Today welcomes the first of many steps towards change in the Canadian wireless market. At a private employee event today, staff at Globalive Wireless were introduced to WIND, the company’s much-anticipated new brand name.

“Today, we get one step closer to offering Canadians more choice, innovation and affordability when it comes to their wireless provider by bringing an already-recognized global wireless brand to Canada” said Anthony Lacavera, Chairman of Globalive Holdings. “WIND is an established and growing brand with a successful history of over 10 years in two large European markets, and Canadians will benefit from the economies of scale of this relationship. By choosing the same brand name, we are able to not only leverage WIND’s challenger status, but also its operational intelligence and experience.”

WIND is currently being developed based on feedback from Wireless Soapbox, which has shown that Canadians are frustrated with their current carriers. WIND is harnessing this power of conversation by meaningfully engaging customers in the co-creation of a better mobile experience. This direct challenge to conventional mobile service models aligns the company to the challenger status of the WIND brand and recognizes and celebrates the power that customers have, representing the positive change in mobile.

“This is an exciting day for wireless in Canada and a historic moment for our company,” said Ken Campbell, CEO of Globalive Wireless. “WIND is founded on the power of conversation and we believe that through a healthy dialogue with our customers, we can create a wireless service that will surpass our competitors’ current offerings. It’s time to raise the bar for wireless service in this country and make Canada’s wireless services comparable to the likes of Europe and the United States.”

WIND is currently on target to launch in key markets in late 2009 and will continue to launch services across Canada in 2010. Service will operate on an all-IP HSPA network, which will pave the way to an LTE network in the future. Using this format will enable Canadian customers to have first-class wireless service and access to a broad choice of devices available to purchase exclusively from WIND.

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