Key to Success BlackBerry’s strong presence in the Indian market can be attributed to the runaway success of BBM which was the first real instant messaging service in the market. It helped the smartphone vendor capture the urban youth market and continues to remain one of the most popular IM services in the country. BlackBerry has now taken BBM to Android and iOS so as to make every smartphone customer, a BlackBerry customer. BlackBerry’s legacy has always been its enterprise services where it has been the Gold Standard in security and email on the go. This global success was quite prominent in India as corporates were quick to adopt its offerings.
Milestones • Blackberry entered the phablet market in India with the BlackBerry Z30 smartphone. • The fantastic consumer response to BlackBerry’s 10th year Anniversary special promotion led to a sellout of BlackBerry Z10 stocks within a week.
Hitesh Shah Director, Channel Sales BlackBerry India
Brand Vision
Millions of customers that include corporate road warriors and text-happy youths around the world today use BlackBerry products and services to stay connected to the people and content that matter most throughout their day. Credited with ushering in the era of “mobile computing’, the company has gone through several evolutionary transitions and continues to be an iconic brand.
Brand loyalty & Customer relationship Over the years, BlackBerry has shown significant movement and has evolved from being just a smartphone to positioning itself as a versatile and ubiquitous brand. The company practises an approach of positioning its products in the market by doing some distinct marketing activities. This helps BlackBerry to drive awareness and highlight the aspirational value of its products and services. The company has always created deeper engagements with its customers and a call to action through innovative means. What this means is that customers can expect to see more from BlackBerry in the future. The concept of customer value is critical to drive growth for BlackBerry, which recently introduced some exciting offers for its customers on its BB10 devices which include the Q5, Q10 and the Z10. At the compelling price points, BlackBerry loyalists have been able to take advantage of the powerful and innovation driven BlackBerry 10 platform. BlackBerry continues with its commitment of providing an excellent communication experience and providing its customers with value for their money whenever they make an investment in the company’s product offerings. That said, smartphone purchases are also about apps and BlackBerry offers over 130,000 applications through the BlackBerry World. Through the year, Blackberry also ensures to create special consumer offers on paid apps to make them more affordable.
Evolution with revolution Recently, BlackBerry entered the phablet market in India with the BlackBerry Z30 smartphone, an innovative product offering designed to keep people hyper connected, productive and always in control. It offers a unique and engaging user experience with features like the powerful BlackBerry Hub, its exceptional touchscreen keyboard and industry leading browser. BlackBerry Z30 is the ultimate smartphone for the urban youth and consumers who are looking for a bigger screen size, long-lasting battery performance and a best in class productivity experience. The biggest USP of the product happens to be the price point at which it is available, making it a perfect buy for the customers.
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Brand Book 2014
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