Are you in business?

**dandbj13** · 05-09-2012, 07:59 PM

Wake up. It’s time to mean business. Now before you go looking for your suit and briefcase, we’re not talking about that kind of business. Business is no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit.

These days being ‘in business’ means you’re the kind of person who takes action and makes things happen. You don’t just think different… you do different. It’s a simple choice: You’re either here to leave your mark and eat opportunity for breakfast OR You’re satisfied to just float through life like a cork in a stream.

Now, we know some people will choose to float on by and that’s fine. Being in business is not for everyone, but unfortunately… there is no middle ground. You’re either in business or you’re not.

For those of us with our eyes wide open, we need to realise there’s only one device for people who mean business… the brand that’s been in business from the very beginning. Wake Up. Be Bold. BlackBerry.

So far, there has been much discussion over the ill-conceived ad campaign, but very little about the message at the end. I will be the first to admit I have led the way in mocking this campaign. I have no intention of letting it die. Companies should be punished with unending ridicule when they do the ridiculous. However, this is not that post. I want to make a honest effort to discuss the content, rather than the character of the campaign.

RIM is trying to define itself by the type of customer it hopes to attract. It has drawn a line in the sand. You are either in business, or you're not. Prior to that, we kept hearing the term, "Blackberry people". Again, this is an attempt to define the company by the type of people they hope to attract.

For my part, I am not a "Blackberry people" person. I am not in business. I do not eat opportunity for breakfast. I used to, but I can't tell you how many stomach problems a person can get with a diet like that. I proudly take my place among the average citizens of the world. I care about making a better world and providing a good life for my family. I do not care about "being in business", or eating opportunity for breakfast. I do not need to be a one percenter to be a successful human being.

I am not chasing the dime, and have no interest of obtaining an excess above what I need. What I seek more than advancement is contentment. Does that make me a cork floating in the stream, content to let life pass me by? If so, so be it. RIM has emphatically proclaimed that they do not want my kind of business. I wouldn't fit into the club.

But that's just me. What about you? Are you in business? Are you really a "Blackberry people" person? Have I misinterpreted the message? Is RIM really saying they want to be the official phone of the 1%, and only the 1%?

Thoughts?

**alnamvet68** · 05-09-2012, 08:13 PM

You spent an inordinate amount of time attacking the character of the event in the other thread, and NOW you're interested in some content and civil discourse??? You had your chance, and you blew it!

**o4liberty** · 05-09-2012, 08:17 PM

Reading many forums and talking to a lot of people I see a strong trend of people heading to blackberry. When it comes to productivity only a blackberry has the niche for it. I have owned other platforms and came back for this reason. With BB10 and a physical keyboard RIM should be sitting pretty this time next year. As soon as there is a 3 or 4 G PlayBook I will dump my galaxy tab.

Sent from my BlackBerry 9930 using Tapatalk

**Mystic205** · 05-09-2012, 09:35 PM

I was about to discuss this, however after reading post #2 i took a look at your posting history and am simply left with trying to figure out why you are here... objective and unbiased you certainly are not.. enjoy.

**belfastdispatcher** · 05-10-2012, 03:14 AM

BTW, "Blackberry People" is not Thorsten's term, this has been used for a long time, sometimes by comedians, Jerry Seinfeld being one.

**southlander** · 05-10-2012, 03:47 AM

I think it is a fine tactic. It is just marketing after all. It's not like you can't "Think Different" or whatever and choose something other than an Apple product. Just a slogan. RIM playing to its core market.

You say "I do not eat opportunity for breakfast. I used to, but I can't tell you how many stomach problems a person can get with a diet like that."

Some people are like this or at least see themselves this way. And RIM choosing not to market this way is not going to change their lifestyle. So RIM appeals to them. I suppose.

You can of course run a business and be productive on other devices if they so suit you. But then again you can also do a lot of things on a BlackBerry pretty well that people say you can't like.. media, browse the web, etc. That does not stop others from taking pot shots and acting like you can't. It's all fair game.

**Superfly_FR** · 05-10-2012, 04:51 AM

"it's just not intended for you " ... but you might like it, still.

**_StephenBB81** · 05-10-2012, 06:02 AM

I certainly am "in Business" my waist line has expanded through my 20's due to my diet of chasing the next opportunity and gobbling it up.

Where did that quote come from?

**Chrisy** · 05-10-2012, 06:10 AM

I'm not a business person. I'm not out to make tons of money.

I have goals though and I like to be organized, efficient, keep in contact. I define what success is to me and a BlackBerry does help me attain my set goals.

**ALToronto** · 05-10-2012, 08:08 AM

I'm in business, and sometimes opportunity knocks before breakfast, or at 11 pm. But that's not why I love and use Blackberries. I wouldn't do internet banking on any other phone, and bridge to the Playbook is indispensable.

**dandbj13** · 05-10-2012, 08:13 AM

Originally Posted by southlander

RIM playing to its core market.

Originally Posted by Superfly_FR

"it's just not intended for you " ... but you might like it, still.

These two comments are at the core of what I was getting at. RIM is playing to its base, not reaching out. In fact, they seem to be trying to tell everyone who doesn't already get it, to go away. Superfly's comment says it all. "It's just not for you." That is what I think a lot of people will get from this campaign.

RIM message sounds like it is saying, "We only cater to a certain kind of person, and sorry, you're not it." Remember, this started in front of an Apple store with RIM shouting at the people to wake up. They are telling the people that they need to conform to Blackberry standards; they are the ones who need to change and improve themselves.

Samsung ads also made the mistake of mocking Apple customers. But at least they paid it off by saying, "We, have a product that is even better than what you are waiting for. They were not say that Apple customers needed to change themselves to become worthy of Samsung. Rather, that Samsung has provided exactly the product their looking for.

That was not RIM's message at all. RIM offered nothing new. They just said that there is something wrong with you if you are not already on board, either fix yourself, or you're not worthy. I'm having a hard time finding the good in that approach, especially at a time when RIM needs to reach out, not alienate.

**Chrisy** · 05-10-2012, 08:21 AM

Personally, I don't let a company motto or message sway me either way. I'll decide if the device (or product or service) is what I need. Not them.

You're making too much out of an ad. One ad.

**belfastdispatcher** · 05-10-2012, 08:23 AM

Originally Posted by dandbj13

These two comments are at the core of what I was getting at. RIM is playing to its base, not reaching out. In fact, they seem to be trying to tell everyone who doesn't already get it, to go away. Superfly's comment says it all. "It's just not for you." That is what I think a lot of people will get from this campaign.

RIM message sounds like it is saying, "We only cater to a certain kind of person, and sorry, you're not it." Remember, this started in front of an Apple store with RIM shouting at the people to wake up. They are telling the people that they need to conform to Blackberry standards; they are the ones who need to change and improve themselves.

Samsung ads also made the mistake of mocking Apple customers. But at least they paid it off by saying, "We, have a product that is even better than what you are waiting for. They were not say that Apple customers needed to change themselves to become worthy of Samsung. Rather, that Samsung has provided exactly the product their looking for.

That was not RIM's message at all. RIM offered nothing new. They just said that there is something wrong with you if you are not already on board, either fix yourself, or you're not worthy. I'm having a hard time finding the good in that approach, especially at a time when RIM needs to reach out, not alienate.

I am one of the Blackberry People, I want RIM to build a phone for me like they have been so far, I don't want them to build a phone a granny can use.

I am a power user and I need to do things fast on my phone.

How many phones will RIM sell is not the user's concern and neither is what profits they make.

**dandbj13** · 05-10-2012, 08:31 AM

Originally Posted by chrisy520

You're making too much out of an ad. One ad.

I respectfully disagree. RIM is under a microscope right now, and they know it. This was done coinciding with their Superbowl of events. It was done to disrupt business at the store that does the most business for maximum effect. It was prolonged by a countdown timer to make sure the whole world was watching and waiting. This is RIM making a major positioning push for who they are and what they are about. This is not just any old ad. They invested way too much mind-share for this to be ignored as meaningless. This is a major piece of messaging from RIM.

**southlander** · 05-10-2012, 08:44 AM

Originally Posted by dandbj13

They just said that there is something wrong with you if you are not already on board, either fix yourself, or you're not worthy. I'm having a hard time finding the good in that approach, especially at a time when RIM needs to reach out, not alienate.

That's just it though. All RIM has right now in the US/NA is its core. It's like when politicians want to shore up their base they say divisive things. RIM's trying to imply to the core RIM customers that they are somehow more enlightened or whatever you want to call it.

Then if BB10 gets traction I think you'll see this go away.

Think of the Apple ads on TV (I'm a Mac), where they basically made fun of PC users. The hipster kid was the Mac and the overweight goof with glasses and a bad suit was the PC. Of course now that Apple's winning, no more need for that.

My point is I really do not think -- right now -- RIM expects to *attract* new customers with current devices. I think they are simply trying to limit defections.

**Superfly_FR** · 05-10-2012, 09:07 AM

Originally Posted by dandbj13

These two comments are at the core of what I was getting at. RIM is playing to its base, not reaching out. In fact, they seem to be trying to tell everyone who doesn't already get it, to go away. Superfly's comment says it all. "It's just not for you." That is what I think a lot of people will get from this campaign.

Please don't miss the "but you might like it, still" part :-)

The point is RIM exhausted itself and ruined its brand image and reputation trying to blush - apple or android like - for the result we all know.

Now they clearly state (from what I've understand) that they are targeting people that are willing the RIM DNA back. This is a first re-conquest strategy step : grant current loyal clients, stop the bleed and make former loyal customers back. Satisfy first your customers (loyalty) and make them feel happy and enthusiasts ... again. THEN others (conquest) can join. (basic marketing : conquest programs cost 10 times loyalty ones )

Surely RIM will not write straight "it's not for you"; far too much aggressive ... but I think they tend to understate this. See T.H perception by Kevin or Michelle (here or here) or just these small abstracts :

Originally Posted by Kevin Michaluk

RIM has come back to its roots and finally decided who their customer is. BlackBerry is for success. RIM is not going to try to out Apple Apple. They're not building a phone for four year olds or 84 year olds. RIM is building a phone that puts the priority on people who have sh!t to do and need to get it done.
Not everybody is going to love BlackBerry 10. And that's OK. Not everybody needs to.

Originally Posted by Michelle / Thorsen Heins

"You are people of purpose. You believe that the more you put into life, the more you get out of it. You don't just dream, you make your goals happen. You're successful by your own definition, not someone else's definition. You do more, and you get more done in a day."

BTW, as noted before, this is (was supposed to be) a countrywide marketing campaign ... but made so much "noise" it spread worldwide. Good or bad ? Time will tell.

**dandbj13** · 05-10-2012, 10:43 AM

Originally Posted by Superfly_FR

BTW, as noted before, this is (was supposed to be) a countrywide marketing campaign ... but made so much "noise" it spread worldwide. Good or bad ? Time will tell.

I didn't see any effort to localize it. They enlisted the aid of a blogger to film it, and make sure it got high YouTube visibility. Everything about this campaign was designed to go viral on the World Wide Web. They didn't put an ad in the local paper and call it a day, or even a local TV spot on a local channel that no one else gets. No! They purposely brought this message to the world, not just to Australia.

**alnamvet68** · 05-10-2012, 10:56 AM

RIM will attract those who have the wherewithal, the intellect, and the need for pro-grade communications devices, whether they be phones or tablets. What this demographic wants is not only rock solid reliability, but tough as nails build quality; those of us who have spent a bit of time down range would never think of relying on delicately delightful and pretty aluminum framed glass smart phones. Owning a RIM product is not for the faint of heart...there is a steep learning curve that one with the appropriate skill sets can surmount; granny or a pre-school toddler may not appreciate the fact that RIM products are not ready to play right out of the box. This goes to what some others have said, where some other manufacturers sell devices that even grandma with altzheimer's would have no problem using; which reminds me, even the orangutans at the Miami Zoo have no problem whatsoever mastering the iPad...what does that tell you?

**dandbj13** · 05-10-2012, 11:00 AM

Originally Posted by alnamvet68

RIM will attract those who have the wherewithal, the intellect, and the need for pro-grade communications devices, whether they be phones or tablets. What this demographic wants is not only rock solid reliability, but tough as nails build quality; those of us who have spent a bit of time down range would never think of relying on delicately delightful and pretty aluminum framed glass smart phones. Owning a RIM product is not for the faint of heart...there is a steep learning curve that one with the appropriate skill sets can surmount; granny or a pre-school toddler may not appreciate the fact that RIM products are not ready to play right out of the box. This goes to what some others have said, where some other manufacturers sell devices that even grandma with altzheimer's would have no problem using; which reminds me, even the orangutans at the Miami Zoo have no problem whatsoever mastering the iPad...what does that tell you?

When I want to explain what the term, "tech elitism" means, I will reference your post.

**belfastdispatcher** · 05-10-2012, 11:10 AM

Originally Posted by dandbj13

I didn't see any effort to localize it. They enlisted the aid of a blogger to film it, and make sure it got high YouTube visibility. Everything about this campaign was designed to go viral on the World Wide Web. They didn't put an ad in the local paper and call it a day, or even a local TV spot on a local channel that no one else gets. No! They purposely brought this message to the world, not just to Australia.

LOL, is staging one fake protest outside one Apple shop, in one town in Australia not localized?

**Superfly_FR** · 05-10-2012, 11:16 AM

Originally Posted by dandbj13

I didn't see any effort to localize it. They enlisted the aid of a blogger to film it, and make sure it got high YouTube visibility. Everything about this campaign was designed to go viral on the World Wide Web. They didn't put an ad in the local paper and call it a day, or even a local TV spot on a local channel that no one else gets. No! They purposely brought this message to the world, not just to Australia.

Since there was no effort to localize it at first - Aussies probably underestimated the "noise" it would make - all started with blunty vid.

So maybe it's a good start for all to listen HIS story of it:
[YT]http://www.youtube.com/watch?v=pAUawDGycCU[/YT]
And if you have courage, also read the comments and blunty responses ...

Edit: you'll notice we (I and Blunty) do not share ALL points of views.