The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.  The rise of private label wireless or mobile virtual network operators (MVNOs) should be considered a blessing for the Canadian wireless market as it struggles to add new subscribers from non-user segments.  Survey results from TNS Canadian Facts indicate that two-thirds of Canadian Internet users already have cell phones, so there isn’t a whole lot of growth left there. But to compound matters, half of non-Internet users "are not interested in acquiring a mobile phone." Finding the non-served niche markets is, therefore, key.  While we don’t expect new MVNOs to blast out of the gates, racking up subscribers by the hundreds of thousands, they will fill a need that is currently not addressed by existing providers. Loblaws recently announced its foray into the private label wireless world using network facilities from Bell Mobility. Wal-Mart is also expected to make a similar announcement before the end of the year. Developments like these could do a lot to spur greater wireless adoption in the country. They appeal to certain segments of the population, which have yet to catch the wireless fever, and will do well in banking on the loyalty of their regular customers.  Is there a downside to private label wireless in Canada? Perhaps, the two national wireless carriers that don’t ink Wal-Mart to an MVNO agreement will feel a pinch in the pipeline of subscriber growth in the short term. But generally speaking there is only upside to MVNOs.  The major players or the host network providers still get paid for providing the network infrastructure and charging Loblaws and Wal-Mart rent to use the network. Although a little less than if the subscriber was theirs, money is still going into the carriers’ coffers.