One really has to wonder, as Jeremy Duke so well points out in his OSBB post today, what Blackberry has been thinking with respect to its advertising policy.
This is an advertisement not sanctioned by Blackberry that PixelCarve prepared to show Blackberry what a SuperBowl Commercial could have been. This is what should have run.
It gives me shivers.
Yesterday was a bleak day on the financial side due to the last Quarters earning report (and for we Playbook users.). However, 300,000 units less of BB10 devices sold than hoped for and an $84M loss, while not desired, are certainly not the end of the world in the long run.
BB10 running on QNX is still the worlds newest and most advanced mobile operating system. Blackberry still performed a mini miracle by beating the clock and getting an entirely new, from scratch, OS to market on new hardware before the doors closed. And now they have time to continue to perfect an already unbelievable system.
But, how many people know about it? They won’t find out by visiting the carrier stores. They won’t be excited by the few ads Blackberry is running. So, here is my own personal form of marketing.
The passion and emotion that surround one’s choice of smart phones has amazed me. How is it that so many of us (and I am included here) have such strong positions regarding which device is the best, coolest, or only thing in the world. Where has all the hate towards RIM come from. Is there more to this process than just media capabilities and app selection.
Crackberry ran an interview with Frank Boulben who has been the CMO at RIM for just around six months now. “When asked what’s needed to “overhaul the BlackBerry brand”, Frank notes that it all starts with the customer. “We need to be absolutely clear about which customers we intend to serve, and why we are going to serve them better than the competition. The BlackBerry people are about getting things done, being hyper-connected and being multitaskers. They want to do on their smartphone what you do at your desk.”
This is worth repeating. Frank says that their research shows that Blackberry users have tended to be efficient and highly productive people who want a tool not a toy, they use multiple social and email and other communication accounts, and they do several things at once.
The entire BB 10 platform, starting with the only true multi tasking OS on the planet outside for a smart phone (QNX), is built to cater to this user.
So what is it about this platform and for that matter the current Blackberry platform that endears itself to me. Well, it’s simple. I’m not interested in many of the time wasting features of the IOS and Android World. I love what I can do quickly and efficiently with the current QWERTY keyboard while watching others struggle with the Apple and Android virtual keyboards.
It runs much deeper. As i get older, I find it harder to keep up the pace of the “Blackberry profile user.” I was that guy. I want to be that guy. I’m worried not that BB 10 will not succeed. It will change the world for a subset of smart phone users who truly want a productive device. I fear it will have more horsepower and utility than my (at present) streamlined and simplified life needs. And that I might become one for whom punching a few boxes on a screen can get me through the day. And that scares me. Like it or not, my use of technology parallels what I am doing and accomplishing that is of value. They run hand in glove. Punching boxes and watching NetFlix not a way finish.