The product I chose as a consumer product or service that is on the market today, but is declining in appeal to consumers is the BlackBerry phone. BlackBerry is a line of wireless handheld devices and services designed and marketed by a Canadian company called “Research in Motion” (RIM). The first BlackBerry device, an email pager, was released in 1999. In 2003, the more commonly known smartphone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet faxing, web browsing and other wireless information services. The President of the United States, Barack Obama, became known for his dependence on a BlackBerry device for communication during his 2008 presidential campaign. This was seen by some as akin to a "celebrity endorsement," which marketing experts have estimated to be worth between $25 and $50 million.
Traditionally, BlackBerry phones have been targeted to business professionals. They were not originally priced or developed for the everyday cellular user. The full keyboard allows for users to send detailed messages quicker and easier than touch screen devices, which is a major perk for consumers. The BlackBerry also targets business professionals with wireless connectivity ability on the go for faster paced Internet connections when the user needs it most. Unfortunately, in a market increasingly driven by the wishes of the retail consumer, these added benefits have not weighed in the favor of BlackBerry and its executives have struggled to wean the company from its heavy corporate focus.
BlackBerry targeted big companies who would purchase their phones for their employees. Now that the trend has changed, employees purchasing their own phones, consumers are turning to the new and improved iPhone and Android devices. “To appeal to a broader range of consumers, RIM (Research in Motion) perhaps should have distanced itself from the category of “company phone,” yet it shows no signs of doing that with BlackBerry10. RIM has touted multitasking, productivity, email contact and calendar applications in its latest teasers for the device, the “best BlackBerry for BlackBerry users,” rather than better gaming, content consumption or social networking experience to appeal to a wider audience.
In the world of telecommunication, new phones are popping up faster than ever with improved features that make them even more attractive to consumers. It is very difficult for brands to keep up with the latest features as well as the advancing technology. BlackBerry has been unable to compete with the trendier iPhone and Android models due to their popularity with customers. However, BlackBerry hopes by introducing a newer improved version of the BlackBerry10 operating system they will win over consumers by highlighting the software’s functionality which allows users to multitask more effectively than on rival devices.
Earlier this year, BlackBerry introduced a model called the BlackBerry Z10. The device first launched in the UK having one million units available for sale. New features include new camera software, the ability to better edit photos, updated calendar options, and NFC smartphone capabilities- allows users to swap contact information and share photos and documents by tapping two equipped devices together. Upon the release of the model, BlackBerry sold three quarters of the one million devices within the first two months.
On the heels of poor sales of the new Z10 model in the UK, it was predictable that the sales here in the United States were going to be just as dismal. So far the model has not been widely successful with US consumers due to the high price point and the inability to compete with cheaper Android models. Consumers are not willing to make the switch for what the model offers to them. According to some analysts, the US launch started poorly and weakened significantly and was an all around sales flop. Although there have been reports of above-average rates of customers returning their Z10 phones in the United States, the company’s Chief Legal Officer, Steven E. Zipperstein, says: “These materially false and misleading comments about device return rates in the United States harm BlackBerry and our shareholders.”
Three recommendations for possible action marketers of BlackBerry could take to address the product’s declining appeal to consumers are the following: 1. Target Market – As mentioned, BlackBerrys have primarily been successful in the professional world. BlackBerry should stick with their current target market of professionals and entice these individuals with features and functionality that is important to them. Whether this means adding in an app store for users to download programs or increasing screen size, they need to adjust to consumer demands. BlackBerry should try and renew relationships with businesses and have them carry their models for employees. Because of their success with this in the past, and considering what the brand has going for them, it would be in the best interest of BlackBerry to concentrate on reestablishing these connections and get phones in the hands of people they benefit the most. The company that owns the BlackBerry brand, Research in Motion, officially changed their name to BlackBerry in hopes of gaining consumer recognition and loyalty. It is important to have brand recognition within your target market, and this adjustment may benefit sales and consumer perception. 2. Key Features – BlackBerry has one key feature that keeps customers loyal, the beloved physical keyboard that can be navigated with a lone speedy thumb. Diehard BlackBerry users have stuck with the company even through the launch of other more favorable models with superior software and stores stocked with many more apps primarily because of its functionality. To help BlackBerry keep market share in the smartphone category, this feature must remain, as many professionals prefer the simple typing ability when writing lengthy notes or emails and most users identify the brand with it. 3. Lowering Costs- One of the major reasons for the flop of the Z10 was due to the high price point. These days, consumers can purchase the phone of their choice at a fairly low cost. For BlackBerry to increase sales, I think it would smart for them to try and cut costs of manufacturing the phone and in turn reduce the cost to the consumer. By positioning the phone at a lower price point, BlackBerry can compete across more platforms and may be more favorable among consumers.
With the second largest economy, I would continue to push BlackBerry devices to the United Kingdom. Sales have been steady in comparison to the United States. The United Kingdom is a developed country with an unemployment rate of 7.8%, meaning there are many working professionals in the country to target the brand to. Also, according to the CIA World Fact Book, they currently have 81 million cellular devices. Because of the large number of cellular users, the country is a perfect place to reintroduce BlackBerry phones to and try to persuade not only consumers but, businesses who do not currently use the devices to make the switch. Unfortunately, the cellular phone market is always changing making it difficult for brands like BlackBerry to stay on top. With higher costs and cheaper options, cellular phone companies are competing for consumers but must listen to their wants and needs. By listening to consumer’s complaints and suggestions, BlackBerry could once again hold the majority of the market share for the cellular phone category.

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[ 1 ]. Clifford, Stephanie (January 9, 2009). "For BlackBerry, Obama's Devotion Is Priceless". The New York Times.
[ 2 ]. Olson, P. (2013, January). Analyst: Why BlackBerry 10 Won't Save RIM. Forbes. Retrieved from http://www.forbes.com/
[ 3 ]. Robertson, D. (2013, March). America leaves BlackBerry’s next big thing on the shelf. The Times of London. Retrieved from www.thetimes.co.uk
[ 4 ]. Austen, I. (2013, April). BlackBerry Disputes Report on Z10 Phone. The New York Times, B3. Retrieved from www.nytimes.com