Cogeco CEO to Address Investors Amid Fierce Telecom Price Wars

MONTRÉAL, QC – March 10, 2026 – Cogeco Communications Inc. has announced its President and CEO, Frédéric Perron, will take the stage at the 11th Annual Desjardins Montréal Conference next week. The interactive discussion, scheduled for March 17, comes at a critical juncture for the telecommunications giant as it navigates a North American market defined by intense price competition, shifting consumer loyalties, and rapid technological evolution. While the company presents this as a routine investor engagement, the backdrop of industry-wide disruption places significant weight on Perron’s forthcoming remarks, which will be available via live webcast.

A Market Defined by Price Wars and Flanker Brands

The North American telecom sector in 2026 is less a story of market growth and more a battle for market share. In the United States, where Cogeco operates as Breezeline in thirteen states, broadband prices are in a freefall. Competitors like Optimum and Comcast are locking customers into multi-year contracts at aggressive price points, such as $25 per month for 300 Mbps speeds, creating immense pressure on incumbents and new entrants alike.

This has fueled what industry analysts call a "crisis of customer value," with consumer loyalty at an all-time low and annual churn rates hovering around 22%. In this environment, simply improving network infrastructure is no longer enough to retain subscribers. Customers are demanding more perceived value, and competitors are responding with transparent, long-term price guarantees that challenge the traditional model of introductory offers.

Cogeco's strategic response is increasingly visible through its dual-brand approach. In Canada, it operates its primary Cogeco brand alongside the digital-first oxio, acquired in 2023. More recently, its U.S. operations launched welo in markets like Columbus, Ohio. The welo brand directly confronts the pricing pressure, offering lifetime price locks on plans like 300 Mbps for $25 per month. This strategy aims to capture a more price-sensitive customer segment without devaluing its primary Breezeline brand, a tactic becoming essential for survival and growth in a saturated market.

The Blueprint for Growth: Fiber, Wireless, and Financial Discipline

Investors listening to the live webcast will be keen to hear how Perron plans to execute on the company's ambitious strategic plan. Cogeco has outlined six core priorities: disciplined network expansion, driving synergies, increasing digitization, accelerating analytics, ramping up its wireless offerings, and transforming its radio media business.

Central to this plan is a significant investment in its physical network. Cogeco continues to push its fiber-to-the-home expansion and has actively partnered with Canadian government bodies to extend high-speed internet to underserved and rural communities. In the U.S., Breezeline's organic growth has been built on expanding into regional markets with fragmented competition, a strategy that relies on superior service and targeted network builds.

Perhaps the most crucial long-term play is in wireless. Adopting an "asset-light" model, Cogeco aims to leverage its existing infrastructure to offer mobile services. The company recently secured additional spectrum in the federal government's 3800 MHz auction, giving it wireless spectrum coverage across 100% of its Canadian wireline footprint. This move is designed to improve service bundling, increase customer retention, and open new revenue streams in a domain dominated by larger, integrated players.

However, this strategic push comes amid mixed financial results. The company's first-quarter fiscal 2026 report showed a 4.3% year-over-year revenue decrease and a 3.1% dip in adjusted EBITDA. Despite this, the company signaled confidence by increasing its dividend by 7.0%. Perron has stated the company's three-year transformation program remains on track, emphasizing the untapped potential in the U.S., where he notes penetration remains below 20% in half of Cogeco's service area.

A New Captain Steering Through Turbulent Waters

The upcoming conference will also serve as a key platform for Frédéric Perron, who assumed the CEO role in March 2024. With a deep background in the global telecom industry—including executive roles at Vodafone in Europe and T-Mobile in Poland before returning to Canada with Rogers—Perron brings a broad perspective to the challenges at hand.

Prior to becoming CEO, he led Cogeco Connexion, the company's Canadian broadband division. During his tenure, he was credited with accelerating customer growth, overseeing key acquisitions like DERYtelecom and oxio, and building out the digital flanker brand strategy. His leadership style is seen as focused on execution and leveraging data to drive decisions in a fast-moving market.

Perron takes the helm at a time of heightened investor focus. His appearance at the Desjardins conference follows a recent announcement that La Caisse de dépôt et placement du Québec (CDPQ), a major institutional investor, sold a block of Cogeco shares in January. While a common practice for large funds rebalancing their portfolios, the timing adds another layer of scrutiny. Perron will be expected to articulate a clear and compelling vision that assures the financial community of Cogeco's ability to not only weather the competitive storm but also to emerge as a stronger, more agile player.

Beyond Connectivity: AI, 6G, and the Future of Telecom

While immediate concerns revolve around pricing and subscriber numbers, the long-term industry trajectory is being shaped by transformative technologies. The discussion at the Desjardins conference will likely touch upon how Cogeco is positioning itself for this future.

Artificial intelligence is rapidly moving from a buzzword to a core operational tool. Telecoms are deploying AI for autonomous, self-healing networks and to automate customer service, with AI-RAN (AI in the radio-access-network) promising to optimize network performance dynamically.

Even as 5G deployment continues, the industry is already laying the groundwork for 6G, expected around 2028, which will require a forward-thinking spectrum strategy. Simultaneously, satellite-based internet is shifting from a niche product to a mainstream competitor, further complicating the broadband landscape for wireline providers.

This technological race is unfolding under the watchful eye of regulators. In the U.S., the FCC has adopted new rules to prevent "digital discrimination," impacting how providers price and deliver services. As networks become ever more critical to society, regulatory oversight and penalties for non-compliance are expected to increase. For Cogeco, which prides itself on community presence and a commitment to a sustainable future, navigating this complex web of technology and regulation will be as critical as winning the current price war. Perron's address will be a key indicator of how the company plans to balance today's battles with the demands of tomorrow.