page_title: Fido Solutions
section_title: Retail presence
hierarchical_section_title: Fido Solutions / Retail presence
caption_attribution_description: Français&#160;: Affichage des télépĥones prépayés Rogers et Fido chez Zellers.
context_page_description: Fido Solutions Inc. is a Canadian cellular telephone service provider owned by Rogers Communications Canada. Although Fido's parent company, Rogers Communications, also operates another cellular service Rogers Wireless, Fido remains a separate entity and retains its own retail chain, customer service call centres, network servers and CEO. Fido pioneered the concept of providing unlimited service in select Canadian cities. Fido was the first carrier in Canada to launch a GSM-based network and the first wireless service provider in North America to offer General Packet Radio Service on its network.
  Fido's logo is a yellow doghouse. The name, "Fido," was suggested to Microcell Solutions, the first importer of GSM technology from Europe to Canada, on the recommendation of its marketing-communications agency at the time, BOS of Montreal. The agency had been searching for a name that would appeal to both French- and English-speaking consumers. The brand name "Fido" inevitably led to the use of dogs in its commercials, which became the brand's informal trademark in TV advertising, starting in 1995.
context_section_description: Fido has its own corporate retail stores, and also allows third parties to become exclusive dealers.  For example, Best Buy, Costco, Tbooth, Walmart and WirelessWave sell Fido products along with prepaid and postpaid services.  Additionally, Loblaw Companies and Zellers stores sold prepaid feature phones and top-up vouchers.  Loblaw stores have a special booth, called The Mobile Shop, where the phones are displayed.
caption: Rogers and Fido phones at Zellers.
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