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[email protected]; www.iveycases.com. Copyright © 2017, Richard Ivey School of Business Foundation Version: 2018-01-12 It was January 1, 2014, a couple of months after TELUS Communications (TELUS) had publicly announced that it would acquire Public Mobile Holdings Inc. (Public), a prepaid, low-cost wireless telecommunications company. Officially, TELUS acquired Public on December 31, 2013, for CA$229 million1 net of cash acquired. At the time of the acquisition, Public was losing money and had a poor financial outlook. Despite this, TELUS saw many benefits to the acquisition, including operational synergies, as well as access to a new customer segment and to storefronts outside of TELUS’ more traditional mall locations. David MacLean, director of Mobility Marketing at TELUS, was contemplating the future of Public and how it would fit into TELUS’ overall portfolio.2 As the team lead for Public’s integration into TELUS, MacLean, along with his team, was tasked with the challenge of determining Public’s future.