BRAND TOUCHPOINTS

Blackberry – the most preferred business phone

Posted in Uncategorized by Abhinaya Chandrasekhar on September 26, 2009

What makes blackberry the most preferred business phone?

I was reading a book – Killer Differentiators, that talked about category leadership and first movers’ advantage as one of the strategies to grow a brand. Blackberry was cited as an example for one of the first smart phones developed. This was way back in 1999. It is 2009. Why is it still preferred?

Guaranteed – Its got many useful features that are completely business oriented, but what about other phones that offer equally better features and entertainment too?

They have built their brand around a very strong vision. Perception in the minds of the consumers is built so strong. A Blackberry owner is a true businessman/woman, elegant, sophisticated, rich and busy!

Competition

Apparently the sales is not so good this quarter. Profits have gone down, but they have managed to sell 40% more handsets than last year. The competition is building up. The new 3GS iPhone is growing strong and the Google android phones from HTC, Motorola releasing soon are sure to fight. Apple vs Blackberry war has been going on for a while now. This one is my favourite:

Blackberry taking a shot at Apple

Apple’s retaliation

Consumer’s views:

Four years work experience

In my situation, I would simply go for a pda as its a sign of professionalism, seriousness, stature and being associated with those who are claiming responsible positions in the firm, even though I may not have the absolute necessity of having to regularly check my mails.

I have seen many people who own an htc cribbing about it. They have not synchronised outlook to their hand held device as it beeps every now and then and is disturbing.

One year work experience

I would love to own a Blackberry! It gives me an “I am important” feeling. An iPhone makes me look cool. Thats not what I want.

Twenty – two years experience

I have no choice but to use a Blackberry. I simply need it. I dont care much about music / games. I have no time for entertainment. The battery is not good. On my last trip abroad, my Blackberry heated up and exploded. I got it replaced though.

Thirty years experience

I work in a high stress environment with tight deadlines. But, I must admit, I dont know how to use all the features yet. My Blackberry gives me a status symbol. I am a page 3 celebrity and its important that I am in vogue. Sure, it helps me reply to mails the moment I receive them.

Blackberry has become an aspirational brand for the newbies to business, status symbol for the ones in it already. It has created a very high top-of-mind-awareness for itself which is going to be tough to break for any other brand. I phone is still looked at as a coolness device. Blackberry users identify themselves as a layer above. They express no desire outside to look cool. They would rather be the only-business type. It will be fun to watch other players try to break this perception.



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3 Responses

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  1. Karan said, on September 26, 2009 at 5:56 am

    blackberry is the best option for business usage, pdas are any day a better option than touchscreen Iphone being an exception to it. Htc comes close to competing but lags when it comes to opening jpeg pic attachments

  2. Karthick said, on September 29, 2009 at 2:24 pm

    Functionally the Blackberrys use was the email. They are masters. Apple lag in that. But Apple has every other base covered. Applications, browsing and UI, I am yet to see a phone that comes close.

    If it weren’t for Apple’s anal file format protection system I would recommend it to the be end all for every business/pleasure user. You don’t get a better viewing screen or a touch feel or even a better audio system. You don’t have to carry 3 different electronic items when everythings bundled into one.

    The thing that Blackberry should look into is opening up their SDK to the public. Then I’m pretty sure Apple’s got a huge competition on their hands.

  3. JimmyBean said, on October 1, 2009 at 9:15 am

    I don’t know If I said it already but …I’m so glad I found this site…Keep up the good work I read a lot of blogs on a daily basis and for the most part, people lack substance but, I just wanted to make a quick comment to say GREAT blog. Thanks, šŸ™‚

    A definite great read..Jim Bean


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