This case looks at how consumer support can be won by a new entrant into a market controlled by three recognized incumbents. Wind Mobile, a brand new applicant in the Canadian telecommunications industry, not only has to struggle with the rivals Bell Canada Enterprises Incorporation, Rogers Communications and Telus Corporation but in addition faces Canadian regulations concerning foreign possession.
Even though the authoritarian body, the Canadian Radio-television and Telecommunications Commission (CRTC), has ruled that Wind isn't Canadian commanded, the Conservative government of the day supports the company and the liberalization of the marketplace. The conflicting stances of significant regulatory players maintain substantial confusion regarding the right of Wind to compete. Along with its legal challenges, Wind has to ensure customers and takes an aggressive stand beside the incumbents, who position a range of tactics, as well as fighter brands and long term contracts, to retain their customer base.
PUBLICATION DATE: November 27, 2012 PRODUCT #: W12341-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
Wind Mobile Competing in the Canadian Telecom Industry Case Solution
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