RIM may be behind the Wake Up Stunt at Apple Store

**Majestic Lion** · 05-01-2012, 01:13 PM

This will not end well.

**Zidentia** · 05-01-2012, 03:54 PM

Originally Posted by addic0sted44

Only RIM marketing can conjure up advertising which helps their biggest competition more than it does themselves.

And it shows another flaw in the marketing dept. they continue to believe Apple, and not Android is their biggest threat, while all numbers and trends have shown otherwise. RIMs numbers and market share were growing when they were only competing with the iPhone. It was only after the increasing success of Android that their numbers started first flatlining and then dipping. Unfortunately RIM marketing is still in Lala land.

This is not entirely true if you look at the overall picture. Apple has a trajectory similar to MS in the 80s/90s where they dominated with share and banked on that. Apple has approached it with a closed loop eco system which is smart and maintains the customer experience so they will maintain share but will level off in less than five years due to lack of innovation (retina display, really?), competitive pressure and market saturation.

Android has grown tremendously but Google used a very fragmented market penetration model which has lead to a large amount of bloatware, sub-par hardware and lack of unified support. Their recent purchase of Motorola is the first major step on tying up loose ends and emulating the Apple model. What will happen is customer defection as the configuration aspect will be removed slowly by Google. This is one of the key selling points, besides low to little entry cost for Android.This will eventually lead to diminished market share around the same time Apple is leveling off.

Microsoft, while producing a very solid UI has simply not made any progress. They are building in app count but they continue to eliminate and reduce benefits or programs that created some customer goodwill. They have also alienated their core developers and continue on the traditional Microsoft path of little to no continuity in program support or feature support. In addition one of the big players, LG, dropped Microsoft and went strictly with Android because they can not sell WP7 phones. Admittedly LG has been sucking wind in handset design and execution but they still are a key player.

So in essence RIM is targeting the right competitor because they are the most entrenched and are creeping into enterprise which is RIM's area of share.

**Economist101** · 05-01-2012, 04:06 PM

Originally Posted by xandermac

I see this stated a lot in this thread. People seem to forget that one of the most successful campaigns ever was based on this exact premise. "I'm a Mac" went out of its way to insult PC users (or PCs themselves if you want to get pedantic) yet proved to be very successful.

It was successful because most potential customers (i.e. PC users) didn't find it insulting. I know this because campaigns that insult the very customers you're trying to recruit don't work.

**Foreverup** · 05-01-2012, 04:19 PM

Originally Posted by xandermac

I see this stated a lot in this thread. People seem to forget that one of the most successful campaigns ever was based on this exact premise. "I'm a Mac" went out of its way to insult PC users (or PCs themselves if you want to get pedantic) yet proved to be very successful.

Ahh the MS response I found funnier with buy people PCs under like $1000.00. I always find the response to these campaigns way funnier than the initial attack.

If Apple sent a bus with "You too" written on it to RIM AU headquarter that would be funny. What Apple can't do is respond like they did the MS commercials begging for it to stop.

**blacker_berry** · 05-01-2012, 08:31 PM

You can't tell people to wake up in such an opened fashion. Wake up to what? Certainly RIM is not the best option right now.

**Rootbrian** · 05-03-2012, 12:57 AM

Hmm, Waking up and realizing, is good.

**ewakil12** · 05-05-2012, 10:11 PM

Wake Up. Be Bold.

**FSeverino** · 05-05-2012, 10:28 PM

Originally Posted by blacker_berry

You can't tell people to wake up in such an opened fashion. Wake up to what? Certainly RIM is not the best option right now.

By telling people to 'wake up' without telling them 'from what' you bring a sense of interest/curiosity. Just like when movies use the tagline 'something is coming...'
Welm, shat is it!? I want to know!!! So you then look it up... and you come across the site posted above.

I think that is pretty damn good marketing.

**mikelcal** · 05-06-2012, 12:05 AM

I'm waiting for the countdown to be over with...
300 some odd thousand seconds left

**cgull** · 05-06-2012, 09:10 AM

I don't see anything short of a BBOS10 device release that will meet this type of marketing statement. Reminds me of another "Wake Up" campaign... pretty ironic.

[YT]http://www.youtube.com/watch?v=OYecfV3ubP8[/YT]

**BB_Bmore** · 05-06-2012, 09:47 AM

Woe that video just gave me flashbacks.

**symbotier** · 05-07-2012, 10:09 AM

Seems like the countdown got to zero and nothing of any significance happened

.

**dandbj13** · 05-07-2012, 10:37 AM

Originally Posted by symbotier

Seems like the countdown got to zero and nothing of any significance happened

.

Something significant did happen. You got a lecture on what it means to be in business in Australia. You were also told that unless you are a type-A go-getter on steroids, you don't really matter. Clearly, RIM is eating opportunity for breakfast and quickly processing it into waste.

Every time I think RIM can't dig the hole any deeper, they produce a bigger shovel.

**exfactor** · 05-07-2012, 11:13 AM

When will RIM wake up? BBOS10 is not their savior!

**scorpiodsu** · 05-07-2012, 11:52 AM

Do they expect to have people buy their brand after they insult them? Seriously? Well people woke up a while ago when they ditched blackberry for Android and iOS.

**morlock_man** · 05-07-2012, 12:05 PM

I think they're telling Apple to Wake Up, not Australia.

They're marketing devices and claiming capabilities that don't pan out on the international scale. They're riding their previous successes without innovating, which is what the company has been traditionally known to be good at. It's a definite sign of weakness in the vision of upper level management.

**n8ter#AC** · 05-07-2012, 12:09 PM

Originally Posted by cgull

I don't see anything short of a BBOS10 device release that will meet this type of marketing statement. Reminds me of another "Wake Up" campaign... pretty ironic.

Looking back at history, that didn't work too well :P

**tchocky77** · 05-08-2012, 03:00 AM

Originally Posted by morlock_man

I think they're telling Apple to Wake Up, not Australia.

They're marketing devices and claiming capabilities that don't pan out on the international scale. They're riding their previous successes without innovating, which is what the company has been traditionally known to be good at. It's a definite sign of weakness in the vision of upper level management.

Did you decide that after anxiously watching the countdown over the weekend and finding ABSOLUTELY NOTHING at the end of it?