Rogers Wireless accounted for more than half of the C$5.27 billion spent by Canada's mobile operators in the recently-concluded 700-MHz spectrum auction.
Rogers spent C$3.29 billion on 22 licences of the 98 licences on offer in the auction. Only one remained unsold.
The majority of the other licences went to Rogers' major rivals. Telus committed a total of C$1.14 billion for 30 licences, while Bell Canada spent C$566 million to acquire 31.
But in its auction results announcement late on Wednesday, Industry Canada was more keen to focus on the smaller players that won spectrum.
"A fourth wireless provider obtained spectrum in every region of the country, delivering on our government's commitment to encourage more competition in Canada's wireless industry," it said.
"Canadians have been clear that they want more choice, lower prices and better service in our wireless industry," added Canada's Industry Minister James Moore. "With this auction, Canadian consumers are the big winners," he insisted.
Of the smaller players, Videotron – a subsidiary of media group Quebecor - picked up the most licences with seven, at a cost of C$233 million.
Videotron's licences cover the provinces of Quebec, Ontario (except Northern Ontario), Alberta and British Columbia, which are home to more than 28 million people or approximately 80% of Canada's population, Quebecor said in a statement on Wednesday.
"The wireless network Videotron launched in the fall of 2010 already has more than 500,000 customers," said Robert Dépatie, president and CEO of Quebecor Media and CEO of Videotron.
"With the high-quality frequencies acquired in this auction, Videotron is now well-equipped to develop its network in the years to come and to continue offering its customers the best in wireless technology," he added.
However, according to the Globe and Mail, we shouldn't be too quick to assume that Videotron will immediately set itself up as a national operator in competition with the big three. The firm will first seek governmental support, in the form of guaranteed roaming rights on its competitors' networks and use of their mobile towers at a fixed and reasonable cost, the paper predicts.
Indeed, Videotron is playing its cards close to its chest at present.
"Given the way the auction unfolded, Quebecor Media could not pass up the opportunity to invest in licences of such great intrinsic value in the rest of Canada," Dépatie said. "We now have a number of options available to us to maximize the value of our investment."