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Shaw Communications Inc.’s wireless brand Freedom Mobile has set its sights on shared plans as the next target for disruption in Canada’s mobile market.

Family plans designed to increase the number of lines per account are a staple among the Big Three national carriers, which control roughly 90 per cent of the market share despite the growth of fourth players including Freedom in Ontario, B.C. and Alberta and Quebecor Inc.’s Videotron in Quebec.

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But Freedom sees an opportunity to peel off customers from its competitors given constant household battles over managing data usage and the overage fees when people exceed their limits, Shaw’s wireless president Paul McAleese said during a roundtable discussion with reporters Tuesday.

“Sharing is the worst,” is a tagline in Freedom’s new back-to-school marketing campaign — ads featuring Will Arnett will launch Wednesday — that aims to attract students still on their parents’ plans with its 10 gigabytes for $50 plans. These plans don’t charge data overage fees, but throttle speeds when a user goes over their allotment.