Chatr Wireless – What is Rogers Up To Now?

by Gaurav Kheterpal on June 26, 2010

Over the last few months, several rumors have been flying around the internet indicating that Rogers may be preparing to launch a new wireless brand called ‘Chatr’. If the rumors are indeed true, Chatr would be the third wireless brand from Rogers Wireless in addition to the existing Rogers and Fido brands.

While the move may be aimed at competing with the new low-cost carriers like Mobilicity, Public Mobile and WIND Mobile, I’m not sure that introducing another wireless brand is the best way forward for Rogers.

The folks at BGR report that the sole objective of Chatr is to put “wireless upstarts WIND Mobile and Mobilicity out of business by offering affordable handsets and great rate plans”. The report further suggests that Rogers will start training Chatr employees by mid-July and aim to launch services in Vancouver, Edmonton, Calgary, Toronto, and Ottawa shortly thereafter. Chatr might focus on low-cost handsets such as Nokia 1661, Nokia 2680 slide, Samsung Gravity and the LG Sapphire. BGR even managed to grab a snapshot of Chatr inventory details.

These rumors originated as early as August 2009 and were further propelled when Rogers registered a trademark for Chatr in September 2009. It’s surely not a coincidence that both Rogers & Chatr trademarks have been registered by the same lawyer.

Chatr Wireless

APPLICANT: 
2217851 Ontario Inc.
Suite 2500, 181 Bay Street
Toronto
M5J 2T7
ONTARIO

AGENT:
CASSELS BROCK & BLACKWELL LLP
SCOTIA PLAZA
SUITE 2100
40 KING STREET WEST
TORONTO
ONTARIO M5H 3C2

REPRESENTATIVE FOR SERVICE:
CASSELS BROCK & BLACKWELL LLP
SCOTIA PLAZA
SUITE 2100
40 KING STREET WEST
TORONTO
ONTARIO M5H 3C2

TRADE-MARK: CHATR WIRELESS

APPLICANT: 
ROGERS COMMUNICATIONS INC.
333 Bloor Street East
9th Floor
Toronto
M4W 1G9
ONTARIO

AGENT:
LANG MICHENER LLP
BROOKFIELD PLACE, P.O. BOX 747, SUITE
2500
181 BAY STREET
TORONTO
ONTARIO M5J 2T7

REPRESENTATIVE FOR SERVICE:
LANG MICHENER LLP
BROOKFIELD PLACE, P.O. BOX 747, SUITE
2500
181 BAY STREET
TORONTO
ONTARIO M5J 2T7

TRADE-MARK: ROGERS WIRELESS WEB

What’s the point in having both Fido & Chatr? Does the launch of Chatr signal the end of the road for Fido? I’m not a branding or sales guru but I know for sure that too many brands do not lead to more customers; they just lead to more confusion. If Rogers plans to offer price differentiation with Chatr, why not do it with Fido? Clearly, the idea is to attract customers to a fresh new offering. While I admit that there would be a stigma attached to existing brands like Fido & Rogers, I personally believe that it’s better for a company to reinvent its existing brand rather than use a new brand name. What do you think?

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Written by: Gaurav Kheterpal. www.digitcom.ca >. Follow TheTelecomBlog.com > by: RSS>, Twitter >, Identi.ca >, or Friendfeed >

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Price Wars IV: A New Hype — TheTelecomBlog.com
August 13, 2012 at 8:52 am

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Elizabeth Johnson January 23, 2011 at 1:46 pm

I have been receiving an email from someone of whom I do not know. The person in the email introduces herself as Mrs. Mary Abery at mabery@rogers.com. I am in the united states. The interesting part is in the address line it actually comes from someone else a Bethany Marlowe at marloweb@winthrop.edu. What I can see of the opening line Mrs. Abery stating she is setting up a charity. I wanted some feedback from rogers.com if they have either of these people listed as customers and if there is any way of verifying this charity as legitimate. I will not open this email but may send another email to mabery@rogers.com for more information.

max March 15, 2011 at 8:02 am

its not legitimate, i revived an identical email address. it is a SCAM!!!

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