Fido Makeover Soon

Canadian cell carrier Fido is poised for an overhaul that will change its role in the market, a claim by purported sources of the Financial Post says. Under this new strategy, the Rogers sub-brand would more closely compete with Telus' Koodo, Bell's Solo and Virgin Mobile with an emphasis on lower-cost plans and a wider selection of phones than today's selection, which is partly a subset of Rogers' own lineup. Among other changes, the controversial $7 System Access Fee would be dropped to reduce the practical monthly rate.

The reorientation is portrayed as a closely guarded secret by the newspaper, which asserts that Fido is refusing to reveal the new strategy until a public announcement that could occur as early as Tuesday.

Fido has frequently been positioned as a lower-cost alternative to Rogers since it was bought out by the latter but has often been regarded as a close shadow in terms of pricing, with slightly better voice rates and perks such as earlier evening starts and lower-priced upgrades for those who keep to long-term contracts. Its iPhone and other smartphone plans are often similar.

It's not known whether the revamp would shift the focus of Fido closer to smartphones or hold mostly to budget devices. At present, the provider carries both the iPhone as well as a small number of Windows Mobile examples but is excluded entirely from BlackBerries and Symbian S60 handsets.

By Electronista Staff