Is Rogers Going To Launch Another Discount Brand? [UPDATED]

There’s some rumors floating around that Rogers is going to launch something called Chatr which is a new brand designed to go after new Canadian cell companies like Public Mobile and Wind Mobile. The Boy Genius broke the story last week, but it picked up steam when The Globe And Mail reported on it yesterday. To top it off, Rogers didn’t go out of their way to dispel these rumors:

In a statement, Rogers did not deny the new brand name. “We’re always working to innovate and better serve Canadians but have nothing to announce at this time.”

The only reason that I think that Rogers might be doing this is that either the new cell companies are hurting Rogers more than they let on, or the news that Public Mobile is planning to expand its network using $350 million of foreign sourced cash is scaring the crap out of Rogers (and in either case, Fido which I thought was Rogers discount brand isn’t helping them to keep these companies at bay). Now I could reach out to Rogers and ask them what the deal is, but it’s a very safe bet that they won’t be commenting on anything right now (although my “best friends at Rogers” are free to prove me wrong).

So what do you think of this situation? Please leave a comment below and share your thoughts.

UPDATE: The answer is yes. Boy Genius nailed it. Rogers posted a press release about this new brand. In case you were wondering how this new brand fits in, here’s their explanation:

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.

Charming. Expect to see a launch later this summer.

Leave a Reply

%d bloggers like this: