Wind mobile has started operating in Edmonton, aiming to earn a good market share in the city soon.

CEO Ken Campbell said, "A lot of people feel disenchanted and disappointed that the incumbents have taken advantage of them for a long time, and have been waiting for competition. We realize we are up against a lot of strong, entrenched players and we are going for a modest share of the market".

Spending a significant amount of money in building 70 sites in the area, the company aims to gain 10 to 15% of the market share.

Edmonton is the third city where Wind has started its operations, after Toronto and Calgary.

Its main local store is situated at West Edmonton Mall, with another at Kingsway Mal.

Wing also provides an online access to its customers.

In a move to attract initial customers, Wing has been offering unlimited plans for $45 a month, with no fixed-term contracts or other "bolt-ons" which the current providers use to increase the cost. Cambell shared that this move worked well in Toronto and Calgary.

"We don't expect to get large corporate or government accounts right away. But we are getting particularly strong demand from people who understand the business model", he said.

At present, Wind offers only four handset models, but promises to raise the number this year.