TORONTO – Set to “focus on the growing unlimited talk and text category,” Rogers Communications confirmed the impending launch of a new wireless brand, Chatr.
The new division is “the first in the category to offer unlimited talk and text to customers with the reach and reliability of a proven network,” reads the press release.
The news was officially broken last week by The Boy Genius report, as we noted here, and was followed up by a Scotia Capital report analyzing such a move for the communications giant this week.
"We’ve been watching this niche but growing category closely and it’s clear that some Canadians want to use their handsets for voice and text only but want a network they can trust," said John Boynton, executive vice president and chief marketing officer for Rogers Communications, in a release.
Chatr will offer voice and text only (no web surfing), and unlimited pricing options without term contracts within defined chatr zones. It will be supported by independent customer care and extensive retail distribution. Information on markets, pricing plans and available handsets will be provided by chatr when it launches later this summer.
"The launch of a third brand mirrors many other industries like the hospitality and retail sectors and is designed to offer Canadians more choice," added Boynton.
(Ed note: For example, Aldo Shoes also runs Spring, Feetfirst, Globo and Little Burgundy, shoe store chains each with their own styles and pricing.)
The introduction of chatr rounds out Rogers’ existing multi brand approach to targeting distinct market segments. The Rogers brand will continue to deliver leading edge devices; a proven, reliable and fast network; handset servicing; and world class tech support. Fido will remain a value brand with superior service that cares about the customer and the environment. chatr will offer Canadians unlimited talk and text plans backed by Canada’s reliable network.
