As mentioned in JiaYi Liu’s blog, “The rise of the iPhone and more affordable Android phones rapidly took over its (Blackberry’s) position in the competitive market.” The video talked about Blackberry Ltd’s new launch in its Blackberry Messenger (BBM), which has so far proven to be very successful in the marketing aspect of raising brand awareness. However, I agree with JiaYi’s questioning of this marketing strategy. Many of these BBM users are only downloading this new app because it’s free, but will they actually be willing to purchase a Blackberry device now that it has in a way regained some of its popularity? “Is this a good marketing strategy?” To me, the looks of it tells me that it isn’t because many people are only using it because it’s currently free to download. It is likely that this wouldn’t make consumers want to purchase a BBM more if they are already able to use it’s messenger features on Androids, Samsung and iPhones. Blackberry is still in the brink of danger as new IM services surface, like Line, WeChat, WhatsApp, and so on.
Sources:
http://static.itpro.co.uk/sites/itpro/files/bbm.jpg
https://www.youtube.com/watch?v=Ot43jyU0eZs