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The playbook for Blackberry’s Playbook
Posted by: douglasfeltham | October 4, 2010 | Leave a Comment
Recently Research In Motion released their new tablet computer, the Blackberry Playbook, in an attempt to break into the tablet market, and break Apples current grip. What I found interesting about the roll out of this product is how they have gone about trying to get their new product in the minds of the consumers. The initial positioning of the product was to tie it in to the greater Blackberry brand, because Blackberry is already well known brand in most consumers minds. In their advertising they have been trying to reposition their competitors, Apple, by drawing attention to the points of difference between the two products. They have been pointing out gaps in what Apple’s iPad offers, highlighting things like flash support, multitasking and having cameras. The other thing their advertising is trying to do is build off of the brand name they have tied to the product. They are pushing many features that appeal to business people with things like enterprise support and security. Their advertising strategy is interesting because they are trying to market their product to both consumers and businesses, which is a risky strategy for a business focused company.