TORONTO – Rogers Communications is preparing for the launch of another new wireless brand this fall, say several reports.
The story was originally broken by the Boy Genius Report late last week and cbcnews.ca added a story here. Others have since done reports, too.
The new brand is said to be aimed at wireless newcomers such as Wind, Mobilicity, Public Mobile and Videotron and will add an additional option for consumers in the low-cost segment of the market. Ostensibly, it will be even lower-priced than Rogers’ Fido – and will put pressure on Bell’s Virgin brand as well as Telus’ Koodo.
While Wind, Public and Mobilicity have already launched, no one yet knows how many subscribers they have taken from Rogers and the other incumbents, but both Bell and Rogers are rather wary of Videotron in Quebec. The company had tremendous success in adding wired customers, beginning in 2005, by launching with a drastically lower cost home phone option which meant at one point it was adding more than 5,000 customers a week.
