extinction with reports that Rogers Communications Inc. is relaunching its Fido discount brand without the hated charge.

The Toronto-based company will relaunch Fido on Tuesday, according to the National Post, with new plans and a new logo. Rogers will also scrap the $6.95 monthly system access fee on postpaid customers. Prepaid Rogers and Fido customers already do not pay the fee.

Liz Hamilton, a spokesperson for Rogers, declined to comment.

“We don’t predict future pricing either on specific plans or rate cards,” she said.

Industry observers said the company’s move is likely to spell the end of the system access fee, which is thoroughly hated by consumers.

“It’s the No. 1 complaint about cellphones,” said John Lawford, counsel for the Public Interest Advocacy Centre. “People are getting a little more traction with their pushback in a lot of telecom issues now.… We just might see the end of it. We’ll see them slowly disappear.”