this is how it works.
fido/rogers can display name and incomming numbers now. (i think it's in trail right now and is automatically added to your account).
Once the trial is over, might be over now, you can subscribe to be able to view incomming name and number of the person calling. This is called name display option.
With Rogers clients, you can change the display name here...
http://www.shoprogers.com/store/wireless/services/voice/namedisplayrequestform.asp
With Fido customer, your out of luck. When you call someone, your name and number will be displayed on thier phone.
2 ways to change this.
1) setting on your phone to not send details when making a call. Your name and number will not appear on the person your ccallings phone.
2) call Fido up and ask to have your display name changed. Number still shows up.
#2 is a hard one. They will only change the display name to something that resembles your name. i.e. your name is john doe. they can change it too j doe or john d.
A CSR canot change the display name..you will need to talk to retentions. If your lucky, they might change the name to whatever you want...YMMV.
Hope this helps.