Fido Rebrands

Fido, the mobile network that Rogers Wireless acquired in 2004 has re-branded itself as a low-priced alternative to the mother brand.

Compare Fido’s prepaid plans to Rogers’ prepaid plans there is some pricing advantage to Fido: they have a basic, no auto-top-up, “anytime” rate of 20 cents/minute; Rogers’ equivalent rate is double that, at 40 cents/minute. Both Rogers and Fido charge 5 cents/KB for prepaid data.