Globalive's WIND Mobile launches campaign for wireless choice

Canadians urged to have their say about the future of wireless in Canada

TORONTO, Nov. 27 /CNW/ - Globalive's WIND Mobile today announced the launch of a campaign geared at letting Canadians know that when it comes to wireless service, they deserve more. 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.

"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," said Anthony Lacavera, Chairman of Globalive and WIND Mobile. "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 government first acknowledged the need for greater competition in the wireless sector when it set aside a portion of wireless spectrum to be licensed only to new entrants as part of the Advanced Wireless Services (AWS) Auction last year. After a successful bid in the auction, Industry Canada granted Globalive its license to operate and become Canada's new alternative, national wireless service provider.

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
    -   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

"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," said Ken Campbell, CEO of WIND Mobile. "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

Anthony Lacavera and Ken Campbell will be available for interviews today.

Campaign creative will launch Saturday November 28th but is available in advance by request.

    About Globalive and WIND Mobile

Globalive will provide voice, text and data services to Canadians under the brand name WIND Mobile on a next-generation wireless network and is committed to offering a level of wireless service presently not available in Canada. WIND is built on actual conversations that are happening with Canadians who are passionate about wireless and creating a better mobile offering nationally. For more information about WIND Mobile, please visit:


For further information: For further information: on WIND Mobile, please contact: Rick Byun, Narrative Advocacy Media, (416) 644-4124 or

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