Each summer, Prince Edward County’s beaches, wineries, and festivals bring crowds — and a collapse in local cell service. Overbusy towers mean no data and dropped calls, especially on peak weekends when locals say “networks go down”. It’s not just an annoyance; unreliable service in rural Canada remains appalling, especially when many U.S. rural areas enjoy more consistent connectivity. Canadians deserve better.
Canada’s System Is Broken — and Profitable
Canada’s major telecom carriers rake in billions while rural users suffer. Rogers reported $20.6 billion in revenue and $1.73 billion in net income for 2024 . Bell Canada’s parent BCE logged $24.4 billion in revenue and $375 million net profit in 2024 . Telus’s global revenue reached about US$14.9 billion (~C$20 billion), with strong EBITDA highlighting its bottom-line strength.
Their CEOs earn accordingly. Rogers’ Tony Staffieri took home approximately C$14 million in compensation in 2023 (mostly bonuses and stock). Telus’s Darren Entwistle raked in around C$20.6 million, again largely through incentives and equity. Meanwhile, performance-wise, the networks frequently fail rural users during peak demand. This cozy arrangement—plush executive pay and modest pressure from regulators—has left Canadians shortchanged.
The CRTC: Watchdog or Lap Dog?
The CRTC calls connectivity a “basic necessity” ― yet enforcement is weak. Despite adding mobile and broadband service to its universal service mandate in 2016, action has been slow. Rural and tourist-surge areas like Prince Edward County still face recurring service failures. This regulatory complacency benefits carriers’ profits at the expense of Canadians’ safety and access.
Glimmers of Hope—but Only If They Deliver
The Eastern Ontario Regional Network (EORN) is investing $8 million into new towers in Prince Edward County under a “Cell Gap” project. Rogers has already activated several 5G sites near Sandbanks, with more coming near Picton by 2026. But piecemeal fixes won’t cut it. Without sustained infrastructure development, next summer will likely reprise network gridlock. And yet try driving on County road 10 or 11 and you will have zero bars mid way down these roads- an appalling situation which speaks to the incompetence of CRTC and the Telecom carriers.
The Fix Is Clear
Reliable cell service isn’t a perk—it’s essential for public safety, economic health, and equitable access. Canada shouldn’t trail the U.S. in rural coverage. Regulators must stop acting like telecom spokespeople and start advocating for Canadians. Telecoms must reinvest in underserved areas, not just in urban revenue centers. Until then, millions of Canadians, and hundreds of thousands of visitors to places like the County, will continue paying premium prices for mediocre service.