Product brand
UnclaimedA Canadian wireless telecommunications brand owned by Rogers Communications.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile yet.
Overview
Fido Solutions, generally marketed as Fido, is a Canadian wireless telecommunications brand owned by Rogers Communications. The business was established in 1996 by Microcell Telecommunications and was developed as one of Canada's earliest GSM-based mobile services. Its name and advertising identity were built around a dog motif, while its technology strategy emphasized European GSM standards at a time when competing Canadian networks used other standards. Fido became notable for introducing GSM service in Canada and for bringing General Packet Radio Service, or GPRS, to North America as an early mobile-data offering. Microcell initially positioned Fido as an innovative urban carrier. Among its distinctive offers were CityFido plans, which provided extensive or unlimited local calling within designated Canadian zones. Fido also became associated with customer-friendly billing features, including postpaid airtime billed by the second for much of its history. The company retained roaming arrangements that allowed customers to use partner networks, including T-Mobile-related roaming in the United States, while its own network expanded in Canadian markets. Rogers Communications acquired Microcell in November 2004 in a transaction reported at approximately C$1.4 billion. Fido had more than 1.2 million customers at the time. Following the acquisition, the brand continued operating under the Fido name but became integrated with Rogers' broader wireless infrastructure and portfolio. The corporate name was changed to Fido Solutions. Fido subsequently operated primarily as a Rogers network brand, and later as a mobile virtual network operator using the Rogers Wireless network while maintaining a separate customer-facing identity. In 2008, Fido undertook a major repositioning known as the New Fido. In response to competition from discount brands such as Koodo Mobile, it moved toward simpler, lower-priced wireless plans and removed or reduced some carrier-specific fees on newly introduced offers. Several legacy services were retired or restricted, including certain unlimited-data products, older CityFido configurations, couples plans, FullFido packages, Danger Hiptop service, fax messaging and mobile television. Per-second billing for new postpaid plans ended in 2012, although eligible legacy customers could retain it while remaining on their existing plans. Fido expanded beyond mobile voice and messaging. In 2015 it introduced cable-based home Internet in selected Ontario markets served by Rogers, primarily as a bundled or discounted offering for mobile customers. It later adopted device-financing and modular plan structures in line with wider Canadian industry practice. The brand also introduced eSIM support in 2018 and offered plans that separated talk, text, data and device-payment choices. Its customer-loyalty portfolio included FidoDOLLARS, +5 Hours of Data and Fido XTRA, although FidoDOLLARS was wound down beginning in 2016 and Fido XTRA was discontinued in 2023. Fido sells through company-operated stores and third-party retailers such as Best Buy, Costco, Walmart, WirelessWave and Tbooth, as well as selected mobile-specialty and grocery retail channels. Its principal business remains Canadian wireless service, including postpaid voice, messaging, mobile data, devices, roaming and related connectivity products. Fido has historically targeted value-conscious consumers and younger urban customers, occupying a lower-price position within the Rogers brand family. Rogers announced the closure of Fido prepaid services in 2024, and those services were discontinued on February 20, 2025, with existing prepaid accounts directed or transferred to Rogers' Chatr brand. The Fido postpaid wireless brand remains active.
History
Fido originated in 1996 when Microcell Telecommunications created a Canadian wireless service based on GSM technology. Microcell had been an early importer of GSM technology from Europe, and Fido became the first Canadian provider to operate a GSM network. The network's technical direction enabled services that were then uncommon in Canada, including GPRS mobile data. Fido's name was developed with assistance from Microcell's marketing agency, which sought a brand that could work naturally in both French- and English-speaking Canada. The name led to a persistent dog-themed visual and advertising identity, including the yellow doghouse logo and commercials featuring dogs. During its independent period, Fido concentrated on urban wireless markets and used differentiated pricing and service features to compete with larger carriers. CityFido plans offered extensive or unlimited local calling in selected zones. Fido also became known for postpaid per-second billing, international roaming arrangements and early mobile-data services. Prepaid service was offered under the Fidomatic name until 2001 and continued in modified form after the company changed ownership. In November 2004, Rogers Communications acquired Microcell for a reported approximately C$1.4 billion. Fido had 1,275,094 customers at the time. Rogers renamed the company Fido Solutions and retained Fido as a distinct consumer brand. The acquisition gradually changed Fido's network role: the brand's original GSM operation became integrated into Rogers Wireless infrastructure, and Fido ultimately functioned primarily as a Rogers-network MVNO or sub-brand. Fido preserved its own marketing, retail presence and product positioning even as its technical dependence on Rogers increased. The late 2000s brought substantial portfolio changes. On November 4, 2008, Fido announced a broad relaunch intended to make it a discount wireless competitor, particularly against Koodo Mobile. New plans were designed around simpler pricing and generally omitted certain system-access and carrier-imposed emergency-service fees. The repositioning also ended or reduced the prominence of several older products, including some unlimited mobile Internet plans, Sprint Canada bundles, Better Choices Bundles, couples plans, Danger Hiptop service, fax messaging, FullFido plans and mobile television. Some customers with legacy plans were allowed to retain selected benefits under grandfathering arrangements. Fido continued to alter its billing and plan structure. Per-second billing for newly activated postpaid plans ended on July 4, 2012, while qualifying customers with older plans could retain the feature until changing plans. In 2015, Fido expanded into cable home Internet in selected Ontario markets using a Rogers-based product. In 2016, the company began terminating the FidoDOLLARS rewards system. The program's closure generated customer complaints, particularly where customers believed redemption options were limited or tied to further contractual commitments. In 2017, Fido introduced a limited free-data feature known as +5 Hours of Data, and in 2018 it launched Fido XTRA, a weekly customer-perks program. The brand adopted eSIM activation in December 2018 and later moved toward modular plans in which customers could select usage allowances and separately choose device financing or upfront payment. These changes reflected broader Canadian wireless-industry efforts to separate service and handset costs, although the resulting financing practices attracted regulatory scrutiny. Fido continued to sell through corporate stores and national retailers, including electronics, warehouse, department and wireless-specialty chains. Fido's dependence on Rogers became especially visible during the July 2022 Rogers network outage, when many Fido subscribers lost or experienced impaired mobile service. Rogers restored service on July 8 and promised compensation. Fido XTRA ended in 2023. In October 2024, Rogers announced the closure of Fido prepaid and Rogers prepaid services, directing customers toward Chatr. Fido prepaid operations ended on February 20, 2025, while the main Fido postpaid wireless brand continued as a Rogers-owned Canadian value brand.
- 2025
Fido prepaid service ends
[1]Fido prepaid operations are discontinued and customers are directed to Chatr.
- 2022
Rogers outage affects Fido customers
[1]A Rogers network outage causes widespread service disruption for Fido subscribers.
- 2018
eSIM support is introduced
[1]Fido confirms that eligible devices can activate service using an eSIM voucher.
- 2016
FidoDOLLARS wind-down begins
[1]The rewards currency stops accumulating for affected plans and enters a staged redemption period.
- 2015
Home Internet launches
[1]Fido begins offering Rogers-based cable Internet in selected Ontario markets.
- 2012
Per-second billing ends for new postpaid plans
[1]Fido stops offering per-second billing on newly created postpaid monthly plans, subject to legacy-plan protection.
- 2008
The New Fido relaunch
[1]Fido repositions its offer toward discount wireless plans and simplifies its fee structure.
- 2004
Rogers acquires Microcell
[1]Rogers Communications acquires Microcell and takes control of the Fido brand.
- 1996
Fido is founded by Microcell
[1]Microcell Telecommunications establishes Fido as a Canadian GSM-based wireless service.
- 1996
First Canadian GSM network
[1]Fido becomes Canada's first wireless provider to launch a GSM network.
Products and positioning
A value-oriented Canadian wireless brand offering mobile connectivity, devices and selected home Internet services through Rogers' network and infrastructure. Fido historically emphasized accessible pricing, flexible plan structures, urban coverage and a distinctive dog-themed identity.
Wireless service · 1996
Fido mobile plans
Fido's core offering consists of Canadian postpaid wireless plans covering voice, text messaging and mobile data. The brand has used tiered allowances for talk, text and data, with plan and device costs increasingly separated through financing structures. Its value positioning places it below or alongside Rogers' mainstream wireless offers and targets customers seeking a simpler, lower-cost alternative.
Wireless service
CityFido
CityFido was a distinctive local-calling proposition that provided multiple or unlimited calling features within designated Canadian CityFido zones. It reflected Fido's original urban-market strategy and helped differentiate the carrier from national competitors. Older versions were discontinued or grandfathered, while later CityFido offerings differed in scope and pricing.
Home Internet · 2015
Fido home Internet
Fido home Internet was introduced in selected Ontario markets served by Rogers' cable network. It used a rebranded Rogers Internet product and was promoted partly through discounts or bundling for Fido mobile customers. The service broadened Fido beyond wireless connectivity but remained geographically limited rather than a nationwide standalone broadband network.
Customer-perks program · 2018
Fido XTRA
Fido XTRA provided customers with rotating promotional benefits from participating retailers, generally presented as a recurring weekly perk. The program formed part of Fido's effort to add non-network value to its mobile plans. It was discontinued in 2023.
Rewards program
FidoDOLLARS
FidoDOLLARS was a loyalty currency earned under eligible Fido plans and redeemable for selected products or services. Fido ended its accumulation program in 2016 and established deadlines for customers to redeem existing balances. The closure generated dissatisfaction among some customers who considered the redemption terms restrictive.
Prepaid wireless service
Fido prepaid
Fido offered prepaid mobile service during and after the Microcell period, with the earlier prepaid identity known as Fidomatic until 2001. Rogers later announced the withdrawal of Fido prepaid service, and all Fido prepaid operations ended on February 20, 2025, with customers directed toward Chatr.
Marketing campaigns
- 2017+5 Hours of Data
Canada
Fido added a limited data-perk feature for customers on eligible Pulse plans, allowing free data access for one-hour periods on up to five occasions during a billing cycle.
Outcome. The offer provided a usage perk without changing the customer's regular data allowance.
- 2008The New Fido
Canada
Fido relaunched its service portfolio and marketing to compete more directly as a discount wireless brand, especially against Koodo Mobile.
Outcome. The repositioning simplified newer plans and contributed to the retirement of several legacy services.
- 1995Dog-themed advertising identity
Canada
Fido's advertising began using dogs as a recurring creative device, turning the brand name into a recognizable informal advertising signature. The identity later included the yellow doghouse logo and dog-centered television commercials.
Outcome. The dog motif became one of the brand's most persistent recognition assets.
Brand decisions
2024
Exit from prepaid serviceStrategyBackground
Rogers maintained multiple prepaid brands and decided to consolidate prepaid activity under Chatr.
Action taken
Rogers announced the closure of Fido and Rogers prepaid services and directed customers toward Chatr.
Aftermath
Fido prepaid service ended on February 20, 2025, while Fido's postpaid brand continued operating.
2016
Retirement of FidoDOLLARSStrategyBackground
Fido maintained a rewards currency for eligible customers, but changed its loyalty-program strategy.
Action taken
Fido stopped further earning under affected plans and established staged deadlines for redeeming existing balances.
Aftermath
Some customers complained that value had been removed or that practical redemption required an additional commitment.
2008
Discount-brand repositioningStrategyBackground
Competition from Koodo Mobile increased pressure on Fido's pricing and product architecture.
Action taken
Fido relaunched its offers with simpler discount-oriented plans and removed selected fees from newly introduced plans.
Aftermath
Several older products were discontinued, while some legacy customers retained grandfathered terms.
- Koodo Mobile — Koodo was identified as a central competitive reason for Fido's repositioning; a specific public response is not documented in the supplied material.
2004
Rogers acquires Microcell and FidoM&ABackground
Microcell owned Fido and operated one of Canada's competing GSM wireless networks.
Action taken
Rogers Communications acquired Microcell, then retained Fido as a separate consumer-facing brand while integrating its network operations.
Aftermath
Fido became part of the Rogers group and subsequently relied primarily on the Rogers Wireless network.
Reported acquisition value. Approximately C$1.4 billion (November 2004)
Recent events
Sources3 sources
Cite this profile: Cite the canonical profile. /brand-wiki/fido · Editorial policy · How profiles are compiled