Ivey Publishing
Wind Mobile: Competing in the Canadian Telecom Industry
Product Number:
9B12A061
Publication Date:
11/27/2012
Revised Date:
11/27/2012
Length:
10 pages (7 pages of text)
Product Type:
Case (Library)
Source:
Ivey
This case looks at how a new entrant into a market dominated by three established incumbents can win consumer support. Wind Mobile, a new entrant in the Canadian telecommunications industry, not only has to compete with rivals Bell Canada Enterprises Inc., Rogers Communications and Telus Corporation but also confronts Canadian regulations concerning foreign ownership. Although the regulatory body, the Canadian Radio-television and Telecommunications Commission (CRTC), has ruled that Wind is not Canadian controlled, the Conservative government of the day supports the company and the liberalization of the market. The contradictory stances of important regulatory players leaves considerable confusion as to the right of Wind to compete. In addition to its legal challenges, Wind has to secure customers and takes an aggressive stance against the incumbents, who deploy a variety of tactics, including fighter brands and long-term contracts, to retain their customer base.
Learning Objective:
The case considers how a new entrant might enter the market, competing against big, incumbent companies and how these companies might respond. At a broader level, the case considers the purpose of competition, who gains and who loses and how competitive considerations impact on important public policy decisions.
Issues:
Disciplines:
Marketing
Industries:
Information, Media & Telecommunications
Setting:
Canada, Large, 2012
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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