Last year, Rogers launched a program called “Staff Picks” that offered a curated selection of devices at discounted prices. At the time, the company said it stood behind the section for representing great value. Today, sub-brand Fido is following suit, offering its subscriber base a similar option with Fido Faves.
Fido notes that for a device to become a Fido Fave it has to cost $50 or less on contract and be “fully loaded with features that stand out, as well as a price and 2-year device warranty that makes your decision easy and your wallet happy.” The first two devices to be graced with this branding are the ZTE Axon and the Huawei Y6.
In addition, Fido has also launched a new service called DeviceAdvice, which is being marketed as a “personal smartphone expert at your fingertips that self-diagnoses your device issues and provides quick and personalized advice.”
DeviceAdvice can be accessed by Fido customers via the Fido My Account app. Some of the common issues the services attempt to solve include, “How do I see what’s taking up storage on my phone?,” “How do I backup my photos?,” and “How can I check if I’m eligible for an upgrade?”
When Guy Lawrence took over as CEO of Rogers in 2014, part of his Rogers 3.0 plan was to overhaul the company’s customer experience. Staff Picks, Fido Faves, and this new DeviceAdvice are part of this strategy.