Their strength has been in push e-mail and their devices are very intuitive.
So from that perspective I don’t think the iPhone hits the core of their market.
When you have these multiple applications, whether camera, music, video, voice, data or e-mail, I think generally most devices have strength in a few of them and may have the others available. What RIM’s Pearl will be known for is probably different than what the iPhone will be known for. But we’re talking about a product that hasn’t been produced yet.
Translation: Success is contingent upon market segmentation.
Nadir Mohamed (COO for Rogers Canada) recently stated in a Globe and Mail interview that: “… the two big customer attributes we are building for are personalization and mobility.”
He was also asked about the GSM-based Apple iPhone and Rogers’ position:
What advantage does Rogers get from being the only Canadian carrier that uses the GSM format?
Eighty per cent of the world uses GSM. What it means is we have devices with incredible features, that are attractively priced, because we have the scale of 80 per cent of the world using these. And we get the products early.
I’m not saying whether we have agreements or anything [with Apple], but given the iPhone was launched on GSM, we’re in good position to reinforce that we’re the first and have the best-feature devices.
The upshot? Rogers is well placed with respect to delivering the iPhone to Canadian consumers, and iPhone is perfectly aligned with Rogers’ desire to target personalization and mobility.