11/21/2016 11:21 EST

'Freedom Mobile' Replaces Wind Mobile In Total Rebrand

TORONTO — There's a name change for Canada's fourth-largest mobile phone company, which is now part of Shaw Communications.

Wind Mobile is being rebranded as Freedom Mobile.

freedom mobile

The new logo of Freedom Mobile, formerly known as Wind Mobile. (Image: Freedom Mobile)

Besides the new name, chief executive Alek Krstajic also announced upgrades to its network.

The company says it's rolling out LTE service throughout its coverage area, starting with Toronto and Vancouver.

Wind Mobile has been competing against Canada's three biggest mobile phone companies since late 2009 but remains smaller than Rogers, Telus and Bell.

Calgary-based Shaw bought Wind for about $1.6 billion in a deal that closed in March.

Also on HuffPost

Photo galleryTelecoms With Most Complaints, 2015 See Gallery