BlackBerry 10: How RIM might reel you in. Really
I posted an article few days ago about the new BlackBerry (read article here), and thanks to readers.. But now its about how the BlackBerry company known has RIM might surprise there fans, and how the company might REEL their lovers in the big time.
Now, with the company having a new leadership team, the company is hoping to bounce back with BlackBerry 10. The phones that will be approaching the market as a hungry and unproven challenger. And to make this happen, the company needs to scramble to build some buzz and make up for lost time over the next few months leading up to its launch early next year.
But for the new BlackBerry to be on top of the smartphone market; there are many advice, reviews and speculation. But I am going to give the summary of a Cnet article, (you can read the full here).
Spend 'til you drop
With so many smartphones angling for prime position in the mindset of consumers, marketing can make all the difference.
How much is enough to spend? The campaign for the original Droid from Motorola, which was largely backed by Verizon Wireless, is said to have been over $100 million. Samsung has almost certainly spent as much, if not more, on its Galaxy S campaign over the past few years.
Nokia in its push for the Lumia 900, with AT&T took over all of the billboards of Times Square and held a quick concert with Nikki Minaj in an attempt to drum up attention for the phone.
The telecommunications industry is second to the automakers when it comes to spending on advertising, according to Roger Entner, a consultant at Recon Analytics.
"It's a game for the big boys," he said.
A company like Apple has enough built-in buzz that it doesn't have to be too proactive with marketing (check the Apple's iphone commercial here), but that's different for the likes of RIM. It needs to be more aggressive than ever if it wants to make dent in the public's awareness of its new phones. Samsung already has a proven hit with the Galaxy S III, but that hasn't stopped it from bombarding the airwaves with non-stop commercial.
"RIM will have to spend a fortune in market education across all channels," Lopez said. "Fortunately they get this and have a plan for it."
Boulben said he is working with carriers to train the in-store staff and call centers, as well as working together on promotional materials.
"We are going to have a high level of cooperation and partnership," he said.
Be specific
RIM needs to avoid going the clever route and create commercials and ads that effectively communicate the advantages of BlackBerry 10. The company talked about the new navigation scheme, "Flow," and a way to access apps seamlessly, "Peak." It needs to demonstrate why a consumer would care, and how they help improve one's daily life.
Now, with the company having a new leadership team, the company is hoping to bounce back with BlackBerry 10. The phones that will be approaching the market as a hungry and unproven challenger. And to make this happen, the company needs to scramble to build some buzz and make up for lost time over the next few months leading up to its launch early next year.
RIM CEO Thorsten Heins said on Tuesday that the company has a "clear shot" at being the No. 3 smartphone player behind Google's Android and Apple's iPhone.
"RIM's BlackBerry 10 mobile platform is a make-or-break event for the company," said Cowen analyst Matthew Hoffman.But for the new BlackBerry to be on top of the smartphone market; there are many advice, reviews and speculation. But I am going to give the summary of a Cnet article, (you can read the full here).
Spend 'til you drop
With so many smartphones angling for prime position in the mindset of consumers, marketing can make all the difference.
How much is enough to spend? The campaign for the original Droid from Motorola, which was largely backed by Verizon Wireless, is said to have been over $100 million. Samsung has almost certainly spent as much, if not more, on its Galaxy S campaign over the past few years.
Nokia in its push for the Lumia 900, with AT&T took over all of the billboards of Times Square and held a quick concert with Nikki Minaj in an attempt to drum up attention for the phone.
 |
| Nicki Minaj performed a quick concert amid the flashing banners promoting the Lumia 900. |
"It's a game for the big boys," he said.
A company like Apple has enough built-in buzz that it doesn't have to be too proactive with marketing (check the Apple's iphone commercial here), but that's different for the likes of RIM. It needs to be more aggressive than ever if it wants to make dent in the public's awareness of its new phones. Samsung already has a proven hit with the Galaxy S III, but that hasn't stopped it from bombarding the airwaves with non-stop commercial.
"RIM will have to spend a fortune in market education across all channels," Lopez said. "Fortunately they get this and have a plan for it."
Boulben said he is working with carriers to train the in-store staff and call centers, as well as working together on promotional materials.
"We are going to have a high level of cooperation and partnership," he said.
Be specific
RIM needs to avoid going the clever route and create commercials and ads that effectively communicate the advantages of BlackBerry 10. The company talked about the new navigation scheme, "Flow," and a way to access apps seamlessly, "Peak." It needs to demonstrate why a consumer would care, and how they help improve one's daily life.
It seems RIM understand that. "Our marketing approach will be very much about showing, not telling," Boulben said, adding that the focus will be on specific examples of each feature.
Apple and Samsung's ads are effective because they specifically show how their signature features allow their phones to stand out from the pack. Check the Apple's iphone commercial here.
RIM will likely get more exposure thanks to the carriers. With few other phones launching in the first quarter, and the company's promises of wide carrier support, BlackBerry 10 could benefit from a solo run.
"They've seen BB10 and they love it," Boulben said. "We will have strong backing from carriers."
"They've seen BB10 and they love it," Boulben said. "We will have strong backing from carriers."
RIM can't just rely on the carriers, it needs to have its own voice.
That's a voice, by the way, that shouldn't include a creepy woman and lots of ambiguous circular imagery.CNET writer Casey Newton rightly compares the challenges to the ones that Windows Phone has faced over the past year.
Don't be petty
The smartphone world has seen a lot of sniping between companies. For a company struggling to get back on top, going after more popular rivals is a bad idea.
Take Nokia's campaign for the Lumia 900. The company announced to the world that the "smartphone beta test was over," calling all past phones a trial run leading up to the supposedly perfect Lumia 900.
"Nokia's campaign was atrocious," said Roger Entner, a consultant with Recon Analytics. "To launch your phone as the first real smartphone...you're just asking for it."
"You want to talk positively about your products," Entner said. "If you talk about your competitors, you look petty and give them airtime.
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RIM's BlackBerry 10 Dev Alpha unit is a hint of what next year's products will look like. (Credit: Lynn La/CNET ) |
"Consumers want to have a better product and better experience. Show me that better experience in the form of a funny story in 30 seconds. That wins."
The sad truth is even after all of this, there's a chance RIM can fail. There's only so much room for multiple mobile operating systems, and the carriers aren't going to go out of their way to back a struggling No. 4 player.The next few months will show how big of bang RIM wants to make as it launches what is poised to be its last, best shot at a comeback.
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