WIND Mobile launching campaign “to raise awareness about the current state of Canada’s wireless industry”

Kate O'Brien

November 27, 2009 1:27pm

As Globalive awaits for the Industry Minister to give them an official green light to launch, they have announced in a press release that bold states they’re not giving up nor going anywhere… their WIND Mobile brand seems to be committed to Canadians and give them a new wireless choice. Here are some highlights of the upcoming initiative:

The goal of the campaign is to raise awareness about the current state of Canada’s wireless industry compared to the rest of the world, and to highlight why more choice is essential.”

Anthony Lacavera, Chairman of Globalive and WIND Mobile said “The heart of the issue is that Canadians pay some of the highest rates for some of the most complained-about wireless service in the world. This campaign is about focusing the conversation to the need for real wireless competition in Canada in order to lower prices, increase penetration and finally deliver the kind of customer service that has been sorely lacking for Canadians.”

“The pro-competition campaign, set to launch nationally this Saturday, comes as Globalive awaits the government’s response to the subsequent Canadian Radio-Television Telecommunications Commission’s (CRTC) decision on its ownership structure and ability to operate. The CRTC decision has put a delay on the intended 2009 launch plans of WIND Mobile.”

The campaign features print and online advertising as well as a series of videos for the web which highlight the following facts:

  • Higher prices: Due to lack of competition and real alternatives, Canadians pay an average of 60% more for mobile wireless services than Americans according to the Telecommunications Policy Review Panel.
  • Staggering complaints: The Better Business Bureau released its list of top ten consumer complaint calls. Cell phone companies top that list – soaring above car dealers, movers and even utilities.
  • Among the weakest in the world: Canada’s wireless industry is one of the weakest in the developed world. Merrill Lynch ranks current Canadian wireless penetration at 65% – just ahead of Indonesia and Iraq – but dead last among 22 developed countries.  Similarly, the International Telecommunications Union (ITU) has tracked a steady decline in Canada’s wireless penetration rank: from 35th in 1998 to 128th in 2008.
  • Oligopoly:  The Canadian wireless market is dominated by three very large, very profitable players – Telus, Rogers and Bell. WIND Mobile, is the only new entrant that offers a truly national wireless alternative.

Ken Campbell, CEO of WIND Mobile stated “Our plan was to bring Canadians a new choice in wireless this holiday season as the first truly national alternative with a cross-country network. Our campaign is about competition and choice but it’s also about inviting Canadians to have their say and giving them a forum on WIND Mobile to help build Canada’s first truly alternative choice to the status quo.”

The campaign invites Canadians to express their opinions about the future of wireless in Canada at

  • Andrew Pederson

    This is awesome.

    But amongst all this WIND wireless talks, I’m wondering, what ARE their prices? If they’re SOOO much better, willing to change the point listed above, they should indeed be 60% cheaper than the other carriers. in which case, when the launch, it shouldn’t take long for the Big Three to in turn drop their prices and bam – Canada is not priced competitively.

    However, for some reason, I can’t imagine WIND being all that different.

  • Trainerpack

    Justice to Canadians finally!
    Thank you WIND for caring for Canadian consumers. =) =)
    We have been ripped off too long.

    To the CRTC: Allow freedom of choice for consumers and we will all be happy! We deserve this!

  • Jim Davis

    I think it’s a lot of hype, and a lot remains to be seen.

  • Patrick

    That’s alot of big talk but Wind have yet to show it’s procing list. Untill then all this is just to get the attention.

  • Randy

    Obviously, a lot is still left to be seen when (or if) Wind launches.

    Having said that, however, when was the last time you even heard a wireless company talk about such issues?

    Did anyone know that cellular service was the #1 complaint to the Better Business Bureau in Canada? I didn’t, though I certainly think it’s right on the money. Instead we get people like Ken Engelhart of Rogers talking about how Canada is a wireless leader by manipulating OECD reports?! …or we get Bell execs trying to make believe competition will be healthy as if tiny regional carriers are going to provide Canadians with any real choice.

    Sure, there’s plenty yet to be see of what Wind will actually look like, but so far, they’re miles ahead of the oligopoly players we have right now.

  • True Choice

    Why would WIND give away their plans and rates only to have the incumbents use it against them?

    It’s not a matter of if WIND will launch it’s a matter of when.

    I’ll be there when they do!

  • sirk76

    USA cellular rates shouldn’t be compared…

    USA population 300,000,000
    CDN population 30,000,000

    They have more opportunity for profit……..than CDN’s.

  • Art

    sirk76 wrote;

    USA cellular rates shouldn’t be compared…

    USA population 300,000,000
    CDN population 30,000,000

    They have more opportunity for profit……..than CDN’s.

    Then look to Australia with similar population and land mass. There you will see great cell rates! We are being fleeced in so many ways in Canada!

  • Dizzy

    Problem is that WIND isn’t a national player. Yet.

    I live in Winnipeg, and we won’t see Wind here until late 2010, or perhaps not until 2011.

  • Franco Borgo

    Dear Sirk76

    A cell tower can only take a certain number of users at the same time. So you can compare the two.

    Rogers Tower must be Max Out, meaning most profitable, because they can only let you use 0.5 GB of Data compare to 5GB for the same price.

    And I won’t even go into the iPhone Voice plan vs AT&T’s.

    P.S. I hope you enjoy your Pay from Roger’s