Telus Mobility, Bell Mobility and Rogers Wireless Inc. are barking up the wrong tree trying to persuade Microcell Telecommunications Inc. subscribers to churn, says a new report from the SeaBoard Group. A follow-up report to an October 2003 paper discussing Microcell’s CityFido wireline replacement initiative (RoW, Nov. 5/03), Get Shorty! Canada’s Wireless Market – Through the SeaBoard Looking Glass argues Microcell’s rivals wrongly attacked it as opposed to exploiting larger migration opportunities, namely the local residential wireline market segment.  While the technology marketing and research firm isn’t surprised at the knee-jerk reaction from Telus, it finds the response from Bell and Rogers Wireless puzzling. "Neither Bell nor Rogers have anything to gain by blunting Microcell’s ambitions in Telus territory. The CityFido attack is focused on Telus – which is presumably a keen competitor to both Bell and Rogers, yet Bell and Rogers are joining with Telus to attempt to blunt the attack," reads the report.  The SeaBoard Group report suggests that Bell might be employing a preventative marketing strategy aimed at demonstrating its willingness to respond just as aggressively if Microcell launches CityFido in the lucrative Toronto and Montreal markets. However, it is still mystified as to why Rogers Wireless jumped on the attack-Microcell bandwagon. "Rogers is not, as yet, in the local telephone provision business. Rogers would not be seen crying on the side of the road if Bell, or Telus, were to lose every one of their customers to a CityFido plan. Indeed, a case could be made that Rogers should/would cheer such an eventuality," SeaBoard Group writes. The analysts are likely alluding to industry speculation that Rogers Wireless may eventually buy Canada’s smallest national wireless operator.  The SeaBoard Group says the attacks on Microcell have missed the larger picture. "There’s plenty of opportunity left for growth in the wireless market – a key segment that Fido has tapped. The wireline substitution market could double the size of the wireless market." There are approximately 14 million mobile wireless subscribers in Canada, and the SeaBoard Group believes that there are an additional 16 million available in the landline market segment. "The wireline market represents the next great opportunity for the wireless carriers. Our carriers should keep this broader goal clearly in mind as they map out their strategies and marketing moves.  This issue is not ‘Who let the dogs out?’ or even ‘why’, but rather the wireless competitors need to begin to bark up the right trees."