The Keyhole makes observations about consumers, brands, ads, & marketing, through a predictive customer loyalty lens. Most marketing is ineffective to today's bionic consumer, given undifferentiated products, loss of "brandness," & hard to come by profits. Marketers talk about "engagement" but nobody seems to be doing a very good job measuring or integrating it into what they do & it shows! The Keyhole opens a dialogue on this subject & suggests real-world solutions with the marketing community.
Thursday, October 01, 2015
Lack of Apps Gets BlackBerry Going Google
BlackBerry hasn’t been doing very well. All you have to do
is look at their Customer Engagement Loyalty ratings to see that. Those
currently look like this:
“Brand Reputation & Design” and “Platform For My Needs (And
Apps. Especially Apps”) are the two most-important category drivers primarily
driving current consumer engagement in the Smartphone category. And since
customer engagement ratings correlate highly with consumer behavior toward the
brand and, axiomatically, increased revenue and profits, it’s no surprise that when
you look at their most-recent bottom line, BlackBerry revenue was down 46% YOY.
There’s not a lot you can do with a smartphone that’s not as
smart as it used to be. Sure, it has a keyboard but no apps, so not precisely
the best achievable balance between two incompatible features. On balance
Google seems the way to go, but that’s just based on 35,000 consumers telling
us what they really expect and what they’ll really buy.
But looking to regain engagement and relevancy BlackBerry just announced
it will produce a smartphone that runs on the Android operating system, so no
new BlackBerry 10s will be introduced – at least this year. An Android version
would, of course, solve the problem of BlackBerry’s lack of apps, and the new
version is supposed to have a touchscreen, but in an attempt to be all things
to all consumers particularly the Luddite-throwbacks among them, there will
also be a pullout keyboard. If that sounds kind of clunky to you, it probably
will be, and perhaps not the best choice, particularly in light of the “design”
component in that first-most important category driver.
The new version follows 2014’s Passport, and 2015’s Leap and
Porsche models, and is going to be called the “Priv.” We’re guessing that the
company is going that route hoping consumers will relate that particular
diminutive to “privacy” related to the security software that used to
differentiate RIM as-it-was-then from all other smartphones, and now à la the
Google relationship somewhat better security than other Android phones, or “privilege,”
as in aren’t you fortunate you don’t have to deprive yourself of apps anymore!
One can only hope it doesn’t relate to where profits seem to
be heading. . . as in “down the privy”!
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.