell was referring to Verizon’s unilateral announcement it began relocking smartphones in February, despite its agreement not to as part of an acquisition of 700 MHz spectrum in 2008. That prime spectrum came with strings attached, including a requirement not to disable or restrict devices that use the spectrum, something locked phones do. Verizon previously tested the waters on reintroducing locked cell phones during the second term of the Obama Administration, but the idea met immediate resistance from FCC Chairman Thomas Wheeler.

In 2018, Verizon found a much more receptive audience from the Republican-dominated FCC under Chairman Ajit Pai, and has gradually returned to locking down devices on Verizon’s network. Last spring, Verizon began locking all smartphones sent to stores, to be unlocked after purchase. Verizon argued this would deter armed gangs from hijacking deliveries or raiding stores to steal phones by the dozens, to be resold to the eager black market.

After meeting little resistance, Verizon announced it would start locking phones for an arbitrary amount of time after purchase, defined in terms of “months, not years.”

If thieves obtain a stolen, locked phone, it cannot generally be activated by the customer unless taken to an authorized retailer. This theoretically leaves thieves stuck with worthless phones, which is why Canadian carriers claim the country’s unlocked phone policy will draw American thieves north. But critics suspect financial motives hold more sway. In addition to charging lucrative fees for unlocking phones, customers unable to take their device with them to a new carrier can effectively deter a provider change, especially for family accounts where multiple devices would need to be moved.

Others claim locking phones is not the best way to deter thieves, because an unscrupulous Verizon employee or reseller can still unlock them for thieves.

The wireless industry already claims to have a voluntary, industry-led initiative to dramatically reduce theft — a national database of stolen/lost phones. Under this system, a would-be customer is denied activation if their device’s unique ID appears on a list of stolen or lost phones.

CBC Calgary reports Canadians no longer face unlock fees on their smartphones and other wireless devices. (3:55)

A special investigation by the Canadian Broadcasting Corporation found Rogers’ call center employees engaging in high pressure sales tactics, pushing customers to buy products and services they do not need.

In emails and interviews with Go Public, a CBC consumer investigations unit that seeks to hold corporate and government powers accountable, more than a dozen Rogers workers report they’re under “extreme pressure” to hit sales targets or risk termination.

“You’re supposed to look at a customer’s account and sell them cable, home phone, home security, a credit card — whatever is missing,” says an employee who currently works at a large Rogers’ call center in Ottawa and has asked CBC to conceal his identity to avoid retribution in his workplace.

Employees report they are constantly under stress to meet sales quotas, which are not eased even an employee is out sick. Employees know Rogers will terminate call center workers that do not sell enough products to customers, which has created an atmosphere where some desperate workers sign up customers for services they do not understand or cannot use to keep their jobs.

One employee told the CBC he will sign up seniors for internet service, and inform them a technician will come to their home  “to install a modem for their TV,” despite the fact modems are used with internet service, not cable television.

“We’re giving internet service to customers who actually do not have a computer,” he says.

The alleged corrupt business practices begin with the first job interview, where ex-employee Jessica Robinson was asked just how strongly committed she was to sell Rogers’ services.

CBC relied on several whistleblowers that are or were employees at Rogers Communications call centers. (Image courtesy of: Christian Patry/CBC)

“When I had my interview … they actually asked me ‘If an elderly lady calls in to cancel her sports package on her TV because her husband just died, are you going to convince her to keep it and add more?'” says Robinson.

Robinson echoed many other employees who told CBC they were expected to sell on every call, no matter the reason. If a customer calls to cancel service or report a service problem, before they get help, they will get a sales pitch.

To keep customers buying, representatives sometimes wrongly claim buying more products will result in a lower bill because of bundling discounts.

“Even customers who have home phone service, I say, ‘How about I add a second line for your home phone and I’ll give you a discount for your other product?’ Which makes no sense,” a representative said.

What the call center workers often don’t tell customers is they are also sneaking other items on to customer bills. The biggest are installation and activation fees for the services being pitched, which often run $25-50.

Customers are sure to call back 1-2 months later when a much higher-than-expected bill arrives, and those call center workers are trained to handle that as well.

That is what happened with Sheldon Nider in 2017 when the 72-year old resident of Richmond, B.C., called to upgrade his phone and inquire about adding a 25% corporate discount he was entitled to receive. After 90 minutes on the phone, a Rogers representative told him he did qualify and also sold him a phone for his granddaughter. The following month, a 17-page bill arrived in the mail. Nider’s bill unexpectedly jumped $135 a month and, just as bad, he did not get the corporate discount he originally called about.

“I think it’s a bait and switch because they bait you with a discount, then switch it and don’t give it to you. It’s as simple as that,” Nider told CBC.

Rogers later admitted in an email message to Nider the sales agent “misinformed” him, but that was all they were willing to do. When Go Public later contacted Rogers, the company grudgingly offered a $360 credit to address other issues, but still refuses to provide the corporate discount or end the expensive term contract he is now stuck with for the next few years. When Nider now calls for an explanation about other mysterious charges on his bill, the representatives seem empathetic, but don’t deliver customer satisfaction.

“They teach us how to be empathetic. To say things like ‘I understand how frustrating that must be,'” Robinson says about customers calling in to complain. “I’m like, why? We’re the ones screwing them over.”

Customers and workers are both left stressed about the insistent sales tactics. Customers don’t appreciate having to fight their way through a sales pitch to get their concerns addressed and employees are constantly worried they will be terminated because many customers either don’t want or cannot afford to add anything else to their bill.

Rogers employees claim their managers are well aware of these tactics and are also the source of much of the pressure. Despite a responsibility to monitor and manage ethical business practices on behalf of Rogers, managers are also rewarded for achieving sales quotas and bend over backwards to protect the most aggressive and unethical employees by avoiding monitoring their calls or questioning their sales.

Rogers sells cable TV, home phone, internet, cell phones, home security and other services. Its banking subsidiary even offers its own credit card.

“Managers know these reps are unethical,” says James Woodward, who worked in a Rogers call center two years ago. “So they try not to listen to those calls.”

Woodward told CBC managers don’t care what you sell as much as what you didn’t.

“I would get five cellphone activations in a day and sell a bunch of cable products, and then my manager would say, ‘No credit card?’ It was always what I didn’t do.”

When a customer calls to drop services or cancel altogether, there is a good chance that call will be dropped, because reducing your bill or closing your account will count against the employee’s sales targets.

“That’s why most customers have to call in three, four, five times to get a problem resolved,” says the employee working at Rogers’ Ottawa call center. “This is normal.”

At the end of each month, employees who fail to meet their targets can be forced to take “performance improvement” courses. If sales numbers still do not improve, they are likely to be terminated.

A Rogers spokesperson told the CBC the company’s sales targets are “achievable” and employees can be terminated for a number of reasons other than missing sales expectations. But Rogers’ Paula Lash added, “While we do not believe the concerns raised represent our values or sales practices, we take them very seriously and we will work with our team to respond to these concerns.”

An Ottawa-based public advocacy group, the Public Interest Advocacy Centre (PIAC) now wants the Canadian Radio-television and Telecommunications Commission (CRTC) to open a public inquiry on the matter. PIAC’s executive director John Lawford says the CBC report exposes a loophole in Canadian regulations, which do not currently cover industry sales practices.

Lawford says these sales tactics, and other similar incidents involving other large Canadian phone and cable companies, appear to directly target seniors, grieving spouses, and the visually impaired community.

“It’s completely appropriate for the CRTC to say, ‘We’re going to set out rules,'” adds Lawford. “I think it’d be quite eye-opening to have an open, public consultation at the CRTC about sales practices of big telecom companies.”

The former and current employees at Rogers who communicated with the CBC about the sales practices offered their own suggestion: “Stop increasing our targets. Stop pressuring us to try to make a sale on every call. And remove these [performance improvement] plans to get you fired.”

CBC-TV’s “The National” reports on Rogers Communications’ pushy sales tactics that sell customers services they don’t want or need. (4:09)

BCE, Inc., the parent company of Bell Canada, has acquired Manitoba Telecom Services, Inc. (MTS), in a deal worth $3.9 billion, further enlarging Canada’s largest telecommunications company.

“Under the terms of this transaction, MTS will achieve much more than it could have as an independent company,” Manitoba Telecom president and CEO Jay Forbes said in a conference call with analysts. “BCE’s commitment to invest $1 billion over five years into Manitoba’s telecommunications infrastructure will also contribute greatly to the prosperity of our province and the quality of our customer experience.”

Many MTS customers and consumer advocates disagree with Forbes’ assessment, noting the deal will further consolidate Canada’s wireless marketplace by eliminating the province’s largest wireless carrier – MTS. The wireless business has nearly 500,000 customers – by far the largest provider in the region. Under the deal, BCE will sell off about one-third of MTS’ customers and retail storefronts to competitor Telus in a separate transaction.

Manitoba and neighboring residents in Saskatchewan pay some of the lowest prices for telecom services in Canada. MTS offers unlimited, flat rate Internet plans for both its broadband and wireless customers — plans likely to disappear or become more expensive after Bell takes over. The result, according to one Canadian telecom expert, will be higher rates.

“With MTS out of the way — and Bell and Telus sharing the same wireless network — prices are bound to increase to levels more commonly found in the rest of the country,” lawyer Michael Geist wrote on his blog.

The deal is also likely to deliver a death-blow to a government commitment assuring Canadians of at least four competing choices for wireless service. If Bell’s buyout is approved by regulators, Manitoba will be served by just three competitors — all charging substantially more than MTS.

…but soon we’ll be with Bell.

“Compare Bell’s wireless pricing for consumers in Manitoba and Ontario,” offered Geist. “The cost of an unlimited nationwide calling share plan in Manitoba is $50. The same plan in Ontario is $65. The difference in data costs are even larger: Bell offers 6GB for $20 in Manitoba. The same $20 will get you just 500MB in Ontario. In fact, 5GB costs $50 in Ontario, more than double the cost in Manitoba for less data. The other carriers such as Rogers and Telus also offer lower pricing in Manitoba. The reason is obvious: the presence of a fourth carrier creates more competition and lower pricing.”

That Manitoba Telecom would be up for sale at all came as a result of its controversial privatization in 2006 under a previous Conservative provincial government. The decision to privatize came despite a commitment from then-Premier Gary Filmon that Manitoba Telecom should remain a provincially-owned telecom company. Critics point to one possible reason for the flip-flop. Shortly after leaving politics, Filmon was appointed to the board of directors of the privatized company and was given $1.4 million in director fees and compensation over ten years, along with company shares with hundreds of thousands of dollars.

Economist Toby Sanger compared costs and returns of Manitoba Telecom and SaskTel, Saskatchewan’s publicly-owned telecommunications company. After two decades, the cost of a basic landline with SaskTel is $8 less per month than MTS, and SaskTel paid $497 million in corporate income taxes to the citizens of Saskatchewan – SaskTel’s shareholders – over the past five years, compared to $1.2 million paid by MTS over the same time period. In 2014, the CEO of SaskTel earned $499,492 compared to $7.8 million paid to the CEO of MTS for managing a very similar sized operation.

The acquisition will be reviewed by the Canadian Radio-television and Telecommunications Commission, the Competition Bureau and Industry Canada, and could be approved later this year or early 2017.

Does Canada’s Food TV need special protection when it made 53% gross profits on the backs of cable subscribers that pay for the network whether they watch it or not?

“If you cut your cable, then your Internet is going to go up,” predicts Gary Pelletier, president of the Canadian chapter of the Cable & Telecommunications Association for Marketing.

That is just one of several predictions many Canadian cable and phone companies are claiming will come from the “disastrous decision” to allow consumers the freedom to pick and pay for only the cable channels they want to watch. Amidst claims that over 10,000 jobs will be lost, chaos and bankruptcy will stalk minority and niche cable networks, consumers will pay much higher bills, and American programming will boycott Canada fearing a-la-carte could make its way into the United States, Canada is at least having an adult discussion about the future of television and where it fits in the country’s identity.

Big changes are coming as a result of the latest great soul-searching made by our good neighbors to the north, always concerned about the potential of the Canadian Experience being overrun, if not decimated by the United States’ entertainment hegemony. In a moment of clarity, regulators have just realized what the rest of English-speaking Canada already knew: protectionist content regulations don’t work on the Internet. Canadians routinely bypass geographical restrictions and Canadian content laws with virtual private networks that relocate them, online at least, to a home address in the U.S. so they can binge-watch the unrestricted American versions of Netflix, Hulu and other online video services.

Regulators have now adopted the attitude – “if you can’t beat ’em, join ’em,” encouraging Canadian entertainment producers to create fewer, but better shows that will not only attract Canadian audiences, but those abroad.

Only the exchange is supposed to be mutual. High quality Canadian television productions like Orphan Black, Schitt’s Creek, X Company, The Book of Negroes, This Life, 19-2, Vikings, Killjoys, Rookie Blue, and Murdoch Mysteries are all among Canadian critics’ top favorites. But relatively few Americans know these shows exist or assume they are co-productions owned by some American entertainment conglomerate. Only a brief glimpse of a Canadian flag during the warp speed end credits might clue viewers this isn’t the case.

Despite protectionist media policies that have endured since 1970, the Canadians are now boldly going where Americans have so far feared to tread. They are having the conversation about the future of television and online entertainment in all forms while American media barons remain in denial.

For average consumers, the biggest change will begin next spring when the era of Canadian a-la-carte cable television arrives, allowing consumers to take an ax to the expensive 120-300 channel television package once and for all. Starting March 1, all Canadian providers will be required to offer consumers a basic cable package priced at no more than $25 a month, containing Canadian and U.S. over the air stations and networks, educational, and public channels. If you want more, you can have it by buying channels or mini-packages of networks individually to create a personalized cable TV lineup of networks you actually care to watch.

Programmers across Canada, particularly those catering to sports fans, foreign audiences, religious viewers, and minorities are horrified by the idea. So are media critics that fear the change could help bring an end to Canada’s unique multilingual and multicultural identity.

Customers like James Rehor of Hamilton explains why.

“Why would I pay for it? Why do I get it? Why does it come on my TV?” asks the 60-year-old construction worker. He’s ready on day one to purge the large number of French and other non-English channels from his Cogeco Cable lineup. Rehor offers comfort to sports programmers, however. He’s a big fan of the Toronto Maple Leafs, so Leafs TV, Sportnet, and TSN will stay.

Non-sports fans are another matter. They can’t wait to ditch the sports networks that are always the most expensive channels in a Canadian cable package.

“Clearly the most expensive (channels) will always be sports,” Pelletier tells the Canadian Press. “At the end of the day, for sports watchers, their cable bill will probably stay the same or increase, maybe … In the case of someone who doesn’t watch any sports at all, their bill will probably decrease.”

[flv]http://www.phillipdampier.com/video/CRTC Supporting the creation of content made by Canadians for Canadians and global audiences 3-2015.mp4[/flv]

An Age of Abundance: Canadian telecom regulators are transforming media regulations in Canada, recognizing the way Canadians watch television has changed. Quality, not quantity, is now most important. CRTC chairman Jean-Pierre Blais discusses the new reality. (6:08)

Pelletier and his industry friends are on a mission to convince Canadians to leave well enough alone and not drop the current all-for-one price cable television package for a-la-carte — not realizing the potential consequences.

Some in the cable industry have tried other scare tactics to no avail.

One industry-backed study predicted pick-and-pay could cost the economy 10,000 jobs. Consumers could care less. Unifor, a union that represents many in the television sector, seemed to agree Canada’s cultural heritage will be at risk with lowest common denominator programming dominating from St. John’s to Vancouver, much of it shoveled from the United States. But Canadians still want their House of Cards and Homeland.

Howard Law, a media spokesman for Unifor, predicts less profitable Canadian channels will fold under a pick-and-pay pricing model.

“The introduction of pick and pay will, in itself, lead to a major loss of revenues to Canadian broadcasting system, which ultimately plays out in less Canadian content and less Canadian jobs and less Canadian broadcasting,” he said in an interview on CBC’s The Exchange with Amanda Lang.

Minority interest and religious channels are also worried about their future. Most of those networks are classified as “specialty channels” by the Canadian Radio-television and Telecommunications Commission (CRTC). Legacy networks that have been around since at least the 1990s have been sitting pretty, protected by their designation as a “Category A” specialty station. Unlike in the United States, Canadian cable networks are licensed to operate by the CRTC, and at least 60 of those Category A networks also enjoy “genre protection,” a CRTC policy that guarantees their channel carriage on Canadian cable, satellite, and telco TV systems and protection from other cable networks that want to run the same kind of programming.

[flv]http://www.phillipdampier.com/video/CBC How New CRTC Rules Will Change Canadian TV 3-2015.mp4[/flv]

For decades, protectionist Canadian content regulations made certain Canadian television reflected its audience. But online video and the Internet has allowed Canadians to bypass traditional cable television to watch they want, not what the government hopes they will. New CRTC rules reflect that reality as Canadian TV rethinks how to get the viewer’s attention. From CBC-TV’s The National (4:16)

CRTC policies have allowed Canadian specialty channels to flourish despite operating in a smaller marketplace with fewer viewers than their American counterparts. That means networks like FoodTV and HGTV in Canada have profit margins ranging from 53-58 percent. Fashion Television and BookTV made an improbable $2.7 million in pre-tax profit, not so much from viewers but from the licensing fees every Canadian cable customer pays for the four networks whether they watch them or not.

From its start, Canadian TV has always faced a looming shadow from the south. Protecting Canada’s identity has been a priority for decades.

“If you’re a specialty channel that’s lived within the protective cocoon of bundling for years, you’ve gotten used to having a full-time job with benefits,” independent technology analyst Carmi Levy told CBC News. “Contrast that with living outside the protective cocoon, you’re essentially a freelancer, you fight for every contract, you have no benefits, there are no guarantees that money will be coming tomorrow or next week.”

It probably won’t be coming from subscribers like Mr. Rehor, who won’t hesitate to drop channels if they go unwatched.

The CRTC is also doing some dropping of its own, starting with genre protection, which could lead many specialty networks to follow American cable networks that today depend on chasing ratings to justify their licensing fees. The unintended result in the United States has been questionable lineup changes like the appearance of Law & Order rerun marathons on WEtv, a network supposedly dedicated to women’s entertainment. Ovation, a fine arts independent cable network that is about a niche as a network can be, depended on weekend binges of PBS’ Antiques Roadshow reruns in 2012 just to attract enough viewers to show up in the ratings.

Lesser known networks like OutTV, Canada’s only network dedicated to lesbian, gay, bisexual, and transgender viewers, may face an uncertain future if it can’t charge a premium price to make up for expected subscriber losses from pick and pay. Other niche channels may have to merge with other networks or more likely relaunch with an online platform and deliver a reduced menu of content to audiences.

Large Canadian mainstream networks and programmers don’t expect too much change from pick and pay, as most Canadians will likely still demand a package with their programming included. But distributors – cable, satellite, and telco TV platforms, do expect some major changes. The average Canadian now pays around $50 a month for basic cable, a price that will be cut in half next spring.

Rogers Cable already knows what is coming. It ran a trial in 2011 in London, Ont., with 1,000 customers who were given the choice of picking and paying for the channels they wanted. It didn’t take long for the cable company to discover customers loved it and TV stations and cable programmers hated it.

“We found that customers like bundles, but want to build their own. They want a basic package and an extra package they create,” Rogers spokesman Kevin Spafford told the Toronto Sun. “We did get push back from TV stations. There was concern about offering this service. They did not want us to proceed with that model.”

After the trial ended, Rogers allowed the pilot project participants to keep their pick and pay packages, something they’ve held tightly for over four years.

Rogers’ pilot offered something like what the CRTC is demanding be available to all Canadians:

ROGERS PICK AND PLAY PILOT

• $20 a month for “skinny basic” TV package of Canadian stations. (The CRTC plan mandates no more than $25.)
• 15-channel package for $27 a month. Other packages of 20 and 25 stations also offered, for more money. (The CRTC wants networks to offer channels individually or in mini-bundles.)
• U.S. major networks offered for $3 a month. (Under the CRTC policy, these stations may appear under the basic or a-la-carte tiers.)

REGULAR ROGERS

• Basic: $40 a month, 190 channels
• Digital Plus: $63, 220 channels
• Sports packages: $77, 230 channels
• VIP TV: $77, 270 channels
• VIP Ultimate: $119, 320 channels

The upcoming changes are probably the biggest in Canadian cable television history, but they still may not be enough to attract cord-nevers — those who have never subscribed to cable TV. Most are under 30 and already watch all their favorite shows online. Some budget-minded Canadians who want to cut their cable bill may consider joining them by cutting the cord altogether or slimming down their cable packages, but Pelletier warns that cable operators will not leave their money on the table.

Supplementing a slimmer cable package with a streaming service or two could increase data charges, Pelletier warns. Plus, you may have to surrender any discounts you get from bundling cable with home phone, Internet and/or wireless service.

Usage capped Internet is also still an effective deterrent for cord-cutting and whether your television entertainment comes over the cable or online, providers will still make a run for your wallet. Some observers predict providers will dramatically increase the retail prices of a-la-carte networks to limit potential savings while also continuing to raise broadband prices.

A 2014 national PIAC poll found 90 per cent of 1,000 consumers polled were willing to pay an additional $1 a month per channel, while 54 per cent would be willing to go $3 a month, and 21 per cent would be willing to pay $5 a month for an extra channel of their choosing. Many don’t realize under the current system the wholesale rate for many channels is under 50 cents a month. Considering what Canadians are willing to pay, it is likely cable companies will price channels according to what the marketplace will tolerate, which could be around $3 for each channel a month.

Suspicion about any cable company offering a New Deal is something Americans and Canadians have in common. Mr. Rehor is already keeping a wary eye.

“I think it’s a good idea, I just don’t know how they’re going to really work it,” he says, fearing it could ultimately end up costing the same amount he pays now.

[flv]http://www.phillipdampier.com/video/CBC Pick and Pay TV 3-2015.flv[/flv]

CBC News offers this extended discussion about the implications of “pick and pay” cable television. (10:11)

The Canadian Radio-television and Telecommunications Commission is asking some hard questions of Quebec-based mobile provider Vidéotron, which began zero-rating preferred partner music streaming services last summer that allow customers to stream all the music they want without it counting against their data cap.

The CRTC is examining whether the practice violates Canada’s Net Neutrality policies, which insist all content be treated equally.

“If, as Vidéotron has stated, congestion is manageable and there is no meaningful risk of service degradation as a result of offering Unlimited Music service, explain why Vidéotron did not either increase or eliminate data usage caps for your broader customer base instead of zero-rating certain applications or services,” the CRTC has asked.

Unlimited Music allows customers to stream Spotify, Google Play Music, Deezer and Canadian-owned Stingray Music without it counting against a customer’s allowance. Other streaming services do count, potentially putting them at a competitive disadvantage.

Observers say zero-rating enhances a customer’s perception that data has a measurable financial value, often arbitrarily assigned by competitors in a marketplace. If providers charge an average of $10 per gigabyte, customers will gradually accept that as the base value for wireless data, despite the fact many providers used to sell unlimited data plans for around $30. Zero rating content can be used in marketing campaigns to suggest customers are getting added value when a provider turns off the usage meter while using those services. Stream 3GB of music and a provider can claim that has a value of $30, but provided to you at “no charge.”

In the United States, most providers generally offer “bonus data” allowances in promotions instead of focusing on individual services. But T-Mobile goes a step further, also offering Music Freedom, a zero-rated music streaming service of its own.

Consumer reaction to the services are mixed. If a customer is a current subscriber to the preferred content, they often perceive a benefit from the free streaming. But customers looking to use a service not on the list may consider such plans unfair.

The CRTC will be awaiting Vidéotron’s formal answer.