The Globe and Mail reports in its Friday edition that BCE is launching a third wireless brand, dubbed Lucky Mobile, which will target low-income and budget-conscious customers with inexpensive monthly plans focused on voice calling and texting. The Globe's Christine Dobby writes that BCE signalled during recent earnings calls that it intends to get more aggressive in the market for basic prepaid, no-contract wireless services. BCE, Rogers and Telus focus mostly on postpaid customers, who typically sign two-year contracts and purchase expensive smart phones that they pay for in increments over the contract term, along with monthly service charges that often include wireless data packages. Most of the Canadian industry has shifted from prepaid to postpaid customers in recent years and even the so-called flanker brands of the Big Three (Virgin Mobile for BCE in addition to its main Bell Mobility brand, Fido for Rogers and Koodo for Telus) heavily promote their contract-based options. However, there is still a market for prepaid products and BCE is concerned that it is not winning as many of those potential subscribers as it could. Lucky Mobile launches Monday with monthly plans starting at $20.