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Oops! Dropped Devices Top Cause of Calamities by Clumsy Canadians!

May 25, 2010

News Releases

New study reveals impact of lost, stolen and broken mobile devices

TORONTO, May 25 /CNW/ – A recent online study of more than 1,000
Canadians with mobile devices, conducted by Ipsos-Reid on behalf of
Rogers Communications, revealed that one in four Canadians have at one
time had their mobile device lost, stolen or broken. Causes range from
devices being dropped, followed by being stolen, left on public transit
and in some cases, had fallen into a toilet, lake, ocean or pool. The
report also shows that many of those surveyed feel disconnected,
nauseous and even naked when their device is missing, but recent
innovations ensure reliable relief is always available.

Rogers Communications recently developed a program to keep Canadians
connected and prevent the uneccessary spread of what some experts refer
to as Missing Mobile Disorder. The new Rogers
Handset Protection Guarantee program, the first that is free to all
Rogers subscribers, offers peace of mind to customers suffering from Missing
Mobile Disorder
. If a device becomes lost, stolen or broken,
Rogers will provide a $0 replacement option or a discount toward the
repair or replacement of the device and guarantees immediate, temporary
relief by providing a working device until a repair or replacement is
available. Rogers total repair time takes no more than 10 days.

“What is interesting about these statistics is that people have a strong
emotional reaction when they think their mobile device is broken, lost
or stolen,” says Chantel Simmons, one of Canada’s leading consumer
trends trackers. “I even cheekily refer to it as Missing
Mobile Disorder
. The good news it that Canadians don’t have
to feel that way and that there is a new way to get free help when you
need it. ”

Staying connected is key to Canadians. The Ipsos-Reid study concluded
that:

  • One in ten mobile Canadians between 18 and 34 would rather be late for
    an important meeting, class or appointment than be without their
    mobile device, choosing to race home to retrieve it over being on time.
  • 9% of Quebecers went as far as to say they feel naked without their
    mobile device
  • 14% of Ontarians surveyed said they would switch providers to take
    advantage of a protection program that guaranteed a working device out
    of warrantee.

Simmons says while Missing Mobile Disorder can
happen anytime and anywhere, keeping connected is the key to avoiding
physical and emotional symptoms that nearly four in ten (36%) mobile
device-owning Canadians 18-34 report they experience. Through the new
Handset Protection Guarantee program, Rogers is committed to keeping
customers accessible, in touch and connected with a working device.

“I can barely remember a time when I didn’t have a mobile device and the
ability to check my email and get my calls on the go. Now, like most
Canadians, I need to stay connected,” Simmons added.

The Ipos-Reid study also found that across the country, Canadians have
trouble holding onto their devices:

  • More than 1 in 10 (12%) survey respondents between the ages of 18 and
    34 reported symptoms of Missing Mobile Disorder brought on by
    occasions of waterlogged devices, either dropping them in a lake,
    ocean or pool or even in the loo. Quebecers reported the highest
    frequency of having a device fall in a toilet (7%).
  • 12% of Canadians reported leaving a device behind when exiting taxis
    or buses and subway cars and those in Ontario are more likely than
    those in other provinces to leave their device on public
    transportation (7%).

All Rogers customers qualify for the new Handset Protection Guarantee
program in their first instance of a lost, stolen or broken device out
of warranty with any Rogers voice device, Rogers BlackBerry device,
smartphone/PDA devices and Rogers Rocket Sticks. It is recommended that
customers call Rogers Customer Care or visit their nearest Rogers Store
or Dealer the moment they begin experience any Missing Mobile Disorder
symptoms for fast-acting treatment, relief and continued connectivity.

For more information on the Rogers Handset Protection Guarantee, please
visit www.rogers.com/protection.

About Rogers Communications Inc.

Rogers Communications is a diversified Canadian communications and media
company. We are Canada’s largest provider of wireless voice and data
communications services and one of Canada’s leading providers of cable
television, high-speed Internet and telephony services. Through Rogers
Media we are engaged in radio and television broadcasting, televised
shopping, magazines and trade publications, and sports entertainment. We
are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B)
and on the New York Stock Exchange (NYSE: RCI). For further information
about the Rogers group of companies, please visit www.rogers.com