rogers communications
DESCRIPTION
Rogers Communications. Sheetal Gurrala Ji Sun Hong Jacquiline Njiraine Gabriela Silva Betel Solomon. Current Issues. Recommendations. Current Situation. Industry leaders in Wireless. 3 rd place in Internet. Strategic Direction. Wireless. Why Wireless ?. Internet. Why internet?. - PowerPoint PPT PresentationTRANSCRIPT
Rogers Communications
Sheetal GurralaJi Sun Hong
Jacquiline NjiraineGabriela SilvaBetel Solomon
Current Issues
Highly competitive
market, with new entrants
Evolving customer behavior
Changing Technologies
Recommendations
Remain industry leader in
wireless and control market
share in internet industry
Meet customer demands
(introducing new
products and
quadruple bundles)
Keep up with the changing
technologies to provide
quality service to
our customers
Current Situation
Industry leaders in WirelessCompany 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
• Significantly lower subscription
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
ActionPlan
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 MailNewspape
rs and Magazines
Businesses
Trade Shows Direct Mail
Advertise at Mass Transit Centers
Growth in wireless
Wireless penetration in Canada is expected
to grow by approximately four to five percentage points
each year.
37% (Market share of Rogers) * 4% = 1.5%• 37% * 5% = 1.9%
Data Usage (Smartphone's)
31% of all Rogers customers use smart phones in 2009
• 63% increase in 2009 from 2008 • (31% - 19%) / 19% = 63%
63% increase in 2009 from 2008
(31% - 19%) / 19% = 63%
19% in 2008
Television - Revenues
Year 2005 2006 2007 2008 2009
% of Revenues from television
45% 44% 43% 44% 45%
Landline - Revenues
Year 2005 2006 2007 2008 2009
% of Revenues from Landline
11% 11% 13% 13% 13%
Rogers Conclusion
Maintain market leadership in
Wireless.
Compete to get market leadership
in Internet.
Improve Customer Service.
Stay Innovative.
Questions?