Rogers Communication Inc. The Wave

RogersCommunication Inc.: The Wave

RogersCommunication Inc.: The Wave

Initially,the development of converged media was slow and understated mainlybecause the early convergence attempts in the 1970s and 1980s wereunsuccessful. However, a new wave of convergence emerged in the late1990s. The idea became popular with the convergence of television,which begun with the introduction of digital television services onthe satellite. The idea became even more popular when the in Canadiancommunications and media sectors merged. Recently, convergence hasgained much acceptance as stronger interrelationships develop betweenthe fields of computing, telecommunications, and broadcasting. Assuch, the three sectors are losing their relevance as separateidentities and becoming almost indistinguishable. Convergence has hada profound impact on technology, commerce, and society.


  • Convergence entails merging previously separate sectors of telecommunications, computing, and television. Combining the three fields has had a transformative effect on the broadcasting industry.

  • Convergence affects the future of the cable television because it introduces new challenges. It requires that the television activities be unregulated in the abstract since it is a source of competition among convergent service providers.

  • Just as telecommunications and cable companies compete for broadband internet subscribers, they will have to compete for procurement of premium television content. Besides, the cable companies do not own the wireless networks required for the convergence.

  • Converged media can assist Rogers Communication Inc. to capture new value. Rogers provides various services such as cable television, wireless communication, and multimedia (Deighton, Voermann &amp Gilyard, 1996). A converged media will combine all these services, which will help the company to cut the operation costs, but still offer high-quality products.


  • Convergence is beneficial to all customers even those that are not computer literate because the technologies use a familiar television platform, which makes it easy for the user to learn.

  • The consumers have a wider choice of media due to the availability of different platforms and operations.

  • The converged technology makes life easier by merging different necessities into one.

  • The customer will receive high-quality products, which will increase their satisfaction.

  • The converged media will combine different medium resources to create joined stories. Thus, it increases expediency, which gives the customer an improved experience when using the media.

  • Besides, it eliminates the limitation of time and space that previously hindered people from getting the information they required.

  • Today, media convergence makes up a crucial element of life for many people. The technology fuses together the computers, phones, and television, which are the devices that most people consider important. Consequently, the consumers are likely to embrace its benefits very rapidly.

  • However, adopting the convergence technology requires a sizeable investment to install cable television to households.

  • Converged television provides too much information, which can be overwhelming thus, confusing.

  • In addition, the technology is rapidly changing with regular new advancements. Hence, it obstructs the audience’s activities.


  • Rogers did not conduct broad market research before developing the new high-speed web access.

  • Although the necessary research was conducted on consumer perception, it only considered a small focus group in the suburb area.

  • Therefore, the results were not sufficient to direct the team and allow them to have a consensus on the design process (Deighton, Voermann &amp Gilyard, 1996).


Presently,the world is characterized by technology, which is always evolvingand driving change in the society. Some of the most innovativechanges over the past decade have been computers, phones, andtelevision, and they are still developing. The convergence technologybrings significant advantages to the consumers such as high-qualityproducts, convenience, and easy access to information. However, it iscostly due to high installation costs requirements. Nonetheless, thefuture of converged media seems promising as people expect it to berevolutionary.


Deighton,J. A., Voermann, K. &amp Gilyard, R. (1996). RogersCommunications Inc.: The Wave[PDF file]. Harvard Business School Case, 1-17.