This is a response to Eric Lin’s post (https://blogs.ubc.ca/eric1lin/2014/10/05/is-blackberry-back-in-business/).

Eric Lin suggests that the falling Blackberry sales, attributed specifically to the outdated technology such as the physical keyboard, and with the advent of innovative Apple products, will eventually force Blackberry to innovate its interface (Lin).

However, recent analysis has found that Blackberry phone sales were higher than that of Apple’s, as seen in the table below, in Toronto, Canada (Reeder). The dominant reason is because Blackberry appeals to business-users who prefer its interface and style; Toronto, being a hub of professionals, prefers such a device. Blackberry cannot compete with Apple, which is already at the top of the ladder for electronics targeting middle to high income individuals and families who incorporate technology into their lives to some degree, a target market which is very broad, yet effectively marketed towards.

Instead, Blackberry should develop a differentiation-focus strategy that targets business professionals, highlighting the interface that allows ease of access to communication platforms such as text or email, and capability with business management programs. Blackberry phones should be marketed as a business tool and not as a toy or entertainment gadget. If Blackberry can successfully differentiate its brand in this manner, there should be little overlap of competition between itself and Apple, as the former will be seen suitable as a business utility and the latter will be viewed as family and individual entertainment technology.

(Reeder)

Works Cited

Lin, Eric.  “Is Blackberry “Back In Business”?.”  Eric Lin’s Blog.  WordPress, 5 Oct. 2014.  Web.  9

Nov. 9, 2014.  Web.  <https://blogs.ubc.ca/eric1lin/2014/10/05/is-blackberry-back-in-

business/>.

Reeder, Matt.  “Is BlackBerry Ltd dead? Not in Toronto, new third-party sales data suggests.”

     Financial Post.  Postmedia Network, Inc., 10 June 2014.  Web.  9 Nov. 2014. <http://

business.financialpost.com/2014/06/10/blackberry-ltd-sales-toronto/?__lsa=d127-4ef8>.