Julie Laulis
Analyst · TD Cowen. Your line is now open.
Thanks, Greg. In terms of trialing and testing, we start with our customers in mind because we need to make sure that we are bringing them value and the things that make a difference in their lives. Remember, we're neighbors to these people. And so what we do with them related to these products really matters. The things that you mentioned are absolutely in our sites, potential low-end plans, which is something that we have not really looked at in the past. If we can do it in a profitable way, if we can trend the cost out of it and be smart in how we onboard and service these customers, it is absolutely something that we are looking at. It would open up a new cohort for us. We absolutely will take defensive action. And again, it is very market specific. It depends on who the competitor is, the size of the market, what their penetration is, what sort of offers they're doing, but it is interesting, it doesn't always happen this way because, again, some of the competition that we've had are decades old, even fiber competition. But sometimes, they will actually stop builds and move their resources elsewhere if we do that. And in terms of offensive, I guess, one thing that I would mention there as an example because you asked for one, is that we have been slowly and thoughtfully sort of migrating to an unlimited data offering versus our data plan. So we now – that accounts for a much smaller piece of our ARPU than it had in the past because, again, our customers are telling us, they don't want to have to worry, and it is an offensive move so that if somebody else came into the market, we take that tactic or branding piece away from them.