Xplornet to launch new wireless brand in Manitoba

Rural internet provider Xplornet Communications Inc. is one step closer to its debut as the fourth wireless carrier in Manitoba.

The Woodstock, N.B.-based private firm announced Wednesday it will launch wireless service in the province this fall under the name Xplore Mobile, a new brand it positions as fair, simple and transparent. “Xplore Mobile wants to be a different kind of mobile company by simplifying the process and making it easier for customers to understand the product they’re buying,” director of communications Sébastien Bouchard said.

Bouchard refused to reveal further details about pricing or wireless packages, citing the competitive nature of the wireless industry, but said it will have a “competitive” offering given it’s a new brand.

Xplore Mobile will take on the Big Three in Manitoba a year and a half after the province’s wireless market was shaken up by BCE Inc.’s $3.9-billion acquisition of Manitoba Telecom Services, a deal that brought the number of wireless providers down to three.

The Competition Bureau, citing concerns that wireless prices would rise without the presence of a strong regional player, approved the deal on the condition that Bell sell 24,700 wireless subscribers, six stores and 40 MHz of spectrum to Xplornet. The combined Bell MTS must also allow Xplornet to use its networks for a transition period.

Xplornet’s involvement surprised some industry watchers in that it had never provided mobile service before.

Xplornet plans to invest $100 million in the province and said its network will be ready to go by mid-fall.