New entrants in the Canadian wireless market will have four million subscribers or 12 per cent of wireless connections by the end of 2014, a new report by Convergence Consulting Group Ltd. says. The firm said in a report released this month that the market share would be a five per cent increase from 2011. The report, “Canadian Wireless 2009-2014: Assessing the Impact of New Entrants,” said new entrants are now undercutting incumbents by more than 58 per cent, particularly on combined voice and data plans. On data plans alone, the report said new entrants are undercutting incumbents by 83 per cent. It said that, in terms of voice pricing, some incumbents match or undercut new entrants with their discount brands. Convergence Consulting said lower wireless voice prices are pushing many Canadians to cut the cord and move towards wireless substitution—a trend that is common in Europe and in the U.S. but has yet to be seen in Canada. The group said that due to this trend it expects wireless substitution to grow to 26 per cent by the end of 2014.