Keeping the Best of the BlackBerry Brand Identity

By Don Reisinger  |  Posted 2009-10-15 Print this article Print

5. Remember other carriers

Just because the iPhone is available to AT&T, it doesn't mean that RIM should follow a similar strategy with the BlackBerry Storm 2. The more carriers it can place its products with, the better. One of the iPhone's main issues is that it's not available to those who don't want to use AT&T's network. RIM has standing partnerships with other carriers. It needs to capitalize on those for the sake of its battle against Apple and the iPhone.

6. Get on with the marketing

One of the reasons why the iPhone has been so successful is because Apple's iPhone ads have been so successful. They're simple, they're elegant, they're entertaining and they convey a clear message: "Buy the iPhone because it's cool and it does a lot of stuff." RIM hasn't done enough to promote its products. Sure, it advertises for major sporting events and sponsors shows, but we need to see a commercial showing off all the wonders of the BlackBerry Storm 2.

7. Stay true to the enterprise

RIM's Trojan horse could very well be the enterprise. Since the company is so entrenched in the corporate world, there's no reason why it shouldn't try to capitalize on that with the BlackBerry Storm 2. Companies are coming around to the thought of owning touch screen mobile phones, and what better way to satisfy that desire than with a BlackBerry? RIM has an opportunity through its prior success that it shouldn't lose sight of.

8. Limit mistakes

As the BlackBerry Storm 2 enters the wild and more users start playing with it, undoubtedly some issues will arise. But instead of making all the mistakes Palm in regard to the Pre's troubles, RIM needs to make a concerted effort to be proactive and responsive to customer concerns. A company that shows it cares about a customer is more likely to keep that customer.

9. Keep the BlackBerry BlackBerry

Although RIM obviously has its sights set on the iPhone, it can't forget what the company is all about. Although the BlackBerry Storm 2 has a touch screen, it shouldn't want to be the iPhone. Instead, RIM needs to ensure that even with the new technology, a BlackBerry is still a BlackBerry. It's extremely important. When users pick up the Storm 2 at the store, they're still expecting the overall BlackBerry experience. That's RIM's hook. And it can't lose it.

10. Realize the iPhone's limitations

Just because the iPhone is the leader in the market doesn't mean that it's perfect. It's far from it. RIM needs to acknowledge that and ensure that the features it builds into its phones in the future improve upon the iPhone's limitations. There's little chance that the BlackBerry will have 85,000 applications any time soon, but it can have a better virtual keyboard.

The iPhone is great, but it's not a guaranteed success in the marketplace. RIM needs to remember that.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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