The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. When Microcell Telecommunications unveiled its City Fido pack-age in Vancouver two weeks ago, the response from its competitors was immediate. Not only did Telus Mobility, Rogers Wireless and Bell Mobility begin offering plans to entice disillusioned Fido subscribers to jump ship, they accused the country’s smallest wireless operator of being will-fully blind to commonly accepted, rational pricing dynamics. The head of Rogers Communications Ted Rogers even suggested during a conference call last week that a pricing plan offering unlimited anytime minutes would make "bankruptcy inevitable again." No one can deny that Microcell’s track record doesn’t speak well for the results of aggressive pricing. It built up a debt of nearly $2 billion building out its network and offering some of the lowest priced minutes in the market. While the company acquired about 2 million subscribers, its early spending spree ultimately culminated in bankruptcy. But that was before and this is now. Microcell has always seen the wireline replacement and displacement market as key segments to attack if it were going to capture major market share away from its larger rivals. It only now has the financial wherewithal to conduct such an aggressive marketing effort. But while Microcell’s rivals are attacking it for irrational pricing, maybe they should look at recent research on Canadians’ wireline/wireless usage patterns. Decima Research and Bell Canada found that about 20% of Canadians, aged 13 and up, are already using their wireless phones instead of their landlines while in the home at least some of the time (see article in this issue for more information).  Any of Canada’s wireless operators would be crazy to not want a piece of that potential revenue. Besides, isn’t wireless airtime more expensive, thus more lucrative, than commodity wireline? It’s still too early to tell if Microcell’s home phone replacement strategy will pay dividends in the long run, but at least the company is taking a shot. André Tremblay, president and CEO of Microcell, told Report on Wireless in an exclusive interview earlier this year that it was going to race to the front of the pack again with aggressive marketing and pricing, so it shouldn’t come as a surprise that it is doing just that.