RIM Co CEO Mike Lazaridis talking Playbook

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.

Product Concepts. Wait. I have an idea !

          When we think of products, we think of tangible materials in which we, the consumer, can purchase or exchange something for.  Products are in our day-to-day lives and some we even depend on for use throughout. One product that has undoubtedly become a part of this class of products is the cellular phone. Cellar phones, when first introduced, we for business men and woman and people on the go. It was not a device for the everyday American. When, in the late 90’s and 00’s, phone’s started becoming “necessity” that is when Blackberry make some important Product decisions.

          Everything is important when it comes to product. First and foremost: the product itself. The product has to be able to perform and live up to the expectation of the consumer. An expectation made, of course, by none other than the marketer. Blackberry has done a good job at this and continues to develop new products; another facet of the company. 

          Product modification is important for several reasons. One, the product may in fact not be what research and development thought and fail connecting with customers. Second, the product may be great, but one or two features and functions may be outdated, required a modification. With Blackberry, most recently, this was done with the release and modification of the trackball.

          The trackball was the one feature about Blackberry that set it apart. No other device had the trackball and a user –or non-user- knew it was a Blackberry in their possession. The problem, however, is that the trackball feature to navigate on the phone was not durable and many customers complained. After quite some time, in early 2008, Blackberry released the TrackPad and revolutionized the Blackberry once again.

 

          Research in Motion has also extended their product line to include, besides mobile devices, the new Blackberry PlayBook tablet. Many technology professionals and industry insiders anticipate the release of the tablet and see if it says what is says it can do. We’ll see now won’t we? I think it’s a great feat to release the tablet in economic uncertain times, but also, in a market that has been lead by Apple (Ipad) and Barnes and Noble (Nook) since the craze started. This release will create a new product line, and new glimpse into the future at Blackberry. Thank you, Research in Motion.

Weekly Shout-Out goes to: T-Mobile

I just recently saw this advertisement for T-Mobile's My Touch 4G device. They modeled the commercial after Apple's "I'm a Mac" segments and actually did a great job. Considering Apple has a innovative and creative commercials, T-mobile will get customers and consumers to listen using this model. Shout out to T-mobile.

Check out the video....

Advertising and PR - Blackberry and Beyond

Be Bold. Blackberry. Love what you do on BBM. Being innovative and creative in a company’s approach to consumers is essential for the marketer. The problem is what sells? What captivates and educates the consumer in little time? The fact is in today’s world we, the marketer, have a few seconds to catch someone’s eye or ear and generate interest for a product, service, or brand. Blackberry, has been pouring millions into its advertising and marketing campaigns and has broadened its reach over the past couple of years.

With competitors itching toward leadership in market share, a brand must keep up with the Joneses’ in their advertising initiatives. Until recently, Blackberry was word-of-mouth marketing that started in business offices around the globe and eventually filtered down to the everyday mobile device consumer. No longer can companies count on a word-of-mouth initiative with new products and developments. In order for our market share to be as high as or higher than the competition, we must reach out.

Apple had great success at the beginning of the 21^st century by engaging consumers with bright, fun, and innovative advertisements that generated interest and revenue almost immediately. Blackberry recently did this with the new Curve series and now, the new Blackberry Torch. BBM, or Blackberry Messenger, is a utility unique to devices that enables the user to send unlimited messages of any length to other Blackberry Messenger “buddies”. This gives the owner privacy, efficiency, and other features at lightning-fast speed on the network. This campaign has been quite successful and the use of BBM in media such as television and movies has been an advertising campaign in itself. The Bravo television show “NYC Prep” consistently used the term, “BBM” throughout its season. CW’s “Gossip Girl” also drops the Blackberry Messenger utility as an event for the opposite user: “BBM me.”

          With the release of the new Blackberry Torch, the company is currently using a continuous media schedule and engaging in new product publicity. Media is seen everywhere; especially in the advertising capital of the world- New York. Billboards, subway advertisements, and print all have the brand splattered about in them and momentum is strong.

The fact is the smarter the consumer gets, the smarter we as markets must be to meet their needs and wants. Deciphering the means to which potential customers receive these “signs” is a large undertaking-one that requires research, persistence, and a great amount of risk. To quote one of my favorite shows, “Advertising is based on one thing: Happiness.”

Retailing Per a Class Discussion

After a class discussion, my mind still spins on the subject of retailing. The shift of retailers over the years has been drastic for some and static for others. With competitors battling it out for the highest ownership of the market, companies have to make the right decisions when it comes to stores.

Apple made a smart decision while other computer stores were closing down to build an image and experience. Small boutiques that once occupied shopping centers and malls now stand alone and continue to thrive. On the other side of the spectrum, many a store has closed after its opening due to many factors. Stores operate effectively when the communities around them find the products useful, and affordable. The fact that 50 percent of specialty stores go out of business after one year is intimidating to entrepreneurs. However, should a company or business have a good or services that are needed or attractive, this risk is worth the taking.

In a day where technology is constantly evolving, retail stores continue to thrive. Blackberry, with very little brick and mortar stores, may be hesitant to begin opening stores to avoid the risk of failure. This is unfortunate given blackberry shares a very even market share with iPhone which has done very well under the Apple umbrella.

I envision a sophisticated, innovative and inviting store with Blackberry products. Departments could be split into divisions: Business, Gaming and Entertainment, and Blackberry World. The business division could provide products, support and solutions for businesses and give companies and business men and woman a place to call home. The gaming and entertainment would be ground zero for all things entertainment. The social media user's best friend and contained all in one place. Blackberry World could be the place for the everyday user. Everything you want in a phone from the company who is the leader in mobile technology.

Concepts are easy. Implementing them is a different story. I hope that Blackberry and other businesses take the risk and create a moving experience in the retail world.

New Blackberry Playbook Leaked

Developing A Global Vision: Global Marketing Strategy

     With newer markets holding untouched opportunity today, marketers are taking advantage of every possibility they can to reach every consumer. With technology comes the ease of reaching these markets faster, more efficiently, and in their native language with little effort. What about the current market? How do we retain their business and  loyalty: The internet.

     RIM and Blackberry have done their homework by creating the easiest platform to which marketers can reach their audience. The newest member of the strategy team is not a human and does not have a 401 K. The answer is found on the web with sites like Handango for Blackberry and other devices. Consumers now have the availability and option to update, customize, and add software and application onto their device like never before. This is a distribution effort that has been working for other mobile carriers in recent years and continues to show positive results each quarter. Blackberry has now developed its own application superstore, Blackberry App World, and it has been successful on its own since its release. 

     Blackberry continues to branch out in their marketing efforts; they even brought on a new advertising agency in June of 2010 called, The Next Door who would be responsible for their global campaign. This collaboration will enable the company to have access to large markets and the populations that are growing in them. 

     It seems as though Blackberry’s strongest market besides the United States is China and the Far East. China is excelling in technology development and creating software and products at a rate faster than any other on the planet. A majority of Blackberry’s exports go to places like China due to demand and dependability of the server. Blackberry, though many would think these days, manufacturers their devices mostly in Canada and has very few objectives bringing production and distribution away from Canada. I like to think of Blackberry as the Apple of Canada. 

     Blackberries, much like the fruit, are found across the globe due to development, outreach, and strong relationships being built in newer markets to establish the brand abroad. With competition strong, it is necessity to maintain the objectives and goals internally, while supplying the consumer with the good and service they expect with a name like Blackberry.

Social Responsibility of RIM and Blackberry

Research In Motion is involved in many community events and sponsorship opportunities. Unfortunately, one of their recent ‘involvements’ was during the wake of Haiti Disaster. Blackberry users received a BlackBerry Messenger message with regards to the relief fund setup.

Over the past few days some BlackBerry owners have received a new BBM stating that RIM is donating 35 cents every time the BBM is passed on. According to RIM, that's not true.

The message was marked with a Red Cross symbol. It read:

"Because of what has transpired in Haiti recently, Blackberry has decided to help out and give 35 cents for the cause when you pass this message along to your friends on BBM (btw how blackberry sees this is through their Red Cross symbol)."

This fake fundraising message put Blackberry in a bad social light. Especially since the Haiti efforts were something not to be taken lightly. RIM responded to this falsification of information stating it was indeed a ‘spam’ effort and made sure the public was aware.

Research In Motion has been involved in numerous sponsorships, most notably sporting events and fundraising campaigns. Blackberry has sponsored the Asian Tour, a golfing event and the Formula 1 racing event.

Blackberry is the current sponsor for U2’S 360 degree 2010 Tour. This comes after it sponsored the Black Eyed Peas World Tour. They have been backing large groups as these for some time now and have branded everything imaginable at these events. Commercials have been made and distribution materials given out at the event, etc.

Blackberry teamed up with eBay this past month to support the Motion Picture & Television Fund which been caring for the entertainment community. The MPTF provides healthcare, child care, residential living and care for older adults, as well as social and charitable services.

RIM is an intricate part of the Canadian workforce and the community as a whole. Internally, RIM provides healthcare services, onsite massage services and discounted gym memberships to promote the wellness of their employees. They support education and are involved many charitable events even having a Philanthropy Team established that is responsible for reviewing new proposals and continuing their community involvement.

This involvement is crucial in surviving in an ever-changing world and enables the company to gain support by those a part of these causes. Although very little support and social responsibility has been placed in the America’s, Research In Motion continues to be a valuable link to the societal chain in Canada, its home base.

Strategy and CSR of Research in Motion

Blackberry, over the years, has evolved and grown into a global brand but, where did this evolution stem from? When the device was first released, its marketing strategy was simple: The phone that has the features they don’t. Blackberry was the first of its kind and the consumers learning about its kind quickly became aware of this. How then did they become the largest mobile phone manufac
turer? One word: Strategy.



Since those early days, Research in Motion has made titanic changes to its marketing strategy. The device itself started losing momentum after the release of Apple’s Iphone and RIM had to act quickly. The brand was shifted from the phone’s performance to the features it contained.


Probably one of the smartest and most emotional marketing objectives, Blackberry formed the brand around the concept that this wasn’t just a phone with bells and whistles rather, a lifestyle. This lifestyle pulled in consumers from all ends of the spectrum. Gone now are the days of business men and woman lugging around their Blackberry Curve’s for constant notification and communication with their employers. Consumers were buying for reasons such as entertainment experience, quality video and sound, and uncanny service. This strategy propelled the brand into the upper echelon of mobile technology and service, winning numerous awards, accolades, and notoriety.


Competitors to Blackberry similar to Iphone devices could not keep up with this product innovation thus creating a sustainable competitive advantage. Since the target market shifted from strictly business professionals, the brand has grown to incorporate a younger, hipper, tech-savvy consumer, bringing to their core market social networking fiends and more.


RIM has been an intricate part of society and cooperates with giving and donating time, goods, services, and of course money. Substantial expenditures have been made to Canadian-based facilities to promote education in the physics realm. The most recent involvement has been with environmental sustainability giant Greenpeace, seeking solutions to environmental dilemmas and promoting positive eco-friendly choices within society (http://www.greenpeace.org).


Bottom line here is: Research in Motion has had tremendous growth in an ever-changing, expanding market and continues to strive for excellence. Creating a strong brand, engaging the customer’s needs, and have a position in positive social affairs will keep Blackberry and RIM on the platform of worldwide domination.

BlackBerry Mission Statement and Brief History

Blackberry is a brand that was created by Research in Motion’s (RIM) Founder Mike Lazaridis in 1996, providing wireless web enabled devices across multiple networks. RIM is a Canadian based company founded in 1984 that formally worked with RAM and Ericsson, developing a two way paging system and wireless email network.

The company’s goal and vision is clear: “to provide solutions for the worldwide mobile communications market, including the software that allows the BlackBerry Smartphone to provide mobile access to email, applications, media and the Internet.” (RIM website: http://www.rim.com/company)

Since the creation of Blackberry, it commands over 20% of the world’s Smartphone sales, available in over 91 countries on over 500 mobile service operators. Blackberry has sold over 100 million devices and still trumps the Iphone is sales since its development.


With the development of the New Blackberry Torch we see the progress that Blackberry has made. Not only does Blackberry dedicate so much time and funds to research and development, but they have successfully built the brand strong and have reached different demographics in the past 5 years than any other company.


There is no doubt that Blackberry has been, and will continue to be, the leader in research and development in wireless realm.