The rumours were true: Rogers today announced that it will launch a new mobile phone brand later this summer to take on new players such as Mobilicity and WIND Mobile. Called chatr, it will focus on the unlimited talk and text segment of the market.
“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.
chatr will offer voice and text plans only, including unlimited plans without contracts within defined chatr zones.
Rogers will launch chatr later this summer. At that time it will reveal devices and plans.
In terms of branding, the Rogers brand will continue to focus on “leading edge devices; a proven, reliable and fast network; handset servicing; and world class tech support.” The Fido brand will remain its value brand while chatr will focus exclusively on unlimited talk and text plans.