Raving reviews of O&M's new look for Vodafone Blackberry users. Now Blackberry services are no longer accessible only to the top & premium segment.
All guns blazing, anyone who can afford it, please access it.
The advertisement in itself, I agree is quite clutter-breaking & different. A group of typical top management executives dance to a catchy tune of being the ‘Blackberry Boys’. Then comes in a guy in summer wear & is followed by many more facets representing the Indian youth populace.
A simple & clear communication that a Blackberry is for everyone.
I agree that the market for smart phones have opened up; & coupled with growing consumerism, many companies have started betting big & spending top money to lure the young Indian.
Nokia is the company getting hurt, their dwindling market share, especially within the smart phone segment has been led by the growth of Blackberry & other competitors.
Now that the context has been set, the question I’m raising here is Blackberry’s strategy. Especially for a high involvement product – a smart phone costing upwards of 10 grand.
The manager who is paying top rupee to purchase the phone with the most gizmos & easiest access to business usage will now have his favorite Blackberry Bold being used by one and all.
How is Research-In-Motion (RIM) differentiating between these varied sets of target groups by launching an umbrella Blackberry campaign?
Nokia had successfully managed to do the same by having extensions for their various consumer segments & price points. But within Blackberry these distinctions do not seem to come out that strongly.
Not to say that Blackberry needs to go the Nokia way, but just to bring about the argument that it is easy for a smart company to take Blackberry’s place in the premium segment.
I thought maybe a HTC, but their recent strategy seems to be nothing in line, it seems like all the companies need their phones to be sold to anybody & everybody who can buy them.
Maybe something as basic as Targeting needs to be relooked.
