Canada’s Wind Mobile is the latest operator to see cut-price roaming as a disruptive route to gaining market share.

The country’s fourth-largest mobile operator is to offer unlimited US roaming for voice, SMS and data for C$15 ($13) per month.

The Vimpelcom-owned operator’s offer is a direct challenge to its three larger rivals – Bell Mobility, Rogers and Telus. The Wind Mobile roaming deal starts next week (3 February).

South of the border roaming cuts have also been part of T-Mobile US’ so-called Uncarrier strategy as it seeks to woo subscribers from larger rivals.

Wind Mobile deployed some similar anti-incumbent rhetoric in launching its tariff. “While wireless prices in the Canadian marketplace remain very high, we at Wind Mobile continue to challenge expectations and offer our customers real value” said Pietro Cordova, the operator’s COO.

Elsewhere, France’s Bouygues Telecom will next month scrap roaming charges in Europe for those subscribers on its Sensation tariff package, which starts at €30 per month.

In the UK, 3 has an offer for subscribers to use their domestic allowance of calls, text and data when roaming in certain foreign markets, including the US.