The “NEW” Fido-FINAL

November 4th, 2008

Well the new Fido has finally been launch, covered the entire time here on HowardChui.com.  Lets summarize:

Logo

My first impression was oh my, what has the marketing department done to Fido.  The text is a mix between the Koodo logo and the new Bell logo with the yellow dog house getting its style from Loblaw’s value priced brand-”no name”.  I personally like the old Fido logo much better, but if an ugly logo means cheaper rates I am all for it.

Monthly Plans
Check out the new monthly plans on the Fido website. (not currently listed)

Although I do not think the plans are perfect they are certainly a step in the right direction.  WIth Fido including text messaging with its six main plans, the relaunch it to complete directly with Koodo Mobile Telus’ discount brand.  No SAF and 911 not only completes with Koodo Mobile but also with Virgin Mobile and forcing Solo Mobile, Bell’s discount brand to follow.  Its nice to see “the big three” feel threatened by Globalive and they have not even launched yet!
Rollover minutes would have been nice, not to mention the marketing department would have a field day, as well as Fido to Fido and/or Fido to Rogers plans.  I guess its easy for me on the outside to say what they should have done.

Overall
Aside from the logo, I think the re-branding of Fido to a discount brand was the right move by Rogers for the current market.  Getting rid of one and three year contracts was another interesting move, forcing client to go either monthly or sign up for two years.  The exception to the new contract terms are iPhone clients who must sign up for a three year term.
Now if only there was something we could do about that new logo.  Maybe Fido’s marketing department can whip up a last minute contest-design a logo for the “new” Fido.

For those of you who follow the re-branding of Fido here on HowardChui.com-thank you.  But I am sorry to say that our coverage ends here, I am dog-tired of writing about it.

live_strong

Entry Filed under: Fido Telephony

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