On March 2, 2009, Canadian telecommunications firm Bell Canada announced it would acquire The Source and continue to operate it as an independent division. The acquisition was completed July 1 for the final purchase price of $135 million US, following which the chain removed the "by Circuit City" from its name. Prior to January 2010, the stores sold mobile phone services from Bell's main competitor, Rogers Wireless; at that point, the chain began to exclusively market Bell-owned wireless (including value brand Virgin Mobile), television, and internet services.