Canadian operator Shaw Communications has renamed its mobile service 'Freedom Mobile'. Shaw acquired the former Wind Mobile in March and has since grown the company to over 1 million customers.
The new name plays on dissatisfaction with the bigger mobile operators and highlights the company's "freedom from data overage" charges and "freedom from price-gouging". The operator said customers won't see any changes in their service or plans, while the company takes a "renewed focus on making wireless services more affordable".
The rebrand coincides with the launch of Freedom Mobile's LTE network in Toronto and Vancouver, with plans to expand to other markets during 2017. Ottawa, Calgary and Edmonton will join by next summer, and the remaining 3G coverage areas (including southwestern Ontario, the Hamilton-Niagara corridor, Barrie, Kingston and Peterborough) by the fall. LTE roaming will be available in the US and Canada in early 2017. The 4G network uses the AWS-3 spectrum band.
The inaugural Freedom Mobile LTE rate plan costs CAD 45 per month for unlimited calling to Canada and the US, unlimited texts within Freedom's 3G and LTE coverage areas and 3GB of monthly data. Until the end of January 2018, customers also receive a bonus of 3 GB more data each month, which Freedom Mobile says makes it the most affordable rate plan in the country.
For the holiday season, Freedom Mobile will be selling two handsets compatible with its LTE network: the LG V20 (in stores now) and the ZTE Grand X 4 (to be available in early December). The lineup of devices compatible with Freedom Mobile's LTE network will expand "substantially and quickly" in 2017, the operator said.
The new brand and services will be promoted in an advertising campaign starting this week. As well, Freedom Mobile will be featured prominently at the 104th Grey Cup (Canadian Football) presented by Shaw in Toronto, including the Freedom Mobile Halftime Show starring One Republic.
