What Blackberry should do - Express.be

There is a chance that this column soon “What BlackBerry should have done” will be called. The state of the Canadian company looks bleak. New products such as the music service, BBM and Blackberry Playbook failed and even the new Z10 phone, one without the iconic keyboard, flopped. With all that bad news, the customers lost massive confidence in the company and in a spontaneous reaction gave BlackBerry whatsoever but confident consumers and decided to stop making products for individuals. The market value has shrunk to just 5% of what the company was once worth.

According to traditional marketing BlackBerry however has done everything right: expansion of the range, the segment trying to dominate, but it has just lost the battle. Operation successful, patient deceased. Thus, the market is now working once.

According to the conceptual marketing BlackBerry has done everything wrong, however, and has therefore failed to succeed where it was an easy option. How then should proceed? Had More so, how is it that still, because I think it is, despite everything, at the time of writing this column is still not too late.

The first task for BlackBerry is to look where they are good at and absolutely can be, what makes them different from the competition the best. Before the Z10 you could still say that the presence of a keyboard was the big difference. According to the conceptual marketing you must find a value that goes beyond a regular feature. The fundamental value, which lasts longer and harder to copy. Then you should try to create value as dominant as possible: You have to convince people that the value you enter, the most important factor is to choose, in this case, to buy

a mobile phone.

BlackBerry and has had all the elements in there hands. Their value should be: privacy. It is a hot item and BlackBerry has everything you need to make this happen. In the field of marketing is the most important asset that people can believe this. More than that BlackBerry had that reputation. Do you remember that Obama when he took office as president wanted to give up his BlackBerry away and that no one was able to secure it? 100% A great base to work further on even now, many years later. Moreover, they have the trend with: privacy is a hot item , in particular by making revelations Snowden cs

.

BlackBerry this card fully plays out, wait for her a great future, because that gets the brand in one fell swoop a huge image boost. Walking around with a BlackBerry again shows that you are important. Businessmen, politicians, gangsters, celebrities and anyone who rubs against the image of those people will want a BlackBerry. The allocation of investment budgets is easy: all their developments should try to keep hackers out. Nothing better for a brand than a constructive enemy that us-against-hengevoel strengthened. And apps, they can do anything in there? Of course, as long as they respect the privacy and not, as now your phone virtually take over. Wow, BlackBerry might have.

a bright future