I recently switched from a Blackberry 9900 to an iphone 5. To say the word “switch” is actually quite inaccurate: before I put my Blackberry into the back of my drawer, I was already using the iphone 4s as a substitute along with the Blackberry to make up for all the functions it didn’t have. Can you imagine carrying two phones around at once? Although I did enjoy the illusion of appearing as a busy business giant, I did not like how much the Blackberry lacked in terms of smartphone functions.
It seems like I’m not the only user to ditch the Blackberry for it’s more well-rounded counterparts. Blackberry has started a downward spiral in its market share, dropping from the whopping 44.5% in 2008 to 8.4% in September last year. In the era of Iphones (Apple) and Androids (Google) dominating, Blackberry needs to step up its game in order to remain relevant in the market, and it’s beginning to do so as mentioned in Suki Chan’s Blog Post.
Suki points out that RIM (Research in Motion, Blackberry’s Developer), has begun the process of rebranding by changing its name and appointing Alicia Keys as their creative director. I agree that this is a smart move for rebranding. Blackberry has long existed as an individual brand, separate from its umbrella company, and now that it embraces a family brand the same as its manufacturer, the company itself can finally steal some spotlight. Apple and Google are empires with an immense amount of influence distributed via its multiple products, Blackberry must board on this train and start constructing a cohesive company name and brand of its own. “One Brand, One Promise” is definitely a good start.
However, a good start only helps them half the way, the new product itself has to resonate with consumers. Blackberry’s previous loyal customers have been mainly business people who value privacy and security. With the new Z10, it’s target segment seems to be migrating towards a younger and more fun-oriented crowd, and are losing its main features such as a professional physical keyboard. Their positioning has changed in order to compete with the versatile iphones and androids, and some people are worried if the main benefit they offer is still applicable to its subscribers.
Sources:
http://www.theverge.com/2013/1/30/3932046/rim-changes-name-to-blackberry
http://www.wired.com/gadgetlab/2013/01/rim-blackberry-rebranding/
http://online.wsj.com/article/SB10001424127887324329204578272114027831402.html