Fido to be rebranded as discount carrier

Since it was bought out by Rogers in 2004, Fido has always been somewhat of a discount brand in that it offers relatively cheap plans and an abundance of phones that can be had for little or no cost. Despite the fact it sells the iPhone 3G, Fido has in the past year become more and more of a discount brand as it started to heavily advertise plans starting at $17.50 per month that were intended to keep people away from competing low-cost brand like Telus’ Koodo, Bell’s Solo Mobile and Virgin Mobile Canada. As early as today Fido is going to completely rebrand itself as a discount brand by taking on a new look, eliminating system access fees, lowering the cost of all plans and offering even more in the way of low-end phones. But with all of the Canadian public lusting after multimedia rich smartphones, the only question is whether or not people truly want to settle for another discount brand offering low-end devices instead of all around price cuts in the Canadian wireless marketplace.

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