Rogers Wireless lightens up life with Firefly - The mobile phone for mobile kids(TM)

8 August 2005

Rogers Wireless, Canada's leading wireless communications service provider, today announced the exclusive introduction of the Firefly phone to Canadian pre-teens and their parents. The Firefly phone from Rogers Wireless is designed specifically for pre-teens and meets parents' desire for call control, cost management, and durability. The Firefly phone from Rogers Wireless keeps pre-teens connected to the people that matter most in their lives, for maximum family convenience and parental peace of mind.

The Firefly phone enables parents to manage phone usage and monthly costs. With just five keys instead of a regular dial pad, parents use a PIN to program up to 22 outgoing numbers into the phone, including speed-dial keys for Mom and Dad. And, the Firefly phone's unique design is highly appealing to pre-teens. It's easy to use, fits easily in their hands and pockets, and has special features that enable personalization just for fun.

"Parents of pre-teens understand that it's time to start loosening the reins and letting their kids travel unsupervised to school, the library, or friends' houses," said Raj Doshi, Vice President, Device and Product Management, Rogers Wireless. "Our research shows a real market demand for an innovative solution like the Firefly phone that gives parents the peace of mind of staying connected to their pre-teens, without overindulging them or risking misuse. And while pre-teens may not be ready yet for the responsibility of a traditional wireless phone, their busy lives can indeed benefit from this tool."

FEATURES PARENTS APPRECIATE
- Innovative design specifically for the needs of pre-teens and their
parents
- Voice-only device
- Highly durable and comes with a protective case (included for a
limited time)
- "Mom" and "Dad" speed-dial keys
- Plus, parent-programmed, PIN-protected phone list with a 20-number
capacity
- Optional inbound call restriction
- 911 button for emergency calls, with an accidental call prevention
feature
- Caller ID for all programmed numbers
- Call waiting (included with most price plans)
- Hook for backpack clip (included with phone)
- The Firefly phone is free when added to Rogers Wireless' Family Plan,
and the activation fee is waived for a limited time
- A great investment for the future - Rogers Wireless will provide an
automatic upgrade to a traditional wireless phone after 18 months with
activation on Family Plan or any other post-paid plan

FEATURES PRE-TEENS APPRECIATE
- Innovative design featuring a smaller frame for smaller hands
- Firefly Fireworks(TM) light display, which illuminates when the phone
rings, but also flashes intermittently whenever the phone is on
- 12 ring tones, 7 screen colours and 5 other screen animation choices
(e.g.: soccer balls)
- Hook for backpack clip (included with phone)
- Highly durable and comes with a protective case (included for a
limited time)
- A fun and brightly coloured array of accessories sold separately
(transparent-coloured and patterned shells, carrying accessories, a
glow-in-the-dark skin, a hands-free earbud, etc.)

PRICING AND AVAILABILITY
The Firefly phone is free of charge when added to a Rogers Wireless Family Plan airtime package, and to celebrate the launch, there is currently no activation fee. Starting at just $35 per month, Rogers Wireless' Family Plan lets you share your allowable bucket of minutes between family members for maximum effectiveness, and allows for unlimited local calling between family members. Alternatively, customers can purchase the Firefly for $49.99 with a two or three-year airtime plan with Rogers Wireless or for $149.99 on a pay-as-you-go basis. Parents can purchase the Firefly phone across Canada through Rogers Wireless dealers and retail points of sale, or online at www.rogers.com/fireflyfrancais">www.rogers.com/firefly/www.rogers.com/fireflyfrancais.

SPECIFICATIONS
- Weight: 2.12 oz. (56g)
- Size: 3.46" x 1.73" x 0.79" (88 x 44 x 20 mm)
- Talk time: Up to 2.5 hours
- Standby time: Up to 100 hours
- Mhz: GSM 850/1900
- Antenna: Internal
- Battery: Rechargeable, non-removable lithium ion battery
(charger included with phone; travel charger sold
separately)
- Language: English or French

ABOUT ROGERS WIRELESS
Rogers Wireless Inc. is Canada's largest wireless voice and data communications services provider with offices in Canadian cities across the country, more than 5.9 million customers, and two powerful brands: Rogers Wireless and Fido. Rogers Wireless, which operates Canada's largest integrated wireless voice and data network, providing advanced voice and wireless data solutions to customers from coast to coast, is Canada's only carrier operating on the GSM/GPRS technology platform, the world standard for wireless communications technology. Rogers Wireless is a subsidiary of Rogers Communications Inc. (TSX: RCI; NYSE: RG), a diversified Canadian communications and media company. For further information, please visit www.rogers.com.

NOTE TO PHOTO EDITORS: Photos of the Rogers Wireless Firefly Phone and a
pre-teen using the device are available on the CNW
Photo Network.
NOTE TO TV OUTLETS: B-Roll is available upon request.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
Additional archived images are also available on the CNW Photo Archive
website at http://photos.newswire.ca. Images are free to accredited
members of the media/