1. m1kr0's Avatar
    This is according to BlackBerry marketing chief in a recent interview. See the article below:
    Blackberry Marketing Chief Mark Wilson Talks Challenges | BtoB - Advertising Age

    Blackberry Marketing Chief Mark Wilson Talks Challenges | BtoB

    "In January, Mark Wilson was named senior VP-marketing at BlackBerry, following an executive shakeup that saw the departures of CEO Thorsten Heins, COO Kristian Tear and CMO Frank Boulden.

    Mr. Wilson, who was previously CMO at telecommunications company Avaya and before that led marketing at Sybase, oversees all marketing at BlackBerry.

    In the following recent interview, Mr. Wilson discusses the challenges he faces in the competitive smartphone space and how he's using new tactics to differentiate the BlackBerry brand in the b-to-b market.

    Advertising Age: What are your top marketing objectives for Blackberry?

    Mr. Wilson: The No. 1 objective is making Blackberry synonymous with work, and that means professional mobility, enterprise mobility and really everything we do in terms of brand, defining our value proposition, defining our go-to-market tactics and ecosystem support. For people who are choosing a device or mobile platform to help them be productive and efficient -- while at the same time protecting their security and privacy -- we want them to choose Blackberry.

    Advertising Age: How are you differentiating the Blackberry brand in the highly competitive smartphone space?

    Mr. Wilson: When we look at the smartphone market, we call it the 'sea of sameness.' We differentiate in two ways. One is, we are absolutely focused on delighting professionals and giving them the best experience in terms of being highly productive in a secure way. At the same time, we drive a lot of innovation in terms of the design of the devices. They don't have to necessarily all look the same.

    A second point of differentiation is around security. As these devices have gotten more powerful, and people are more aware of others being able to get access into those devices, we see that security and privacy are increasingly important.

    One of the things we're doing is taking BBM -- our mobile messaging platform -- into the enterprise. In the last few weeks, we launched BBM Protect, which allows you to have secure messaging on your device, which is something that enterprises really want.

    Advertising Age: You just introduced a new fact-checking site to correct misinformation about smartphones. What drove this?

    Mr. Wilson: We found that certain competitors across all of our businesses, including software and services, were making claims that were just absolutely inaccurate. And we saw that sometimes the media were picking up on that. We really wanted to set the record straight. We call it 'Fighting FUD (fear, uncertainty and doubt) with facts.' We'll take documents that our competitors create and -- with a red marker -- will mark them up to show that what they're saying is clearly untrue. Overall, we've gotten a lot of positive feedback about it.

    Advertising Age: Are you launching any new ad campaigns?

    Wilson: We recently rolled out our "Endorsers" campaign. We have several endorsers, such as Arianna Huffington, who are just avid users -- she has four BlackBerry devices. So instead of having paid endorsers that you see from several brands, we're just using people who are die-hard fans. So we're doing more of that. We feel that it's very organic and very true to the brand.

    We also just launched the BlackBerry Z3 (touch screen) device in several emerging markets. We've launched this around the idea of connectedness and 'the power of connectedness.'

    Advertising Age: How are you using social media to connect with business customers?

    Mr. Wilson: We have invested in brand journalism to really drive a thought leadership program through social media. We've hired people with journalistic backgrounds and have seen a significant uptick in the number of people who are reading our blogs, citing our blogs in news articles and virally distributing them."

    Posted via CB10
    David in Durham likes this.
    07-17-14 02:17 PM
  2. BKA22's Avatar


    Advertising Age: How are you using social media to connect with business customers?

    Mr. Wilson: We have invested in brand journalism to really drive a thought leadership program through social media. We've hired people with journalistic backgrounds and have seen a significant uptick in the number of people who are reading our blogs, citing our blogs in news articles and virally distributing them."

    Posted via CB10
    Mr. Wilson: We're not going to use social media to connect with business customers. We dont want to give any reason for customers to utilize social media on their BlackBerry devices due to the fact that all our social media apps provide a terrible experience.

    ok ok...jk
    07-17-14 02:50 PM
  3. lnichols's Avatar
    I'm pretty sure they are already associated with work and security, and that is why they don't sell well in the consumer space, and why people don't want them issued to them at their job.

    Posted with a BlackBerry Z10
    Thud Hardsmack likes this.
    07-17-14 03:13 PM
  4. Warlack's Avatar
    It is just like Lenovo notebooks....They provide an amazing experience for your professional life and deserve to be at the number 1 spot.

    BlackBerry has been hated by professionals, because all they could do was sending and receiving emails.

    All they have to proof now is that - just like Lenovo- the devices look ugly, but once you use them, you fall in love with them.

    BlackBerry was standing for success, influence and a great lifestyle.

    Now it just stands for being an ancient brick you need to carry in your pocket, together with your "real" phone.

    This is the perception he tries to change.

    When you looked at the Z3 marketing, then it is a phone that never let's you down.

    TV reception gone during a match? - Just plug in your Z3.

    Things to share and organise a meet up with friends: BBM group

    You are out and about and cannot charge your phone?
    Massive battery

    Your friend needs help with his phone?
    Screenshare
    You need to buy something or book something quickly, but need to ask someone else?

    Screenshare

    You need to find that one attachment someone sent you ages ago?
    Hub and browse all your attachments

    You have several email accounts:
    Hub and you keep your overview


    There are many things I prefer to do exclusively on my phone.....

    All the points have been marketed recently....

    Posted via CB10
    playbookster likes this.
    07-17-14 03:34 PM
  5. TGR1's Avatar
    After reading that - well, I would never have guessed he was in marketing.

    /s
    07-17-14 04:58 PM
  6. m1kr0's Avatar
    Back to the roots???

    Z10 STL100-1, OS 10.2.1.3247
    07-17-14 05:11 PM
  7. LoneStarRed's Avatar
    Excellent. Going back to what BlackBerry does best.
    07-17-14 05:15 PM
  8. Thud Hardsmack's Avatar
    I'm pretty sure they are already associated with work and security, and that is why they don't sell well in the consumer space, and why people don't want them issued to them at their job.

    Posted with a BlackBerry Z10
    Pretty much this.

    Posted via CB10
    07-17-14 05:52 PM
  9. SoCalRedbird's Avatar

    BlackBerry was standing for success, influence and a great lifestyle.

    Posted via CB10
    THIS is what I'd like to see the marketing reflect. It's a practical approach that makes the brand exclusive and worthy of invoking emotion.

    What we need is Don Draper's approach to the Jaguar marketing campaign. Check it out here:



    BlackBerry...at last, something beautiful we can truly own.

    Now I guess all we need is a bombshell BlackBerry associate to "work" those back alley deals.

    Posted via CB10
    07-17-14 10:18 PM
  10. cinzia444's Avatar
    You say that Ariana Huffington has 4 BlackBerrys. I am a BlackBerry loyalist and I have been with T-mobile since it's inception - you stupidly chose to remove all communication with T-mobile and we are not well taken care of any longer. Waiting for 10.3 update and I can't get an answer on when.


    Posted via CB10
    07-17-14 10:43 PM
  11. boeingrules's Avatar
    I thought that they were? It's possible to be seen as a work phone and as a lame one at the same time.

    Posted via CB10
    07-18-14 05:36 AM
  12. Timbosaurus's Avatar
    If they want a ringing endorsement from a real person who uses BlackBerry, how about Eric Schmidt, the CEO of Google? He was spotted with one as recently as March 2013.
    07-18-14 06:26 AM
  13. bbz10fan123's Avatar
    Maybe you should add here a link to tgis thread http://forums.crackberry.com/general...s-work-947298/
    07-21-14 10:29 AM
  14. Orange UK's Avatar
    Hate to point out the obvious but 7 billion people work to live not live to work...
    07-21-14 07:37 PM

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