evolving customer behavior highly competitive market, with new entrants changing technologies

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?