TORONTO – It’s been six months since Wind Mobile launched its quest to become Canada’s fourth national wireless provider and while the Toronto-based company is making noise and working diligently to extend its network coverage across the country, it’s still holding its subscriber count close to the vest.
But despite some early criticism, there can be no doubt that the wireless upstart has found success with a unique marketing angle that seeks to capitalize on wireless subscribers’ dissatisfaction with their current provider.
Leading up to its December 2009 launch, Wind tried to tap in to consumer frustration through on-line community WirelessSoapbox.com, and used social media tools like Twitter and Facebook to help build buzz. Two months after launch, the company said that its website recorded more than 3 million visits, and its Twitter feed had 6,100 followers.
"We’re proud to be a pioneer in paving the way for wireless choice for Canadian consumers," said chairman Anthony Lacavera. "It’s been six months since our launch and we’re keeping our promise to keep the conversation alive. We’re also proud to be a leading contributor in effecting change to make Canada’s telecommunications sector more competitive."
Wind also credits consumer input with some of its most recent developments such as new data add-ons, more handset choice, and SIM card-only options.
"Everyday, we continue to receive valuable feedback and amazing new ideas from our customers," added CEO Ken Campbell. "With every comment and suggestion we are truly seeing the power of conversation in action and are incredibly grateful to the thousands of Canadians who have helped us build and improve Wind Mobile."
And while it remains tight-lipped on the number of customers who have signed on, or even whether the company is meeting its own subscriber projections, Wind Mobile noted some of its other achievements in a recent release.
To date, the company has:
– Expanded its coverage to over 10 million Canadians by more than doubling the number of cell sites nation-wide since launch to improve its coverage footprint;
– Built an all-IP 3G network, which it says enables their customers to use their “unlimited” features in all new markets;
– Introduced unique promotions such as ‘Everybody Winds’ which offers new customers 50% off any voice plan for the first six months, and all customers (both existing and new) one month of free plan fees for every new customer they help sign up, to a maximum of six;
– Offered a flat rate of 25 cents per minute across Canada and US for roaming customers throughout the continent;
– Extended roaming coverage for both postpaid and prepaid customers to more than 200 countries.
And one accomplishment that it didn’t list was that it has made the country’s three entrenched incumbents sit up and take notice, even if they haven’t lost many customers yet.
