Within the mobile phone market, there is a high demand for phone companies to continue producing top-of-the-line products in a short span of time. As one of the smartphone pioneers, Research in Motion is slowly falling behind the competition. In “Blackberry by choice is bad marketing by choice”, Peter Nowak recognizes RIM’s failing market strategies, yet he specifically blames Blackberry’s new slogan as a core reason for the company’s lack of success.

Nowak interprets Research in Motion’s new slogan “Blackberry by choice” as having a negative connotation. This is where I believe Nowak to be incorrect. While the author of the blog views the slogan as a message from the company communicating that the only reason consumers use Blackberrys is because it’s a phone issued from his or her business, my analysis shows that it represents the opposite. “Blackberry by choice” illustrates that despite all other phones in the market, consumers choose Blackberry because of it’s point of difference—which at this point may not be clear to buyers. This lack of differentiation between RIM’s products and its competitors’ combined with poor marketing is the reason Blackberry’s decline in sales. Not because of this slogan.

While my interpretation of the reason for Research in Motion’s declining sales may differ from Nowak’s, we both agree that the organization cannot continue headed in its current direction.

http://www.canadianbusiness.com/blog/tech/104855–blackberry-by-choice-is-bad-marketing-by-choice

http://www.sync-blog.com/wp-content/uploads/2012/05/rim_logo_blue.jpg