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BlackBerry Bullish On Distribution And Retail Expansion
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According to an ABI report, BlackBerry's PlayBook tablets are on the third spot in India with a share of 12.3 per cent
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Wednesday, September 19, 2012:
Amidst a severely challenging scenario where smartphone and tablet makers such as Apple and Samsung have tightly held the reign over the market share, players such as Nokia, Motorola, BlackBerry and several others are finding it increasingly difficult to clinch a fair share for themselves. Making some efforts, Nokia recently introduced two new Windows 8-based based Lumia handsets. On the other hand, Motorola has raised the stakes by challenging the competition with its four new recently unveiled handsets, one of which is an Intel powered phone. Apart from speculations, there isn't much from BlackBerry's territory that can realign the brand in a competitive mode. To clear the air on what is going behind the curtains, EFYTimes spoke to Sunil Lalvani, director, enterprise sales, RIM India who revealed the company's plans for the future.
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Excerpts-
Q. When will the BlackBerry 10 L handsets be launched in the Indian markets?
A. The BlackBerry 10 smartphones would be launched globally, early next year. We would be able to share more details on the announcement closer to launch date.
Q. Apart from BB10, is BlackBerry planning some other handset based on BlackBerry OS 10 for the Indian consumers?
A. India is an important market and RIM has an exciting line up of smartphones for global and Indian market. While we cannot comment on specific products we acknowledge the importance of the Indian market and will continue out committed to offer relevant products and services.
Q. Can you throw some light on the 'Action starts here' campaign and how did it actually become a reality?
A. RIM’s new brand campaign, Action Starts Here’s concept is based on the understanding that RIM is an enabler of action. Action Starts Here is a regionally developed brand campaign that is the product of over 6 months of strategic and creative development between BBDO and RIM. The concept stemmed from understanding that BlackBerry is an enabler of action. The campaign showcases the strengths of BlackBerry as a brand that support individuals to get things done. BlackBerry is for those who want more than just a smartphone. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation. The campaign focuses on people who are passionate, dreamers, who work towards fulfilling their dreams and turn them into action; and ways in which BlackBerry enables them. This campaign is targeted at anyone who wants to who ‘action’ matters, hence the target audience for this would every BlackBerry user.
Q. Being BlackBerry having the 8520 and 9220 models in the sub-Rs 10,000 category, is the company gearing up for some more handsets in the budget segment?
A. At Research In Motion, we have consistently focused on providing a BlackBerry experience for everyone. In line with this philosophy, RIM offers a wide variety of smartphones across various price ranges catering to different segments of consumers in India. At the entry level, we have smartphones under the Curve range which cater to the price-sensitive buyer yet provide the experience of using a BlackBerry. The BlackBerry Curve 9220, which was launched recently, is targeted to the young users keeping in mind the social experience provided by the smartphone. While we are currently not looking at launching new phones in the sub Rs 10,000 category, we are definitely focusing on making the product more robust in terms of its utility and entertainment oriented functions through interesting apps.
Q. Where does the road to the PlayBook tablet go from here?
A. The tablet market is growing at a rapid pace in India. BlackBerry PlayBook has carved a niche for itself and is a popular tablet in India today. Its portable design, high resolution screen, easy to use interface, native email, powerful internet and multimedia capabilities have been well received and has been voted as the “Best Affordable tablet” in the recent TechLife Awards by ET Now.
RIM is committed to its tablet offering and has an exciting pipeline of products and services for its consumers worldwide.
Q. How much share in the tablet market and smartphone market does BlackBerry have?
A. According to the latest Cyber media Research for Q1’2012 findings, Research In Motion is strongly positioned in the Indian market with 12.3% market share in the smartphone segment. BlackBerry is one among the most preferred brand in the smartphone and tablet segment. Indian consumers have also exhibited a strong liking for the BlackBerry PlayBook and according to the latest ABI Report; it is the third largest player with a 10.4% market share in India.
Q. How do you plan to strengthen your distributorship in the Indian market?
RIM has grown its BlackBerry channel ecosystem and today our products are available across 5000 points of purchase in over 250 cities. While we have expanded our reach geographically we have ensured that the BlackBerry product experience remains consistent for consumers to choose the right BlackBerry smartphone. We aim to continue the retail expansion at relevant places over years to come.
Q. How important is the Indian market for BlackBerry?
A. BlackBerry smartphones are a way of life for every user today. While BBM definitely has been a great pull to drive consumer preference, the BlackBerry smartphone offer a complete communication experience with unique features that excite users to be associated with the brand. The unrivalled push email functionality, inherent security features, BlackBerry proprietary apps on travel, security etc. are some of the reason why one’s life is simplified using a BlackBerry. The smartphone platform has some of the best integrated apps which helps one get varied information at a click of a button.
India being an important market for RIM, recently witnessed the first ever global launch BlackBerry Curve 9220 smartphone from India. The device was created keeping the Indian user preference in mind; hence it came loaded with FM, Hindi language support and attractive price points. Such initiatives have also been a predominant reason for users to continue being inclined towards the brand. In addition, we have focused on providing attractive data plans to suit the needs of the user and help them stay connect without being too heavy on the budget.
Priy Pandit, EFYTIMES News Network
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