Fido to become discount cellular brand

Despite having the iPhone 3G, Fido, a subsidiary of Rogers, has never been known as a luxury cellular brand. It has mostly served as the lower-cost wing of parent Rogers. Now, though, they’re completely overhauling it into the low-cost cellular brand in Canada. This is good news for sure. In trying economic times, offering low-cost services, especially in industries where people are used to paying high prices, can prove a viable business model. I just wish an American cellular carrier would really embrace the low-cost factor.

Fido is taking the steps that so many prepaid carriers in the States should. People spend a lot of money on cellular service. Many people are looking to cut costs. Cellular service is one area in which this is possible. Yet it seems we’re being fed a business-as-usual line of high-end phones and required expensive data plans.

Fido has the idea right. They’re not only going to focus on low-cost service — starting at $17.50 per month — but they’re going to put a focus on low-cost handsets. It just seems they might be doing it in the wrong country. The main concern with this move, via BGR: “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.”

I think America, though, could use a discount brand, or at least someone to come out as the low-cost carrier. Who will take the reins?

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