Blackberry or iPhone? Well this isn’t a new topic question to anyone, and after many discussions and researches, I think we can all agree that we are biased towards one another based on our needs. However, as a Blackberry user, I would like to discuss the reasons why I choose to purchase a Blackberry. I believe Research In Motion Co. (RIM) has created a very strong value based relationship with its customers, whom are very loyal to the brand. Founded in 1999, Blackberry started focusing on specific markets individually and one by one. Blackberry was first created as not only a phone but as a personal assistant, which attracted many business men and women in their late 20s and older. In later years, RIM came up with the new feature on its Blackberry Smart phones, called Blackberry Messenger or BBM. After adding this very simple but unique feature, Blackberry became very popular among younger users aged between 17-30. This targeting strategy took Blackberry to another level. In other words, Blackberry was now used as not only a business phone, but a strong networking device/software.
Overall, in my opinion Research In Motion used a very strong value based strategy to attract its new customers as well as keeping its current customers loyal to its brand. Eventhough, Apple’s iPhone may have many other features that are not included in Blackberry (such as 1000s of iPhone applications), Blackberry holds the highest market share within the smart phone industry.