Battle in Brunswick: Bell Aliant vs. Rogers

by Jordan Richardson on February 17, 2010

It’s always enjoyable when two top competitors take each other on in a no-holds-barred brawl to the finish. Indeed, the only thing more entertaining may be a monkey knife fight.

This time, it’s Bell Aliant taking it to Rogers Communication and the setting for this blockbuster of a mêlée is a New Brunswick courtroom.

And what, pray tell, is the reason for this Season of Slaughter? Bell Aliant is taking issue with claims made by Rogers in a run of ads.

The plan, according to Bell Aliant, is to get Rogers to drop its “misleading” claim about its internet service. The suit in New Brunswick comes on the heels of a similar suit in British Columbia that saw Rogers take Bell Mobility to court in order to get the company to drop the “most reliable” part of its advertisements. Prior to that, Telus had taken Rogers to court for a similar charge.

The Bell Aliant filing in part claims that Rogers’ ads are “false and misleading with respect to their claims to having the ‘fastest and most reliable’ high speed Internet product.”

Bell Aliant uses fibre-to-the-home technology to provide internet service in New Brunswick. They currently are planning to service some 70,000 homes and businesses in Fredericton and Saint John.

Fibre-to-the-home technology is among the fastest in the industry when it comes to providing internet speeds. Crucial for high bandwidth applications, Bell Aliant hopes that its capability will help them gain more subscribers in Eastern Canada. After investing $60 million in the project to deliver fibre-to-the-home technology, Bell Aliant is pulling out all the stops.

This lawsuit against Rogers, then, is par for the course. There’s simply no way that Bell Aliant is going to let Rogers trot around with their claims at this rate, especially when Bell Aliant’s been spending the big bucks to develop fibre-to-the-home in New Brunswick.

Rogers had no comment on the suit at press time, but this isn’t exactly new territory for the company. Many are already chalking this up to being nothing more than a war of words using a courtroom as a convenient setting. Whether anything significant will come out of this remains to be seen, but it’s worth noting the fact that Rogers has indeed faced and lost comparable suits before.

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