Asides

Globalive on launching 2 brands: “there was no one size fits all”

Last week, Globalive CEO Tony Lacavera stated they will be offering more choice to Canadians by “launching 2 wireless brands”. We have an update to this as there were a number of questions around if they will just look like another carrier in the Canadian market.

Lacavera said “There have been a lot of recent comments about our decision to launch two wireless cell phone brands. Let me clarify that our dual brand strategy is in fact a direct response to the consumer feedback that we’ve received over the last 8 months. After reading the thousands of comments that users wrote on Wireless Soapbox we realized that there was no “one size fits all” approach to the wireless market. Canadian consumers have varied wants and our goal is to offer the Canadian wireless customer much needed choice and change. I think this will best be accomplished by launching two separate brands. But, I also understand some of your concerns and skepticism. We’re a new entity in the business, so continue to question us, but also allow the Globalive team to prove ourselves to you. I know we can do it, and I know we need your help and feedback to do so.”