FidoDOLLARS Getting Killed in The NEW Fido Rebrand Michael Kwan March 19, 2015 News I’ve been a “loyal” customer of Fido for a number of years now, mostly because the canine companion typically offers cheaper wireless plans than its owner Rogers Wireless. Sure, with the noted exception of the upcoming Samsung Galaxy S6, Fido usually doesn’t offer the fanciest of flagship devices, but you do get your choice of “affordable premium” smartphones like the ZTE Grand X Plus. And with FidoDOLLARS, those affordable phones are even more affordable. At least, they were. Fido is about to undergo a massive overhaul and rebranding effort that will see the doghouse logo abandoned in favor of a perky yellow dog instead. This mascot is meant to appeal to tech-savvy “in the know” millennials who are “hangout-able” and “quick-witted” and will put up with “no bull.” They’re even reportedly going to use YOLO as part of their marketing. Ugh. Straight up ugh. In addition to the re-branding of “The NEW Fido,” several changes will also take place on the business side of things. The FidoDOLLARS program is being sent out to a farm in the countryside where it can run free with all the other perks and promotions. Up until now, Fido customers have been receiving 4% of their monthly bills back in FidoDOLLARS that could then be spent on new devices, feature packs and so on. That’s getting killed off in favor of a new loyalty-based membership program where you get rewards like streaming music and video streaming credits. For those of us who have already accumulated a bunch of FidoDOLLARS, those will stay in our accounts until we decide to change our plans or upgrade our devices. At that point, whatever leftover balance will just disappear into the ether. Fido is also changing its device subsidy pricing and axing international texting from value packs. Instead, you’ll get new value packs where you can use 3rd party messengers like WhatsApp and Viber without biting into your data bucket. What do you think? Is the NEW Fido barking up the wrong tree? Are you sad to lose your precious FidoDOLLARS? Via MobileSyrup Share This With The World!