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		</div><p><em>The launch of discount mobile phone brand ‘chatr’ arms the telecommunication champion with a counter for the rookies.</em></p>
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<p>Rogers Communications Inc. announced the launch of its discount cellular phone brand ;‘chatr’ a while back and upon its release, July 27th it became available in major urban centers in ;Canada. It is crystal clear that the company is aiming to regain its previously enjoyed market share ;which was notably hurt after the new competitors such as Wind Mobile and Mobilicity entered the ;market. Since late 2009, the new entrants have been focusing on the world of cheap, unlimited talk-and-text, cleverly finding its niche. Rogers’ launch of chatr will bring a new balance to this market.</p>
<p>Rogers announced chatr will be launching in major cities in Canada such as Toronto,Calgary, Vancouver and Montreal, with a $35 unlimited talk plan and a $45 unlimited talk and text ;plan. Not only it offers cheap plans but also it provides consumers with cheap phones that are as low ;as $60.</p>
<p>‘Cheap’ is a relative term and it is true in Rogers’ case as well: although chatr is offered ;in wide variety and range, it is still slightly above the prices ranges of other new companies. In ;an attempt to compensate this factor, chatr will be provided in Rogers’ national network, bringing ;an edge over the competitors, which are trying to build wireless network as large as Roger’s.</p>
<p>Some analysts frown upon this yet another new brand of the telecommunication giant: the ;new brand is supposed to bolster the existing brands such as Fido and Rogers Wireless by competing ;in a lower end of the market, however, it is speculated that Rogers is trying to overcrowd the market ;by adding another brand.</p>
<p>In light of launching of chatr, Wind Mobile acted quickly by offering chatr and Rogers ;customers $150 credit upon switching to Wind, and by holding a promotional event on the day of ;the launch. Mobilicity also reacted as well, perhaps a bit more aggressively, by threatening to file ;a complaint with the Competition Bureau. Chairman John Bitove explained that Rogers is trying to ;eliminate the new competition by implementing low price range of chatr.</p>
<p>Overall, while the well-timed launching of new brand chatr still needs some time to assess ;its full potential and data, it seems that Rogers have managed to find a way to prevail over its ;competitors.</p>
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