Nexus 4 at Fido: Why Buying In Store Can Make Sense

What Fido offered

Fido first showed the Nexus 4 on its site with a price, then removed it, leaving only an in-store reservation option. A reader tip later confirmed it was available to order, with stores stocking it from the following Tuesday. Wind, Videotron and Virgin Mobile had also announced it around the same time.

The case for paying more

Readers kept asking why anyone would buy in a store when Google Play was cheaper. The writer gave several reasons.

• Contract pricing. Paying $100 on contract saves about $300 up front, and two years is more reasonable than the three-year terms common before.
• No wait. The standard shipping delay on Google Play was about two weeks.
• Returns. Fido allowed a return within 14 days or 30 minutes of talk time.
• Loyalty credit. Fido Dollars could lower the price. The writer had over $200 saved, bringing the cost to $276.

The price gap

Buying outright from Fido cost $57.07 more than Google Play. For comparison, Wind asked $549 for the phone, and T-Mobile in the United States asked $549.99 off contract. The writer pointed out that a retailer normally adds a premium over the manufacturer, and that a carrier is entitled to earn something on a phone sale. The writer said no payment or benefit came from Fido for the post.

Bottom line

If the lowest price is the goal, Google Play was the better choice. If speed, a store return policy or saved credit mattered more, Fido was a reasonable option. These prices are historical.