Former New Brunswick premier Bernard Lord will face a challenge in getting new cellphone carriers to sign up to the industry's lobby group. (Andrew Vaughan/Canadian Press)

Former New Brunswick premier Bernard Lord has been named the new head of the national cellphone lobby group, the Canadian Wireless Telecommunications Association.

The 43-year-old, who was the Conservative premier of the province from 1999 to 2006, will head up the CWTA's efforts in Ottawa to promote the wireless industry.

“Bernard’s proven achievements in stimulating economic growth and social progress will be invaluable as the industry continues to innovate and provide Canadians with world-class wireless products and services,” said CWTA chairman Almis Ledas, an executive at Bell Mobility, in a statement.

Lord was up until Friday a senior counsel at the McCarthy Tetrault law firm and director of several corporate and non-profit organizations. He also recently co-chaired the Conservative party's campaign for the Oct. 14 general election and is a close ally of former prime minister Brian Mulroney.

He is replacing Peter Barnes, who has left the CWTA after heading it for eight years. Lord starts with the CWTA on Monday and will continue some of his directorships.

Lord said he accepted the position after being approached by the CWTA because the industry's rapidly changing technology should make for an exciting job.

"I like the industry, I like the technology, it's a great enabler of growth and prosperity. A lot of Canadians love this product and I'm one of them," he said. "I see a lot of evolution coming to the industry over the next few years, so I thought it'd be an interesting challenge."

One of Lord's challenges will be the potential recruitment of several new members to the CWTA, which thus far represents Canada's big three carriers — Bell, Rogers Communications Inc., and Telus Corp. — as well as a few smaller regional members including MTS Allstream, SaskTel and Bell Aliant.

A number of new cellphone providers are on the horizon following an auction of government airwaves this summer. Toronto-based Globalive Communications Inc., which operates long-distance and internet provider Yak, and Montreal-based Quebecor Inc. have already announced plans to launch wireless services in late 2009 and early 2010.

Calgary-based Shaw Communications Inc., Halifax-based Bragg Communications Inc. and Toronto-based Data & Audio-Visual Enterprises, run by local entrepreneur John Bitove, also won substantial spectrum licences in the auction, but have not yet announced their wireless plans.

Newcomers may harbour resentment

The new entrants were aided in the auction by special rules imposed by the government, which reserved for them about 40 per cent of the licences. The CWTA opposed that set-aside on behalf of Bell, Rogers and Telus, which may result in some lingering resentment from new players.

Officials from Globalive and Quebecor did not immediately return requests for comment.

Lord said he hopes the new entrants don't hold a grudge and are able to see the benefits of membership in the CWTA.

"Those decisions were made and those positions were taken but we're in a situation now where there has been an auction and there are potential new members," he said. "I'll certainly see what I can do to bring people to focus on the common objectives."

Industry analysts said newcomers would have much to gain by joining the CWTA.

"They're concerned with future spectrum concerns, the ability to build towers and ensuring that legislation for driving and using cellphones is done with full knowledge instead of emotion," said telecommunications consultant Mark Goldberg. "All of this can be done with so much more credibility if presented on an industry-wide basis."

The run-up to the spectrum auction saw fierce lobbying from both incumbents and potential newcomers. Quebecor and MTS Allstream, which was a CWTA member but wanted to expand its wireless services beyond just Manitoba, in mid-2007 formed their own lobby group, the Coalition for Wireless Competition, to oppose Bell, Rogers, Telus and the CWTA.

MTS ended up dropping plans for a national wireless network after its partnership with other firms fell apart shortly before the auction started. Industry analysts still expect MTS to forge some sort of partnership with one or more of the auction winners.

Speculation also emerged after the auction rules were set in November, 2007 that Mulroney had lobbied Prime Minister Stephen Harper on behalf of Quebecor.

Lord said he had no knowledge of the lobbying that went on at the time because he was not involved in the wireless industry.

"The details of what was going on within the industry was for me not top of mind," he said. "I've not spoken to anyone about the details of the past positions or decisions that were made."