“WIND Mobile a ‘cautionary tale’ for other new cellphone players to enter market” reported the Canadian Press last week, regarding a report from market research and technology firm the SeaBoard Group. Buoyed by its Egyptian ownership’s enthusiasm for successfully lobbying to compete in Canada after a protracted protectionist struggle, parent company Globalive Wireless has spent much on marketing WIND since December, and suspicion is that few are taking the bait of their $130 Huwaei U7519 handset — not to mention complaints over sporadic service and wobbly billing. Turns out a campaign playing to the view that Bell, Rogers and Telus are all about price gouging may well have backfired. The chief customer officer behind their marketing campaign exited earlier this month amidst speculation that things weren’t going very well. The offer of $150 credit to offset cancellation fees to anyone who dumps their current provider was singled out as a lousy idea that provides a lesson for emerging competitors Mobilicity and Public Mobile: “We’re going to see some more creativity now that WIND has shown what not to do,” said Seaboard managing director Iain Grant. WIND are now taking a page from the Richard Branson playbook for Virgin Mobile and inviting media to to cover their festivities this Friday at Yonge-Dundas Square — only, without a CEO to trapeze off a building, or pose with scantily-clad nurses, or introduce the casts of Glee or Gossip Girl, they have to settle on a rival-busting “Contract Carnival”. Paper-airplanes, piñatas, paper mâché and origami are part of the festivities, along with a caricaturist, a magician — and, of course, crews shooting awkward footage they will dust off when things really start shaking down.






