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Blackberry

In: Business and Management

Submitted By mg624
Words 531
Pages 3
Blackberry has been localizing its products in different countries especially in India. The people is India have always been the fans of this brand. One of the efforts that Blackberry put to localize its product in this country is by carrying out partnership with MaymyIndia, a local company in India. MapmyIndia is the top maps and GPS navigation system provider in India. The partnership offers all the buyers of BlackBerry Z10 one year license of MapmyIndia’s navigation software for free. Users will be able to access to turn-by-turn navigation, voice-controlled, and the most complete and precise maps of India today. BlackBerry believes that the duo will gives the most superior navigation experience to its customers in India.
Another effort put by BlackBerry in India is by lowering the selling prices of Blackberry smartphones in response to the country’s income level. As the people in India are mostly poor and have low standards of living, the lower price makes BlackBerry’s smartphones more likely to be bought by the people. One example is the BlackBerry Z10. During its launch in March 2013, the smartphone was priced at Rs 43 990, which is about USD 700. In September that year, there was a special offer for the smartphone where the price was only about USD 477. The price of BlackBerry Z10 was further reduced to only USD 286 in February 2014. The smartphone ran out of stock in just a week time in India after BlackBerry reduces its price.
What could have been done differently? Besides lowering the prices and partnering with the GPS navigation system provider, there are other things that BlackBerry could do to improve its business in India. Firstly, Blackberry should partner with some of India’s local carriers or mobile network providers. As every phone needs a network to operate, make calls or browse the Internet, partnering with carrier companies would definitely...

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