The BlackBerry Passport launches tomorrow. The question is will anybody care?
The company has, yet again, failed to build the relationships it needed to change the perception of the company, and its marketing around the launch of the new handset has been woeful. Again.
I wrote 18 months ago about my launch plan for the company’s BB10 devices and have been reflecting on what I would do differently for Passport. In reality, much of my BB10 remains unimplemented and would have give the company a better chance of success than anything I’ve seen to date.
The only thing I would change from my original plan would be the device cost. Announced yesterday, $599 dollars off contract is too much. A 50 dollar difference between the Passport and the iPhone 6 won’t persuade people to give BlackBerry another chance. Many wouldn’t switch if the price differential was $500. It’s not so much about the handset, although the Passport is an acquired style choice, but about the brand image.
There are those that have claimed, ‘market share is not BlackBerry’s game’. Some have said it’s about margin. Some who say the company is focused on Enterprise, not consumers.
So why even mention the price differential to the competitors? Why mention the comparative size of the screen? Make a clear statement that you’re focused on a different market.
Lastly, and most importantly, BlackBerry has failed to communicate these clearly via PR and marketing to build relationships and get people to take the action you want them to. BlackBerry has failed on all counts and it’s running out of runway.
I wrote almost three years ago that BlackBerry was its own worst enemy. Nothing I’ve seen since convinces me otherwise!
Startup and SmallBiz PR and marketing tip: Don’t get distracted by the competition. Don’t be scared to sell on differentiators. Be prepared to trade on the value you deliver in the eyes of your customers and prospects – and if that doesn’t work… it’s over.