Russ Martin comments on BlackBerry Takeover Ads and how marketers have been commenting that they aren’t entirely effective.
In this case Blackberry is practicing Market Development where they are attempting to grow into a new market (those who are currently using Androids and iPhones) opposed to their old market(Business based and Blackberry loyalists). The Ads targeting these groups, I believe, can be effective but lack timing as so many people have made the switch to either Android or iPhone.
Blackberry is having an extremely difficult time in bringing consumers over to their brand because they were simply too late. Over the past couple years BB(Blackberry) fans have been met with numerous disappointments year after year (i.e.. system crashes, firmware disappointments, etc.) have many have reluctantly made the switch to a much better operating phone. Though the Z10 has made some substantial strides for BB many Ex-fans have already invested in a new Android or iPhone and wont have the chance to switch back for at least another couple years.
I believe that this marketing campaign is all in vain due to the already saturated phone market with so many moving to the proven more functional Androids and iPhones. Blackberry should focus more on those who use them most and try to gain a larger market share in businesses who seem to have great use for their safe and secure system.
http://youtu.be/V8b1bE62GZc