Wind Mobile, which is owned by Canadian telecom giant Shaw Communications Inc. (TSX:SJR.B)(NYSE:SJR) is showing investors and customers alike it is ready to take on Canada’s three largest wireless incumbents.
Wind announced a couple of major changes on Monday. First, it reported its new upgraded LTE network would be online in both Toronto and Vancouver on November 27, replacing its old 3G network. LTE will be rolled out to Wind’s other markets--Calgary and Edmonton, primarily--by August 2017.
Customers are welcoming this news. One of their biggest beefs with Wind has been the company’s spotty network.
Prices for existing users will remain unchanged, but new plans will be more expensive. The cheapest plan will now be $40 per month, which includes unlimited calling and texting in both Canada and the United States, as well as six gigabits of data.
The company has long focused on gaining market share though discounting prices, a strategy that is poised to continue. Canadians can probably find a cheaper rate than Wind, but they’re few and far between. And most importantly for Wind, it’s still much cheaper than the well-advertised plans of its major, larger rivals.
Wind also announced it would be re-branding itself as Freedom Mobile. The company originally got its name from a European telecom firm that has since been sold and then sold again. Any brand recognition is long since gone.
The name change is simple. A big part of Wind’s marketing is it allows customers to acquire a new phone and use its network without having a contract. It’s obvious such a push will continue.
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