After a recent trip to check out new phone contracts, I realized that plan rates were not the only thing attracting customers. A new cell phone carrier called Wind Mobile, has amazing plans that seem to be “too good to be true.” However, many consumers continue to stay with the more expensive Rogers’ plans. Wind Mobile is able to join the market with such low rates compared to Rogers in both voice and data plans. However, Rogers does not need to lower their rates to compete with their new competition. Since Rogers has already built a strong reputation and brand name, Wind Mobile needs to have lower rates in order to be recognize into this market. With such big name competitions already in the market like Telus, Fido, Rogers, and Bell, Wind Mobile must obtain new consumers through pricing. However, old consumers who are already with Rogers must considerate switching carriers or staying with what they are comfortable with. Consumers are not only paying for a good plan but also a reliable brand name which they are used to. Wind Mobile must continue to advertise their low rates for voice and data plans in order to compete within this market.
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