With just 2 months left in 2008, one Canadian telecom is undergoing a major face lift.

Fido, now owned by Rogers, will be re-branded and launched anew as a discount carrier doing away with system access fees and offering low-cost plans and handsets. It could be a good strategy to differentiate Fido from its mother company, Rogers, and give it its own identity.

While there's little doubt that a market for entry-level phones exists, the competition from established names such as Koodo (Telus), Solo Mobile (Bell), and Virgin Mobile will make things tricky for Fido in this segment of the market. Anyway, let’s cut them some slack and see how things pan out for them in 2009.