Mike Lazaridis, the founder and CEO of BlackBerry, stayed true their company’s goal to put the customers first and integrated that in their strategic planning. BlackBerry has shown that their strategic plans and focus is market orientated. This simply means that they depend mainly on their customers input when they create their products. They look for what the customers want and give them exactly what they want and more.
The design of their BlackBerry Torch 9810 and the BlackBerry Torch 9860 were most definitely based off their customers’ needs and wants. According to my source who is a BlackBerry Representative which cannot be disclosed at this time, they researched and found that there are customers who liked the design of the torch that gives you the option to either use the slide keyboard or they one on the screen and then there were customers that liked only they touch screen accessibility; so they gave customers exactly what they wanted. An option to get the BlackBerry Torch 9810 with both the slide keyboard and touch screen or the BlackBerry Torch 9860 that has only the touch screen accessibility. They also had customers who complained about the buttons on the front of the phone being too raised and so they made a new design where all the buttons are flat. Their customers also wanted new colors, they were tired of the normal black and white phone so they still stayed true to the customers that liked the white which in research was very popular and kicked the black to the curb and made a titanium silver color.
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| BlackBerry Torch 9810 |
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BlackBerry Torch 9860 |
Also the apps that they make are based mainly on their customers. For example of the apps which I think is great cause I use it is Pageone app that puts your entire bank, credit cards all in one place you can keep track of their balance and due dates so you could never be late on a payment. The newest and most inventive app I have seen recently is the BlackBerry Music Cloud (BBMC). According to my source this allows individuals on BlackBerry Messenger to share their music with each other. The service will offer unlimited play, and users will be able to keep stack of 50 songs to carry around and advertise to their contacts, swapping 25 a month in and out of the library. Users can grow their playlist by inviting more users. Playlists can be shared or built up from other playlists. This also allows users to talk to each other about their playlist. The BBM view of the world, which is naturally timeline-based, will include friends' music activity. As you'd expect, songs can be stored for offline use. Funny enough they also have an app that appeals only to woman. They have a lot more apps than their competitors for free which appeals to those that don't want to or can't afford to buy them.
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| BlackBerry Apps |
Having this kind of strategic planning for competitive advantage gives them an edge over their competitor mainly Apple by giving customers a new way to talk to people around the world by just having a BlackBerry PIN to access BlackBerry Messenger (BBM). This allows people to share their pictures, voice notes and videos no matter how far you are from each other. This even allows you to be in a group and talk to a bunch of people just as you would if you were on a computer. They have so many market advantages over their competitors which I will discuss later in this blog.
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| Iphone BlackBerry |
This is one thing that I believe they do very well. The most important thing to a business is its customers and a company that uses their customers input to create their product whether the review is good or bad and use that to show their customers that they are listening and improve on it based on what their customers say, then I believe that company will be in the market for a very long time. As consumers we like when creators and business owners give us exactly what we asked for and improve on the product that we want, we will most definitely continue to be a supporter of the product and forever be “Team BlackBerry”.
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