As Telus-owned Koodo Mobile makes a play for Canada’s “no-frills” wireless market, and new competitors like BMV Holdings prepare their own low-cost networks, Rogers Communications’ Fido division is seeking its own piece of the discount wireless pie.

Fido is seeking to reinvent its new brand by introducing a new logo, reducing the cost of its plans, and perhaps most importantly, scrapping the $6.95/month system access fee typically charged by Canadian carriers.

Fido’s cheapest plan now costs just $15/month, including 50 minutes of local talk time and 50 outgoing text messages (incoming text messages remain free). A higher-tier 100 minute per month plan comes with unlimited evening and weekend calls and unlimited text messages, all at a cost of $35/month. The 2,000 minute per month (+ unlimited text) ‘FullFido’ plan, meanwhile, is available for $40/month.

Fido cites “challenging economic times” as the main inspiration for its newly reinvented service.