Rogers Communications-IT Sales Opportunities-2008

Head quartered in Canada, Rogers Communications is a diversified public holding company. It operates under three major segments: Wireless, Media and Cable segments. The Wireless segment provides wireless communications operations, under the brand of Rogers Wireless Partnership (RWP) and Fido solutions Inc., (Fido). The Cable segment provides cable network services, and consists of its wholly owned cable subsidiaries, which includes Rogers Cable Communications Inc., (RCCI). The Media segment provides business solutions under the brands Rogers Business solutions and Rogers Retail.

Industry trends and drivers have a direct or indirect affect on IT spending of all companies operating within an industry. For example – increased threat perception and incidence of fraud would result in increase in demand for security software and hardware. Thus, we can conclude that industry spending on any particular IT product or service is an important indicator of the criticality of that product or service for the industry. Based on the IT spend information available in ‘TechNavio’, we have computed a ‘criticality score’ for various IT products and services, for Rogers Communications.

Various company level developments and events are important indicators of selling opportunities and drive the sales of IT products and services. For example – an acquisition by Rogers Communications might result in opportunities for IT migration and integration services. By tracking these sales drivers (using ‘TechNavio’), we have arrived at a demand score for each product and service.

Through an in-depth analysis of industry trends and drivers and company level developments and events, we have made the ‘IT Selling Opportunities Map’ for hardware, software and IT services for Rogers Communications. These maps have been divided into four zones representing Level I, Level II and Level III opportunity areas. Level I opportunity areas have the highest scores and hence, there is a high probability that Rogers Communications will buy these products and services. Level II opportunity areas have lower scores and hence, lower probability to sell to Rogers Communications. Level III opportunities have the lowest scores and hence, unlikely to sell to Rogers Communications.

The report is meant for IT vendors and intends to help them identify selling opportunities within the company. Further, the identified sales drivers can be used to penetrate these accounts or increase current share of the customer's wallet. Also, the report lists key IT spending decision makers, which will enable salesperson to directly contact the key executives within the company.