WES renamed Blackberry World

      

     We kind of saw this one coming, and in an official announcement today RIM has rebranded the Wireless Enterprise Symposium (WES) to BlackBerry World. A very fitting title given the history of the conference. It is definitely worldwide and the past few years we've seen our fair share of device announcements (maybe a Storm3 this year?!) and more. The conference will still hold the same breakout sessions, hands-on labs and certifications as in the past, while incorporating more from other areas of the BlackBerry platform as well. Attendees of BlackBerry World will be able to:

• Hear the most current information about the BlackBerry solution, new application partners, and roadmaps for the future
• See live demonstrations of the BlackBerry solution at work
• Get answers from BlackBerry experts to develop value-driven wireless solutions, as well as carriers and vendors who can help provide valuable wireless research information
• Meet and connect with key executives who are making the BlackBerry solution part of their business planning, and the industry leaders who are shaping the future of global wireless technology
• Get training on the BlackBerry platform, with additional opportunities for technical certification

The flagship BlackBerry conference will be entering its tenth year and will be held from May 3-5 2011 in Orlando FL. Registration opens in January. For more check out blackberry.com

Segmenting and Targeting Markets: If you're a market, watch out !

     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.