To avoid brand dilution, RIM’s corporate brand name is disappearing today and is being replaced by BlackBerry for shareholders and employees in an attempt to instill brand values internally.
While the (too) long-awaited new Blackberry OS is innovative and will help reduce churn among BlackBerry’s 79 million existing subscribers to competing devices from Apple and Android in 2013, the longer-term challenge for the BlackBerry brand is still huge.
Don’t get me wrong: The great strides that BlackBerry’s made in the device and OS deserve credit.
The two new devices announced today — in a price range above $500 — also look great and on par with, if not better than, the best high-end smartphones on the market today; they have eventually put an end to the poor browsing, app, and multimedia experiences delivered on BlackBerry devices until now. The new OS brings some very interesting and innovative features. The smart contextual prediction keyboard, the BlackBerry Hub, the BlackBerry Balance, as well as the new video chat and screen-sharing functionalities available to BBM users will also offer a seamless and innovative experience to the “business execs,” “working moms,” and “hyperactive teens” that BlackBerry is targeting. Telecom carriers will also significantly support the new devices, with about 200 operators worldwide launching them by June 2013. Why? BlackBerry devices have always delivered more profitable customers to carriers because of their network efficiency. Due to the limited uptake (for now) of Microsoft’s Windows Phone 8, telecom operators will no doubt give the new products a chance to succeed in order to avoid being dependent on Apple or Google.
However, there is little rationale today for most product strategists and marketers to invest in customized BlackBerry experiences.
At the beginning of this year, I took the time to sit down with my colleague Dan Bieler, principal analyst on Forrester's Business Technology Futures team and a specialist in the telecom space, to discuss the top trends that will affect the European telco landscape this year.
Although we believe that the business/consumer split is increasingly vanishing, we decided to split the top 10 carrier themes that will matter in the European telco market in 2013 by enterprise and consumer perspectives.
In the enterprise segment, we see five main themes:
Over the top (OTT) and app-based communication services will become part of the IT landscape. OTT voice, social media, and messaging will spread in the enterprise space at the expense of traditional services. Our research shows that professional workers who travel are the most likely to embrace application-based communication services, often irrespective of what their company’s official IT policy is. Still, 2013 will not be the year (yet) that sees RCSe becoming a B2B2C communications platform.
Cloud-based enterprise services by carriers will see increasing interest from businesses. Communication-as-a-service will receive increased attention by CIOs as they plan UCC projects. However, as our research shows, carriers will not be perceived as the top choice of providers for cloud-based services. Mobile device management firms like AirWatch and MobileIron will offer reselling opportunities for carriers but limit the carriers’ ability to add value around device and app store management. Business models for cloud-based data analytics of end user demand will grow in importance in 2013, but will begin to materialize on a larger scale only in 2014.