The marketing strategy of Blackberry Essay Example | Topics and Well Written Essays - 3000 words

The marketing strategy of Blackberry - Essay Example The paper tells that today is the era of technology, where everything is dependent on hi-tech accessories; people pay more attention to what gadgets they have than anything else. Much new advancement in this sector have been made and is still in progress to make the life of a common person easier and more interesting by developing tools like cell phones, iPads and iPods. The most rapidly growing and highly competitive technological industry that could be found these days is concerned with developing cell phones, where innovation occurs at a daily basis and every upcoming product holds some new advancement. Initially started as just the tool for making and receiving calls, this industry has now developed such cut throat products that could act not only as mere tools of communications but also as the personal assistants to their holders. Such products are more commonly referred to as smart phones, as they are like small networked computers in the form of cell phones, which are high-end , multifunctional, business-centric in structure with high resolution color displays and fast mobile processors. Today, smart phones are equipped with technology and in built applications that can organize the whole day, access internet from anywhere and manage business appointments, thus making the life of a person much easier than it was possible before. In this cut throat industry, many competitors can be seen fighting to make their products more competitive. Today the main players include Research In Motion (RIM) with their blackberry phones, Apple with iphones, Samsung, Nokia and HTC among many others. All of these industries are competing against each other to achieve maximum market share, but with the launch of every product, one either holds the attention of all the customers or with one glitch, loses all because of the highly competitive environment. So, the secret in the success lies in the effective marketing of the products along with necessary developments in the produc t so as to ensure that they are updated in accordance with the recent technological changes. In this paper the focus will be on the marketing strategy of Blackberry, as Blackberry is one of the giants of the industry especially in UK where it was declared to be UK’s no. 1 smartphone, despite of the recent troubles faced by the product’s managers Blackberry was still able to hit 8.5 million UK subscribers averaging a market share of 27.7 per cent. Worldwide the product was able to hold a customer base of 75 million by the end of Dec 2011 increasing its market share by 35 per cent as compared to the last year (Warman, The Telegraph, Jan 2012). Research in Motion, a global leader in wireless technologies, introduced Blackberry solutions in 1999 giving the mobile industry a very surprising twist. Blackberry services are used by million of customers throughout the world, to connect with people and contents of their lives that matter the most. The most competitive environmen t faced by Blackberry is provided by its rivals like Apple, and Samsung which will be analyzed in this paper to observe how their actions affect each other. For many years now, Blackberry has been in competition with Apple’s iPhones. Year after year it has launched products to compete with the latest products introduced by the company. Blackberry hadn’t faced any real challenge in the global market until Apple’s introduction of iPhones. Blackberry launched its ‘Blackberry Bold’ in response to the Apple’s iPhone 3G, which had already scored 1 million sales in its first week of launch despite the reported crashes of its computer system. Blackberry introduced many features in Blackberry Bold that were not yet incorporated in the iPhone 3G, like the download of Microsoft documents where as iPhone met the competition by providing increased built in memory (Swaine, The Telegraph, 2008). After the launch, users were double minded as to which phone s hould be picked, as