Loblaws announced Wednesday that it was expanding its cell phone carrier selection by five, in an attempt to combat other traditionally unconventional cell phone retailers. These other retailers include new addition Shoppers Drug Market who recently announced their intention to begin the sales of primarily Rogers communications cell phones in their stores after a successful pilot program in the Ottawa region.  As well The Source, owned by the Bell Canada, cheif rival of Rogers, hold a portion of the alternative retailer market. New additions to Loblaws cell phone line-up include Rogers, and subsiderary Fido. Until now Loblaws has only offered the carriers Bell, Solo moblie and Virgin. This is quite a smart move for Loblaws as Rogers is the largest cell phone provider in Canada and this can only improve revenue for Loblaws. As well it gives Loblaws a sense of neutrality in cell phone retail as The Source is owned by Bell Canada and hold a sense of bias towards Bell phones and plans. This neutrality puts Loblaws on par with other retailers such as Wirelesswave, which hold a higher customer satifaction due to their neutrality and interest on giving the best deal.

http://www.financialpost.com/news/Wireless+wars+spreads+grocery+aisles/3634023/story.html