[brout]

WTF are you talking about, Google didn't come up with names, Andy Rubin thought of them, Android, and all it flavors (except KitKat, but thats just marketing). Don't forget Android is just another acquired company!

I think Disney owns that name now. It was originally owned by Lucasfilms.

[neoberry99]

I be no professional nor English major but given the chance I would:

Advertise BBM to the maximum! Commercials should show teens and adults using BBM on BlackBerry, Samsungs's, Androids, and iPhones. Illustrate why BBM and all of its parts are important, fun, and a necessity in your daily activities!

Show future models or concept models in these commercials with BB's logo prominently displayed. Get people talking about BlackBerry in a differently light....Make funny commercials with people using old blackberry's and not wanting to upgrade....Something like how here in the US Maytag Appliances and the repairman is always bored because the products never break.

BlackBerry is the brand! It needs rejuvenation! BlackBerry should make phones for Android and BB10....why not?? I could see Android for the masses.....BB10 for prosumers, or governments that must have top notch data security that only BB10 could truly offer. Also all BB10 products would be high end....I would use the BB Android OS phones for the developing markets.

The key is having BBM on every freaking phone possible.

[playbookster]

i believe that you heard this rebaranding of BB10 right because i heard this too.
And i have a possible name :QNX 10

Shhhh

C001B7B16 The Gif Exchange

[sgt_snacks-64]

BlackBerry 10 + Android merged together into one OS

hmm..

BlackBerry Fuse
BlackBerry Assimilate
BlackBerry 10 [With added Slap-on Android]

??

[Superfly_FR]

Just call it back BlackBerry O.S 10.

I don't taste "BlackBerry Jelly"

[ubizmo]

They should rebrand to BB69 and make some "semi-porn" adds.... It would be a sucess and everybody would know about the brand

And they could stick with the "Keep moving" slogan.

[Thunderbuck]

I'm suspicious that we might be seeing some kind of "relaunch" fairly soon.

I find it really odd that 10.2.1 is really being numbered as a "minor" update when it includes significant new functionality; the ability to install APKs natively is huge.

My own ABSOLUTELY PERSONAL take on this is that there is a plan to reposition BB10 as a "best of both worlds" approach, and I'd like to think that there will actually be some Google involvement, even if it's only to the extent of explicit approval.

I found it very interesting that Oppo released a phone running Cyanogen last week, with Google agreeing to run GPlay services on it. That tells me that the big G is starting to embrace "not-strict-Android" approaches.

[crucial bbq]

As someone who worked in "branding", that is, marketing, I can say there seems to be some confusion here. Brand is your image, not name--although the name could be a part of your brand as is most often the case. Your brand, your image, is what you want people to think of when they think of your products. Simply put, it is marketing and how you market your product. That is your brand. Your image.

BlackBerry does need to change their image, but doing so for a company the size of BlackBerry is not going to be fast. They can begin to see solid turn-around, if they are successful, by summer time. In reality however, it will likely take them to the holiday shopping season of 2014 before they can make, and see, any real positive results. As I wrote in another thread; in my opinion BlackBerry should quietly work on some solid products and ad campaigns, release a few new products over the summer with little excitement, then drop the bomb at the end of October 2014 with an entirely new product line, solid version of BB10, then continue to creatively and aggressively market through the end of the year.

In the meantime, they should continue to push and market BBM, continue to associate BBM with BlackBerry (phones), but not overtly advertise BB10 handsets. No offense to anyone, but consumers, uh, humans, are rather predictable. BlackBerry needs to shed its image of RIM and of 2013. They need to separate the name BlackBerry from the company and the handsets and then re-associate the name BlackBerry with BBM (and BES, too, but I'm sticking with the consumer market here). Then, after consumers [positively] associate BlackBerry with BBM and not some "dinosaur" handset that "businessmen" used, they can then complete the branding by associating BBM with BB10 as BB10 being the native handset that can do BBM the best. Essentially, turning BB10 into the best social networking phone on the planet (it does not matter if it is not. Remember: branding = image). This is how, again in my opinion, they should rebrand themselves.

BB10 Flopped, there is no getting around that FACT!

There is no doubt that some type of rebranding and a relaunch is going to be necessary to get sales moving in a positive direction. Maybe they leave the BB10 name alone and just start a new marketing campaign around it.... and maybe Ford will bring back the Pinto.

Yup, new marketing. By the way, Ford was the only Big Three manufacturer that did not receive a Government bail-out. Not sure how it happened (okay, I have an idea), but U.S. auto manufacturers are, for the first time in like 30 years, are seeing some positive growth amongst Americans, mainly Ford. Probably because they finally realized that Americans really do want economical, fuel efficient, vehicles.

That would take much longer and BlackBerry doesn't have the time

Sent from my Z30

Perhaps they are losing time with handsets and the consumer market, but BlackBerry as a company is not going to leave the planet. They can survive just fine with QNX, BES, and BBM just fine.

[Tom689]

It's obviously too late to go back and rename products that are already released. I am not fond of the letter number combination it's really awkward to talk about new blackberry phones out loud to people partially because of the weird names.

[Gnomesane]

I'm suspicious that we might be seeing some kind of "relaunch" fairly soon.

I find it really odd that 10.2.1 is really being numbered as a "minor" update when it includes significant new functionality; the ability to install APKs natively is huge.

I think so too. I also find the numbering odd. I think 10.3 is being held as a major design/ui refresh personally.

I found it very interesting that Oppo released a phone running Cyanogen last week, with Google agreeing to run GPlay services on it. That tells me that the big G is starting to embrace "not-strict-Android" approaches.

That is interesting, good to know, thanks!

[Troy Tiscareno]

The time for all of this was back when BB10 was released.

RIM should have STAYED RIM, and a new product name should have been given to the BB10 devices as well as the BB10 OS. The old BBOS devices should have remained "BlackBerries", but the new system should have had new names. That would have made it MUCH clearer to everyone that BB10 was new and different and not the same old BBOS.

RIM did the opposite: they rebranded the whole company as BB, and embraced the brand that had WAY too much negative brand image in the Western world. This did NOT help them be more successful, and was a decision that could have only been made by people living in an echo chamber, unaware of what people outside their bubble thought of their brand. To this day, most people lump BB10 in with their negative thoughts of BBOS, and that is RIM/BB's fault entirely.

[BuffaloMadMan]

Nokia is gaining market share and has taken over BB. Now I did say that its far from being a success but you have to admit its a start. People now associate colorful design and good cameras with nokia devices because of this. Look at most devices coming out now, they are coming out with different colors and with a focus in cameras and its because Nokia pushed the envelope. Now will this lead to anything is yet to be seen but my main point is that BB needs to do exactly what nokia has been doing in terms of design and features consumers care about if they want a chance to come back.

Posted via the Android CrackBerry App!

[sianto]

Attachment 235411 This could be the new OS name

Yeah, but I also like the BB10 name, but QNX is nice!

[sianto]

The time for all of this was back when BB10 was released.

RIM should have STAYED RIM, and a new product name should have been given to the BB10 devices as well as the BB10 OS. The old BBOS devices should have remained "BlackBerries", but the new system should have had new names. That would have made it MUCH clearer to everyone that BB10 was new and different and not the same old BBOS.

RIM did the opposite: they rebranded the whole company as BB, and embraced the brand that had WAY too much negative brand image in the Western world. This did NOT help them be more successful, and was a decision that could have only been made by people living in an echo chamber, unaware of what people outside their bubble thought of their brand. To this day, most people lump BB10 in with their negative thoughts of BBOS, and that is RIM/BB's fault entirely.

Agree with you, but you can't turn back time!

[BuffaloMadMan]

Just so you know anyone can get certified for play services you just have to meet certain requirements from Google. Its always been like that I forget the process name tho. My own opinion is that it would be hard for BB to get certification from Google because its not an android based product so if something happens to a customers device or an app misbehaves, that comes back to Google and makes them look bad not BB. There is a set of guidelines for the certification process let me see if I can find them but I doubt Google would want to deal with a head achr when it would not benefit them at all.

Posted via the Android CrackBerry App!

[Bla1ze]

Just so you know anyone can get certified for play services you just have to meet certain requirements from Google. Its always been like that I forget the process name tho. My own opinion is that it would be hard for BB to get certification from Google because its not an android based product so if something happens to a customers device or an app misbehaves, that comes back to Google and makes them look bad not BB. There is a set of guidelines for the certification process let me see if I can find them but I doubt Google would want to deal with a head achr when it would not benefit them at all.

Posted via the Android CrackBerry App!

• CTS (Compatibility Test Suite)

Android Compatibility | Android Developers

[BuffaloMadMan]

Just so everyone knows in order to be certified you must follow the CDD The Android Compatibility Definition Document (CDD) Google search it and a PDF pops up and all the answers are in the pdf

Posted via the Android CrackBerry App!

[BuffaloMadMan]

Thanks blaze

Posted via the Android CrackBerry App!

[Saiga]

I think Disney owns that name now. It was originally owned by Lucasfilms.

You're right, but you are thinking of "Droid". George Lucas trademarked "Droid" but not Android and Verizon actually paid Lucasfilms to use that name. If you look closely, you'll actually see "DROID is a trademark of Lucasfilms" on all of the old commercials. I assume Verizon is now paying Disney.

[Joao Oliveira]

And they could stick with the "Keep moving" slogan.

There you are

[Zidentia]

As someone who help market the largest branding success story in history there are several options here. All brand names normally can recover, Blackberry I am sure has done quantitative research that measures the brand awareness, properties associated with the name and actual favorability.

Blackberry the brand still possesses a favorable perception but, the handsets are perceived as archaic and uninspired when compared to the market performers. The only time you change your name is when the association with it causes public ill will or the perception of it. BB10/playbook simply were not marketed correctly or extensively enough. There are certainly some assumptions to be made and the most obvious one is lack of confidence in the product. The next likely is the marketing personnel simply did not have the skill to create a buzz around a new type of product. it is one of these I would say.

If you follow John Chen's clues he has clearly relayed what the research has told them. The perceived strengths are in enterprise and security. These are the same attributes they exhibited in the market when they had a larger share and it must be what the surveyed still see as attached to Blackberry as a company and as a brand. So he will continue to be aggressive in these markets while keeping the heat on in foreign markets where they still have considerable share and want to "defend the house". This is where Foxconn comes in. They will allow him to leverage cost and concentrate on profitability with Enterprise and BBM.

BBM is an easy piece to market as the perception is not skewed negative and actually has some prestige still. They can leverage this monetarily with ads for consumer and secure BBM for enterprise. This will eventually lead to more monetization as they leverage services.

As far as marketing outlay they have to decide whether they depend on street feedback to build the cache again or cover the media with consistency type ads. One style I would test is the old blinking light addiction with a twist that shows how the OS manages your addiction and your life. The key is consistency with the message and a slow build of reinforcement changes like adding value to existing customers(like the BBOS support) and solid OS development with leading edge changes. Hire the engineers away from the start ups and the bigger players. Be aggressive.

Blackberry can come back but not the "old" one. There are many examples of companies that morph or even rename to survive. It is possible and within reach of a company that has cash and vision.

[Christian Brunette]

Here's another opinion, but also a known fact. With all the marketing out there and reviews, why not offer two phones with with my BB ShockWave <---- hahaha shockwave love it, with premium hardware gorilla glass 3 solid state metal uni-body frame yes only 3 colours titanium, black, & white and have the back skin stamped metal with design pattern from the bold 9900 make BB emblem mirror. Nothing wrong with RIM nothing Wrong with BlackBerry, it's not app driven that's the issue, people want quality and versatility. How about giving us just that bit of dignity to put a value on what we use the most. Apple did it and it serves them well, let's be better and different.


Furthermore if Chen was smart? yes! stick with security, but also he'd listen to the consumers and use the best suggestions from the ones who know learn understand the technology and make it better, they're hackers out there that spend everyday of their lives focusing on how to add to OS platforms and how to make it better, open the world of apps to people who want more out of a phone then just security, not just plain fundamentals but an open world of user versatility with a premium line of quality affordable phones, here's a thought use nickel for a body cost of the body would be like $2.00 cnd that would bring jobs back to Canada.

[RyanGermann]

the OS "Synapse"! That works. "Check out the BlackBerry Z50, running the new Synapse operating system."

actually, bb10 architecture makes that name quite apt.

[Jon Ryder]

I think marketing is key. They simply didn't market BB10 right, the general public was not informed that it was a new OS, new features were not highlighted, etc. When people hear the name BlackBerry, they think of legacy hardware and software. They need effective marketing to fix things.

This is exactly what I think, BB10 doesn't need to be rebanded, it needs proper advertising and a cheaper low end phone in it's lineup.

[leehardballer12]

Why don't they just call it QNX?

Posted via CB10

Personally, I like this as well. They could tie in with some cool car/ phone/ tablet integration using the BlackBerry QNX name they already own. They would just need to actually DO the really cool integration stuff....