Rogers Communications Boston Consulting Group Matrix
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Rogers Communications’ BCG Matrix snapshot shows which services are driving growth and which are bleeding cash — think wireless and media carving out Stars while legacy lines wobble as Question Marks. You’ll get a quick sense of market share versus growth, and where leadership should double down or divest. This preview is useful, but the full BCG Matrix gives quadrant-by-quadrant placements, data-backed recommendations, and a ready-to-use strategy playbook. Purchase the complete report for Word and Excel deliverables and act with confidence.
Stars
5G wireless leadership
Rogers’ postpaid 5G base grew double-digit year-over-year in 2024, supported by network investments that keep it in the top tier of Canadian carriers. The company continues heavy capex — roughly CAD 1.2 billion quarterly in 2024 — yet this investment drives leadership and premium ARPU near CAD 66. High market share meets expanding data usage each quarter, so keep feeding it: this is the engine.
Converged bundles (mobile + Ignite)
Bundling wireless with Ignite locks households and lifts lifetime value by lowering churn and increasing cross‑sell; Rogers, as part of Canada’s Big Three that account for roughly 90% of wireless market share, uses aggressive promos to nudge uptake. Churn drops and market share inches up with each smart promotion; growth remains healthy as more Canadians take the all‑in deal. It’s promotional‑heavy now, but positions bundles to become tomorrow’s cash cows.
Sportsnet digital (DTC)
Live sports streaming via Sportsnet digital (DTC) is gaining subscribers and attention as linear ratings soften, leveraging a strong brand and a content flywheel that drives high engagement. Rights remain costly—Rogers’ landmark 12-year NHL rights commitment of C$5.232 billion underscores cash-in equals cash-out today. If scale holds while growth moderates, Sportsnet DTC can flip into a cash cow.
Enterprise mobility & IoT
Large enterprise accounts rely on Rogers for secure mobility, unified device management and connected assets; the IoT stack is moving beyond connectivity into managed solutions as global IoT connections reached about 14.4 billion in 2024 (Statista). Rogers maintains a solid share in a category growing double digits, warranting continued investment in platforms and vertical plays.
- Focus: secure mobility & device mgmt
- Trend: connectivity → solutions
- Data: ~14.4B IoT connections (2024)
- Action: invest in platforms + verticals
Wholesale roaming and network partnerships
Inflow from roaming and selective wholesale deals is rising alongside 5G traffic and travel recovery, with UNWTO reporting international arrivals at about 88% of 2019 levels in 2023.
It benefits from Rogers’ footprint and quality perception—Rogers states its 5G network reaches roughly 97% of Canadians—supporting attractive wholesale demand.
Margins are strong today and scale from higher 5G usage and device upgrades can compound returns.
- Roaming growth: travel ~88% of 2019 (UNWTO)
- Coverage: Rogers 5G ~97% population
- Outcome: good margins, scalable 5G tailwinds
5G postpaid up double-digit; ARPU CAD66, capex ~CAD1.2B
Rogers’ 5G postpaid grew double‑digit YoY in 2024, supporting premium ARPU ~CAD66 and quarterly capex ≈CAD1.2B. Bundles cut churn and boost LTV; Sportsnet DTC scales while NHL rights cost C$5.232B (12yr). Enterprise IoT and wholesale 5G (coverage ~97%) drive margin upside.
| Metric | 2024 | Note |
|---|---|---|
| ARPU | CAD66 | wireless premium |
| Capex/qtr | CAD1.2B | network build |
| 5G coverage | 97% | population |
| NHL rights | C$5.232B | 12yr |
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Cash Cows
Residential internet (Ignite)
Residential internet (Ignite) is a mature, high‑penetration cash cow for Rogers, reporting over 3 million residential high‑speed internet subscribers in 2024 and delivering steady ARPU while generating strong free cash flow.
Upgrades to higher tiers add incremental margin without massive capital spend, churn remains manageable—particularly in bundles—and management can milk cash flows while tightening cost‑to‑serve.
Legacy wireless base (voice/SMS)
Rogers legacy wireless voice/SMS remains a cash cow: the non‑data segment is flat but reliable, serving over 10 million subscribers and accounting for roughly half of wireless revenue in 2024. Low incremental investment and predictable cash flow sustain margins; upsell paths to data and bundled services exist yet even without them it covers fixed costs. Priorities: maintain service quality and automate support to preserve churn and margin.
Linear carriage fees (Sportsnet/TV)
Linear carriage fees from Sportsnet and TV continue to deliver steady cash flow for Rogers, with the company reporting consolidated revenue of CAD 15.3 billion in fiscal 2024, helping offset audience shifts to streaming.
As a mature, negotiated revenue line, carriage provides predictable margin and requires far less promotion compared with digital channels.
Rogers uses these proceeds to fund higher-growth digital and streaming bets while maintaining balance-sheet stability.
Business wireline (internet & VPN)
Corporate connectivity (internet & VPN) is a stickier, contract-driven cash cow for Rogers—enterprise contracts typically span 3–5 years; growth ran low single-digits in 2024 while EBITDA margins remained above company average due to efficient delivery and scale.
- Hold base: preserve high retention enterprise book
- Cross-sell: upsell SD-WAN/security where low cost
- Capex: upgrades incremental, not transformative
Home phone (bundled)
Home phone units continue to decline but remain a reliable cash generator inside Rogers bundles; Rogers’ 2024 investor materials confirm focus shifts toward wireless/broadband while retaining legacy voice for revenue stability.
Marketing and innovation spend is minimal, margins stay dependable and cost-to-serve has fallen as OSS/BSS modernizations progressed through 2024.
Harvest carefully to squeeze cash without disrupting bundle churn or accelerating defections.
- Declining units, steady bundle cash
- Minimal marketing & innovation
- Dependable margin, lower cost-to-serve (2024 modernizations)
- Harvest strategy to avoid bundle churn
Ignite growth, durable cashflows: >3M subs, >10M wireless, CAD 15.3B
Residential Ignite: >3M subs (2024), steady ARPU, strong FCF.
Legacy wireless voice/SMS: >10M subs, ~50% of wireless revenue (2024), low incremental capex.
Carriage & enterprise: CAD 15.3B consolidated rev (2024); enterprise low‑single‑digit growth, EBITDA > company average.
| Line | 2024 |
|---|---|
| Ignite subs | >3M |
| Wireless voice | >10M / ~50% rev |
| Revenue | CAD 15.3B |
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Rogers Communications BCG Matrix
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Dogs
Legacy cable TV-only tiers
Legacy cable TV-only tiers at Rogers continue to shrink in 2024 as cord-cutting accelerates and market share erosion becomes structural, making reversal unlikely without disproportionate spend. Content rights costs remain fixed, so margins compress even as subscriber counts fall. Turnarounds demand high capex and marketing that rarely sustain; manage decline, simplify packages, and harvest cash.
Standalone set‑top hardware
Standalone set-top hardware is a Dog for Rogers: physical boxes drive inventory, support and swap costs with little return while customers migrate to streaming devices—Canadian pay-TV subscriptions declined sharply through 2018–2023 and Rogers' Ignite TV base was about 1.2 million in 2023, pressuring margins. Shrinking the hardware footprint and pivoting to software-first delivery reduces capex/OPEX and aligns with rising OTT penetration (connected-TV households >1.8 billion in 2024).
PSTN-only voice lines
Rogers' copper‑based PSTN voice is maintenance‑only with no growth; Rogers signaled in 2024 a strategic focus on IP migration. Every truck roll materially hurts unit economics and raises operating costs, squeezing margins on legacy lines. Fixed‑voice accesses in Canada have declined over 50% since 2010, so the market won’t return. Retire copper where possible and migrate customers to IP.
Non-core media formats
Non-core media formats at Rogers act as Dogs: small, aging channels that capture attention but don’t move strategic KPIs; industry forecasts put global ad spend at about US$846B in 2024, concentrating digital dollars away from niche formats. Monetization is thin and volatile, tying up teams better used on core wireless and broadband assets; prune or divest to redeploy resources.
- Low revenue share
- High maintenance cost
- Volatile CPMs
- Recommend prune/divest
Standalone email/portal products
Standalone email/portal products at Rogers sit in Dogs: legacy web services fail to differentiate and monetize, support tickets exceed upsell leads, and there is no viable growth trajectory; Rogers reported group revenue of CAD 15.1B in 2023, underscoring focus on higher-yield segments in 2024.
- low-margin
- high-support
- no-growth
- decommission/redeploy
Legacy cable, boxes and PSTN erode as OTT hits 1.8B homes — pivot to IP
Legacy cable tiers and set-top hardware face structural decline: Ignite TV ~1.2M subs (2023) amid rising OTT (connected-TV households >1.8B in 2024), compressing margins. PSTN voice is maintenance-only as Rogers shifts to IP; fixed-voice accesses fell steadily since 2010. Non-core media and legacy portals deliver low revenue share and high support costs—prune, divest, migrate to software/IP.
| Asset | Metric | Action |
|---|---|---|
| Cable/TV tiers | Ignite ~1.2M (2023) | Harvest/simplify |
| Set-top boxes | High inventory/support | Shrink hardware footprint |
| PSTN voice | Declining access since 2010 | Migrate to IP |
| Non-core media/portals | Low monetization | Prune/divest |
Question Marks
Fixed wireless access (rural)
Rural buildouts open a fresh lane but share isn’t locked yet; as of 2024 Rogers leverages low- and mid-band spectrum gained in the Shaw close (2023) to support rural FWA.
Unit economics depend on spectrum, density, and install costs; Canada’s rural population is about 18% (2021 census), limiting immediate addressable homes.
If take-rates pop FWA can scale fast; worth a focused push with tight cost controls and rollout discipline.
Private 5G and edge for enterprises
Private 5G and edge sit as Question Marks for Rogers: high interest, low penetration — classic early market with GSMA reporting roughly 1,500 private 5G deployments globally by 2024 and industry estimates valuing the private 5G market in the low billions. Sales cycles are long and solutions-heavy, requiring systems integrators and proof-of-concepts. Win a few lighthouse enterprise logos and adoption accelerates; invest selectively with vertical blueprints and commercial-ready stacks.
Smart home and security
Smart home and security are Question Marks for Rogers: attach rates rose to about 15% in 2024 but the field is crowded, limiting near-term share gains. Early returns can be swamped by hardware subsidies and installs that push CAC and extend payback to roughly 12–18 months. The bundle advantage is real if churn stays low (target under 1% monthly), so test, learn, and double down only where CAC pays back.
Advanced 5G features (SA, slicing)
Advanced 5G features (SA, slicing) are great technology for Rogers but mass monetization remains unclear; Rogers ran commercial SA launches and multi-vendor trials through 2023–2024 with Ericsson and Nokia, yet enterprise packaging/proof points are limited. If pricing for network-sliced premium tiers and SLAs lands, this could unlock higher ARPU and SLA revenue. Fund targeted pilots, measure latency/availability and conversion within 12–24 months.
- SA launches: multi-vendor trials 2023–2024
- Need: packaged enterprise use cases & SLAs
- Upside: premium-tier ARPU uplift if pricing accepted
- Action: fund pilots, measure latency/uptime, conversion 12–24m
New OTT partnerships and bundles
Customers want one bill and smart discounts, but partners hold negotiation power; typical OTT rev‑share ranges 20–40% and retention lift from bundles is often 5–12%, making margins highly sensitive to partner terms.
Done right, bundles can raise ARPU roughly 5–10% and boost stickiness; experiment broadly, scale winners quickly and exit underperformers to protect margin.
- rev‑share 20–40%
- retention lift 5–12%
- ARPU lift 5–10%
Rural FWA + private 5G: smart-home bundles can lift ARPU 5-10%
Rural FWA is a scalable Question Mark post-Shaw (2023) spectrum gain but Canada’s rural homes are ~18% (2021), limiting near-term addressable market.
Private 5G (~1,500 global deployments by 2024) is high-potential but requires long sales cycles, SI partners and pilots.
Smart home attach ~15% (2024) but hardware CAC drives 12–18m payback; bundles can lift ARPU 5–10%.
| Metric | Value |
|---|---|
| Rural share | 18% (2021) |
| Private 5G | ~1,500 deployments (2024) |
| Smart home attach | 15% (2024) |
| ARPU lift / rev-share | 5–10% / 20–40% |