Does BB need business focused promo's to attract professionals
Like 1 year free Wall Street Journal Subscription, Barrons , Forbes etc...
Or Discount on Airlines lounge memberships...something that could pull executives and professionals....
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- 12-11-13, 09:24 PM #4
BB is focusing on enterprise sales, which aren't made because someone reads a magazine ad. They are made because a corporate sales rep liaises with the IT department and CIO/CTO of the company and tries to convince them that they have the best solution for that company's needs.
Don't expect to see many ads.
- 12-12-13, 01:17 AM #6
I feel BlackBerry should focus on anything other than Enterprise consumers for now, cause that's exactly why they aren't selling much in the States.
Even if they are to focus on enterprise for a strategy to get more mainstream users in, enterprise users have long missed that boat and are now using their various BYOD devices. It wouldn't be wise to backtrack and focus on these guys anymore.
It's time to go for the whole pie now...
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- 12-12-13, 04:59 AM #7
You are right, of course, in that the enterprise market is effectively shrinking due to BYOD, and that there is far more competition than, say, 5 years ago during BB's glory days, but it's the only play BB has. The brand is too damaged in the consumer space; it would take billions in marketing and PR to try to turn around the brand perception, and that assumes that the marketing would be extremely effective (something BB has never been able to pull off before). BB simply doesn't have that kind of cash, or that kind of time - there are too many other demands for the money it currently has in the bank.
- 12-12-13, 06:49 AM #8
I know it isn't an easy road but eventually they will have to tackle the giant of the problem which is the consumer market. Without such a focus down the road, they will never ever break out of that rut.
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- 12-12-13, 07:10 AM #9
- 12-12-13, 07:18 AM #10
In other words, they are just a handset business for enterprise and very little else...
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- 12-12-13, 07:44 AM #12
BlackBerry's revenue largely comes from handsets, and for them to forsake the consumer market where a majority of that handset revenue comes from, would be more than a little detrimental to their survival. To focus on enterprise and services would drastically downgrade their businesses from even BBOS 7 days where they sold a ton of Bold 9900s and such...
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- 12-12-13, 04:13 PM #13
The problem is that BB can't simply "wish" their handset business into success, and they can't keep throwing money at it when they aren't selling. BB isn't Microsoft, which has $100+B in the bank and makes billions in profit off of other products every year. Just because handsets used to be their main source of revenue doesn't mean they have to keep making them when handsets continue to be a huge loss. The market has changed, and BB simply didn't change fast enough, and the harsh reality of the market is that BB10 handsets weren't commercially successful.
You don't get infinite "second chances" in the business world. BB10 was BB's "second chance" and they blew it in many ways, and despite the fact that a relatively small number of people really, genuinely LOVE the product (I get that, and I'm not saying that you are wrong for doing so), the market as a whole has rejected BB10. At its peak, BB10 never broke 1% marketshare, and today, its marketshare is so close to zero that it's a rounding error.
BB still has significant costs ahead of it, and if it wants to survive AT ALL, it has to make radical, unpopular decisions. Just because a company was ONCE a multibillion-dollar company doesn't mean it always will be. That's the lesson: in business, you can never stand still, or your competitors will run you over. BB stood still for YEARS, and their competitors ran them down and ran away with their customers. If you are looking for someone to blame for that, it isn't the media, or Apple, or Samsung, or Google, or Microsoft, or the "stupid sheep" customers (that you desperately want to come back to BB). The people to blame are Mike and Jim. They're the ones that ran the Titanic into the iceberg. The rest has just been theater since then: trying to get as many passengers (BBM, BES, QNX) off the boat (handset business) before it goes down.
- 12-12-13, 07:18 PM #14
However, in reality, John Chen is still not backing away from the consumer market even as you said they should be focusing on enterprise...so maybe on paper they should but they aren't doing it in reality...
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- 12-13-13, 01:12 AM #15
- BB's marketshare continuing to drop off a cliff, with no real response from BB.
- No roadmap or pre-release info of any kind regarding future handsets (there was plenty of this well in advance of the current 4 devices).
- No mention of BB10, presumably the flagship product, in any communication by John Chen so far.
- The elimination of the CMO and COO positions
- Jabil Circuit (BB's phone manufacturer) canceling BB's contract due to nothing being on the production schedule, and reallocating production to other vendors.
- The "launch" of the Z30 in Malaysia, and a complete non-launch in the West.
- Carriers abandoning BB10 especially and BB in general.
- The total lack of BB advertising (this is CHRISTMAS, the #1 buying season for consumer electronics).
- BB laying off most of the employees in the hardware and consumer marketing divisions, including contracted reps (MarketStar).
- The repeated "focusing on the enterprise" message in all of Chen's communications to date.
What is it that makes you believe, despite all of this, that BB intends to continue competing in the consumer market?
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