Rogers Communications Boston Consulting Group Matrix

Rogers for Business, with its focus on specific IoT and enterprise 5G solutions, is positioned to capitalize on the burgeoning enterprise and IoT market, amplified by 5G's capabilities. This segment is experiencing robust growth, driven by the increasing demand for connected devices and sophisticated data management.

Rogers' strategic investments in advanced network technologies, such as 5G Advanced and trials of cloud-based network technology, underscore a commitment to delivering high-performance, programmable networks tailored for enterprise needs. This proactive approach signals a strong intent to capture market share in this high-growth, competitive arena.

Rogers Sports & Media's digital streaming platforms, like Sportsnet NOW, are classified as Stars due to the strong growth in digital content consumption. The company's significant investments, including its MLSE stake and long-term NHL rights until 2037-38, fuel exclusive content for these platforms, aiming to capture a growing digital audience.

Rogers Fixed Wireless Access (FWA) also fits the Star category. This 5G-powered service targets rural and underserved areas, a segment experiencing rapid expansion. By the end of 2023, Rogers continued to invest heavily in its 5G network, crucial for FWA's growth and market share capture.

As a top Canadian FWA provider, Rogers is actively expanding its FWA reach, offering a competitive alternative to fiber in specific locations. This strategic move addresses the increasing demand for reliable, high-speed internet in areas with less developed wired infrastructure.

The FWA market is booming, driven by the need for better connectivity. While Rogers is a major player in the broader telecom market, its FWA offering, though growing, still has considerable room for expansion compared to its established wired services, positioning it as a high-potential product.

Rogers Ignite TV, as a core residential IP-based TV service, functions as a Cash Cow for Rogers Communications. Despite the general decline in traditional cable TV, Ignite TV leverages a substantial existing customer base, ensuring consistent revenue generation. This mature offering benefits from cost efficiencies, allowing it to effectively manage the ongoing shifts in the legacy video subscriber landscape.

Rogers Wireless's 4G/LTE services remain a strong Cash Cow, consistently generating significant revenue despite market maturity. In Q1 2024, Rogers reported a total wireless revenue of $2.3 billion, demonstrating the segment's ongoing financial strength.

The company's high-speed internet offerings also function as a dependable Cash Cow, benefiting from a substantial and loyal customer base. By Q1 2024, Rogers added 26,000 net new broadband subscribers, indicating continued demand and market penetration.

Sportsnet, bolstered by its NHL rights, continues to be a profitable Cash Cow for Rogers Communications. The NHL broadcast deal, extending through the 2025-2026 season, ensures consistent revenue from advertising and subscriber fees, underpinning its stable performance.

Rogers Business's traditional connectivity services for SMBs are also classified as Cash Cows. These services provide stable, predictable cash flow due to established contracts and customer loyalty, contributing significantly to overall profitability.

Certain older cable TV packages from Rogers are likely seeing a steady decline in subscribers. This is happening because other companies are offering better deals, and people are starting to prefer different ways to watch shows. These specific packages don't have many customers anymore and are in a part of the entertainment business that's shrinking.

Rogers Home Phone, a legacy landline service, is a clear Dog in the BCG Matrix. With a significant decline in subscribers, evidenced by 113,000 lost customers in Q1 2025, this segment operates in a shrinking market. It demands ongoing investment but offers minimal growth prospects, acting as a cash drain on resources better suited for more dynamic areas of the business.

Traditional cable and satellite TV packages from Rogers also fall into the Dog category. The widespread adoption of streaming services has led to a steady erosion of their subscriber base. In 2023, Rogers reported a decrease in these legacy TV subscriber numbers, highlighting a market shift that renders these offerings low-growth and low-share assets.

Certain niche, low-performing AM/FM radio stations within Rogers' media portfolio may also be classified as Dogs. These stations often serve localized markets with limited growth and advertising revenue potential, contributing minimally to overall profitability due to low market share and high operational costs.

Traditional pay-per-view movie services are firmly in the Dog quadrant. The market has significantly contracted due to the dominance of subscription-based streaming models. In 2024, the global PPV market continued to shrink as consumer spending shifted to SVOD platforms, resulting in minimal revenue generation for Rogers' PPV offerings.

Rogers Communications is actively expanding its media footprint beyond its established Sportsnet brand, notably through investments in new original Canadian programming and the introduction of Warner Bros. Discovery channels. This strategic move targets the high-growth digital content market, aiming to capture new audiences and revenue streams.

However, these newer digital content platforms, while positioned in a rapidly expanding sector, likely represent question marks within the BCG matrix. They would have a low initial market share, requiring substantial marketing investment and strategic development to achieve significant traction and growth in a competitive landscape.

Rogers' connected health solutions, smart city initiatives, and expanded media ventures all fit the 'Question Mark' profile. These areas are in high-growth markets, but Rogers currently holds a low market share, requiring significant investment for development and market penetration.

The satellite-to-mobile texting service is another prime example. While it targets a growing need for connectivity in remote areas, its beta status and low adoption mean substantial capital is needed to scale up to data and voice services.

Rogers for Business's cloud connectivity offerings are also in a strong growth sector. However, Rogers' market share in this specialized area is still developing, necessitating continued investment to compete effectively against established players.