Rogers Communication Essay

Company Description
Rogers Communication Inc. is a domestic dominating communications and media company, which was founded in Toronto, Canada in 1960s. With around 50 years of development, Rogers provides customers with various kinds of services such as wireless, cable television, and Internet connectivity. It had also become one of the leading providers of high-speed Internet in Canada recent years, which delivers the service for around 2.01 million customers1. Rogers has achieved a position of the 18th most profitable Canadian company in 20132, and gained consolidated revenue of 12.9 billion dollars in 20141.

Internal Analysis
Rogers set their mission as to ensure that their customers can “stay inspired, informed and in touch, with [Rogers’]

advanced networks, powerhouse media brands and technologically advanced communications services” 20.
The key factors for their success are service quality and customer experience.

Rogers has covered 90% of Canadians with their 4G HSPA+ network as well as blazing fast LTE5. Data and unlimited talk and text Business Plan are eligible to use in more than 75 countries6. Moreover, excellent customer service makes them stay competitive. Daily interactions via stores, call centers and online services (live chats, social media channels) help them receive feedback from customers and offer technological supports.
Compared with its competitors, Rogers is aiming to offer the best Internet services with higher upload and download speed, more monthly usage at lower price for families, business and companies. There are more than 4 million families in Canada enjoy Internet service from Rogers1. “Most of these customers are in Ontario, New Brunswick and Newfoundland representing approximately 30% of the total Canadian market” 1. The advanced digital hybrid fiber-coax network provides market leading high-speed broadband Internet access speeds and online viewing to various large enterprise, government and carrier

customers.
Successful brand management is a core competency of Rogers1. For a service company like Rogers, it is important to deliver the premium quality of their services to the consumers by conducting effective brand management. By differentiate the brands held by Rogers, consumers can have a clear expectation for the service they will receive from each service. For example, Rogers have multiple brands for their wireless service and Rogers Wireless is the most expensive one with the highest quality, while chatr Wireless the cheapest with a lower standard of service. Therefore, different consumers with diverse needs can all find the service that suits their needs best among the brans held by Rogers1.
As Rogers moves forward, they announced their business strategic plan called Rogers 3.0 in May 20143, to accelerate their revenue growth and turn it into free cash flow that will ultimately benefit their shareholders. In Rogers 3.0 plan, there are several financial goals introduced, setting a consolidated guidance for three main financial objectives to be completed within the financial year of 2015: $5,020 to 5,175 million of adjusted operating profit, $2,350 to 2,450 million of additions to property, plant and equipment and $1,350 to 1,500 of free cash flow1.
For non-financial goals, Rogers currently plans to enhance their value-for-money offerings to implement their strategy of data usage monetization, targeting to increase the subscriber base of their Share Everything service to 33% of Rogers’ postpaid base21.

The IGNITE Gigabit Internet, which provide Internet connection speed over 1Gb, is planned to deliver to four million users with a cost controlled within $50/home, estimated to be completed by the end of 201621. Also, 4K TV is intended to become available for Rogers’ customers beginning in 2016, with live access to over 100 high-resolution sporting events sources

21.
Network connection is a necessity in the Internet era. Companies use Internet to release new products information and any promotion announcements to attract new and existing customers. Government sets up a database and use Internet to extract data to serve residents. For individual users, Internet has already become the most important intermediary for people when they communicate with each other. All of them are identified as our customers, and fast, secure, and wide range Internet service become their mainly requirements. As one of the biggest Internet provider, Rogers aims to satisfy all demands from customers. For companies, they need fast and large usages to operate their business. Then Rogers has special Internet data plan for these users. Comparing to other customers, government needs more secure Internet environment to guarantee information security. For individual users, they need a various products that are cheap with enough usages. According to different groups of users and requirements, we offer the different package of Internet service.