Fido is putting the finishing touches on its newly updated website as part of their total rebranding package, complete with new logos, new plans and a couple of free services. This is all in an effort to attract the millennial market to the carrier, which is own by Rogers…presumably the 'older folks' carrier. You can hardly blame Rogers and Fido – most of the new buyers and subscribers are in this millennial group (also known as Generation Y), born in the early 1980's to the early 2000's, as they are the largest and most diverse generation. This group has been shape by technology, the internet and the cellphone…they love gadgets.
As part of Fido's makeover, you can see the subtle changes in the logo by using a slimmer, more modern font. The website has a nicer look to it – the new layout and colors just give it a 'hipper' look…I guess they say 'dope' now. Fido has done away with their FidoDollars loyalty plan and has made changes in its lineup of plans. Carriers are doing away with large discounts and buyouts of existing contracts to attract new subscribers. Instead, they are offering up more options at a higher price with a heavy dose of value-added freebies, like Rogers did with Shomi and their NHL GameCentre Live. Fido is using two years of free Spotify and the Daily Vice, and after which customers can either drop the packages or start to pay for them…hard to do after two years.
Spotify is normally a $9.99 a month option for unlimited downloading and streaming of music, so that its quite a bargain and incentive to gather even more Canadians into their fold. This type of service has become quite popular and there is much competition with Rdio, Deezer, Google Play Music to name a few. The Daily Vice is a new app created exclusively for Fido Pulse subscribers, which came out of Rogers and Vice Media's $100 million content partnership. Daily Vice will send a six-minute video each morning, Monday through Friday that will focus on Canadian and international news. On Saturdays, they will release interviews with "the biggest news and cultural influencers in Canada."
Look over the plans listed below and you will see that all plans over 1GB of data – $60 a month and up – include unlimited Canada-wide minutes and texting. Fido also added 3GB and 4GB options for $80 and $90 respectively. They lowered their 1GB plan by $5 and replaced their $45/300MB and $50/500MB plans with one for $49/400MB. The $55/750MB and $99/5GB plans remained the same, however, BYOD will knock off $5 to $14 a month depending on the plan you choose. See how they compare with WIND Mobile's new pricing…but it is hard to pass up on free Spotify and Daily Vice for two-years.