Rogers: World Leading Bullshit

When most Canadians think of Rogers, they think of 3 year contracts, bandwidth caps and maybe someday switching to Bell. Do you think any Canadian feels they’ve received a world-class experience from Rogers? I doubt it, but Rogers would disagree with their latest ad campaign.

Rogers has chosen to advertise itself as a provider of a “World Class Internet Experience”, according to a ad-wrapped Streetcar I saw today. Reading the newspaper online, I found this advertisement.

Which reminded me of how incredulous I felt earlier seeing the streetcar. “World-Leading” is a pretty vague term, but by any metric I can imagine, Rogers isn’t leading anything globally. Clicking “Learn More” brought me to a Rogers site with this large banner featured prominently.

Rogers is predominantly focusing on the fact that they have an LTE Network, and that they now offer speeds of up to 75 Mbps on their Cable Internet. Are either of these facts world-leading? Nope.

Rogers wasn’t the first provider in the world to lead with LTE, so that’s not exactly world leading. However, I’d give them a lot of slack if they had the world’s most complete LTE implementation(no implementation is complete, but I think 330 U.S. Cities is a bigger accomplishment than a handful in Canada), or the fastest LTE implementation. Neither of these are true. So at the end of the day, according to Rogers, solely having LTE makes you world-leading. I disagree, but I give kudos to Rogers for never falling victim to marketing fauxG.

Rogers doesn’t offer the fastest residential Internet speeds in the world, or even in Canada. That crown goes to Videotron in Quebec, with its 200 Mbps and and 120 Mbps cable tiers. Yes they’re ridiculously expensive, but they’re the absolute fastest available to a person in a residential setting with money to burn.

So by both of Roger’s apparently metrics, technology and speed, they’re not world-leading or Canada leading. By other metrics used to measure the quality of Internet in countries, like penetration, cost and technology, they also fail.

Canada doesn’t not rank in the top 5, much less number 1, in penetration. So Rogers isn’t leading the pack in connecting Canadians. Rogers is more expensive than other companies such as Acanac and Teksavvy, which resell their services. Factoring in the cost of bandwidth, Rogers is extremely expensive.

I’d give Rogers kudos, and even let their whole marketing campaign slide, if they were actively implementing IPv6. That would show some forethought and innovation. It wouldn’t be world leading, or Canada leading as TekSavvy have IPv6 in beta on their DSL network, but it would be a start. The very fact that Rogers is lagging behind in implementing the technology disallows TekSavvy from offering it to their cable customers.

So what’s world-leading about Rogers? Maybe their obliviousness to a world around Canada that’s becoming connected in faster, cheaper and better ways.