At the Mobile World Congress in Barcelona, Rory O’Neill, BlackBerry’s EMEA vice president of marketing said that they are creating different projects to launch their next generation of smartphones, the BB10 operating system and tell the story of what the BlackBerry experience is all about.
Huge parts of the promotion will be mobile marketing, mobile commerce and social media marketing.
Although mobile marketing can be intrusive, in the end, people subscribe to what they find useful, and this will be a good way of reaching their 75 million existing customers and acquire new ones. Their Facebook page which has 10 million fans will serve as a platform to engage people and share stories.
“We recognise we may not have the deep pockets of some of our competitors so we have to be a bit sharper with our marketing – which we’ve always been historically. BlackBerry is a fascinating brand and We’ve grown virally in many markets based on just delivering that promise of products that help people create and share,” O’Neill said.
Mobile commerce will help partner brands to get closer to their consumers, and users will be able to share their experiences therefore continuing the BlackBerry storytelling.
“Mobile commerce is beyond the mobile wallet and there is a tremendous opportunity for brands to go beyond the buyer/supplier relationship. Brands can now have a holistic view of the customer and serve them in an entirely new way, offering rich context based experiences.”
Blackberry had a rough last year which resulted in their co-CEOs Mike Lazaridis and Jim Balsillie resignation. The new management is more customer focused and determined to better Blackberry’s reputation.