In-differentiation Strategy
BlackBerry, “the sinking smartphone manufacturer” (dnaindia) has attempted to patch its hole and stay afloat in midst of the smartphone battle. A few years prior, BlackBerry Messenger (BBM) was a prominent component that allowed BlackBerry to capture, retain, and gain market share. It is worth noting that at the time, BBM was the first in the market in terms of its services. BBM is a messaging application that allows users to carry real-time conversations with individuals, groups, and also show what time the message was seen. Years later, currently in 2013, BBM’s revival attempt is short-lived; its once competitive edge for being first has vanished.
BlackBerry’s decision to revamp BBM is a rather hopeless, last cry for help; BlackBerry tried to implement their old strategy: a differentiation strategy, except now, many other applications exist with similar features that people once glorified in BBM. For example, WhatsApp, iMessage (i.e. BBM for iPhones), FaceBook message, WeChat, Viber all contain elements, if not all, of BBM’s components. Applications now allow users to send messages over Wi-Fi or data connection, show when messages are seen, allow group chats, and allow voice recordings. BlackBerry’s decision relies on the user to reminisce and have nostalgic feelings for the once popular BBM; however, with the technological advances, BBM is now only another application found in the Play/App Store and nothing more.
References:
http://www.dnaindia.com/scitech/report-blackberry-updates-bbm-for-android-and-iphone-1920030
http://n4bb.com/wp-content/uploads/2012/04/BlackBerry-Messenger.jpg