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December 15, 2021

Will new players finally mean lower cellphone rates?

If you’re shelling out $100 a month or more to Rogers or Bell for wireless service, don’t expect your bill to drop in half.

But Globalive Communications, the newest player on the block, may finally spark some cost cutting from established wireless carriers.

The federal government has paved the way for increased cellphone competition by allowing Globalive to finally set up shop, despite the CRTC’s initial misgivings about the company’s failure to meet Canadian ownership rules.

This means a fourth national carrier could be up and running any day now, at least in Toronto and Calgary, with the initial retail thrust coming through small "stores within a store" at a number of Blockbuster Video outlets.

The firm’s WIND Mobile service won’t be available in other areas until next year (Ottawa, Edmonton and Vancouver are next on the list) where it will compete for attention with other new players like Public Mobile and DAVE Wireless

However, unlike these other upstarts, WIND is not planning on simply offering cost-conscious consumers discounted talk-and-text packages, focusing instead on trying to steal market share from Bell, Rogers and Telus.

All of which should mean significant price cuts for consumers, predicts Deloitte Canada analyst Duncan Stewart, which is why the Big Three fought to keep Globalive out of the Canadian market in the first place.

How much can you really expect to save? You be the judge.

With no system access fee for starters, here’s an “unofficial” WIND pricing list, courtesy of the mysterious Windsider.

If these prices hold up, do you see yourself making a switch anytime soon?

By Gordon Powers, MSN Money



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Gordon PowersGordon Powers

A long-time fund company executive, Gordon Powers now heads up the Affinity Group, a financial services consulting firm. Gordon was a personal finance columnist for the Globe & Mail for many years, has taught retirement planning...

James HaversJames Havers

James is the senior editor of MSN Money living in Toronto. He has worked for the Nikkei Shimbun (Tokyo),,, Canadian Business and other publications. Havers turned to journalism after teaching overseas.

Jason BucklandJason Buckland

The modern-day MC Hammer of money, Jason can often be seen spending cash that isn’t his with the efficiency of a Wilt Chamberlain first date. After cutting his teeth as a reporter for the Toronto Sun, he joined the MSN Money team with...