1. birdman_38's Avatar
    I had posted this in a couple of blog posts before BB10 was released. Let's see how BlackBerry is doing.

    The top 5 things RIM needs to do to make a comeback:

    1. REBUILD THE BRAND.
    This can be done through in-store displays and advertising. If you walk into an Apple authorized reseller, you'll see a special section for iPhone with distinguished signage that is hard to miss. It raises the brand's profile above anybody else. There's no reason why RIM can't do the same for BB10 devices at no expense and/or hassle to resellers.
    Score: C- There have been reports of impressive displays at some Best Buys, but not all. In my community, there is a significant display in Wal-Mart's home electronics section (with dummy units). But at the local carrier store, the Z10 and Q10 are mixed in with all the other devices with no special signage, and they don't power up. Nothing for a consumer to get excited about.
    2. ADVERTISE WITH EMOTIONAL APPEAL.
    You may recall seeing two TV spots on CrackBerry, one showing a woman relying on her BlackBerry to assist in successfully setting up her business. The other showed a man creatively using bridge to propose to his girlfriend (a moving spot, even for guys). They're two of the best advertisements not only for handset manufacturers, but ever. Yet they never saw the light of day outside social media. They could still run those commercials worldwide since there is no dialogue. RIM faces a monumental task to get the message through in a meaningful way.
    Score: F A clown rolling from scene to scene or rubber ducks spilling from a truck is more effective in RIM's eyes. How they think that sells phones rather than showing people how it will enhance their lives is incredibly baffling. It's an epic failure.
    3. APPS! APPS!! APPS!!!
    Gone should be the days of BlackBerry users saying, "I wish they made that app for BlackBerry". Enough! RIM must introduce a generous, innovative revenue sharing model for developers. This, in essence, is paying devs to create apps for the new platform. It will most certainly get their attention and encourage most to develop for BB10, instead of developing for the other three platforms then stopping.
    Score: D The app catalog is impressive for a platform that just hit the market, but we're still missing at least half of the popular apps. Other than aggressively promoting grassroots development for BB10, there has been no innovation with the revenue model and no meetings with the CEOs of major app developers like Netflix, Instagram, Facebook, etc. Much more work has to be done from the top down rather than the bottom up, but BlackBerry simply refuses to do it.
    4. PROMOTE THE GAMING ASPECT OF THE NEW BLACKBERRY.
    There has been little mention of gaming on BB10. Face it, that has become a massive component of the industry. All other platforms are seriously growing this offering and reaping the rewards. Research in Motion should do the same. That would also demonstrate the diversity of BB10...changing the public's perception that BlackBerry is only a messaging device.
    Score: A- This is something that BlackBerry has nailed, especially with $0.99 apps that cost 7 times as much on the other platforms. The non-BlackBerry community is not fully aware of that though.
    5. EMPOWER SALESPEOPLE.
    Offer specific one-on-one training sessions in person for resellers. Put the devices in the hands of every single salesperson in the world at launch (with the option to keep it for free; if not they hand them in as a previously used device). Retailers would order a specific amount of handsets exclusively for their frontline staff. RIM would provide them free of charge. If it means supplying one handset to sell three or four more, so be it. No other company is doing this; RIM would be the first!
    Score: F- Story after story of uneducated salespeople who are not excited about the product. There was a great chance to innovate by providing an immersive experience for salespeople but BlackBerry passed it up.
    Last edited by birdman_38; 06-28-13 at 10:48 AM.
    desmo1984 and lactose like this.
    06-28-13 10:37 AM
  2. aha's Avatar
    First! I mean, great article!
    06-28-13 10:51 AM
  3. desmo1984's Avatar
    I mostly agree, the marketing and carrier engagement (particularly in the US) have been dismal so far. The Super Bowl ad was a huge missed opportunity, first because it aired almost two months before the phone was actually released, and second because it did absolutely nothing to demonstrate the features of the phone. It may have been a good intro if it was quickly followed by a more comprehensive ad campaign, but it seems like that completely failed to materialize.

    The app catalog is actually better than I expected, but the lack of several high profile ones like netflix and instagram is a HUGE weakness.
    06-28-13 11:26 AM
  4. tgzgeorge's Avatar
    I had posted this in a couple of blog posts before BB10 was released. Let's see how BlackBerry is doing.

    The top 5 things RIM needs to do to make a comeback:

    1. REBUILD THE BRAND.
    This can be done through in-store displays and advertising. If you walk into an Apple authorized reseller, you'll see a special section for iPhone with distinguished signage that is hard to miss. It raises the brand's profile above anybody else. There's no reason why RIM can't do the same for BB10 devices at no expense and/or hassle to resellers.
    Score: C- There have been reports of impressive displays at some Best Buys, but not all. In my community, there is a significant display in Wal-Mart's home electronics section (with dummy units). But at the local carrier store, the Z10 and Q10 are mixed in with all the other devices with no special signage, and they don't power up. Nothing for a consumer to get excited about.
    2. ADVERTISE WITH EMOTIONAL APPEAL.
    You may recall seeing two TV spots on CrackBerry, one showing a woman relying on her BlackBerry to assist in successfully setting up her business. The other showed a man creatively using bridge to propose to his girlfriend (a moving spot, even for guys). They're two of the best advertisements not only for handset manufacturers, but ever. Yet they never saw the light of day outside social media. They could still run those commercials worldwide since there is no dialogue. RIM faces a monumental task to get the message through in a meaningful way.
    Score: F A clown rolling from scene to scene or rubber ducks spilling from a truck is more effective in RIM's eyes. How they think that sells phones rather than showing people how it will enhance their lives is incredibly baffling. It's an epic failure.
    3. APPS! APPS!! APPS!!!
    Gone should be the days of BlackBerry users saying, "I wish they made that app for BlackBerry". Enough! RIM must introduce a generous, innovative revenue sharing model for developers. This, in essence, is paying devs to create apps for the new platform. It will most certainly get their attention and encourage most to develop for BB10, instead of developing for the other three platforms then stopping.
    Score: D The app catalog is impressive for a platform that just hit the market, but we're still missing at least half of the popular apps. Other than aggressively promoting grassroots development for BB10, there has been no innovation with the revenue model and no meetings with the CEOs of major app developers like Netflix, Instagram, Facebook, etc. Much more work has to be done from the top down rather than the bottom up, but BlackBerry simply refuses to do it.
    4. PROMOTE THE GAMING ASPECT OF THE NEW BLACKBERRY.
    There has been little mention of gaming on BB10. Face it, that has become a massive component of the industry. All other platforms are seriously growing this offering and reaping the rewards. Research in Motion should do the same. That would also demonstrate the diversity of BB10...changing the public's perception that BlackBerry is only a messaging device.
    Score: A- This is something that BlackBerry has nailed, especially with $0.99 apps that cost 7 times as much on the other platforms. The non-BlackBerry community is not fully aware of that though.
    5. EMPOWER SALESPEOPLE.
    Offer specific one-on-one training sessions in person for resellers. Put the devices in the hands of every single salesperson in the world at launch (with the option to keep it for free; if not they hand them in as a previously used device). Retailers would order a specific amount of handsets exclusively for their frontline staff. RIM would provide them free of charge. If it means supplying one handset to sell three or four more, so be it. No other company is doing this; RIM would be the first!
    Score: F- Story after story of uneducated salespeople who are not excited about the product. There was a great chance to innovate by providing an immersive experience for salespeople but BlackBerry passed it up.

    the best score card of them all

    http://cdn.gsmarena.com/vv/newsimg/1...marena_002.jpg
    Attached Thumbnails BlackBerry 2013 Comeback Report Card-gsmarena_002.jpg  
    06-28-13 11:32 AM
  5. birdman_38's Avatar
    First! I mean, great article!
    Thanks

    Posted via CB10
    06-29-13 03:56 PM

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