It also didn't help that the original Windows Phone 7 ads presented the message that Windows Phone is better, since one can use the phone less. Getting information quickly and getting on with life would be a message more geared to an older demographic. Younger people would not find appeal in a phone they would use less.
Originally Posted by ubizmo
I agree with this. RIM needs to change that image.
Here I disagree, sort of. I don't think it's about the BlackBerry image having sunk low, but it is about that image never having been consumer-friendly in the first place. In another thread somebody mentioned the image of BlackBerrys as leashes that companies keep their employees on. So at one end of the leash you have bosses and at the other end you have whipped employees. Neither is particularly appealing in the consumer market.
Couple that image with the perception that BlackBerrys can't keep up with what other platforms are doing--and this is largely a matter of apps--and I think you have a serious image problem.
It looks like Scion is more popular with Generation Y than Toyota, based on this article from last year. Gen Y Buyers Prefer Asian Brands Over U.S. Brands, Study Says
The comparison with Toyota/Scion is interesting. In Japan, the Scion is just another Toyota, because Toyota has no image problem there. (Or had no image problem. I bought my Scion in 2005, and that's when I researched this) But the image of Toyota in North America was an image of functionality and reliability, which are good things, but not exciting. Toyota indeed wanted to appeal to a younger demographic, so they launched the Scion brand in North America but not in Japan.
According to what I read, it didn't work, at least not as planned. The Scion has been fairly successful (My 2005 xB is still running great, with 123k on it), but not so much with the younger crowd. It was more popular with middle-aged and older folks...like me! So I don't know if there's any lesson in there for BlackBerry.
This needs to be the top priority for RIM.
That's a fair analogy, and if it holds true the first BB10 device really has to have it all. It needs to make people say "Who knew a BlackBerry could ever do all this?" The 99xx disappointed on battery life and camera, leaving the impression that the "best" BB still falls short. Yes, I know that the EDoF camera has its advantages and OS upgrades have helped with battery life, but all of that doesn't really change the bathos of the first impression that the Bold made, and that impression is damaging to the overall image of BlackBerry.