Rogers 2014 Annual Report Download - page 37

MANAGEMENT’S DISCUSSION AND ANALYSIS
Our Strategy
We announced our new set of strategic priorities in May 2014 called
Rogers 3.0. This strategy was developed following our President and
CEO Guy Laurence’s four month long information gathering initiative,
which logged feedback from thousands of customers, employees,
shareholders and a number of other stakeholders. Rogers 3.0 builds
on our many strengths, including a unique mix of network and media
assets, and focuses on how we can reaccelerate our growth relative to
our industry peers, increase the focus around the customer,
reinvigorate our brands, continue our network and innovation
leadership, and create a better experience for our employees.
To achieve these goals, Rogers 3.0 establishes the following strategic
priorities:
• Be a Strong Canadian Growth Company
• Overhaul the Customer Experience
• Drive Growth in the Business Market
• Invest in and Develop our People
• Deliver Compelling Content Everywhere
• Focus on Innovation and Network Leadership
• GotoMarketasOneRogers
BE A STRONG CANADIAN GROWTH COMPANY
The overarching goal of our Rogers 3.0 strategy is to reaccelerate
growth relative to our Canadian peers as measured by growth in
revenue and cash flow and continuing to deliver healthy returns on
assets.
OVERHAUL THE CUSTOMER EXPERIENCE
Improving customer experience is core to our Rogers 3.0 strategy. We
believethatwecanimprovesignificantly in this area and have started
on that journey. Our goal is to make it easy for customers to deal with
Rogers when, how and where they want. This means redesigning our
approach to dramatically simplify our processes and policies and to
integrate them in our IT systems and front-line employee training.
DRIVE GROWTH IN THE BUSINESS MARKET
The Canadian business market for communications services was
valued in March 2014 by International Data Corporation (IDC) Canada
at an estimated $20 billion in 2014, and Rogers has a relatively small
share of this market. Currently, we provide our business customers with
wireless, broadband next generation IP services, and data centres. We
have now created a unified team to capture additional share and drive
growth in this market. We believe this improves on the previous
fragmented structure and better coordinates activities across different
parts of the company. There are significant untapped opportunities for
Rogers in the enterprise market and this will be a key focus for us going
forward so that we may attract and serve more business customers.
INVEST IN AND DEVELOP OUR PEOPLE
Our employees are the heart and soul of our company and their
passion for this company and our customers is world-class. Our
strategy is to invest more in our people by updating our onboarding,
training and development programs, and establishing clear
accountabilities for all employees. Westrivetoprovideourpeoplewith
the training, tools and support they need, particularly for front-line
employees. We believe that providing better training and tools to
empower our employees will lead to increasingly positive experiences
for our customers.
DELIVER COMPELLING CONTENT EVERYWHERE
The ways in which Canadians consume content have fundamentally
changed. The new expectation is that content will be available “on
demand”. Whether it is watching the latest episode of their favourite
TV program at home or streaming a live sporting event on their mobile
device, Canadians now expect to be able to consume any content they
want, when and where they want, on the device that they want.
Rogers has some of the most sought-after media assets in Canada with
a deep roster of leading sports assets, top radio stations, iconic
magazines and award winning television programming. We will
continue to invest in compelling content for our customers with a focus
to continually enhancing the cooperation between the Wireless, Cable,
Business Solutions and Media teams so that our highly popular content
is fully leveraged across the company and is available anywhere and on
any device that our customers want to consume it.
FOCUS ON INNOVATION AND NETWORK LEADERSHIP
Innovation has always been a part of our identity. Whether it is bringing
new products or the latest network technologies to market, Rogers has
led with many “firsts”.
We will continue to invest in our Wireless and Cable networks and
innovative new products that run across them to ensure that we can
meet the growing demand for data with the highest quality of service
while maintaining our network speed advantage. Emerging
technologies and services that support our core product offerings will
also continue to be generated and developed.
GO TO MARKET AS ONE ROGERS
One Rogers is our plan to use all our employees, network, content and
brand assets to work much more closely together. To operate as One
Rogers we must remove barriers to collaboration, cooperation and
agility across the organization. This allows for assets and expertise in
one part of the company to be easily shared with other parts of the
company to the benefit of our customers.
Our 12-year NHL Agreement is a perfect example of One Rogers,
wherein Media, Wireless and Cable have all worked as one to deliver
enriched experiences right across our product sets and customer base.
2014 ANNUAL REPORT ROGERS COMMUNICATIONS INC. 33