Out of This World: Mobilicity Rebrands and Cuts U. S. Data Roaming Rates

by Jordan Richardson on July 26, 2011

Canadian discount mobile carrier Mobilicity is pushing hard this summer, introducing a new branding strategy and slashing U. S. data roaming rates by 70 percent.

First up, the company introduced a pair of “Spokesaliens” to serve as the new faces of Mobilicity. Decked out in the company’s magenta and green colours, the aliens were developed by Toronto ad agency Sharpe Blackmore Euro RSCG.  Along with the two characters, Mobilicity came up with a new slogan: “Now that’s smart.”

Digital deployments will feature the new mascots. They are still unnamed, so Mobilicity has turned to social networking to get help. They’re operating a contest on Facebook to name the aliens. Visitors can win a $1,000 mobile prize pack.

Along with the rebranding, Mobilicity has announced a 70 percent reduction in U. S. data roaming rates. Their new rates are among the lowest in the industry, rounding out to about $1.50 per MB of data when roaming in the United States. Compare that with WIND Mobile’s $4.00 per MB of data and Rogers’ $6.00 per MB of data. Even if customers sign up with Rogers’ travel pack, which costs $50, the rate rounds to about $2.00 per MB of data.

Mobilicity CEO Dave Dobbin is on a cross-country tour for two weeks to zero in on what the Big Three are charging for roaming. At a recent stop in Edmonton, Dobbin revealed that he was racking up calls on identical phones to compare the rates charged by the major companies.

Telus has lowered its roaming charges and Rogers has offered what it considers to be “options to help customers manage their roaming fees.” Dobbin says that the changes don’t even out because the companies didn’t touch long distance. “What they give, they taketh away,” he said.

The roaming changes are significant and represent a real competitive edge for Mobilicity. Whether the new rates and the aliens will make a difference in the long run remains to be seen, of course.

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Written by: Jordan Richardson. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Facebook, or YouTube.

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