We all have products. We use them, we wear them, and we even eat them. If you look at it in a more broad sense, our entire lives are made up of products. How does this affect us? Well, because our lives are filled with product after product, we as marketers have to work twice as hard to ensure the proper delivery to the consumer. Long away are the days of traditional business when one product and one segment were present. People have evolved, markets have shifted, and many characteristics make up a consumer.
Let’s take Blackberry for instance. Blackberry started out with one idea: put into the hands of businessmen and businesswoman a device that could keep them connected to their clients and the office. They did just that, and then some. Their first market was undifferentiated and didn’t contain multiple segments. Now having five top selling smart phones, on the top four US carriers, Blackberry continues to expand and strengthen itself in each market.
Let’s talk Curve. The Curve was a new breed of phone when first released and quickly, the non-business user gravitated toward it. Ironic, since now a large percentage of Curve users label themselves “personal” users. The Curve and The Storm were both developed and marketed to the younger, more leisurely customers and left The Bold for the business men and woman. Plus, with the increase in popularity of smart phones and applications such as facebook and twitter, Blackberry and other sellers are catering the services and the devices themselves to meet their needs. So RIM’S target market went from a small, general segment to a massive multi-segmented market. 
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