The wireless industry is preparing for its most disruptive back-to-school period ever as companies prepare to defend their existing bases of cellphone customers and win new ones during the industry’s most crucial sales season. The mayhem has already started and, especially at the low-priced end of the market, it is only going to intensify.

“It’s ‘go’ time now,” said Ken Campbell, Wind Mobile’s chief executive officer. “We’ll see where the dust settles.”

The $150 credit was initially available only to Rogers Wireless customers, and was seen as preemptive counterstrike against Rogers’ forthcoming discount brand, Chatr. Now that Wind has made its point, however, it makes competitive sense to extend the offer to as many people as possible.

The upstart wireless carrier on Thursday announced a promotion that offered Rogers customers — including those on its Fido and yet-to-be-launched Chatr brands — a $150 credit for taking their business to Wind. The deal, a continuation of a promotion previously aimed at all three major carriers, is intended to alleviate the early termination fees some customers face when cancelling their existing contracts.

“We’re very pleased to launch our partnership with Value Mobile which will make WIND Mobile’s products and services even more accessible to Canadians,” said Melissa Clark, VP Sales and Distribution, WIND Mobile. “The WIND community is growing every day as we welcome customers to sign on for a better wireless experience in Canada.”

Value Mobile will leverage its track record with its predecessor network of Cellular Point stores to reach out specifically to newcomer communities in the GTA. WIND will have more presence in communities where consumers will have access to all of WIND Mobile’s products and services.

“A compelling part of WIND Mobile’s value is the control offered to mobile consumers including the freedom to choose international calling plans,” said Bobby Maker, CEO of Value Mobile. “We’re pleased to bring this unique offering to our customers as we officially launch throughout the GTA. Value Mobile is here to stay and we’re delighted to partner with WIND Mobile who will also have sustainability in the market for generations to come.”

The Value Mobile opening features a three-day, multi-store event starting today until Sunday. The York Gate Mall, Malvern and East York locations are hosting draws for two Huawei U1250 devices every hour from 1 p.m. to 4 p.m. With the device, winners will also receive one month of free service for the Always Shout voice plan. The plan includes 24/7 unlimited Canada-wide calling from any WIND Zone and unlimited texting in Canada and the US from any WIND Zone.

Value Mobile locations to feature WIND Mobile products and services:

• York Gate Mall, Etobicoke – 1 Yorkgate Blvd
• Malvern – 31 Tapscott Rd, Unit T41B
• East York – 45 Overlea Blvd, Unit 161
• Cedarbrae – 3495 Lawrence Ave East

About Value Mobile
Value Mobile is positioned to become a highly distinguished and recognized leader in the mobile communications industry, providing cost effective mobile solutions along with the best possible in-store customer experience. Value Mobile will continue to respond quickly to market trends and changes, providing high quality and low cost services to the niche market they currently service. Value Mobile will always be committed to expanding into specialty markets, and stay ahead of the changing trends. In such a versatile industry as wireless, it is the goal of Value Mobile to ensure that consumers understand that they have the freedom to choose what they need. Cell Phones Made Simple.

About WIND Mobile and Globalive Holdings
WIND Mobile provides voice, text and data services to Canadians on a next-generation wireless network and is committed to offering a level of wireless service presently not available in Canada. WIND Mobile is built on actual conversations that are happening with Canadians who are passionate about wireless and creating a better mobile offering nationally. For more information, please visit www.WINDmobile.ca.

Globalive Holdings is a leading provider of telecommunications solutions in Canada and internationally to the consumer, business and hospitality markets. The Globalive companies include: WIND Mobile, Yak, One Connect, Canopco and Globalive Carrier Services. For more information, visit www.globalive.com.

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Media contact:

Rick Byun
Narrative Advocacy Media
(416) 644-4124 or rick.byun@narrativeadvocacy.com

Wind Mobile is expanding its retail presence in Toronto by hooking up with Value Mobile, which has outlets in four shopping malls. Value Mobile, which used to be called Cellular Point,already sells phones and connectivity to Bell Canada’s Virgin line, Telus’ Koodo and startup Mobilicity.

“A compelling part of Wind Mobile’s value is the control offered to mobile consumers including the freedom to choose international calling plans,” said Bobby Maker, CEO of Value Mobile, said in a statement. “Value Mobile is here to stay and we’re delighted to partner with Wind Mobile who will also have sustainability in the market for generations to come.”

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.

Wind on Thursday announced it would give Rogers customers, including those on its Fido and yet-to-be-launched Chatr brands, a $150 credit to switch. Rogers, Fido and Chatr subscribers coming over to Wind before Aug. 15 will get a $25-a-month credit for six months, the company said.

“The Red Wilson report which suggested a staged approach to foreign investment where companies with smaller market share could have easier access to foreign capital to start is the recommended approach,” Wind Mobile Chief Executive Ken Campbell told the Canadian Club of Toronto.