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?