I think Bell is already using parts of the MediaFirst platform. They started advertising that you could watch your recordings anywhere in the world around the same time this multi-year contract was announced, so I think it uses the MediaFirst cloud technology.
In the full press release, Bell says "We look forward to taking the game-changing Fibe TV and Alt TV even further, enabling next generation services across a wider range of devices by leveraging the innovative IPTV technologies of Ericsson MediaFirst." Since then they've added support for Chromecast, Amazon Fire TV Stick and Android TV (Sony Android TV, nVIDIA Shield, Xiaomi Mi Box.)
When Ericsson spun MediaKind off as a separate company, it retained 49% ownership. The spinoff also included the Mediaroom platform that serves as the foundation for Fibe TV, Telus Optik TV and about 40 million STBs worldwide.