March 13, 2012
I’ve been watching RIM closely for a number of years… hoping that they’d turn things around. I’m a self-confessed Mac fanboy, but I own a Blackberry – my third – and I recently chose to replace my old Bold for a new 9900 model. Why? Because it does what I need it to do for business [mobile email, social networking, browsing]. I don’t want to carry two phones… have two numbers… so my personal preference takes a back seat. While many business users may want to use their personal ‘idevices’ for business purposes, their employers may not.
There’s a saying in marketing… ‘own your niche’. Do what you do well and market it to your target audience – in RIMs case, that’s Enterprise email. Refocusing on its strengths could be the saviour of RIM. Also, while it fails to own it’s niche [the not insubstantial mobile Enterprise email market], choosing instead to chase the consumer mass-market, RIM risks somebody else – Google, Microsoft/Nokia or Apple, for example – developing a competitive email offering and beating them at their own game.
When RIM replaced its joint CEOs in January, I hoped that this would signal a change in strategy and, in turn, the fortunes of the company. I’ve long said that it needs to give up trying to be a contender to the iPhone’s [or the iPad's, for that matter] crown in the handset and tablet markets, and return to its roots Why? Because, in my opinion, it is never going to compete with Apple’s device and, I believe, continuing to lose this battle can only do the company’s reputation and financial performance significant damage.
RIM implores consumers to #BeBold in it’s marketing. Perhaps it needs to take it’s own advice…Category: Branding, Strategic Marketing