Rogers wireless plans to "evolve"

So how low will Rogers go?

That’s the question yet to be answered by the wireless service provider, which earlier today all but said it will lower data rates or throw more features into its wireless plans next month when it foists the iPhone on Canadians.

Rogers chief executive Nadir Mohamed said the company’s wireless plans need to “evolve” now that Canadians are using their handsets for to trade e-mail messages, play games and music.

He made the comments on Monday at a telecom conference in Toronto.

The changes come as the Canadian wireless spectrum auction, which will bring a new slate of competitors to the marketplace, winds down.

But Canadians shouldn’t hold their breath while waiting for a truly ‘unlimited’ data plan.

Mr. Mohamed and his talented counterparts that run the wireless divisions of Bell Canada and Telus have chosen not to engage in price wars unlike their U.S. brethren. The Big Three have also pooh-poohed the idea of U.S. ‘all-you-can-eat’ plans, which are commonplace now in the U.S.

Rogers instead has emphasized its superior handsets and GSM network to take a leadership position in Canada.

Overall, the Canadian approach to wireless pricing has meant jaw-dropping bills for most domestic smartphone users, especially those that travel outside their respective area codes.

But this pricing dynamic is changing as subscriber growth slows down and the federal government subsidizes a new slate of wireless entrants via the reserved spectrum sold off as part of the auction.

“We want pricing that actually drives adoption,” Mr. Mohamed told Bloomberg News. “What you will see categorically is more value.”

This likely doesn’t mean substantially lower prices though more bang for the wireless buck may be delivered in future.

Expect data usage ceilings to be lifted somewhat but future iPhone users will still need to open up their pocketbooks probably to the tune of $150 to $200 a month.

June 16, 2008 | Filed Under News Items and Commentary

Comments

3 Responses to “Rogers wireless plans to "evolve"”

ros on June 17th, 2008 8:10 am

“jaw-dropping bills for most domestic smartphone users, especially those that travel outside their respective area codes”
I agree with the jaw dropping part but it has nothing to do with being outside your area code since data cost the same if you are in your local calling area or on the other side of the country.
Outside of Canada is another story.
Kevin Restivo on June 17th, 2008 1:51 pm

Thanks for reading and thanks for the comment.
How does $0.30 a minute sit with you? Or how about about $1 a minute to call home next time you travel in the U.S.
That’s the amount you’ll pay for a call to an area code other your own.
LD and data rates are both factors that contribute to the bills of smartphone users.
rogers phones on June 24th, 2008 8:35 am

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