TORONTO, Nov. 4 /CNW/ - Fido, Canada's fourth largest wireless carrier, today re-launched its services with new branding, a suite of high-value low-price plans and an exclusive customer 'owner's guarantee'. The new Fido brings more simplicity and predictability to Canadians' monthly wireless costs while offering low prices, market-leading customer care, and preferred capabilities for consumers to master their wireless destiny. "For 12 years, Fido's been passionate about changing to meet Canadians' wireless needs," said Sylvain Roy, Senior Vice President and General Manager, Fido. "Especially in these challenging economic times, Canadians want the best value in the wireless marketplace, so we're excited to unleash the new Fido with discount pricing, continued excellence in customer service, and a market-leading 'owner's guarantee'." Fido's exclusive 'owner's guarantee' provides wireless customers the services they want to control their monthly wireless bills. This includes low prices, usage alerts, easy price plan switching, and the choice to have no term contract, along with the industry-leading benefits of FidoRewards. The new Fido branding, logo and tagline deliver a strong visual identity while retaining the brand name, the dog imagery and the long-standing Fido attributes of loyalty, straightforwardness and trust. The taglines 'giving low prices a good home' and 'les bons prix font les bons amis' reflect Fido's commitment to deliver discount prices while providing the most caring customer service in Canada. Beginning November 4, 2008, customers can choose from a suite of Fido's new straightforward 'all-in' price plans, from $15 per month, including plans with unlimited text messages that start at $25 per month. Existing Fido customers can also continue to enjoy their current plan with the benefits of great customer service and FidoRewards. For more information, visit www.fido.ca. About FIDO Fido gives low prices a good home by offering Canadian consumers simple, high-value low-price wireless voice and data products and services with excellent customer care. Operating on the global standard GSM and HSPA technology platforms, Fido customers can roam in over 200 countries/areas. For more information, please visit fido.ca.