Home » Broadband Speed »Canada »Consumer News »Internet Overcharging »Online Video »Rogers » Currently Reading:

Rogers: Bill Shock Warnings Cost Us Money; Subscribers Fearing Fees Stop Using Data

Phillip Dampier February 23, 2012 Broadband Speed, Canada, Consumer News, Internet Overcharging, Online Video, Rogers 1 Comment

Ever wonder why cell phone companies are upset about new regulations that would warn customers when they are about to face mobile usage overlimit or roaming fees?  Rogers Communications explains why in their latest quarterly results:

Nadir Mohamed, CEO:

There was, however, a sequential slowing in the wireless data revenue growth rate, and that’s primarily attributable to new outbound data roaming plans that we put in place. With these new plans, we put in place automated customer notification mechanisms that had a net effect of slowing usage versus stimulating it to the degree that we expected it to. We’re in the process of modifying how these plans and notifications work, which I expect will have a more stimulative effect and help restore the trajectory we had for wireless data growth.

In simpler terms, Rogers began notifying their customers through text messaging when they were about to start data roaming — the most expensive data usage around, incurred when you leave Rogers’ service area and roam on another provider’s network.  With Canadians visiting the United States and elsewhere, using a cell phone while traveling can get expensive fast.  Rogers created new roaming data plans for customers likely to need the service while abroad.  But their roaming data plans come at steep prices:

Unintended consequences: When subscribers know they are about to pay more, they stop using.

U.S. Data Passes

Day Pass: $5 for 2MB
Day Pass: $10 for 10MB
Day Pass: $20 for 40MB
Week Pass: $25 for 15MB
Week Pass: $50 for 60MB
Week Pass: $100 for 250MB

The warnings that customers were about to incur even higher a-la-carte roaming fees or start to consume their day or weekly data pass had the unintended, but highly predictable effect of getting people to think carefully about using data while roaming.

Bruce

While good for consumers, that is bad for Rogers’ bottom line, so the company’s formerly frank warnings to customers are “being modified” to help the company “stimulate” revenue and restore the predicted revenue growth from the high-priced roaming plans.

“We tried to create real transparency about when people and how people could get on data packages as they went overseas,” admits Robert Bruce, president of Rogers Communications Division. “We put in a fair number of reminders to let people know that they were on à la carte pricing, and we think that these dissuaded significantly customers from using it and possibly created some confusion along the way.”

Rogers Cable customers are also finding some of the company’s newest innovations a challenge to their monthly broadband usage allowances, among the lowest in Canada:

  • Rogers Remote TV Manager: Enables cable subscribers to search programming and manage PVR recordings anytime on any device;
  • Rogers Live TV. This service lets cable customers stream live TV channels on their tablets and watch shows anywhere they are in the home;
  • Rogers On Demand TV app on Microsoft’s Xbox 360 LIVE platform, bringing Rogers On Demand TV to the gaming console;
  • A refresh of the digital cable user interface, improving ease of use for the Whole Home PVR and a better program guide and search function.

In the long term, Rogers is moving towards an IP-based delivery system for its video programming, allowing the company to deliver video across different platforms more efficiently.  As Rogers converts the rest of its cable systems to digital cable, it is opening up new broadband capacity — a critical part of the company’s revenues.

Rogers admits it uses data caps to drive revenue.  By moving customers into higher usage, more expensive tiers, Rogers is able to drive revenue upwards as well.

“As customers continue every quarter, in and out, to consume more and more and spend more and more time on the Internet, we think it’s both a great opportunity for us and a welcome addition to the product offering from a customer perspective,” Bruce said.

Search This Site:

Contributions:

Recent Comments:

  • fndjdkdkdkj: I don't see any value in god damn TV only to watch 20minutes of Ads ever god damn hour. I cut the cord long ago and have zero intention of ever going ...
  • Rod: But it's not a better value proposition if you simply don't want cable tv or landline. What's the value in paying an extra $25 dollars a month for so...
  • Matt Larsen: For $1500 and the cost of plane tickets to Seattle, I will get this guy service at his house so he doesn't have to sell it. A WISP will find a way t...
  • Charles Dennett: I have a question or 2. Just got my first bill without the previous promotional price. Preferred TV with standard Internet is now 109.99, I assume ...
  • John M. Gillespie: Write the West Virginia Public Services Commission, Consumer Advocate Division, regarding complaints regarding utilities. If that doesn't work write ...
  • John M. Gillespie: Cuju you apparently aren't understanding the problem. Great for you living not far away in Falling Waters and having Comcast. What does that have to...
  • Kimberly S Moore Prescott: I went into AT&T to upgrade my husbands phone to a new Samsung and we were offered a free Galaxy Tab 4 with the purchase. I instructed to employe...
  • Amanda: WOW! This article is amazing. My contract is ending next week and my bill was going to go up $60/month. I looked around and found a good deal from Med...
  • Paul Houle: It is more complex than that. It is underreported that Time Warner Cable and Comcast represent radically different visions of the future. Time W...
  • Limboaz: I suppose they believe the cable cartels are a benefit to California which is home to a really big chunk of the entertainment industry and directly be...
  • chase: Just un f**ing believable... They're national average is 1gb now going to 10gb... And we're still being sold how grand 25mbs is. With only a handful...
  • Paul Houle: I think some of the government organizations are delaying it because they are just trying to stretch it out until Comcast gives up. It is a lose/lo...

Your Account: