After what many, perhaps prematurely, called a disastrous weekend for Blackberry, with massive job losses, a ‘falling knife’ run on its share price and announcements of delays spoiling the launch of an otherwise critically acclaimed BBM integration with Android, there’s even more bad news – my first ever iPhone, in gold, arrives today.
Not that this will be devastating for the management at Blackberry – they have lots of other issues to deal with. Its just that as I retire from a decade-long love affair with Canadian hardware, there are (at least) five lessons an independent Blackberry needs to learn and fast.
B2B marketing is not the same as B2C. Hiring prominent iPhone users as some sort of pathetic brand ambassador is lame – to say the least.
It is now clear Social Media apps are not all equal. Our B2B tech clients care much more about LinkedIn and Twitter than Facebook or Pinterest for instance. So perhaps some extra features on the business-related apps would be a smart move.
The keyboard advantage may be sustainable. The addition of Swiftkey to the BB10 operating system may be enough for heavy texters. I for one, will be back if the iPhone lets me down when sending rapid but detailed messages.
The incessant bad news about cloud outages and Cyber-Security issues could provide real strategic advantage. While the youngsters slowly waking up to Facebook and others milling their data, enterprises are now showing signs of wanting to remove Cyber Risk. Play this card.
BBM has some real challenges in Asia and increasingly elsewhere. Either you play this game and enable it properly on cheaper smartphones, or you sell what you can and get out. Hyper focus is what you need.
I know my treacherous handset switch will have repercussions, I am already worried about frittering time away on pointless ‘pastime apps’ – ‘Draw Something’ or ‘Word with Friends’ anyone? Another concern is that my ability to send correctly punctuated emails of over three paragraphs will wither due to the virtual keyboard and man-sized digits.
Finally though the upside of staying loyal to Blackberry is now not worth the iPhone upside of a diary which syncs properly with Gmail, a decent camera and the same access to apps as clients. The real issue though for Positive Marketing’s trendy young team is image. How can they be so hip and happening, now the boss has got the same phone as them while the rest of the world ‘drives a Samsung’. Maybe there is a chance for Nokia and Microsoft after all….