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TELUS 
annual report
strategic imperatives
going to market as one team
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under a common brand, executing a single strategy. Establishing a single TELUS identity in the market has strengthened our presence and reinforced our leadership position across Canada. In the eyes of our customers, we are one team – bound by a common brand and set of values, and executing a singular strategy. One brand, one voice In the first quarter of 2001, a comprehensive rebranding effort artfully combined TELUS Mobility, Clearnet and QuébecTel Mobilité in the minds of consumers across Canada. All wireless operations were rebranded nationally as TELUS Mobility using the widely recognized nature-based theme established by Clearnet. As part of these efforts, we launched a new Web site – www.telusmobility.com – that integrates our wireless sales and marketing and online sales and activation services in a single future friendly location. In April, QuébecTel became TELUS Québec, further strengthening our presence and brand in Quebec. We also converted our newly acquired companies to a single identity to enhance the visibility of the TELUS brand across Canada. Our strategic marketing glue Recognizing the inherent value in building and maintaining a common brand and strategy, we established the role of chief marketing officer to lead a cross-functional team that acts as the marketing “glue” across TELUS. This Marketing Executive Team (MET) champions enterprise-wide marketing activities to ensure our marketing is cohesive and instantly identifiable. In 2001, we made great strides in moving advertising toward a consistent look that has been adopted by all business units. We have also developed a new Enterprise Product Primeship (EPP) model that defines roles for product management and customer marketing, and enhances delivery of integrated solutions. 
Top honours Marketing Magazine has selected TELUS as one of Canada’s "Ten Marketers That Mattered." This national honour recognizes marketplace innovation, executional clout, leadership and influence. The magazine stated, "TELUS is now speaking with one clear voice" and commended the fresh marketing approach used in the future is friendly campaign. In May, George Cope, president and CEO of TELUS Mobility, received the American Marketing Association’s "Marketer of the Year" award, which recognizes outstanding Canadian marketing approaches and the people who shape them. |
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in the commuter trains. TELUS Mobility added a wireless solution consisting of an IP and
packet data transmitting component. This technology enables the transfer of data from
the trains’ GPS systems to AMT’s downtown office through TELUS’ network. The
data is then compiled and communicated to passengers via electronic display
panels located in train stations.