| Just about a year ago, a peer of mine talked about | | | | entirely new cellular start up, launched in Toronto. WIND |
| how he preferred I called him in the evenings just so | | | | Mobile is a subsidiary of Globalive Communications. |
| he didn't get charged for the calls. The "evenings and | | | | Their aim was to develop plans that were built around |
| weekends free" concept has been around for a while | | | | customers' needs. They offer a wide range of plans |
| now, but had recently started to fade away. A few | | | | and don't charge for extras, unlike other cellular |
| years ago, Canadian cellular companies offered many | | | | companies. They even offer a few unlimited plans, an |
| bells and whistles to attract customers to their side of | | | | idea that's considered a no-no amongst the big-three. |
| the pond. This however has started to fade away. I | | | | Their ad campaigns feature around the customer, |
| remember a time when Fido had free Fido-to-Fido | | | | hence portraying them as a consumer's advocate. |
| calling, unlimited evenings and weekends, as well as | | | | Their website is designed more as a conversation |
| unlimited incoming calling. Best of all, you could get | | | | piece and less like a corporate eye-sore. In the four |
| these features in almost any plan without having to | | | | months since their launch, they have already attracted |
| pay extra. Since those days, Rogers had taken over | | | | over 35,000 subscribers. |
| Fido and many of those wonderful gimmicks started to | | | | Another up-and-coming player to watch out for is |
| fade away. | | | | Public Mobile. Their launch date is set for the month of |
| Until recently, the cell phone industry has been one big | | | | May, yet they have already opened up a total of 25 |
| oligopoly. Three major players Rogers, TELUS, and | | | | stores in their operating cities, Toronto and Montreal. |
| Bell, have been setting and matching their prices to | | | | They plan to launch with just one cell phone plan – |
| take advantage of customers. They have even tried | | | | one they believe will attract a whole slew of |
| to hide the Wireless Number Portability act for the | | | | customers. The proposal is simple – unlimited talk |
| most part, an act law that allows cellular customers | | | | and text for the price of $40 a month. Although this will |
| to take their cell phone number with them if they | | | | attract many phone yakkers and texters, I still think |
| decide to move to another service. Moreover, they | | | | they are missing a huge market. They are missing out |
| have customers locked in to an agreement – a | | | | on the normalites – the category of people who |
| factor that explains why Canada's cell phone market is | | | | don't spend most of their waking hours on the phone. |
| competitively inactive for the most part. | | | | These people spend no more than $25 - $35 a month |
| Now, there are new players to change the game. | | | | on a cell phone plan. However, Public Mobile might |
| They will be playing a new game, however – the | | | | attract those cell phone users who end up spending |
| game of unlimited. In December 2006, WIND Mobile, an | | | | over $60 because of overuse. |