Shaw Communications Inc. today announced the launch of Shaw
BlueCurve™ — a simple and powerful new technology that gives
customers more coverage and greater control over their home Wi-Fi
experience while helping redefine their relationship with in-home
connected devices. “Connectivity is the fuel that powers our daily
lives but many people struggle to find a balance between living a
connected life and spending time offline,” said Jay Mehr,
President, Shaw Communications. “Shaw BlueCurve technology gives
our customers their best connected life by giving them connectivity
on their own terms.”
With more devices entering Canadian homes, a recent study done
in partnership with digital literacy leaders MediaSmarts revealed
that individuals and families want more ways to manage connectivity
in their homes1. The new Shaw BlueCurve Home app meets this need by
giving customers a fast, easy, and intuitive way to manage their
technology use. With the Shaw BlueCurve Home app, customers
can:
- Pause Wi-Fi access on any or all devices connected to the home
network.
- Create profiles to control network access, organize connected
devices and assign them to family members.
- View all connected devices and give them nicknames for easy
reference.
- Easily view and change their modem’s Wi-Fi password.
- Set parental controls to manage content, balance online time
with dinner time, together time and bedtime schedules.
- Monitor internet usage by profile and devices.
- Troubleshoot issues easily.
- Self-install BlueCurve Pods and reset their BlueCurve Gateway
modem.
The BlueCurve Home app is the latest innovative in-home consumer
product that Shaw has brought to market through its partnership
with Comcast, and it is available with Shaw’s BlueCurve Gateway
modem — the hub of customers’ in-home content and connectivity
experience.
Starting April 5, new and existing Shaw customers who have the
Shaw BlueCurve Gateway modem can download the Shaw BlueCurve Home
app for iOS (10.0 or later) and Android (5 or later) devices. For
more information, including how to get the BlueCurve Gateway modem,
please visit shaw.ca/bluecurve-gateway.
The launch of Shaw BlueCurve technology comes as Shaw continues
to embrace a more agile, innovative, and customer-centric approach
to modernizing all aspects of its operations so it can more
efficiently deliver products and services.
“The introduction of Shaw BlueCurve technology is the latest way
we are delivering more value and intelligence to our customers’
homes,” said Zoran Stakic, Chief Operating Officer and Chief
Technology Officer, Shaw Communications. “The combination of
BlueCurve technology with our leading network makes Shaw the clear
choice for households that want a superior online experience.”
Shaw plans to introduce more innovations to the BlueCurve
platform that improve customer experiences and power their
connected lives.
ELIMINATING WI-FI DEAD SPOTSShaw is also
launching BlueCurve Pods that expand in-home coverage by
creating a mesh Wi-Fi network that reduces Wi-Fi dead spots. The
hexagon-shaped Shaw BlueCurve Pods are easily self-installed, plug
directly into indoor electrical outlets, and can be easily moved to
suit customers’ distinct coverage needs.
All customers with a Shaw BlueCurve Gateway modem can rent
BlueCurve Pods for $10 per month for a pack of three. BlueCurve
Pods can be ordered through the BlueCurve Home app.
Shaw BlueCurve Pods are available in Alberta, British
Columbia and Saskatchewan and they will be available in additional
markets within Shaw’s footprint in the coming months.
MARKETING REFLECTS STRATEGIC SHIFT
Shaw is launching its BlueCurve technology on a refreshed brand
platform that mirrors the organization’s forward trajectory as a
digital-first, connectivity company.
“We are entering a bold new era that resets how we engage with
our customers,” said Katherine Emberly, President, Business, Brand
and Communications, Shaw Communications. “Consumers will see that
we are more confident, vibrant, and youthful — a reflection of the
exciting changes we have made to our business and the energy we are
bringing to the market.”
“Shaw BlueCurve is going to change the conversation about who we
are and what we do for our customers, and that demands a fresh
approach to marketing.”
The updated creative platform, which is in market today, puts
customers and technology at the centre of the conversation and
emphasizes the view that connected lives shouldn’t be
complicated.
Shaw partnered with its agency of record, Vancouver-based
Rethink, to evolve the visual look of the Shaw brand with a new,
clean and simple creative approach highlighted by a newly
introduced fuchsia accent. The refreshed brand platform combines a
tech-forward showcase of Shaw’s products and services with a strong
customer-centric narrative. Shaw also worked with California-based
Lexicon Branding, which has named some of the world’s most
successful brands, to develop the Shaw BlueCurve brand name and
naming architecture.
More information about Shaw BlueCurve technology, BlueCurve Home
app and BlueCurve Pods can be found at shaw.ca/bluecurve/.
Media links:
New Shaw BlueCurve digital video spots are available at:
Shaw BlueCurve | You Know It (15
sec): https://bit.ly/2YI4r6h
Shaw BlueCurve | Our Time (15 sec):
https://bit.ly/2YJ3tGO
Shaw BlueCurve | It Was You (15 sec): https://bit.ly/2UvZb6n
High-res images related to Shaw BlueCurve technology are
available
at:
Shaw BlueCurve Gateway Modem:
https://bit.ly/2OJth0U
Shaw BlueCurve Home App:
https://bit.ly/2FKWDYI
Shaw BlueCurve Pods:
https://bit.ly/2HXZzEW
High-res images related to Shaw BlueCurve marketing campaign are
available
at:
Out of Home, TSA:
https://bit.ly/2HUzZRh
Out of Home, Wild Posting: https://bit.ly/2UbU380
Animated Social Media .GIF: https://bit.ly/2CTwhTJ
About Shaw Communications Inc.Shaw is a leading
Canadian connectivity company. The Wireline division consists of
Consumer and Business services. Consumer serves residential
customers with broadband Internet, Shaw Go WiFi, video and digital
phone. Business provides business customers with Internet, data,
WiFi, digital phone, and video services. The Wireless division
provides wireless voice and LTE data services through an expanding
and improving mobile wireless network infrastructure.
Shaw is traded on the Toronto and New York stock exchanges and
is included in the S&P/TSX 60 Index (Symbol: TSX - SJR.B,
SJR.PR.A, SJR.PR.B, NYSE – SJR, and TSXV – SJR.A). For more
information, please visit www.shaw.ca.
For media inquiries, please contact: Shaw
Communications Inc.Chethan Lakshman, VP, External Affairs(403)
930-8448chethan.lakshman@sjrb.ca
1 The Digital Well-Being of Canadian Families. MediaSmarts.
Ottawa.
http://mediasmarts.ca/sites/mediasmarts/files/publication-report/full/digital-canadian-families.pdf
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