Obviously, the BlackBerry PlayBook was created in response to Apple’s recent innovation, the iPad. Although RIM is nine months behind in this competition, the PlayBook holds unexpected and remarkably high potential against its rival.
Positioning. What is it? It’s a manipulative, marketing tactic that tries to get a product known by the market, or as Prof Paul Cubbon said, “brand positioning is the battle for the consumer’s mind.”
In this battle, Apple is the brave soldier who daringly launched the unprecedented iPad, a tablet computer which resembles an enlarged version of the iTouch. Although many questioned the practicality of such a product, it has proven, with over three million sold within 80 days after its launch (http://www.wired.com/gadgetlab/2010/06/apples-ipad-sales-accelerate-three-million-sold-in-80-days/), that they may be wrong. Apple attempted to position themselves distinctly into the consumer’s mind by being the FIRST to launch such an item. I must say, they have succeeded with flying colours.
RIM followed quickly behind. Although not prominent at first, BlackBerry’s tablet is set out to target a more specific market when compared to Apple’s. The PlayBook, although similar to the iPad in many components, claims to be “enterprise ready“.
Is this a surprise? Of course not! Which group dominates as major BlackBerry users? Business people. Again, RIM positioned itself so that the PlayBook potentially will be the #1 tablet in the minds of CORPORATE USERS, and not to mention, loyal BlackBerry fans (like myself).
Although the PlayBook isn’t to be released until early 2011, RIM’s announcement at such an early date is a warning to Apple that they’re not the only one in this game.