MONTREAL — Bell Canada (TSX:BCE) took another step toward trying to shed its reputation as a glacially slow competitor Friday by introducing an alternative to the iPhone and rebranding its identity ahead of promised improvements to its customer service.
The launch comes as Canada's largest telecommunications company overhauls its image through a marketing facelift and introduction of a new logo ahead of its takeover by private equity.
The company has also adopted rebranded its Bell ExpressVu, Sympatico and residential service in favour of Bell TV, Bell Internet and Bell Home Phone.
"It's all to convince to convey that Bell is and has gotten better," Bell Mobility president Wade Oosterman said in an interview.
But telecom analyst Carmi Levy of AR Communications said the changes will have little impact unless they are accompanied by a dramatic improvement to customer service.