Robert Bruce
Analyst · Scotia Capital
Okay, that's a lot to squeeze into one question. I think there's a prize that -- a prize for that. Let me go back and spend a couple of seconds on smartphone. We're in a world now, today, Jeff, where we're against big numbers. So a year ago, we put up on data about $135 million of increase year-over-year on data growth. Again, this year, we put up a number right around $135 million, and it becomes a game of large numbers. When we take that $135 million and we divide it into those bigger numbers, we continue to see tiny declines as we go forward. I think our success in terms of tapping into the growth in the smartphone market is really illustrated by the numbers. And I think going after that market more aggressively, it's something that we'll do as it makes sense from an economic perspective. Again, to come back to your question, specifically on smartphone churn, overall, it's been flat. And we've seen it flat and healthy and no movement from a churn perspective and the same with ARPU. As I said back, earlier in the call, if you look back 3 or 4 quarters, we moved down from the early days. Back at 1.5 years or 2 ago, there was some drift downwards. That drift has been stable for about 4 quarters now, and we think the economics continue to be very healthy on smartphone. And of course, we're continuing to focus on improving those economics. Some of the things that we did with our handset upgrade program, allowing people because the smartphone audience is very sensitive to wanting to get the next new greatest device, which is challenging from an economic perspective. So we put the PRE HUB program in. The PRE HUB program allows customers to actually pay a little bit of money and contribute but get the upgraded phone sooner. We think that's contributing to the positive churn that we have and to satisfying customers, so a big win-win. And we continue to be very focused on trying to drive the handset subsidy down on smartphones, and we see a universe of androids coming at us that we think will help us realize that possibility. So overall, we continue to be very, very bullish on smartphone economics, both the churn, the ARPU and the prospects to take even more prospects in the equation going forward than that. We think it's a winning formula, and we're going to continue to go at it aggressively.