Bell Mobility (named Bell Cellular up until 1993) is the division of Bell Canada which sells wireless services in Canada. Bell Mobility has over 5,884,000 subscribers as of the end of Q2 2007.[1] In July 2006, Bell Mobility assumed responsibility for the former Aliant wireless operations in Atlantic Canada as part of a larger restructuring of both Bell and Aliant, and continued to do business there as Aliant Mobility until rebranding as Bell in April 2008.[2]
Bell-owned Virgin Mobile Canada,Solo Mobile and PC Mobile operate as MVNOs on the Bell Mobility network.
Subsidiaries of Bell Mobility include NMI Mobility, obtained from Northwestel, itself a Bell Canada subsidiary, 1 January 2003, due to a restructuring of the parent company.[3]
Bell Mobility is a member of the British Columbia Technology Industry Association.
Equipment
Their cellular network utilizes CDMA, PTT, 1xRTT and, as of November 2005, 1xEVDO technology. Previously they used AMPS, however the analog decommission was completed in 2008.
Their handset lineup includes phones from LG, Motorola, Nokia, Samsung and Sanyo. The lineup also includes PDAs from Motorola, palmOne, RIM, Samsung, HTC and UTStarcom, and connection cards from Sierra Wireless, Novatel and Kyocera.
Bell Mobility also features a line up of devices built to withstand various weather conditions and modems. [4]
Services
- CDMA 850 and 1900
- 1xRTT and EVDO highspeed mobile internet
- BlackBerry handheld devices and services
- Wireless data services
- SMS
- Live Mobile TV
- Mobile Full-Length Movie Downloads
- Mobile Sirius Satellite Radio
- Mobile Full-Track Music downloads
Bell offers a service to check account balances, minutes and megabytes of mobile data used, add features and answers to frequently asked questions. The service is called TCARE, Short for text message care. It is used by sending a blank message to the phone number TCARE (82273). After doing so, you will receive a menu with for options. Replying with the letter A: for account balance, B: for usage, C: Add a feature, or D: FAQ's.
Advertising campaigns
As part of their current media advertising campaign in print and on TV, Bell Mobility features a pair of anthropomorphic CGI beavers named Frank (voiced by Norm Macdonald) and Gordon (voiced by Ken Hudson Campbell) [5], who constantly get into misadventures which lead to Frank getting flustered with the antics of the dimwitted Gordon.
Analysts covering a potential restructuring of BCE suggested getting rid of the Frank and Gordon ad campaign. They have also criticized some of Bell Mobility's initiatives as failing to tap the market, such as offering full-length movies[6].
The ad campaign was canceled by Bell on August 1, 2008[7] and replaced with the "Today just got better" campaign.
Controversies
Feature Restrictions
Some clients of Bell Mobility have claimed that their phones features have been restricted. This action is typically referred to as “crippling.” Examples of claims of restricted features are the inability to perform Bluetooth file transfers, for example with the OBEX profile or with a USB cable. Restrictions also include increasing the GPS lock time (2-10 minutes) and resolution (1-2.5KM) of Third Party applications while maintaining the speed (10-15s) and accuracy (10-25m) of the branded GPS Nav program. GPS Nav service costs $10/month or $3.50/day in addition to the cost of a data plan. The phones affected include the BlackBerry 8830 World Edition, BlackBerry 8130 Pearl, and BlackBerry 8330 Curve.[8]
Some clients claim that Bell Mobility purposely restricts these features in order to force them to use the data services and as a result pay more usage charges. Methods around these restrictions are to use an external memory card or software such as BitPim. Researching the abilities and lack thereof is recommended before purchasing a phone or PDA device, as some desired features may be lacking in the initial choice.
Analysts also suggested converting from CDMA to GSM, as this would allow Bell Mobility to benefit from revenue generated by visitors' roaming, and because most new cell phones are designed for GSM first before CDMA. [9] However, with the introduction of two world phones, the 8830 and the a840, Bell Mobility is tapping into the GSM market outside of North America to customers who frequently travel.[10]
Data Plans
In December 2007 the BBC reported a customer with a $7/month unlimited mobile browser plan received a $85,000 bill.[11] The customer used the phone as a modem for his computer which is not the intent for the unlimited mobile browser plan the customer subscribed to[12]. Bell Mobility now releases in detail acceptable data usage in the terms of service.[3] The BBC reported "Canadians complain that their mobile phone charges are much higher for comparable service in the United States".[11]
Text Messaging
In July 2008, along with Telus Mobility Bell introduced charges of 15¢ for incoming SMS messages. Critics were quick to point out that there is no way of blocking incoming message fees and suggested Bell and Telus were price fixing as both had announced the fees simultaneously.[13] Bell (and Telus) are now being sued by frustrated consumers and subscribers, as they demand change in text charges.[14] Many customers were frustrated because this fee also apply to existing customers with ongoing contracts.[15]
Network Upgrade
In October 2008 Telus Mobility and Bell announced plans to deploy HSPA technology by 2010 as part of an effort to eventually upgrade to LTE technology. It has been announced that Nokia Siemens Networks and Huawei will provide the infrastructure for the new network. This new network will operate alongside both Telus and Bell existing CDMA network.[16][17]
References
- ^ BCE - 2007 BCE Second Quarter Shareholder Report
- ^ BCE and Aliant form one of North America's largest regional telecommunications service providers
- ^ Restructuring Of Subsidiary Relationship
- ^ Business On The Go
- ^ http://blogs.voices.com/voxdaily/2006/02/frank_and_gordon.html source
- ^ Movies- bell.ca
- ^ Bell's beavers bite it
- ^ [1]
- ^ Burnishing the Bell
- ^ Coverage and Travel- bell.ca
- ^ a b BBC News,"[2]" December 13, 2007
- ^ Wireless terms of service- bell.ca
- ^ http://www.cbc.ca/canada/british-columbia/story/2008/07/08/text-messages.htm
- ^ http://www.canada.com/windsorstar/news/business/story.html?id=037f5454-2f18-4c3f-808c-f6240c5191b2
- ^ http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20080728/text_message_fees_080728/20080728?hub=Canada
- ^ http://www.rcrwireless.com/article/20081010/WIRELESS/810102276/-1/rss01
- ^ http://www.huawei.com/news/view.do?id=5595&cid=42
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