Question-and-Answer Session
Operator
Thank you. Ladies and gentlemen, we will now conduct the question-and-answer session. (Operator Instructions). Your first question comes from John Henderson of Scotia Capital. Please go ahead.
John Henderson - Scotia Capital
Thanks guys. Great quarter. I have a question on use of free cash. I know you are going to talk about it in December. I just wondered if there is any potential interest in expanding outside Canada.
Ted Rogers
We want to finish the job here in Canada, we want to finish the job of fixing up what we have, and maximizing our strength or fixing up areas where, with increased competition, and in the future it could be very wise now to increase our defenses and make the company stronger. So, we are not looking at this point, to be part of the country and frankly we are not looking at acquisitions may be a tuck-in or something like that, but we are not interested in big acquisitions at this point, certainly. We're over our heads and work to improve what we have.
John Henderson - Scotia Capital
That's great. Thanks very much. I'll let others ask?
Operator
Your next question comes from Jeffrey Fan of UBS Securities. Please go ahead.
Jeffrey Fan - UBS Securities
Thanks very much and good afternoon, everyone. My question is on the wireless side. Great quarter in terms of subscriber adds and when we look on the cost front, retention spend continues to go up as one would expect, and also costs of acquisition per sub is up, as well. But I am just wondering, as you go into the second half of this year, it looks like there has been some increase, if we look at that as a percentage of the revenue. It looks like the spending wasn't as strong in the first half, but looks like things have picked up in Q3. So, I am just wondering, if you can just comment a little bit on, maybe the current competitive behavior of your other competitors in the market, Telus started to, I guess, spend a little bit more in Q2 and probably continue through Q3. Is that what was driving what we saw this quarter? And then, how do you look at, I know the rules aren't out, but as you look into next year as you do your planning. What if the rules are favorable for new entrance, does this preempt some a little bit more action on your part, even before the spectrum auction takes place.
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