Rogers 2015 Annual Report Download - page 11

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Go to Market as One Rogers
Rogers has an unmatched portfolio of assets, including our
networks, content and brands and a core priority for us is to
bring together these assets to strengthen the company overall.
In 2015, we claried and signicantly strengthened our Rogers,
Fido and chatr wireless brands. This really came to life in our
product development, advertising and in our retail stores.
We also delivered on our commitment to make Sportsnet the
number one sports media brand in the country. And working
as One Rogers, we successfully delivered our rst full season
of the NHL.
We successfully leveraged our unique content oerings –
NHL GameCentre Live, Texture by Next Issue, Spotify,
VICE and shomi, to attract and retain more customers.
This will continue to be a core part of our strategy in 2016.
On our cable network, we introduced Rogers IGNITE, giving
customers unlimited Internet usage options and speeds of
up to 250 Mbps across our entire footprint. Roughly 40% of
our customers were on Rogers IGNITE at the end of 2015 and
the majority had signed up for speeds of 100 Mbps or faster.
We have also started to future-proof our customers’ growing
demand for streaming by introducing a gigabit Internet
service. These new speeds are now available to 130,000
homes and we expect to oer them to our entire cable
footprint; that’s 4.2 million homes by the end of 2016.
We can oer these speeds in 2016 with very little incremental
investment, thereby providing attractive nancial payback
versus our competitors. Using our DOCSIS technology, the
incremental in-year capital cost to oer a 1-gigabit service is
less than $50 per home passed. We believe this is a signicant
capital eciency advantage compared to what an immediate
bre-to-the-home strategy means for our competitors.
In 2015, Ookla, a global leader in broadband speed testing,
named Rogers as both Canada’s Fastest ISP and Canada’s
Fastest Mobile Network. We believe this conrms how our
network investments deliver higher quality customer
experiences.
We also made substantial investments to reposition our TV
business. For example, we introduced a new Navigatr user
interface which has been well received by our customers. We
also started to deliver Rogers 4K TV, the new global standard
in TV viewing. We were the rst to introduce 4K set-top boxes
and we plan to deliver the most 4K content in North America
this year, including every Toronto Blue Jays home game and
20 NHL games. In total, we will broadcast 500 hours of 4K
content in 2016. 4K is a good example of how we’re using
our asset mix to strengthen Cable and to innovate for our
customers. We will also start to bring IPTV to our customers
towards the end of 2016.
We introduced , giving customers
unlimited Internet usage options and speeds of
up to 250 Mbps across our entire footprint and
introduced a gigabit Internet service. We expect
to oer this service to our entire cable footprint;
that’s 4.2 million homes by the end of 2016.
2015 ANNUAL REPORT ROGERS COMMUNICATIONS INC. 9