Novia Scotia-based telecommunications company Eastlink has taken a huge step in announcing that it will put aside any roaming fees, with the hopes that it will be able to compete with the big three telecom companies that are Telus, Bell, and Rogers. Earlier this year Eastlink became the first TV service provider to allow the customers to be able to choose specific channels, as opposed to having to choose bundles. This shows the industry, and the government, that Eastlink is prepared to break away from the traditional practices of telco companies and pave a way of its own in order to gain a larger presence across the nation. These actions come at a time where the telecom industry has been in the spotlight with regards to the looming threat of Verizon creeping over the border. Eastlink is a prime example of a company that is willing to adjust to consumer behaviour by altering its business model. The actions will impact the revenue streams, key partners and the cost structure of the company. However, Eastlink President Matthew MacLellan has made it clear that Eastlink wants to separate itself from all the other carriers. I believe that these bold steps will put pressure on the big three, and possibly inspire other smaller carriers to put up a fight.