WIND Taking the Fight to Rogers

by Jordan Richardson on July 16, 2010

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.

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{ 3 comments… read them below or add one }

yapalot July 16, 2010 at 8:44 pm


I think you should work for WIND if you don’t already. This blog routinely pays homage to WIND. Do they own this blog?

Jordan Richardson July 17, 2010 at 1:44 am

yapalot, it’s unfortunate that your opinion doesn’t reflect the facts.

First, this blog has four (sometimes five) different writers. We all pick our subjects based on what we deem to be worth noting.

Second, I personally have written about WIND Mobile once (this post) in all of July 2010 so far. That’s one WIND entry (apparently it counts as an homage if you describe their promotion and praise it for taking on competition directly) in 12 entries.

How about June? Well, the entire month of June received ONE WIND Mobile entry from yours truly. One “homage” to the company that I should work for.

You can view all of my entries, yapalot (apt name, too), here:

I know it’s a lot to ask for, but try to do at least a little research – even just a search would have done the trick – before you fling ridiculous accusations around from your lovely anonymous internet position.

T.Postolati July 18, 2010 at 10:50 pm

Wind’s got excellent customer service, transparency, gusto and creativity in both strategy and marketing and is worthy of as much homage as the big 3 are of desertion. The only beef is coverage. But coverage depends on available infrastructure, and a new player is likely to drop a few of your calls because a) they haven’t build enough towers or b) someone is not letting them share their existing towers. No one is likely to play nice in the short term and I like that Wind is calling it spade like it is.

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