evolving customer behavior highly competitive market, with new entrants changing technologies
TRANSCRIPT
Rogers Communications
Sheetal GurralaJi Sun Hong
Jacquiline NjiraineGabriela Silva
Betel Solomon
Current Issues
Evolving customer behavior
Highly competiti
ve market,
with new entrants
Changing Technolog
ies
Decisions
Meet customer demands
(introducing new products and
quadruple bundles)
Being industry leaders.
Custom
er Service
Keep up with the changing
technologies to provide
quality service to
our customers
Current Situation
Industry leaders in Wireless
Company Rogers Bell Telus
Market Share
37% 30% 28%
Subscribers 8.5 Million
6.8 Million
6.5 Million
3rd place in Internet
Company Bell Shaw Rogers
Market Share
21% 19% 16%
Subscribers 2 Million 1.9 million
1.6 Million
Strategic Direction
Market Leaders in• Wireless• Internet
Lag Behind in• Television• Landline Telephone• Media
Wireless
Emerging industry
Growth of 1.5% to 1.8% every year
Data usage (Smartphone)
Why Wireless?
More than half of the revenues come from wireless.
Year 2006 2007 2008 2009
% of revenues contributed from wireless
52% 54% 56% 57%
Number of subscribers
6,778,000 7,338,000 7,942,000 8,494,000
Internet
Third largest with a market penetration
of 16%
Opportunity for
growth
Gain a higher market share
Why internet?
Revenue from internet has
increased by
5% over
the last 5
years.
The number
of subscri
bers has
increased
from 1.3
million to 1.6
million.
Television
Mature industry• High cost to become a market leader
Maintain current market share
Market VOD
Convert analog cable to digital
Landline Telephone
Declining
industry
• 12% ARPU dropped
• Future is unclear
Lag behind
• Subscriber significantly lower
Media
Provides 12% of Rogers revenue
Unpredictable industry• Increased internet usage
Online advertising estimated to grow by 15%
To increase sales: Triple-play• Media, wireless, and wireline
Action Plan
Integrate Wireline with Wireless• Quadruple play with additional discounts for a Limited
Time
Improve customer service• Be Uniform• Retail, call centers, online
First movers advantage• Adopt 4G LTE
Promote Smartphone's
Action Plan For Marketing Wireless
Families
Social networkin
g sites
TV ads
College Students
Social networkin
g sites
Visit Campuses
Businesses
Social networkin
g
Hotels
Action Plan For Marketing Internet
Families
Television Mail
Newspapers and
Magazines
Businesses
Trade Shows
Direct Mail
Advertise at Mass Transit Centers
Rogers Conclusion
Maintain market leadership in Wireless.
Compete to get market leadership
in Wireline.
Improve Customer Service.
Stay Innovative.
Questions?