Is this what we prayed for?
By Howard Solomon
Assistant editor, Network World Canada
We're on the eve of a new wireless era in Canada thanks to the AWS spectrum auction - assuming it ends this decade. There will be more competition, but what will providers really give us? Frivolity, if they follow the lead of Hawaiian Telecom.
A sponsor of the University of Hawaii athletics teams, the Pacific island telco is running a contest for subscribers to show their support for the UH football squad as the new season approaches. How? By uploading videos proving why they are "the best, wackiest or most rabid Warrior fans," then getting friends and family to vote for their favourite. First prize is a season-ticket package.
I suppose it's the ultimate blending of the new media, social networking and corporate sponsorship. And, hey, it gets people using that network, right?
OK, 'Send us videos of how you fight global warming' is a expecting bit much, but are Canadians demanding cheaper data rates so they can transmit wacky videos? [Note to self: Yes. You obviously don't watch YouTube enough].
So prepare yourself. Remember, Rogers Communications owns baseball's Toronto Blue Jays, Bell has the naming rights to the Montreal Canadiens' arena and Telus is a sponsor of hockey's Vancouver Canucks and Calgary Flames. And don't forget Videotron sponsors Montreal's Just For Laughs festival.