468 Retail and Channel Management Blog: Behind The Call

“Hello? Hello? You still there?”

Cutoffs like this are happening all around Canada with emerging cellphone carriers, such as Mobilicity and Virgin Mobile. Have no fear, Rogers Wireless is here! Rogers is branded as “Canada’s most reliable network”. At the end of the first quarter of 2006, statistics show approximately 52 subscribers per 100 inhabitants have adopted the cellular technology that exists around us. According to Statistics Canada, the current 16.8 million subscribers all across the country contribute a growth rate of 11.9% year-over-year, under the control of the Big 3: Rogers, Bell, and TELUS Mobility. Staying connected seems easier than ever when everyone is a hand-dial away.

Rogers is a diversified communication and media company engaged primarily in three fields: Wireless, Cable and Media. Rogers Wireless focuses on a hybrid between experience and price within the retail value proposition. Being the country’s only national carrier operating on both the world standard GSM and HSPA+ technology platforms where a majority of their 7.5 million subscribers’ plans average around $70 per month. No wonder dropped calls never really happen when I am with Rogers. However, the price of my contract isn’t what you’d call “cheap”, making life more difficult (if it wasn’t hard enough to pay for tuition and groceries). While the segments they meet have varying demographics, psychographics, geographic and behavioral elements, Rogers still offers a wide range of contracts optimal to the lifestyle you currently have. Whether you are a gossiper, who prefers unlimited talk, or maybe an entrepreneur who relies on data for business. But hold on… don’t like contracts? Rogers offers no term contracts where prices are drastically lower for individuals who seldom use their device. Looking upon price comparatives, new carriers are competing on price, ranging from $23 to $40 for UNLIMITED EVERYTHING!

However, reception is an important factor in my mind in relation to experience. Getting cut off while …. actually almost anywhere when I think about it…. The new carriers were ridiculous. Not only was Roger’s network reception much better, the customer service offered was consistent and accommodating, whether it be over the phone or online. Rogers essentially utilized every tool: kiosks, walk-in stores, catalogues, internet and newspaper to gain awareness and reinforce the experience portion of the RVP. For example, walk-in stores and kiosks offer face-to-face interactions with representatives and gain insight on purchases, thus refining the importance of social marketing. I would also think that their locations are also conveniently placed. Also, it is hard to choose from the extensive line of phones they offer. Apple? Android? Blackberry? Rogers, contributing to green marketing and corporate social responsibility, is a national sponsor for Phones for Food which is a program encouraging customers to raise funds for local food banks by recycling used cellphones and accessories. The trade-off between price and experience is a recurring dilemma among the cellular communication industry. Essentially, Rogers has to make the decisions that best meet the consumer’s expectations and perceptions.