Shaw BlueCurve™ Gives Canadians the Speed, Coverage And Control they Need to Live their Best Connected Life
April 04, 2019
• Shaw BlueCurve Home app gives families what they’re actually looking for — a way to organize their connected devices and find a healthy balance between screen time and together time.
• Shaw BlueCurve Pods extend Wi-Fi coverage to every corner of the home, reducing the challenge of dead spots.
• Refreshed brand platform puts the spotlight on Shaw customers and gives life to the next-level technology that fuels them.
CALGARY, April 4, 2019 – 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 SPOTS
Shaw 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/.
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
 The Digital Well-Being of Canadian Families. MediaSmarts. Ottawa. http://mediasmarts.ca/sites/mediasmarts/files/publication-report/full/digital-canadian-families.pdf