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With domestic competitors already chipping away at its lead and the new threat of a U.S. behemoth, Rogers Communications Inc. is trying to protect its prized wireless business by enticing new customers without sacrificing its healthy revenues.

The country’s largest mobile carrier said Wednesday it attracted more new subscribers than expected in the second quarter but spending on promotions to win them over cut into revenues at its wireless division, which makes up 56% of the vertically integrated cable and media company’s sales.

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“The balance of subscriber growth and ARPU [average revenue per user] is important to us and we remain focused on delivering topline growth,” president and chief executive Nadir Mohamed said during a conference call with analysts.

Reiterating a message Darren Entwistle, his counterpart at Telus Corp., delivered last week, Mr. Mohamed called for a “level playing field” from the government on policy around foreign investment in the communications sector and the rules for an upcoming wireless spectrum auction.