Bay of Plenty need to develop some smarts - and quick.

The Steamers didn't show too many last night, plumbing new depths after being beaten at the death by the visiting Northland Taniwha 24-17 at Rotorua International Stadium.

Northland's first win of the competition came courtesy of a last-minute try from winger Rene Ranger after a lacklustre match seemed destined to finish in a 17-17 draw.

Northland wanted the game more, a trait apparent from the early stages as Bay could not rouse themselves despite the urgings of a home crowd.

As the final seconds ticked down, flanker Joel McKenty emerged from a midfield maul to make valuable ground before the ball was shifted to the left, with second-five Daniel Bowden producing a fine pass to give Ranger the space he needed near the touchline.

Bowden added the extras to go with his four penalties and Bay were left to cling to a bonus point - their season's first - from losing by seven or less.

For large chunks of a largely forgettable contest Bay of Plenty did not appear remotely interested in the outcome.

A barely functional lineout and struggling set piece denied them a solid platform but there was a startling lack of urgency elsewhere as Northland showed much more structure and commitment.

It was their third successive loss in as many rounds and featured many of the same errors which cost them against both Canterbury and Auckland.

Bay faded at the end and the lineout resembled a toss-and-hope at times with Northland picking up their only two tries - the last with time up - from Bay throws.

Skipper Tanerau Latimer, in an obvious understatement, said there seemed to be problems with the calling. "Maybe the calls were not loud enough at the front and getting to the back, there was a lot lost over the back and guys getting there late."

It may also have been better to have specialist lock and lineout forward Culum Retallick on the bench. Bay can't afford to have an effective man watching.

The game could easily have fallen the Steamers' way. While it took three rounds of the Air New Zealand Cup, they scored their first tries of the season.

First-five Murray Williams had a strange evening. A threat with ball in hand, he scored the first and laid on Rena Schuster's try with a sweet grubber. But he also missed four of eight kicks at goal.

One was a sitter and two were during a crucial 20 minutes just after halftime when the Steamers, leading 14-9, were dominating.

Last night was a chance to show they learned from the first two weeks. The reality is, despite some hard work, they haven't. Northland, who made enough errors of their own to lose comfortably, took advantage.

Scorers:

Northland 24 (Justin Davies, Rene Ranger tries; Daniel Bowden 4 pen, con) Bay of Plenty 17 (Murray Williams, Rena Schuster tries; Williams pen, 2 con). Halftime: 9-14.