The virtues of saying ‘No’
Posted by Kamil Michlewski on July 14, 2009
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By the looks of it BlackBerry, one of only two current brands in the smart phone market which are truly differentiated (no points for guessing the other one), decided to jump on the entertainment/social media bandwagon. First, there is the cringe-worthy ad by U2.
Second, there is the recent announcement regarding their ‘social networking’ site My BlackBerry.
Having done extensive research in this area it is apparent to me that this very competitive industry craves viable, consumer-facing differentiation. Why then BlackBerry, blessed with a very clear business persona, tries to undermine this crispness and clarity? Surely you they should be building on what strengths they’ve got? Instead, BlackBerry appears to be moving away from the business space closer to the muggy and murky middle ground occupied by the likes of Samsung, Nokia and LG. Not a great long-term strategy if you ask me.
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