Aspiring cell phone carrier, Globalive Wireless, will operate in the Canadian market under the brand name ‘WIND,’ which is already an active carrier in Italy and Greece.

“WIND is an established and growing brand with a successful history of over 10 years in two large European markets, and Canadians will benefit from the economies of scale of this relationship,” commented Anthony Lacavera, chairman of Globalive Holdings. “By choosing the same brand name, we are able to not only leverage WIND’s challenger status, but also its operational intelligence and experience.”

Globalive is part of a new generation of Canadian carriers, which purchased airwaves in last year’s spectrum auction, and are hoping to challenge established wireless giants Rogers, Bell, and Telus in the near future.

Globalive is in the process of building networks in five Canadian cities, and expects to begin offering wireless services late this year or in early 2010. It is looking to hire 300 customer service personnel immediately, and an additional 2,000 staff over the next 12 months.