Canadian wireless digs in? Operators discuss data, prepay and untethering

Echoing some themes of recent major wireless trade shows in the United States, Canadian operators met at the Canadian Wireless Telecommunications Association's annual convention in Vancouver to discuss challenges and opportunities facing them.

Like their U.S. counterparts, Canadian service providers believe users are beginning to replace their wireline phones with wireless - a suggestion that was scoffed at a few years ago, said Roger Poirier, president and CEO of the CWTA. In a recent study, though, one-third of Canadians said they would unplug their landline phones soon, he said.

But operators must encourage this behavior change. It's their job to deliver the "concept of using this phone for other than mobile," said George Cope, president and CEO of Clearnet Communications.

While hoping for such a conceptual change, Canadian operators also are fearful of dropping prices. "A price war serves no one," said Charles Hoffman, president and CEO of Rogers Cantel.

"Price is an easy substitute when you have nothing else to offer," said Harry Truderung, president and CEO of BCT.Telus Mobility. "In the end, quality and innovation will win."

"Airtime is becoming a commodity," said Andre Tremblay, president and CEO of Microcell. Recognizing that revenues won't be made with minutes, Microcell is focusing on value-added services.

The GSM operator recently rolled out Fido Pro, an e-mail, voice and text messaging package. It also announced a pilot banking program.

In addition, Canadian operators are turning to the prepaid market to increase revenues and enter new segments. Hoffman said 25% of Rogers Cantel customers today are prepay. Clearnet recently launched a unique prepay offering, where customer choose any rate plan and pay an extra $5 to be notified when their time is up.