Will WIND Mobile Succeed?

Last week WIND Mobile announced that two senior executives, chief information officer Scott Waller and head of customer service Chris Robbins had left the company.  The move comes just 3 1/2 months after their launch in mid-December.  Many in the industry feel WIND Mobile launched too early, without enough network coverage and insufficient marketing.

1.5 Million Subscribers

SeaBoard Group, an industry research firm, estimates that has added about 30,000 wireless subscribers in Toronto, Calgary & Edmonton.  WIND Mobile has stated they have plans to hit 1.5 million subcribers in the next 3 years.  This would mean adding about 41,500 subscribers per month which not even Bell, Rogers or TELUS have managed as of late.

To put things in perspective Q4 2009 Net Activations for the big three were:

• Bell - 163,000 (40,750 per month)
• Rogers - 109,000 (27,250 per month)
• TELUS - 122,000 (30,500 per month)

Retail Distribution

WIND Mobile is currently only available in a few retail mall stores and select Blockbuster locations.  They are rumoured to be in negotiations with Best Buy Canada to add their devices to all Future Shop, Best Buy and Best Buy Mobile store locations.  This would definitely benefit WIND immenesely as Best Buy has pratically re-organized their shopping experience to focus on wireless.

Looking Forward

WIND Mobile has plans to launch their Ottawa & Vancouver networks very soon which will should boost sales but without better retail distribution and marketing it will be very hard for them to reach their subscriber goal.  Will this stop WIND from trying?  We doubt it.