Ch.11- Developing and Managing Products

BlackBerry has the nice way of playing the market with products that aren’t really new products just new modifications and technology with a many of their product line devices. This they have learned to do so well from their competitor Apple, with the so call new “Iphone” product line, which is a modification in the technology example software updates. When a company decides to release a new product, there are so many things that need to be incorporated in its marketing process, to reach from the product table to the customer. This includes research and development (R&D), business analysis and of course the most important of all, testing.

The BlackBerry Torch 9800 is the true definition of new product which was released on August 12, 2010 and exactly a year later on August 12, 2011 they released the BlackBerry 9810 which is the updated version includes a faster processor, and more memory and well as the new BlackBerry OS 7. The BlackBerry Torch 9800 was released to replace the BlackBerry Storm, which an attempt on BlackBerry’s to try and run in the touch screen device market along the top touch screen leaders, Apple  Iphone and the Droid. The BlackBerry Storm however, failed to compete because it did not live up to the normal touch screen device expectation thus introducing the BlackBerry Torch 9800. This gave users the best of both worlds: the love for the QWERTY keyboard and the elegance of the touch screen which unlike its competitors only offer one these features.

BlackBerry Torch 9800

Every product that has ever been made has to go through the birth, life and death situation. The birth is the release or introduction of the product to the market and customers. After the birth of the product, it begins its life where it matures and grows in sales in its early months. Then last but certainly not least is the death of the product which is the decline in sales after probably at least 8 months after the product was born into this harsh market world. Unfortunately, the product seems to die ironically when a new product is born. As a marketer, you have constantly be on your toes, thinking of new strategies to keep the product interest while in its life stage especially when a new product is about to be born. Fortunately for BlackBerry, they go through the same birth, life and death process just like every other company out there so this means that aren’t doing anything wrong, it’s just how the market of products especially phones work.