TELUS is first to market by transforming its content operations

Company Size


Year Founded



Vancouver, British Columbia

People walking in front of Telus office buildingPeople walking in front of Telus office building


increase in conversion rates due to personalization

improvement in YoY digital sales 


increase in page load speed 
Plan Type
Share Case Study

Main Challenges

  • Scalable infrastructure to support growing content and product portfolio

  • Agility and speed for a cross-functional and cross-geography digital team

  • Simplified and unified systems and processes


  • 4x faster to market through streamlined content operations (composable & reusable content objects)

  • +14% increase in conversions due to personalization integrations

  • +30% increase in page speed due to content infrastructure and CDN

Project Story

TELUS Digital creates innovative digital products and world class customer experiences – websites, apps, APIs, design systems, and more – for Canada's fastest-growing telecom corporation. Their work covers a spectrum of the company's business areas, including mobile, internet, television, home security, health, and B2B.

The digital team had been building TELUS experiences across a constantly-growing ecosystem. Over time, seven CMSes and content repositories were deployed to address the diverse needs of more than 30 digital properties and products. This produced content silos that required manual work to create and copy content across the various systems.

Through an initiative to transform their content operations, Contentful enabled the team to manage and deliver content via a suite of flexible APIs, allowing them to unify all CMSes into a single content hub. Engineers used Contentful to build content models that intelligently structured content for easy reference and reuse across each business unit.

The organization could then better leverage data to improve the user experience and build more personalization features. In addition, marketing teams could more quickly run integrated campaigns and launch products across multiple channels.

Adopting an agile, modern approach (using platforms like Contentful and AWS) has enabled TELUS Digital to dramatically improve their time to market. When the Apple iPhone X launched, the new architecture and processes helped TELUS beat the competition to market -- it was the only company in Canada to offer the new phone during the first 15 minutes after its release. This all started with a POC for the Samsung S8, where the team reduced their go-to-market timeframe by an order of magnitude, going from weeks to days to launch new products to market.

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