Bob LeDrew: Memo to Rogers re iPhone launch - don't tease
- June 16, 2008 8:12 AM |
- By Michael Hlinka
Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).
By Bob LeDrew, a public relations specialist based in Ottawa (see his personal blog here)
(Listen to the original audio)
The last mysterious technology gadget that caught people's imaginations the way the iPhone has was likely what turned out to be the Segway. But the iPhone has become as lustworthy an object of desire as the iPod. Full marks to Apple.
However, we Canadians have had to wait almost an entire year to get the good news about a legal iPhone for us - although the early adopters got a phone from the States and "unlocked" it.
Last Monday, Steve Jobs of Apple announced the second generation iPhone, with 3G technology. On that day, a mysterious banner popped up on the Rogers site, saying "something big is coming July 11", with a silhouette with a familiar shape.
And then last Thursday, Rogers, and its subsidiary Fido, announced that they would bring the iPhone to Canada on July 11.
So hurray for Rogers, right? Umm, not so fast.
I think that Rogers and Fido could have done a lot better on the release of what should or could have been a piece of unalloyed good news.
You've got to wonder why it took nearly a year to bring the iPhone to Canada.
You've also got to wonder why it took from Monday to Thursday for Rogers to make their announcement.
And finally, Thursday's release left one giant question in people's minds - how much will this data-hungry new phone cost them? Because there's still no information on rate plans available.
When you're thinking about your business and how to announce new developments, don't dribble stuff out. Give people the full picture, and get the good news out as completely as you can.
If you want to tease people, don't leave all the "bad news" - like Rogers and their data plans - out as if you're afraid of it. Fess up and face up.
And if you're going to tease, then do it better than Rogers did. In its case, the "something big is coming" was a hyperlink that led nowhere for four days. That was stupid.
For my money, Rogers could have made a quicker, more complete announcement that told the whole story and avoided what will inevitably be a backlash story when they release their rate plans.
For the Business Network, I'm Bob LeDrew in Ottawa.
Categories
- Andrew Wahl (19)
- Andrew Willis (13)
- Bob LeDrew (10)
- Dan Noel (1)
- David Baskin (18)
- David Berman (1)
- David Colman (14)
- Deborah Yedlin (29)
- Duncan Stewart (29)
- Ellen Roseman (90)
- Jacqueline Drew (10)
- Jim Bray (25)
- Jim Jubak (6)
- John Gilchrist (4)
- Kelly VanBuskirk (6)
- Kira Vermond (73)
- Loraleigh Kovacik (9)
- Michael Hlinka (183)
- Peter Vincent (16)
- Pierre Battah (1)
- Todd Hirsch (1)
All News blogs
Most Commented
Most Recommended
Money Talks
Most Commented
Most Recommended
Recent Entries
- Kira Vermond: Resolutions for Work
- New Year, new you. At least that's what you're shooting for in 2012 at your workplace. This is the year that you're going to ditch your wallflower ways, speak up in meetings and take the initiative.... Continue reading this post
- Ellen Roseman: Air Miles-Use them or lose them!
- If you're collecting Air Miles, you now have only five years to use them. And if you don't redeem in time, you'll lose them.... Continue reading this post
- Kira Vermond: New Year's resolutions
- Sure, Hanukkah has begun and Christmas is still a few days away, so it feels a little early to fast forward to the New Year. But that's exactly what you've got to do if your resolution is "find another... Continue reading this post
Comments (19)
Rogers is ran with the same ideology of old 'white' men telling women what they can and cannot do with their bodies.. Meaning, decisions are never in the interest of the one affected (in this case the CUSTOMERS who foot the bill).
All cell phone carriers are general thieves but Rogers has a tradition of always being the last to change..
I agree 100%. But from what I've been reading from from stuff coming out of US, to get the $199(?)phone u will need about $100 a month, almost monthly payments of a new fuel efficient car!!!. No wonder why they do what they do!
I think the media should stop cheerleading for a company that has such a lousy record of customer service -
Good points, but I'll counter.
1. Apple apparently has everyone in tight NDA's, and some info was to be kept under wraps for Apple to announce at their presentation. The more people at Rogers know about, the more likely a leak could occur. It's pretty easy to forward emails and take pictures of course.
2. If Rogers announces their phone and data plans for the iPhone now, Telus and Bell has a month to prepare. I'd like to know too, but this is Rogers' gamble to make I guess.
That said, Rogers you better deliver some FAIR service plans. To date, nothing has been fair from you with data plans. I am watching along with what is likely millions of others in Canada.
Rogers has slowly eliminated their bulk mobile data plans from their optional offerings. Today, I can't purchase a 10MB for $10/month data plan that I purchased 6 months ago.
Rogers has learned the fine art of "nickel and diming" customers to maximize profits, and until there is true GSM competition in Canada, they will not be motivated to do otherwise.
Agree. Unless Rogers and Fido can come up with a better and affordable data plan, otherwise it is pointles for a lot of people. I suspect they will charge $100 per month for so called unlimited plan and $6.95 system access fee...lol
Apple was not ready to launch in Canada though folks at " Big Red " made the case to Jobs et al. For some reason we are a lesser important market to Apple.
The product will be here in July and is already passe.
The use of the products or any PDA's full capacity is stifled by the industries demand for higher margins. This will change in the long run as a price / usage equilibrium is reached.
Cheers.
Perhaps Rogers is waiting so that there's limited time for the media to compare their rates to international competitors and inform consumers. If Rogers/Fido plans exceed the comparable cost and terms seen in the US and EU, Canadian consumers need to vote with their wallets... by keeping them closed! Here is a high profile device--and I want it just as badly as so many others--that represents a perfect opportunity for Canadians to demand a fair price. Even if you, like me, can easily afford whatever Rogers wants to charge, we need to start demanding prices that are comparable to other markets!
Why do I get a haunting feeling that nothing is going to change and we're all going to continue to be caned by Rogers with their ridiculously priced data plans. Hopefully one of the other operators will make the switch to GSM and give us some real options. Until then, keep your trousers on.
We had to wait a year because Rogers didn't (and I don't blame them) want a 2.5G iPhone, they wanted a 3G iPhone. The new iPhone is WAY better than the old one and we are all better off having waited. You should be thanking Rogers that you didn't get stuck with the old iPhone.
I think the reason Rogers hasn't announced pricing information yet is because they're still trying to figure out how much they can Gouge Canadians, without looking like complete twits.
Amazing, lets face it Canada is history in mobile communications and we have tried the ipod a long time ago in other parts of th world and Canada, yan...... welcome to the past, as mobile communications is now in a different century of the world North of 49. Thanks to the stupid policies of the Canadian goverment and the complacency of the Canadian consumer we shall rot in the backwoods in communications of the world. What a joke the whole story is!!! Come on CBC get real and report a story worth of some news, please!!!!!! Yan......In teh menatime Canada cheer as you get ripped off by the operating companies yet again. Don't even feel sorry for you!!! You get what you deserve! Even South Africa is more advanced than you are!!!
It's primarily Apple trying to strongarm them into realistic data rates, as they did with AT&T. Rogers apparently also wanted to brand the iPhone with their logo, which Apple doesn't allow. The long and short of it is that the Canadian cell market isn't as important to Cupertino, and Rogers (as usual) is playing catch-up.
R. Weibe - Why would Rogers wait a year for a hot, desirable phone when they had no firm date for the 3G version, and when Rogers themselves has negligible 3G coverage?
How is it that 3rd world countries in Asia have better (more) options and coverage in wireless? There is a reason Canada has to wait for the iphone.. Lets get a serious, consumer driven service provider. Then we'll see some changes. Until then pay up.
Watch when it comes out, guaranteed it will be $599 for a 3 year contract, $749 for a 2 year contract, $899 for a 1 year, and $999 for prepaid services. S.U.X! Freaking Rogers will take advantage of everyone that gets an Iphone since Rogers itself gets them from Apple for $179.99.
Rogers only eh? Da heck with that.
I will not be buying an iPhone and unlocking it or getting a legal anytime soon. Too bad too, as I am a big Apple fan with an iMac, iPod Touch and iPod Nano for her.
But I am not be held hostoage by a (crappy) cell phone company with a corner on the market or by contracts. Get into the 21st century people...holy cow. What is that?
People out there looking at iPhone should take note of the iPod Touch and the ever increasing abundance of WiFi netowrks all over the place.
Get a Starbucks card and a Go Boingo account and you will rarely find yourself without access.
Jared
I was talking to a co-worker this morning who said he was told by one of the Rogers' mall kiosk CSRs that the iPhone w/o a contract will be $600. Take it with a grain of salt, though, since I'm skeptical as to whether a lacky would have that kind of info at this point.
I wonder if Rogers can even handle 3G in most places yet. Last fall I heard they were launching it in a dozen or so cities...
One has come to expect nothing better from this company - to which 'customer service' seems an alien concept. They have the attitude that consumers are fortunate to be able to do business with them! Well I'm another that won't be held hostage to their greed and avarice.