While Mobilicity has decided to launch a lawsuit against Rogers for its Chatr brand, WIND Mobile is taking a different approach.
With WIND doing relatively well on the customer satisfaction front, the provider has decided to fire up a brand new campaign designed almost exclusively at pulling subscribers away from Rogers and its various in-house brands.
The promotion offers $150 credit when customers from Rogers, Fido or the soon-to-launch Chatr bring their numbers over to WIND. Applied in $25 installments over six months, the promotion starts in September and is for customers who sign up for WIND’s “Always Talk or Always Shout” plan.
This is a bold move on behalf of WIND and I applaud them for having the confidence to attempt something like this. With other providers whining about Rogers’ tactics, WIND is being proactive and getting into the water with both feet. The promotion is cheeky, smart and inventive. The fact that it directly targets Rogers is even more genius.
Consider, too, that WIND doesn’t name any other companies in the promotion.
This only goes to show WIND as a company with its head up. Through its general transparency with the public on its blog and its proud, confident CEO Anthony Lacavera, WIND may well be the one new company to watch in Canada’s telecommunications sector. With innovation and self-assurance, Lacavera’s company is taking a brave step.
The promotion also shows Rogers that WIND means business. Rogers, Bell and Telus have routinely considered the new competition in Canada’s telecom sector as insignificant – at least in public. Their actions, like setting up rival discount brands, betray that the Big Three’s arrogance may not be all its cracked up to be.
The truth is that the Big Three do indeed consider companies like WIND as threats. With more options, Rogers, Telus and Bell have to work harder to maintain market share and that explains the sudden barrage of various discount sub-brands.
The problem with the discount sub-brands is that the Big Three can offer more by way of features behind them, meaning that companies like WIND have to come up with more creative ways to lure consumers. The intentions of Canada’s incumbents are clear, however, and the telecommunications sector is in for one heck of an interesting few months as the companies jockey for positions.
Little is certain about the future, of course, but WIND is certainly showing the consumers that it won’t back down just yet.