Rogers Wants You to Use More Data

Guy Laurence with Oversized Rogers Logo

“I’m investing $49 million per week in building out my networks, both fixed and mobile, with a single point of view that people like you will continue to want to consume more data,” Guy Laurence, chief executive at Rogers, told reporters Monday. “In a lot of plans these days, voice is virtually free, text is virtually free. You got to pay the bills somehow and so we’re paying it through the monetization of data.”

A quick check of Rogers’ wireless portal seems to confirm this. I was sure that not so long ago they broke out the cost of data, just like Bell and TELUS still do—that is, you choose a subsidy or BYOD first, then a voice package, then your data bucket. Now the cheapest available option for Rogers customers comes bundled with 500MB. And here in Ontario I wouldn’t exactly call that bundle “cheap”.

Rogers is trying to sweeten the deal, with a free subscription to either Spotify Premium, shomi streaming video or Next Issue content for the duration of your two-year term. And net neutrality be damned—none of these add-ons will count against your data cap.

What’s really going on here is that Rogers wants you to get used to using more data. I’ll let Christina Pellegrini of the Financial Post explain:

Either by partnering with another company, buying the rights to sitcoms, or owning a sports team, Rogers is trying to fill its pipes with data, all the while shifting the conversation from megabytes to the things that interest people like music, sports, movies, etc. Under Laurence, the Toronto-based company has structured its monthly wireless plans in a way that encourages people to first try and then consume – and do so often.

Herein lies the problem. Back to you, Christina:

But in the process of trying to nix the uninspiring technical jargon, Rogers is finding itself explaining to irate subscribers how and why someone on their account exceeded their data allotment last month. From there, Rogers tries to gauge patterns in usage and suggest a more appropriate data bucket, up to 10 gigabytes.

Here in Ontario, those 10GB will set you back well over $100/month, even on a BYOD plan.

Source: Financial Post

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