The Vancouver Sun reports in its Thursday edition the head of Rogers Communications says telcos need to stop trying to scare people into buying more data and start making it easier for them to know why it is worth the price.
A Canadian Press dispatch to The Sun quotes Guy Laurence as saying, "We need to change the philosophy of how we sell data so it's as easy as buying petrol." Mr. Laurence, speaking at a conference in Montreal, drew an analogy between buying gasoline for a car and data for a smart phone. He figures the car industry does a much better job at marketing. "Instead of having a little yellow light on the dashboard, we send out messages going 'Oh, my God! You're nearly at your limit! What you spend on petrol isn't the big issue at the end of the day. That's where we need to get to."
Mr. Laurence, who headed British carrier Vodafone UK before joining Rogers, has been vocal about shaking up the company. However, in a May briefing with reporters, he flatly rejected the idea of selling "unlimited data" packages. Mr. Laurence's comments on Wednesday continued to expanded on his message that consumers will be willing to pay for the data they need if they see value in what they can get with it.
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