Amanda Gaeta Brand Image Analysis September 23, 2010

Overview: Research in Motion, BlackBerry Smartphone Although released in 1999, Research in Motion has worked on developing BlackBerry devices since 1996. The first of these was a 2-way pager, but the company progressed with the advancing technological times and released their smartphone in 2002. One of the distinguishing features of this new piece of technology was its capability to receive email pushed from the users internet mail box straight to the phone itself. Other notable capabilities of the phone included text messaging, calendar, and general internet access to browse as well as fax online. All of these opportunities for utilization were made easier by the phones full QWERTY keyboard so users would not have to work around multi-tap or T9 entry with a regular phone dial pad. From this point, BlackBerry phased out its pagers and focused on their phone market. At first, these phones had a size that matched its bulky capabilities; but as the company evolved further, the phones became easier to handle. Along with a thinner appearance, track wheels that initially appeared on the side of the phone for navigation were replaced with trackballs, allowing for smoother and more flexible operation. Even more recently, the company has replaced these trackballs with track pads that function through the users touch. Within the years of the trackball and the current track pad, BlackBerry jumped on board the application trend and began the BlackBerry App Store. Users can access this store online through their phone or computer and download applications for anything from gaming to maps to instant messaging. These applications range in price, but some are offered for free. One of these free applications is their own BlackBerry Messenger (BBM), an instant messaging client strictly for BlackBerry owners. This program, along with the companys quality keyboard, is considered one of the products competitive advantages over other smartphones on the market like the Android line or the iPhone. The companys latest upgrade is its step into the world of touch screen phones accompanied by its new operating system (BlackBerry OS 6); and although it is not something the company has an overwhelmingly positive reputation in, it shows BlackBerrys dedication to keeping up with the advancing phone market. As a result of this evolution of capabilities, December 2009 showed there were an estimated 32 million BlackBerry users worldwide. On a more social level, the company name BlackBerry has been nicknamed CrackBerry by its loyal users. The name explains the phones users addiction to the device by operating and checking it constantly. This is partially due to its instantaneous delivery of various messages including email, instant messages, and text messages that are becoming a larger focus in todays constantly going, fast paced society. Other explanation can come from the fact that the phone can do everything whether it is guide you to a destination in an unfamiliar town through its GPS capabilities or get users in immediate contact with whoever they need by allowing access to the internet to look up phone numbers. Thus, through their physical and technological evolution, the BlackBerry line of devices designed by RIM established and maintained their position in the smartphone market. Sources: McLaughlin, 2009 Research In Motion, 2005 Research In Motion, 2010 United Business Media-CRN, 2007

Brand Image Business Professionals In the 1990s, Internet was steadily rising in popularity, especially in the latter half of the decade. Along with this increase in internet usage, there was a tendency to obtain and utilize email accounts on a more frequent basis. This became increasingly popular to medium and large

business corporations that needed to consistently contact multiple coworkers with up to the minute information in their fast paced environment. BlackBerry grasped this concept and integrated it into its marketing efforts by making it clearly understood through its logo. The logo is plain and simple, only incorporating two colors-black and red-the latter of which is a power color in the business world. The italicized text communicates the companys forward thinking and dedication to progress along with its consumers on the go lifestyle. Due to the fact that the device was the first of its kind to offer wireless email, it was only proper for the company to directly communicate its advantage to its audience by displaying it underneath the already straightforward logo. At this point in BlackBerrys corporate life, this was all that the company needed to sell the product due to less competition and focus on this emerging market. On the other hand, in order to delve deeper into this market and establish itself as a strong force in the industry, the company found a need to expand its target market in the changing economy. Source: Landor, 2010

Smartphone Market Expansion: Business Professionals and Young Adults In 2001, BlackBerry collaborated with Landor to re-establish their brand image and reposition the brand overall beyond its core attraction-wireless email. Even though BlackBerry was repositioning, it did not mean that it completely changed. The company continued to identify itself through the quality of its email reception, but the brand was given more personality. Landor proposed that the company market the qualities that came with this function through descriptive terms that could also be applied to the general users lifestyle. Terms like real-time, instant access, and connectivity were the basis of this personality. The utilization of this vocabulary within their promotions allowed the company to establish its own personality and the target market to relate to the target by beginning to see the product as a route to self expression through consumption. In order to establish this connection, the brand needed a lot of work. At this point, the brand had an extremely plain approach to their marketing; and according to research done by Landor, consumers did not approve of the logo due to the fact it did not make a memorable impact. The change began with its logo. In the end, it kept its simple appearance, but progressed to make more of an impact. One noticeable is the change in typeface which now presents itself as bold, smooth, italicized, and varied in color within different advertisements. The company maintains it italicized forward message, but adds an upfront characteristic through its boldness as well as an approachable factor through its color. The final, less obvious aspect of the logo is the symbol at the beginning. Not only does it resemble the physical keyboard on BlackBerry phones, but it hides 2 sets of BB within its cloud. Beyond the products logo, the company had to take a new portion of the market into account as the 2000s progressed and smartphones had increasing presence within the market. According to Simmons Market Research Bureau Study of Media and Markets 2008, which presents information about various aspects of the Generation Y (ages 18-29) market, between 11% and

12% college consumers and college grads utilized instant messaging or web browsing within 30 days of the survey. Although it may not seem like a large percentage of consumers, this portion was double those who had no college education. It is assumed that those attending college or have graduated from college attain jobs within the previously mentioned medium or large corporations whom remain within the target market for BlackBerry products. In previous years these numbers are assumed to be less due to the steady rise in the use and advancement of smartphones in society. Taking these factors into account illustrates that BlackBerry had an opportunity to continue tapping into the professional sector of the market. On the other this sector was made up of a younger portion of the market, which meant morphing the brand image even more so. This younger market in the mid to late 2000s is known to be constantly texting, instant messaging, and connected to their social circle along with popular culture. In 2009, the company began to recognize this market while simultaneously relating to its older consumers by incorporating U2s 360 Tour for their No Line on the Horizon album. This collaboration included offering the U2 mobile album complete with songs, music videos, and a gallery from the album and tour. Due to U2s connection with Generation Y and their consistent positive view by the general public, BlackBerry brought together their entire target market under one campaign. BlackBerry continues to establish this connection to the younger market through the promotion of its social network and messaging tools. Currently, the BlackBerry 8000 series and those of a higher standard come with social network applications like Facebook and Twitter on them to support the desires of this younger market. Advertisements have also transitioned more towards a focus on messaging including BlackBerry Messaging. This establishes BlackBerry as a brand that understands its consumer and the limitations from competing messaging clients (especially in character count). Source: BlackBerry, 2007 Landor, 2010 Vasquez, 2010

Future In 2005, the United States held $5,735.83 million worth of demand for smartphones accounting for over 25% of the world according to Philip M. Parker of INSEAD. Although the global share of demand has fallen to about 23.7%, the United States has increased its monetary holding to $6,410.69 million of this market in 2010. According to this same report, the market is predicted to grow by another $500 million in the next 5 years. These forecasts show no slowing of the market, and therefore provide BlackBerry the support to continue to upgrade evolve its image to compete within the smart phone market. Source: Parker, 2009

References BlackBerry. (2007, March). Blackberry branding guidelines version 4.0. Retrieved from http://media.smashingmagazine.com/ cdn_smash/wp-content/uploads/2010/07/BlackBerry.pdf Landor. (2010). BlackBerry:connecting a breakaway brand with its users. Retrieved from http://www.landor.com/index.cfm?do=our work.blackberry&bhcp=1 McLaughlin, K. (2009, December 17). Crn-blackberry users call for rim to rethink service. Retrieved from http://www.crn.com/news/ client-devices/222002587/blackberry-users-call-for-rim-torethink-service.htm Parker, P. (2009). The world outlook for smartphones. Retrieved from icongrouponline.com Research in motion: a small firm commercializing a new technology. (2005). Entrepreneurship theory and practice, 219-232. R e se a rch In Mo tio n L i m ite d . (2 0 1 0 ). R i m co mp a n y: le a rn a b o u t research in motion. Retrieved from http://www.rim.com/ company/ United Business Media-CRN. (2008, September 4). From brick to bold: the evolution of blackberry. Retrieved from http://www.crn.com/ slide-shows/channel-programs/210500069/from-brick-to-bold-theevolution-of-the-blackberry.htm?pgno=1 Vasquez, B. (2010, July). Research in motion launches blackberry messenger ad campaign. Retrieved from http://erictric.com/ 2010/07/14/research-in-motion-launches-blackberry-messengerad-campaign/