Fido was originally founded back in 1996 as Microcell Solutions Inc. After just a few years of service, they garnered a positive reputation among Canadians. They were the first to introduce GSM technology to Canada. Before then, it was only ever used in Europe. On top of that, they also introduced a unique pricing approach. Their competitive prices, money-back guarantees and dedication to customer service stood out in the late 1990s. While the rest of the industry seemed expensive and serious, Fido stuck out as approachable and affordable. Of course, they also grew popular due to their creative advertisements. Their yellow doghouse logo and commercials featuring adorable dogs quickly became iconic. At this point, does Rogers own Fido? Not yet.

Fido continued to grow in popularity and had acquired a million plus customers before getting Rogers’ attention in 2004. Rogers was their largest GSM competitor, and wanted a monopoly over the technology. So, they purchased Microcell for almost $1.5 billion. ‘Fido’ which was the brand under which Microcell operated in the market now became the name of the company and all their customers now “belonged” to Rogers.

https://www.planhub.ca/blog/en/is-fido-owned-by-rogers/