Bye Bye Blackberry
After years of being chained in the basement of mobile technology, I finally cast aside my Blackberry for a new Droid/electronic man crush. And by no means am I alone. What seems like everyone you know with a Blackberry, has either ditched it recently, or is planning to, usually saying something like “sure BBM is great but…”.
As the chart above shows, RIM has been in a nosedive since 2008. The one time Market leader has consistently failed to keep up with new technologies and mobile trends, essentially becoming the Blockbuster video of the mobile industry.
While their constant failure to evolve their product line, or really just produce anything better than BBM is the real reason behind their slow crawl into oblivion, it was their inability to cobble together a coherent brand strategy that helped their descent.
As we’ve talked about ad nasueum in this space, any communication piece must:
Represent brand identity
Be consistent with everything else you produce
Communicate something of value about your product to your consumer
Here’s what they did instead:
(yea, that’s great, don’t even show the phone)
And then there’s this
A product best known for work exchange servers, corporate email, and a physical keyboard decided to cast itself as a fun, feature rich phone for teenagers who breakdance. Not only an obvious branding consistency issue, but a–we don’t actually understand the strategic competencies of our phone-issue. I guess its not entirely fair, since there is something consistent about Blackberry’s ads: nicely produced, feature absent spots filled with empty, forgettable catch phrases…. So that’s something.
At the end of the day, Blackberry’s inferior product is the reason for their coming demise—but if they were hoping that their marketing would keep them afloat, they should think again.