Canada's Rogers Communications has broadened its new 'Xfinity' branding and product pact with Comcast with the launch of 'Xfinity Storm-Ready WiFi,' a product that taps into the cellular network for backup connectivity.
Rogers Communications, Canada's largest cable operator, has taken further advantage of its recently announced agreement to adopt and deploy Comcast products and devices under the "Xfinity" brand.
The latest product tied into that pact is "Xfinity Storm-Ready WiFi," a Wi-Fi 6-based platform designed to switch to a backup cellular network when the primary network is out of commission.
Rogers' new offering features a wireless gateway that acts as a Wi-Fi "pod" when the primary network is connected and comes equipped with a rechargeable battery that provides up to four hours of backup power.
Rogers, which also owns and operates its own cellular network, is selling the Storm-Ready add-on for $15 Canadian dollars (US$10.50) per month. The operator is offering Storm-Ready WiFi initially in British Columbia and expects to roll it out across the country in February 2025.
Rogers' new Xfinity Storm-Ready WiFi device stems from its new branding and product pact with Comcast. (Source: Rogers Communications)
The rollout stems from the Canadian operator's move to adopt and deploy Comcast products under the Rogers Xfinity umbrella. The first products to apply that approach includes Rogers Xfinity Streaming, a platform that is powered by Comcast's EntertainmentOS, and the rebranding of Rogers' formerly named Ignite HomeConnect Wi-Fi management app and Ignite TV app.
Comcast launched its version of Storm-Ready WiFi in August 2023, using Verizon's LTE network as its backup and offering it for $7 per month over 36 months or for a one-time price of $252. Comcast has also developed a version of the product for business customers. In addition to providing customers with a backup option, the new product also aims to help the operator increase its average revenue per user (ARPU), a metric that has become critical to the operator's broadband business.
Rogers' use of Xfinity branding and Comcast devices builds on a years-long tech partnership between the two operators. Rogers also syndicates Comcast's X1 video platform and has rolled out a range of Comcast-developed DOCSIS 3.1 gateways. More recently, Rogers and Comcast cut a new ten-year tech and product agreement. Rogers has also agreed to adopt Comcast's network design as it upgrades to a distributed access architecture and, ultimately, DOCSIS 4.0.
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