The new BlackBerry 10 is out and RIM changed the company name to BlackBerry. Most reviews are telling. ‘Nice phone. Too little, too late.’
Here’s how BlackBerry can compete against iPhone:
The BlackBerry 10 must be a leap beyond where iOS and Android are today. A leap. A big leap. Why? That’s how it works. It’s math.
That hasn’t happened with BlackBerry 10 and it isn’t likely to happen with future models. Apple isn’t standing still.
To entrench an industry leader, an upstart (or, in the case of BlackBerry, an also ran) must meet or match the leader’s feature and function set, and do so for considerably less money, simply to attract attention from the smartphone customer.
Let’s assume BlackBerry matches iPhone and Android on features.
Or, the new product must be notably better, a dramatic improvement over the entrenched industry leader, yet priced in a similar range– again, simply to attract the attention from customers whose expectations have been raised significantly.
This is basic product marketing.
Make a notably better product that’s similar in price, or match the industry leader in features and quality at a lower price. Otherwise, what’s the compelling reason for a customer to switch from the industry leader?