Why is Rogers still advertising their Classic Value Plan at $24.95 despite the fee increase in 3 weeks ?

by Jeff Wiener on February 10, 2010

With full knowledge of a fee increase to take place in three weeks, it looks like Rogers is still keeping up with the promotion of their $24.95 service plan.

Now, dishonesty in advertising is far from a new concept. All sorts of advertising takes place with precious details caught up in the fine print of the advertisement, but that doesn’t make the open promotion of prices set to increase in a matter of weeks an honest approach to customer relations.

Consumers rely on trust to do business with companies. They rely on trust in terms of getting a quality product or service and they rely on trust in terms of getting what they paid for in a timely fashion. Part of that trust, too, relates to the pricing of products and services.

When a company openly advertises a particular price, consumers sign up for the product or service under the expectation of that price. In a contract business, a phone company for example, the price of the product or service takes on new meaning. Consumers are essentially “locked-in” to rates upon signing up.

My experience with Rogers, if you have been following this blog / story, has reflected this principle (to read about it click here). Signing up for a service under the expectation of paying $24.95 is a completely reasonable thing to do, but having that service undergo a price increase within weeks of signing up under the $24.95 price is completely unreasonable.

This lack of clarity in advertising is nothing new, and there is something about this particular issue that remains bothersome. I just can’t shake the idea that Rogers is openly and blatantly advertising a price that they know is going to increase within weeks. And there is no disclaimer, or notice of the impending increase.

I have spoken to representatives from Rogers, the “Office of the President” when they called the other day asking if they could help. I suggested that they should fix their advertising otherwise they will frustrate more customers. I am currently in the process of investigating alternate home phone companies and will publish those findings in the next few days.

In the mean time, the $24.95 price is still being advertised (with no notice of the impending increase).

Why ?

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Written by: Jeff Wiener. www.digitcom.ca. Follow TheTelecomBlog.com by: RSS, Twitter, Identi.ca, or Friendfeed

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John N February 10, 2010 at 4:07 pm

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Our growth has been viral, mostly word of mouth and Vonage refugees. It’s because we have no hidden fees, no credit checks, no long-term contract and it’s all billed month-to month. We have five stores in Los Angeles to help our customers feel connected with their phone company.

Our TV ad was banned because Ma Bell complained. See it on YouTube at

We’re so confident that you’ll see the difference that we guarantee our service for 30 days. Get 10% Off with Discount Code 10STEFAN

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