How BlackBerry cracked the youth market
My Twitter feed became a marketing product specialist and ethnographer this morning when I posed a question about BlackBerry mobile devices.
- The issue arose from a media workshop that Speed recently ran for six graduates on the Taylor Bennett Foundation.
Several people in the group had at least two smart phones: one on a data contract for apps, and a second, typically a Blackberry on pay as you go contract for texting and BlackBerry Messenger (BBM).
I was curious as to how BlackBerry has seemingly managed to attract a young audience when it was originally targeted at data hungry business people on the move.
- My Twitter feed had the answer of course. The recurring response was that young people like the messenger feature and pricing of the BlackBerry platform.
- But is this deliberative customer-centric product development or luck? My Twitter feed had the answer of course.
- And finally perhaps marketing, particularly in the form of celebrity endorsement, could have a role to play?
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