All airports wish competition in the Ground Handling sector.
I am sure that other GHA's have looked at NCL/BHX and said no thanks. That does not mean in the future there will not be competition.
The days when GHA's would come in to handle one customer are now very rare unless it has a significant volume. i.e MAN TCX or its own group Airline i.e EK/Dnata.
Hopefully for the GHA's it may be a jolt to Airlines that service providers have to a reasonable return or it is just not worth taking a risk.