FIDO UP AND RUNNING IN MONTREAL AREA
By Adnews Staff
Montreal-based Microcell Telecommunications Inc. deployed its Personal Communications Services network and launched the FIDO PCS service last week in the Montreal region. In addition to offering wireless services directly to consumers through its Microcell Solutions Inc. division, the company will offer network space to other PCS wholesalers through its Microcell Connexions Inc. unit. Microcell marketing vice-president Cristiane Bourbonnais told Adnews the service is extremely secure and offers better voice clarity and pricing than cellular services. In addition, FIDO users can choose from services such as call display, personal voice messaging, fax messaging and text messaging. And despite what critics might say, says Bourbonnais, the service works perfectly well in moving cars, and has been tested at speeds of up to 300 km/h. FIDO should be rolled out to the Quebec City, Ottawa-Hull, Toronto and Vancouver markets by mid-1997. By the end of 1998, Microcell hopes to make FIDO accessible to approximately 20 million Canadians. The launch of FIDO was supported by a major brand awareness campaign. During the summer, a blimp bearing the FIDO logo flew over Montreal. Two weeks before the service's release, 30-second TV spots featuring a man searching for FIDO broke in the Montreal region. With FIDO's launch last week, 90-second TV ads covering the major features of the service began running in the Montreal market. The TV campaign was supported by print and billboard advertising. Print ads informing consumers in the rest of Canada that FIDO is coming their way began appearing this week. BOS of Montreal is handling the FIDO campaign. Microcell was one of four companies to receive a PCS licence from Industry Canada last year. The others were: Rogers Cantel, Clearnet Communications and Mobility Personacom Canada.