- CrackBerry User
- 22 Posts
Making BlackBerry cool again -- a big task
"Marketing matters as much as technology for Z10"
"BlackBerry faces a herculean task marketing the new Z10 smartphone to U.S. consumers."
"BlackBerry's chief marketing officer, Frank Boulben, will be front and center to make the case to individuals for the Z10, and later for the Q10 with its qwerty keyboard.
Burden said that Boulben has a good marketing pedigree for a company traditionally seen as engineering-oriented rather than marketing savvy. Boulben also seems to understand the difficult position BlackBerry is in, as the company struggles to grow its market share back above 5% globally.
While the BlackBerry 10 operating system was praised by many reviewers when it was introduced in January, Burden said technology prowess won't play a big role in the Z10's fortunes in the U.S.
"What's well known is that the best technology doesn't necessarily win," Burden said. "If the best technology always won, we'd all have been using Macs back in the 1990s. BlackBerry built a great OS and the Z10 hardware will evolve, but the marketing challenges to BlackBerry are very real.""
Making BlackBerry cool again -- a big task - Computerworld
- 03-13-13, 09:37 AM #3
But that should change once all those people have to opportunity to use a truly modern smartphone.
- CrackBerry Genius
03-13-13, 10:18 AM #4
- 2,300 Posts
The challenge of marketing is to overcome the past.... many products fall out if favor ( Volkswagon ) comes to mind.. but can make a comeback... all advertising does is get your product known.... what sells most is ... word of mouth and hands on experience.....most people I talk to who have had hands on the device come away with the wow factor.... If the retailers let customers have hands on I really believe the phone will sell... remember the thing BB10 has going for it is the new shiny factor....
- 03-13-13, 11:32 AM #5
"Once was Cool" is not good enough. Almost all of my friends used Blackberry, but like most were turned off with all the hardware/software problems with the 9900. Just in my company all four of our 9900 units died, some multiple times after getting them replaced. Sorry to say we all went to iPhone, just for the dependability. been using iPhones and iPads so long now it will be hard to change. I will be getting a Z10 and setting it up under an unused line in my company, just to see how well it works.
BB has it's job cut out for it to win many of it's customer back. Time shall tell.
- CrackBerry Genius
03-13-13, 12:02 PM #7
- 1,526 Posts
Burden is most probably short bb ,nobody hides thier Z10 ,but he seems to think they do.bb has turned the corner with a stunning new product and don,t let the nay sayers get to you.it definetely was a big task,but we are CANADA,and we don,t back down,we play fair and strive to win.
- 03-13-13, 02:16 PM #9
- 03-13-13, 02:21 PM #10
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