Rogers 2015 Annual Report Download - page 32

MANAGEMENT’S DISCUSSION AND ANALYSIS
Our Strategy
OUR STRATEGIC PRIORITIES
We announced our new set of strategic priorities in May 2014
called Rogers 3.0. This strategy 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 an enhanced working environment for our employees.
To achieve these goals, Rogers 3.0 established strategic priorities
as follows:
• 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 believe that we can improve significantly in this area and have
started on that journey. Our goal is to make it easy for customers to
interact with Rogers when, how, and where they want. This means
simplifying our processes and policies and integrating them into
our IT systems and front-line employee training.
DRIVE GROWTH IN THE BUSINESS MARKET
The Canadian business market for communications services was
valued in September 2015 by International Data Corporation
Canada at an estimated $21 billion in 2016. We believe Rogers is
currently under-indexed in this market. Currently, we provide our
business customers with core telecommunication services such as
wireless, broadband, next generation IP, and data centre services.
We have aligned our organization to a new product and market
strategy to capture additional share and drive growth by bringing
innovative new services for business to market that leverage our
enterprise-grade network. We believe the business market is in the
midst of a significant transformation as new opportunities to
provide managed services, technology solutions, and network
security are gaining traction across the small, medium, and large
business segments. We believe our strategy of being first-to-market
with business service innovation, supported by an aligned and
execution-focused organization, will quickly deliver new
opportunities for Rogers in the business market. These
opportunities will be a key focus of ours going forward as we strive
to attract and serve more business customers.
INVEST IN AND DEVELOP OUR PEOPLE
Our employees are the heart and soul of Rogers and their passion
for our 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. We strive to provide our people, particularly our
front-line employees, with the training, tools, and support they
need. 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, and 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 and
focus on enhancing the cooperation between our Wireless, Cable,
Business Solutions, and Media teams so we can fully leverage our
highly popular content and make it available wherever 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 to market new products or the latest network
technologies, Rogers has led the way with many “firsts”.
We will continue to invest in our wireless and cable networks and
innovative new products that run across them. We will aim to meet
the growing demand for data with the highest quality of service
while maintaining our network speed advantage. We will continue
to generate and develop technologies and services that support
our core product offerings.
GO TO MARKET AS ONE ROGERS
One Rogers is our plan for all of 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.
We will work as One Rogers across our business segments to
deliver enriched experiences right across our product sets and
customer base.
30 ROGERS COMMUNICATIONS INC. 2015 ANNUAL REPORT