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

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 windmobile.ca.