Blackberry boys (un)welcome change?

Truth be told the new Blackberry boys TV advertisement is cool (if you haven’t seen it, take a look here) and I love it.

You can clearly see that Vodafone is signaling (along with Blackberry) that it is not just for the “guys in suits” and the message is conveyed brilliantly. But, here is the million dollar question – it is a bold move and it takes Blackberry away from its corporate stronghold, is it a good strategy for Blackberry?

Even in the ad, you can clearly see the discomfort, confusion and alarm on the faces of the 5 “suited” people who were the only people in the frame originally. It could well be the case that Blackberry purchase decisions are made by “corporates” who don’t make it based on the image but on practical price-feature-network partnership parameters and Blackberry might pull off this brand extension exercise and come out all smiles (I hope that is what the research showed and hence they are doing this!).

If not, this could cost them their stronghold with the confused businessmen demanding to be given a choice of “iPhone/Blackberry/Nokia/Samsung” and the B2C market (in developing countries), being cost conscious that it is, opt for the local Blackberry rip offs instead!

It could well be that Blackberry has not seen the kind of traction with corporates in India that they generally see in other countries, in which case, this is a desperate move for them to expand their visibility and hence market share. Could they have done it with another brand name instead of extending the current one? What do you think?

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