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The decline also stems from bigger data buckets, Cope said. Consumers are less likely to blow past their limits and pay data overage fees thanks to larger data allotments, which grew in popularity after Freedom Mobile launched a 10 gigabyte plan at this time last year.

Desjardins analyst Maher Yaghi noted the industry is facing pressure on wireless pricing.

“This issue is likely to be a focus for investors for the rest of the year and into 2019 as Freedom continues its go-to-market evolution,” Yaghi noted to clients.

Bell also plans to expand internet service to rural markets where it currently has less than 10 per cent of the market share. It’s using fixed wireless technology, which becomes possible as it connects its cell towers to fibre backhaul in preparation for 5G. The service will be available to 30 communities by year-end and will expand Bell’s footprint by 700,000 to 800,000, Cope said.

Bell’s media division posted decent results, with overall revenue increasing 1.1 per cent to $731 million on both subscription and advertising gains. But adjusted earnings before interest, taxes, depreciation and amortization fell 2.7 per cent to $182 million on higher expenses for sports broadcast rights and HBO and Showtime content for CraveTV.

Bell announced Thursday it will rebrand the streaming service to Crave. It will launch a premium version of the service that, for $19.98 per month plus tax, will offer current HBO programming and The Movie Network. This marks the first time in Canada consumers will be able to (legally) stream the latest Game of Thrones episodes without a cable subscription.

Bell announced that it cut 700 management positions over the past six months, reducing its management workforce by 4 per cent for expected annual savings of $75 million.

• Email: ejackson@nationalpost.com | Twitter: theemilyjackson