Just about this past year, a peer of mine mentioned how he preferred I called him in the evenings just so he didn’t get charged for the calls. The “evenings and weekends free” concept ‘s been around for some time now, but had recently started to fade away. A few years ago, Canadian cellular companies offered many bells and whistles to attract customers for their side of the pond. This however has begun to fade away. From the an occasion when Fido had free Fido-to-Fido calling, unlimited evenings and weekends, as well as unlimited incoming calling. Best of all, you could get these features in just about any plan and never having to pay extra. Since those days, Rogers had absorbed Fido and a lot of wonderful gimmicks started to fade away.
Until recently, the mobile phone industry has been one big oligopoly. Three major players Rogers, TELUS, and Bell, have now been setting and matching their prices to make the most of customers. They have even tried to cover up the Wireless Number Portability act for probably the most part, an act law that allows cellular customers to take their cell phone number with them should they decide to move to another service. Moreover, they have customers locked into an agreement – one factor that explains why Canada’s mobile phone market is competitively inactive for probably the most part.
Now, there are new players to change the game. They’ll be playing a fresh game, however – the game of unlimited. Telus customer service In December 2006, WIND Mobile, a completely new cellular start up, launched in Toronto. WIND Mobile is a subsidiary of Globalive Communications. Their aim was to develop plans which were built around customers’needs. They provide a wide variety of plans and don’t charge for extras, unlike other cellular companies. They even provide a few unlimited plans, a notion that’s considered a no-no amongst the big-three. Their ad campaigns feature around the consumer, hence portraying them as a consumer’s advocate. Their website was created more as a discussion piece and less such as a corporate eye-sore. In the four months since their launch, they have already attracted over 35,000 subscribers.
Another up-and-coming player to look out for is Public Mobile. Their launch date is set for the month of May, yet they have already opened up a total of 25 stores within their operating cities, Toronto and Montreal. They intend to launch with just one mobile phone plan – one they believe will attract an entire slew of customers. The proposal is simple – unlimited talk and text for the buying price of $40 a month. Although this can attract many phone yakkers and texters, I still think they’re missing a huge market. They’re missing the normalites – the category of people who don’t spend most of their waking hours on the phone. These folks spend only $25 – $35 per month on a cell phone plan. However, Public Mobile might attract those mobile phone users who wind up spending over $60 due to overuse.
Both WIND Mobile and Public Mobile will attract lots of attention over the next few months. WIND Mobile, however, will undoubtedly be getting a lot more fans due to their early move into the unlimited market as well as their modern selection of mobile devices. As of this moment, I can make the prediction that Rogers, TELUS, and Bell, will undoubtedly be reducing their price or offering more gimmicks to retain their existing customers. As for the future, I’m also predicting that both, WIND Mobile and Public Mobile will undoubtedly be raising their prices to complement the big-three, but only after they have attracted an adequate number of customers. Yes, this does signify they may you should be as arrogant because the big-three in the near future. For the present time however, if you’re paying a lot of for the mobile phone bill, try something new for a change. Choose the underdog and show your current mobile phone company who wears the pants in your mobile relationship