In the last 18 months, the Canadian Wireless scene saw major changes as new competitors and adjusted price plans were introduced. Wind Mobile and other new entrants have arrived on the scene. Upcoming competitors like Shaw and MTS are setting themselves up to join the party. This incoming pressure has caused “The Big Three” networks – Rogers, Telus and Bell – and their respective flanker brands – Fido and Chatr under Rogers, Virgin and Solo under Bell and Koodo under Telus – to make at least some adjustments in their price plans.
While price wars have yet to really get started, it is becoming increasingly apparent that the real new battleground for marketshare will be through methods of distribution. Though all providers seem to have some form of kiosk/storefront of their own, it seems the new method of reaching consumers is through outlet/second-party distribution. Telus has moved into Black’s Photo stores, Rogers has gained a foothold within Sony Stores (and some Shoppers Drug Marts), and Wind has blown into Blockbusters. Not only that, but establishments that do not traditionally sell wireless goods are starting to join up. With Loblaws/Canadian Superstore outlets opening a “Mobile Shop” in many of their locales featuring most of the Canadian providers and Canada Post set to do something similar in 2011, it is clear that providers want to be present in unconventional locations. Let the battle begin.
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