Rogers Communications is now starting to use the Xfinity brand across multiple product lines, after syndicating various Comcast technologies and products and utilizing Comcast's access network design.
Comcast's Xfinity brand is getting some northern exposure.
Building on its adoption of Comcast's technologies and products in recent years, Canada's Rogers Communications announced Thursday that it is now deploying Comcast's connectivity and entertainment products under the "Rogers Xfinity" brand.
Rogers, which is Canada's largest cable operator with more than 4.2 million broadband customers and 2.64 million video subscribers, is extending the Xfinity brand across its video and broadband products and apps. It began to use the Xfinity branding late last month, starting with the video products, according to MobileSyrup.
Rogers is starting to use the 'Xfinity' brand for its broadband and video products, replacing its former 'Ignite' brand. (Source: Rogers Communications)
The first phase of the branding play is Rogers Xfinity Streaming, a streaming platform underpinned by Comcast's EntertainmentOS platform for streaming media players and connected TVs. Other Rogers products, including those that previously used the "Ignite" brand, are transitioning to Xfinity. For example, Rogers' Ignite HomeConnect Wi-Fi management app has been updated to Rogers Xfinity, and the operator's Ignite TV app is now called the Rogers Xfinity Stream app.
"You'll also see the names of some of your products and services change on your bill," Rogers explains in this FAQ about the branding update.
Comcast first introduced the Xfinity brand in February 2010.
The Rogers-Comcast connection
Rogers' decision to adopt the Xfinity brand comes several years after it began syndicating Comcast's technology and products. Rogers started in 2016 with Comcast's X1 video platform and later Comcast's designs for DOCSIS 3.1 gateways and other whole-home networking products.
Today's branding announcement comes about six months after Rogers cut a ten-year tech and product agreement with Comcast spanning video streaming devices powered by EntertainmentOS, broadband gateways and home security products. Rogers said at the time that the new agreement included Comcast's Storm-Ready WiFi product, which features cellular backup and a rechargeable battery.
The Comcast-Rogers connection has also extended to the network. In concert with last month's SCTE TechExpo in Atlanta, Rogers announced it would adopt Comcast's network design, including its distributed access architecture (DAA) and tools along with a "unified" DOCSIS 4.0 platform that is capable of supporting both the Full Duplex (FDX) and Extended Spectrum DOCSIS (ESD) options. That deal effectively signaled that Comcast is now ready to extend its tech syndication model to the broadband access network.
"We're proud that Rogers is rolling out the Xfinity brand, our network design, and our award-winning products. Today's launch marks another important milestone for our global technology platform as we continue to bring Comcast innovation to our syndication partners around the globe," Dave Watson, CEO of Comcast Connectivity and Platforms, said in a statement.
While today's announcement focuses on Rogers' use of the Xfinity brand, the closer relationship between the cable giants could spark speculation that the two might explore a more formal combination sometime down the road. Comcast's last major acquisition of a service provider was its 2018 deal for UK-based Sky. Before that, Comcast made a play for Time Warner Cable but scuttled its bid after it became clear that US regulators would shoot down the deal.
MoffettNathanson analyst Craig Moffett does not believe Rogers' use of the Comcast Xfinity brand is an indicator of any future M&A moves between the two operators.
"No, I don't read anything more into this than a licensing deal," Moffett told Light Reading in an emailed response to questions.
Editor's note: The story has been updated with commentary from MoffettNathanson analyst Craig Moffett.
You May Also Like
