The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. It’s about time that Canada’s telecommunications providers decided to get rational.  In Canadian Communications Reports’ sister publication, Report on Wireless, executives at Canada’s largest wireless communications firms said that although they’re not above cutting prices to match similar moves by rivals, they prefer to compete on value, allowing the quality and breadth of their products and services to speak for themselves. And at a recent RBC Capital Markets conference, Rogers Wireless president Rob Bruce said "undisciplined pricing" doesn’t produce sustainable long-term growth in subscribers and revenues, and characterized price wars as "the biggest threat to the industry."  Meanwhile, Rogers Cable president Edward S. Rogers admitted that the firm was looking at raising rates for both its broadband Internet and television services. The implication is that firms are "leaving money on the table," so desperate to beat the competition that they were beating up their bottom lines and selling their products and services at razor-thin margins. While the subscriber growth figures from such a strategy no doubt delight stockowners, other metrics such as average revenue per user take a hit. Rightly or wrongly, many Canadians now consider cable or satellite television a necessity, and they would doubtless appreciate some certainty in how much these services are going to cost them over the next year. While consumers may benefit in the short-term when companies slash prices in a race to the bottom, they hurt when firms decide enough is enough and return to rationality. This is not to say we should return to the era of regulated cable rates – far from it – but Canadian telecommunications firms should govern themselves by a common agreement that strategic direction extends beyond the next shareholders’ meeting.