PC Mobile
PC Mobile is a Canadian prepaid mobile virtual network operator (MVNO) owned by Loblaw Companies Limited under its President's Choice brand, offering affordable wireless plans with unlimited nationwide calling and texting, customizable data options ranging from 0 GB to 100 GB per month, and access to 4G and 5G networks across over 99% of the country's population.[1][2][3] Launched in 2005 as an extension of Loblaw's retail ecosystem, PC Mobile operates exclusively on Bell Mobility's infrastructure, providing coast-to-coast coverage without regional zones or contracts, and distinguishes itself through integration with the PC Optimum loyalty program, allowing customers to earn and redeem points on service top-ups and purchases.[1][3] The service emphasizes flexibility and low barriers to entry, with no activation fees, credit checks, or long-term commitments, enabling users to switch plans or cancel at any time without penalties.[4] Current prepaid plans start at $20 per month for basic unlimited talk and text with optional data add-ons, scaling up to $50 for 100 GB of high-speed 5G data, all including unlimited international texting and 5G plans including unlimited calls to the United States; auto top-up options provide bonus data, such as an extra 5 GB on higher-tier plans.[5] Additional features like voicemail, call waiting, and eSIM compatibility enhance usability, while service passes for short-term data needs (e.g., 3 GB for $15 over 30 days) cater to occasional users.[5] In 2018, PC Mobile discontinued its postpaid offerings to focus solely on prepaid services, aligning with Loblaw's strategy to target budget-conscious consumers through its grocery and pharmacy outlets.[2] The brand has since expanded perks, including up to 20,000 PC Optimum points as a welcome bonus after two months of service, reinforcing its ties to Loblaw's broader rewards ecosystem.[5] As of 2025, PC Mobile remains a competitive option in Canada's MVNO market, emphasizing value-driven plans powered by a major carrier's reliable network.[1]Overview
Background and Ownership
PC Mobile was launched in 2005 as a mobile virtual network operator (MVNO) under the President's Choice brand, a consumer goods line owned by Loblaw Companies Limited, Canada's largest food and pharmacy retailer.[6][7][8] As a fully owned division of Loblaw, PC Mobile operates without external branding partnerships but relies on major Canadian carriers for network infrastructure access.[9] From its inception, PC Mobile emphasized affordable prepaid wireless services aimed at budget-conscious consumers, with products like handsets and top-up cards distributed through Loblaw's extensive network of grocery stores, including Loblaws, Real Canadian Superstore, and No Frills locations.[7][6] This retail integration leveraged Loblaw's position as a dominant player in Canada's grocery sector to make mobile services accessible alongside everyday shopping.[8] The introduction of PC Mobile represented a further diversification of the President's Choice brand into telecommunications, building on the success of President's Choice Financial services, which were unveiled in 1998 as a no-fee banking alternative through in-store kiosks.[10][6] Owned as a subsidiary of Loblaw, PC Financial had expanded the brand's footprint beyond groceries into personal finance, paving the way for telecom offerings as part of Loblaw's strategy to enhance customer loyalty through integrated lifestyle services.[11]Current Operations
As of November 2025, PC Mobile operates exclusively as a prepaid mobile virtual network operator (MVNO) in Canada, following the closure of its postpaid division in 2018, and serves over 99% of the Canadian population through Bell's network with no contract requirements or credit checks.[12][9] The service is accessible via over 1,000 Loblaw-affiliated stores across the country, including banners such as Loblaws, Zehrs, and No Frills, where customers can purchase physical SIM cards or perform top-ups integrated into everyday grocery shopping; digital activation, plan management, and eSIM provisioning are handled through the My PC Mobile app or website.[8][13][14] PC Mobile targets value-oriented consumers by emphasizing affordable, flexible plans with coast-to-coast coverage and loyalty incentives, including 5% back in PC Optimum points on top-ups, with an additional 5% for Auto Top-Up payments made via PC Financial products.[15][16] It maintains a competitive position among budget MVNOs like Lucky Mobile and Freedom Mobile, with recent enhancements including eSIM support and Auto Top-Up options for automated, reward-eligible billing to improve user convenience.[17][18]History
Launch and Early Development
PC Mobile was launched in late 2005 as Canada's first grocery store-branded mobile service provider, operating as a mobile virtual network operator (MVNO) on Bell Mobility's network. The service debuted with prepaid voice and text offerings, charging 20 cents per minute for local calls, positioned as an affordable entry into wireless for consumers wary of traditional contracts. Initially rolled out in Alberta with plans to expand to British Columbia, Ontario, and Quebec in the following weeks, it targeted budget-conscious shoppers by integrating with Loblaw's retail ecosystem.[19][20] Early marketing efforts closely tied the service to the President's Choice (PC) brand, emphasizing one-stop shopping convenience alongside groceries and financial services. SIM cards and accessories were sold exclusively in Loblaw's grocery stores, leveraging the PC Points loyalty program to reward customers with points redeemable for free groceries or other perks on mobile purchases. Promotions focused on urban markets in Ontario and Western Canada, appealing to frequent PC shoppers seeking simple, no-contract prepaid options amid competition from established carriers like Rogers and Bell.[19][20] PC Mobile achieved broader national availability in the years following launch, aligning with Bell's expanding network coverage and enabling service across most provinces. Growth accelerated with the later introduction of data services, coinciding with surging smartphone adoption and the demand for mobile internet access. This period marked a shift toward bundled voice, text, and data plans, enhancing appeal for urban and suburban users.[7][20] The service faced early challenges in a market dominated by incumbents Rogers, Bell, and Telus, including intense price competition and customer feedback on limited rural coverage, as Bell's network prioritized urban areas. These issues prompted network optimizations and marketing adjustments to highlight reliable urban performance, while Loblaw's ownership under the PC umbrella provided stable retail distribution channels for steady subscriber growth through 2013.[19]Introduction of Postpaid Services
In June 2013, PC Mobile expanded beyond its prepaid offerings— which operated on Bell's network—by entering the postpaid market on the Telus network, launching contract-based plans that included device subsidies for smartphones such as the Samsung Galaxy S4 and LG Nexus 4.[21] These plans started at $35 per month for 400 anytime minutes, unlimited evening and weekend calling after 6 PM, unlimited family calling, and 200 MB of data, with higher tiers at $50 for 1 GB data and $65 for 2 GB data, all under 18- or 30-month contracts.[21] The introduction built on the success of its initial prepaid services, which had established a customer base since 2005, enabling this pivot to attract users seeking subsidized devices and bundled voice, text, and data.[22] PC Mobile leveraged the Telus network for its postpaid services, maintaining reliable coverage while differentiating through in-store device sales at The Mobile Shop kiosks located in Loblaw banner stores like Real Canadian Superstore and No Frills.[23] This retail integration allowed customers to purchase and activate plans conveniently during grocery shopping, with early promotions including a $100 President's Choice gift card for new activations to encourage uptake.[21] Although PC Optimum rewards were not yet formalized—launching later in 2018—the postpaid plans aligned with Loblaw's loyalty ecosystem by tying into existing points programs, offering value beyond traditional carrier perks.[24] Key features of the postpaid lineup included unlimited international texting on all plans and options for family sharing, such as shared data buckets and multi-line discounts, catering to households.[25] International roaming was available as an add-on, with rates for voice and data in over 100 countries, though not included by default.[25] The service reflected steady adoption amid competitive pricing.[2] The strategic rationale for this expansion was to utilize Loblaw's extensive retail footprint—over 2,400 stores nationwide—to challenge the dominance of Canada's Big Three carriers (Rogers, Bell, and Telus) by combining grocery convenience with affordable wireless options.[21] However, the rollout faced initial delays from an announced June 5 start date, attributed to operational preparations rather than explicit regulatory hurdles, ultimately launching on June 19.[22] This move positioned PC Mobile as a value-oriented alternative in the postpaid segment, emphasizing no activation fees and flexible contract terms aligned with the CRTC's emerging Wireless Code.[21]Closure of Postpaid Division
On May 24, 2018, Loblaw Companies Limited, the parent company of PC Mobile, announced its decision to exit the postpaid wireless market, ceasing the acceptance of new postpaid customers effective immediately. This move followed the introduction of postpaid services in 2013 and marked a strategic retreat from the more resource-intensive postpaid segment. The decision was driven by the need to sharpen focus on the distribution and expansion of The Mobile Shop business, amid intense price competition among Canadian carriers that resulted in slim margins for postpaid offerings.[2] Existing postpaid customers were seamlessly migrated to Koodo Mobile, a mobile virtual network operator owned by Telus, by October 2, 2018. The migration process ensured no service interruptions, with customers retaining their existing rate plans, devices, and device contracts transferred without additional costs; Loblaw covered any early termination fees associated with the switch. Optional add-ons like international calling were preserved where possible, and customers had the option to select another provider if preferred, though most transitioned automatically to maintain continuity on the Telus network.[26][2] The closure highlighted the operational challenges of postpaid services, which demanded higher levels of customer support compared to the simpler prepaid model, aligning with Loblaw's emphasis on its core retail operations. By divesting the postpaid division—which operated on the Telus network—PC Mobile was able to refocus resources on its prepaid services on Bell's network. This shift allowed PC Mobile to strengthen its position in the competitive prepaid market without the burdens of contract-based support and financing.[2]Services and Plans
Prepaid Offerings
PC Mobile offers a range of prepaid plans tailored to varying data and usage requirements, with all tiers including unlimited Canada-wide and US calling, unlimited international text, picture, and video messaging from Canada, and standard features such as voicemail, call display, 3-way calling, call waiting, and call forwarding. These plans emphasize affordability and flexibility, leveraging the underlying Bell network for reliable 4G or 5G service. Activation is straightforward, requiring a one-time $10 SIM kit purchase that includes sizes for multiple devices and provides an initial balance.[27][5] The core prepaid plans are structured as follows, with pricing, inclusions, and auto top-up bonuses reflecting options available as of November 2025 (bonus data requires enrollment in auto top-up and expires after 30 days):| Plan Price | Network | Base Data | Auto Top-Up Bonus | Total Data | Key Features |
|---|---|---|---|---|---|
| $20/month | 4G | 0 GB | 1 GB | 1 GB | Unlimited talk and text; suitable for light users |
| $24/month | 4G | 1 GB | 4 GB | 5 GB | Unlimited talk and text; ideal for moderate data needs |
| $29/month | 5G | 20 GB | 5 GB | 25 GB | Unlimited talk and text |
| $34/month | 5G | 50 GB | 5 GB | 55 GB | Unlimited talk and text |
| $40/month | 5G | 75 GB | 5 GB | 80 GB | Unlimited talk and text |
| $50/month | 5G | 100 GB | 5 GB | 105 GB | Unlimited talk and text |