1. Introduction:<br />Blackberry in the corporate environment has earned the nickname “CrackBerry” in reference to Crack Cocaine as users feel they cannot live without it. The blackberry since then has been nick named differently in different parts of the world. The most commonly used name is “BB” for BlackBerry. <br />3724275305435History:<br />Research In Motion (RIM) a telecommunication and wireless device manufacturing Canadian company that started its operations in 1984 and then later on went on to launch the revolutionary product, the BlackBerry Smartphone in 1996. But if you look at the picture on the right you will not be able to recognize the instrument. It was the original BlackBerry that looked liked a pager and also functioned like one. Except that it was different from the rest of the pagers which supported a two-way exchange of e-mails.<br />Since then BlackBerry continued to launch a series of devices running on CDMA, GSM and iDEN networks. Initially making a head way by concentrating on its e-mail feature it then brought in a bundle of exclusive features’ such as mobile telephone ,push e-mail , portable media player, Wi-Fi, Web browsing, etc.<br /> <br />But it didn’t just stop with this. It went on to create a complete revolution in the mobile telephone devices. It introduced the BlackBerry Enterprise Server which enabled the blackberry to have enhanced e-mail usage over WAP access and higher network security. Today the BlackBerry Internet Service is supported in 91 countries and provides its customers with value additions like creating their personal intranet and also the famous BBM (BlackBerry Messaging).<br />Segmentation:<br />Blackberry’s world-wide success in the smart-phone category may seem like a premier example of brand planning. It is a story about Blackberry’s ability to shift when necessary to meet the market’s changing needs. A key element for RIM’s success in building the Blackberry brand was being able to respond quickly to opportunities. Initially customers didn’t agree for the branding of RIM. Kalbflieisch, VP of RIM said, “For two years we fought the battle to brand RIM,” “But then we got smart and realized customers see right through that.”<br />He said it is classic example of how a customer brands you. “Our most powerful brand tool is that a product does what it is supposed to do. People got passionate about what it does. They wanted to associate their device, what they hold in their hand, with the brand name.” The key to the BlackBerry Brand is it does what it promises. BlackBerry is not afraid to let the customers own the brand.<br />It teaches us:<br />Emotional Selling Matters.That became the essence of the brand. The brand became a symbol of the user. Emotion selling was the key. That is important to remember in B2B. Emotional selling should not be overlooked. The message to sales managers was: What does it say about your organization if you don’t have one? What image does it give you? The marketing strategy was based on a status appeal.<br />Leverage the Channel. Blackberry was also careful to play the channel card well. They sold the devices through the larger carriers, AT&T, TMobile, Verizon, and let the carriers do the marketing. Carriers had the budgets, so Blackberry leveraged that. Blackberry put the brand almost entirely in the carriers’ hands for 5-6 years.<br />Unify the Message Blackberry invested in the channel to provide sales training. They realized it was essential to teach retailers how to sell the product and carry out the brand message.<br />4-Shifting Brand Strategy<br />Blackberry’s shifting brand strategy reflected the change that happens in many technology and device companies who start off selling features, and then become aware of the brand’s heart and soul as the brand gains credibility.<br />In the beginning, Blackberry marketed its features. Then the message shifted to become about Business Success. That campaign merged into one about Life Success.<br />The value promise of BlackBerry became that it’s a tool to let you live your life.<br /> 5- Global Strategy Shifted Again<br />As the device went global, Blackberry again learned and adapted to its market. In the UK, the message that was similar to the US message about gaining status by having a Blackberry worked well. However, is some European countries, the status image didn’t resonate. The message became about taking control of time. In Asia, and Latin American the message was about efficient use of time. By featuring TV celebrities in ads talking about what their Blackberries meant to them, Blackberry sent the message that it was selling success.<br />Unlike other smart phones - iPhone 8 or 9 or Nokia - whose services are handled by local wireless operators, BlackBerry doesn't send emails over the internet. BlackBerry messages are first encrypted and securely stored on the smart phone and then sent out in encrypted manner through its own highly secure Network Operation Centre or server. Because of its secure encryption technology, BlackBerry has been a hit with global corporates, financial institutions and governments<br />Targeting:<br />Traditionally, Blackberry phones have been targeted to business professionals only. They were not priced or developed for the every day cellular user. The Blackberry is still primarily targeted to the business professional. The phone comes preloaded with the mobile trial version of Microsoft Office and now gives the ability to edit documents directly on your cell phone. The blackberry also targets the business professional with wireless connectivity ability on the go for faster paced Internet connections when the user needs it most. <br />Blackberry has also made a push with the younger generation capturing style and function. The phone includes an auto focus 3.2 megapixel camera that doubles as a camcorder in an effort to capture the social crowd. Along with a camera, Blackberry has also preloaded a series of games and applications such as Facebook that is targeted directly to the young and social group. RIM has also launched a new software store called Blackberry App World with hundreds of applications that target people of every sort.<br />Positioning:<br />Positioning is the process by which brands create an identity in the minds of its target market. The word that comes to your mind when we say Blackberry is E-mail, corporate phone, business made easier, etc. Well that’s how Blackberry had positioned itself in the minds of its consumers.<br />Today with the change in the markets and change in the buying behavior of the clients and also with the change in the technology or change in the technology, consumer’s expectations from the products change. Consumers who were associated with blackberry with the factor of its e-mail services it provided demand more for the product. With competitors filling in the gaps of the consumer’s blackberry had to cope up with the changes and Re-position itself. This type of re-positing is called De-positioning.<br />Blackberry primarily positioned itself as a corporate phone with state of the art features completing supporting a business process. But today it has re-positioned itself as a phone for all, especially the younger generation by providing touch screens, Facebook applications, high definition cameras, music player, higher memory, Wi-Fi, etc. This change in the product features was mainly brought in to tap on the loosing market share to its competitors such as Nokia, Sony Ericson, I-Phone, HTC, Windows Android, etc. <br />Current Market:<br />The shift in thinking from “What does Blackberry do?” to “What does Blackberry do for me” was a powerful introspection on the Brand for the Blackberry. Blackberry believed in “Don’t sell Products, sell the Brand”. <br />This great e-mail user experience got RIM to where it is today. It needs to focus on key experiences of its consumers. But email alone is clearly not enough anymore because there are new domains for Smartphone utility out there which must be exploited to attract new legions to <br />BlackBerry especially with its competitors like Apple’s I-Phone, Samsung Mobile, HTC, Sony Ericsson soon catching up and eating its market share especially in the Smartphone segment.RIM must build and perfect other experiences - not just enable them, but integrate them so seamlessly with the device, network capabilities and the existing tools and processes in use, that the added convenience and saved time generate unique value. Protect Your Enterprise Base by Innovating There Too - With Innovation that Appeals to the End User. The key is to innovate again. Go deeper into horizontal enterprise processes - and make sure what you create matters to the end-user, not just the IT guy or the CFO. Cause it's the grassroots who are now facilitating the advance of competitors into your turf. <br />From the experience of BlackBerry we can take home that it’s not just enough to be the best and innovative, but to remain the best and continue to innovate is a Challenge. For this brands need to constantly be in touch with their customers and track their competitors.<br />