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

Developing and Managing Products: Bringing Life to a Product

As a consumer, we see thousands of new products on a daily basis. What distinguishes these products as new products? A new product is NOT a modification of a younger model. For example, The Curve by Blackberry is a model that has modifications and newer technology but is not a new product. A new product would be, the Blackberry Torch released earlier this year.When releasing new products, we the marketer must incorporate many strategies to help the product reach the consumer. This includes functions such as Research and Development (R&D), business analysis, and testing. So many factors play a pivotal role in the success of a new product.

When Blackberry released the Torch, much of the force behind the product came from consumer, research and market analysis. Iphone and Droid had been leading the mobile technology world in touch screen devices, and Blackberry attempted to compete with the Blackberry Storm. The Storm didn’t compete as well across the touch-screen field and thus, the Torch was created.



As discussed in an earlier blog post, products go through a life cycle- very much like life itself: Birth, Life, and death. The cycle isn’t as heavy but the cycle begins with the introduction or conception. After the release it begins to grow and reaches maturity. Unfortunately in the last stage, decline, the product loses momentum and sales decrease.

If you look at statistics and market research, decline usually corresponds to a new product release or modification. How ironic. We, as the marketer, must continually be finding new strategies and tactics to keep the product in the growth and maturity stages for as long as possible. To accomplish this, a strong effort and initiative on our end must be present that gives the product enough momentum to sell. Think of it as a rocket. If you had a perfectly designed rocket, yet no fuel, no lift would occur. If that rocket had only a small amount of fuel, it wouldn’t reach the heights it could if it were to be properly fueled. Further, if you want to get to your destination, you need to make sure there is gas in the car. Otherwise, you’re broken down on the side of the I-4 outside Orlando, Florida like I was at 17 years old.

Integrated Marketing Communications- The mix of all mixes.

There is one main goal of someone in business. I wish it’s changed, but it hasn’t. The main goal of any promotion is to get someone to buy a good or service. For the marketer, this means we must use all aspects of the promotion mix and integrate our marketing efforts. It is our ultimate job to communicate and get the product to the consumer.

Companies today want to show competitive advantage and that can become difficult when the audience is not tuning in. Our job – we have many of them- is to present the message through valuable mediums and channels and effectively enable our target audience to reach a – positive- decision about our product.

Promotion is pivotal to get product information to our core target audience. Promotion is a valuable and essential part of marketing and success.  Take the book required for this course, MRKTG edition 4. This book has to include personal selling and promotion both to the consumer and retailer. The publisher, most likely, went to schools, and then targeted the professors teaching this subject. This is where personal selling comes in. Why this book? What makes this book different than another one I used last year? These questions are answered by the personal sales representative. Lastly, the core consumers- students like me pulled into buying book after book- are targeted and offered promotions to obtain the book that they – the marketer- planned from the first.”Hello”. Welcome to Marketing Integration.

Personal Blogs have made companies go from bad to good and from good to bad. Fortunately, for Blackberry, the latter has not happened and blogs such as Crackberry.com have helped Blackberry generate and maintain customers for the company. The truth is, Crackberry is a mini-Blackberry corporation. Amazing really, how this blog started and became a staple for the millions of Blackberry users and skeptics.

Blackberry, perfectly balances the communication between its manufacturer, retailer, consumer and back to manufacturer. The main reason Blackberry has remained strong through the years is this communication. Blackberry has integrated with several platforms and increased its brand because of it. With every facet of the company integrated, Blackberry really is an IMC powerhouse.

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.

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