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Globalive Takes Spat with Regulators to Court of Public Opinion

12:55 am on December 1, 2009 | Category: Business, Regulation, Telecom Services, Wireless

Globalive Communications, whose attempts to offer cell phone services under the Wind Mobile brand were recently thwarted by Canadian regulators, has launched a nationwide advertising campaign to win over public opinion.

The campaign includes print and online ads which illustrate the advantages of the proposed Wind Mobile service. In one online video, a traffic cop goes around locking up bicycles, and telling riders that they will have to pay a $200 fee or their bikes will remain immobilized for three years.

“You wouldn’t want your bike locked up for three years. So why get locked into a wireless contract,” a voice reads in the background, emphasizing the flexible nature of Wind’s services.

Globalive spent $442 million on Canadian airwaves licenses, but its application to provide wireless services was rejected by the CRTC due to foreign ownership laws. (Globalive is majority-owned by Egypt-based Orascom.) The purpose of the current advertising campaign is to remind consumers that choice in wireless is essential, as Industry Minister Tony Clement reviews the CRTC’s decision.

“The main reason why the government set aside the auction [for new market entrants] was to promote competition and choice in Canada, and that’s been lost,” commented Globalive’s Chief Operating Officer, Chris Robins.

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