Better News: Rogers Pulls Back Hardware Upgrade Eligibility To 24 Months


Last week, Rogers decided to give us some bad news and push their hardware upgrade (HUP) eligibility to 30 months (this affected every phone except iPhones until December 2010). In other words, customers would be eligible for new device (promotional) pricing at month 30 since their initial activation or upgrade.

With the 30-month change, customers were to wait until the 30th month in their 3-year contract to receive a new device at promotional pricing. The HUP used to be 24-months.

As we pointed out last week, Rogers used to have HUP eligibility at 12 months, where customers could get a discounted or promotional priced handset. About two years ago, the company bumped that up to 24 months and more recently even further to 30 months.

Well, effective today, we have some better news. Rogers has pulled back the HUP policy to 24 months. The reason? Apparently employees and customers expressed dissatisfaction with the 30 month change (really?!).

Once again, Rogers has some answers to your most asked questions:

Why did you change HUP Eligibility in the first place?
Rogers regularly makes changes to our promotions such as HUP to ensure that our customers have access to the latest devices. Changes to these programs are made to reflect the higher costs of technologically advanced, feature-rich phones.

Why are you changing HUP Eligibility policy for Data to Data Upgrades back to 24 months?

We are always reviewing our plans and promotions to ensure they provide the best value, choice and selection for our customers, and like any other promotion you can expect regular changes.

Why didn’t you provide any notice of the change to employees?
When the original change to 30 months was introduced last week, we realized that we did not provide enough time for our employees to react to the change, making it difficult to have conversations with customers whose eligibility had changed. We apologize for any confusion this may have created and will make sure we provide more advance notice in the future.

When will HUP Eligibility change next?
We’re continuing to evaluate the HUP program based on costs, new device availability and customer needs. As we’re in a competitive landscape and want to remain agile, we anticipate that this program will continue to change and evolve but do not have a firm date for the next changes. As a result, we ask that you do not use HUP as a sales tool as their individual eligibility is subject to change.

Also note, just like last week with the 30 month change, the recent iPhone 4 promotional program is still around until the end of 2010. So if you are with Rogers or Fido, the chances are still very good that you will get an iPhone 4 at promotional pricing.


  • Anonymous

    Good job Rogers for reversing it

  • Wise move

  • Vinnie

    18 months seems more like it!!! But back to 24 is still better than 30. Thanks for listening to your customers Robbers!!

  • holy crap…you mean roger’s listened? well unless they wanted people knocking down their doors with pitch forks… wise move…

  • Tenoarman

    Hey, they did this after the world found out they lost thirty-thousand subscribers. I guess they’ll find another way to fill their pockets; one day their call centres will leave BC, ON, and the Maritimes. It doesn’t matter where their employees & outsourced employees are, though, if Rogers doesn’t learn to prevent communication breakdowns. If they really listened to their customers & employees, they’d also improve their “popular” website.

  • The Rogers website is one giant bag of hurt.

  • Wipdeedoo

    The 30 month mark was very poorly thought out as many people would probably look at it as an opportunity to switch carriers knowing they only had 6 months left in their original 3 year commitment. The 24 month mark most likely gets subs to upgrade and tie in to another 3 year commitment. Much smarter for revenue assurance.

  • Theused

    if you guys have a major issue with the way these upgrade policies work, go buy the phone at full price and don’t sign a 3 year contract, then you can upgrade WHENEVER YOU WANT…

    however, if you don’t want to dig in to your pockets and spend $700 on a new iphone, then your stuck upgrading when the BIG 3 will give you a discount on the new devices.

  • Accordtr

    Nice to see Rogers finally listening but in all seriousness this really doesn’t seem to effect iPhone upgrades. Every year when the new iPhone comes out they seem to change the rules for us anyways.

  • Noahattic

    well, upgrading after 24 months is really bad already… thinking of how bad 30 months would be.

    glad to see rogers changes it back. but there’s room for them “improving” a bit more. for me, half amount of your contract (18months) is reasonable which most countries except us apply.

  • Mav

    Funny that Rogers basically didn’t change a thing and it is getting all the praises now. No more people complaining about the 24mo HUP. Very smart.

  • Tournesol2000

    Theused, your comment is irrational! What about users who get the free or cheap non smart phones. You know those cheap phones that break down after a year? I understand a 24 month HUP on smart phones. To me that seems logical as these phones tend to last that long, but those cheap phones just won’t make it to 30 months. Not with young kids text messaging all the time. I have had to get extended warranties for those phones for my kids, and even that does not cut it. The phones still break!

  • Noahattic

    Exactly what i thought!!

    24 months hup is still ridiculous. the warranty of iphone is included for only one year. and it trends to update every year. in the us and most other countries, they hup every year!! we are suffering from the longest commitment, and we have to suffer from the longest hup? i say 18months which is half amount of contract is reasonable. 24 months is just bad. 30 months fails1

  • Noahattic

    Exactly what i thought!!

    24 months hup is still ridiculous. the warranty of iphone is included for only one year. and it trends to update every year. in the us and most other countries, they hup every year!! we are suffering from the longest commitment, and we have to suffer from the longest hup? i say 18months which is half amount of contract is reasonable. 24 months is just bad. 30 months fails1

  • Trance8331

    Why is Fido’s HUP is still 30 months into a contract? Doesn’t Rogers’s decision to revert back to 24 months applicable to Fido as well? This is bs.. not only that they want us to sign up a 3-year commitment but now they want us to stick with a phone for 30 months before we can renew it. I want to get the iPhone 4 by renewing my agreement but now I can’t do that. I can either sign up for a new agreement with Rogers or the other carriers and keep this stupid Fido account until August next year or get the unlocked, commitment-free one directly from Apple.
    I don’t understand why in the states people only need to sign up for 2-year agreement to get the any phone at a subsidized price. Service providers up here suck balls.

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  • xxJDxx

    Is this possibly due to pressure from the government. I know that they’ve been on the carriers about being the most expensive in the world basically. Is it possible that some consumer protection board saw this for what it is, a shameless attempt to lure people back into 3 year contracts when they have only 6 months left?

  • Jr67

    They are not done shafting their customers. They are now going after the customers of their other carrier, Fido. They know it won’t get as much media play, because Fido is not as well known.

    Fido had a HUP policy of being eligible when you had 14 months remaining on your 3 year contract. They also changed theirs to the same 6 month window that Rogers did, but they have not gone back to the original window as Rogers has. The big problem is that Fido also STACKS contracts. They are the only carrier in North America (or the world?) that stacks contracts. It is unheard up, but they get away with it because most people are not aware. This means, that anyone that upgraded recently for the iPhone 4, for example, that had 14 months remaining, now has a contract for 50 months (14 + 36 for new 3 year renewal). Yes, that is right a 50 month contract. And with the new policy of needing to be in your last 6 months to HUP, these customer will now have to wait 44 months to be able to HUP with subsidy. That is almost 4 years before they will be eligible. You thought 30 months between upgrades was insane, now consider having to wait almost 4 years. Seriously.

  • I guess, this is what happens when the revenue is up, and the profit is down… hehehe… Lock in new users no matter what… Just buy buy, we will worry how much the profit will be down in the next quarter…

  • Confused Fido Customer

    Does anyone know if Fido HUP is also supposed to be back to 24 months? My next HUP was due in May 2011 (14 month before contract expiry in July 2012 as per Fido HUP). Now because of the Oct 20th memo they changes both Fido and Rogers to 30 month HUP program. But on Oct 28th they sent another memo revising Rogers HUP back to 24 months but looks like Fido HUP stays at 30 months.

    I called Fido CSR and they said im still on the 30 month HUP and they are not aware of any changes back to 24 months. I was also told that the 24 month HUP may only be for Rogers and not for Fido.

    I feel like I just got shafted!