The fifth most popular device manufacturer after Nokia , Samsung , LG , and Apple . The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager in Munich, Germany.
BlackBerry Internet Service, or BIS is available in 91 countries internationally. Instant Messaging clients, Google Talk, ICQ, Windows Live Messenger and Yahoo Messenger. Social Networks Facebook , Myspace and Twitter BlackBerry Internet Service
Competition The primary competitors of the BlackBerry are smartphones running Android , WeBOS , Windows Phone 7 , and iOS .
Government regulation Some countries have expressed reservations about some functions of BlackBerry The United Arab Emirates considering the BlackBerry as a “security threat“ On August 1, 2010 Telecommunication Regulatory Authority (TRA) of The United Arab Emirates officially announced the suspension of BlackBerry Messenger , BlackBerry Email , and BlackBerry Web browsing services in the country as of October 11, 2010.
On October 8, 2010 the TRA officially announced that the BlackBerry services such as BBM, e-mail, and web browsing will continue to work as before. Other countries threatening to ban the use of the BlackBerry Messenger include Algeria , Indonesia , India , Pakistan and Saudi Arabia .
Stages of decision process of buyers::
Stages of decision process of buyers:
Question1: Need recognition and problem awareness:
Question1: Need recognition and problem awareness : A push mail device is considered a need for people specially business people who believe it is going to create competitive advantage for their businesses . security and privacy of data
Question2: The concept of an aspirational group: is a group to which an individual would like to belong. The Blackberry brand is applying this concept indirectly. customer of BlackBerry have it only because it’s common and so that they can fit in. However, some would buy a Blackberry for its benefits, and some others would buy it because everyone else has it, and only few people buy it because they can simply afford it. As we see, it became a fashion nowadays. Blackberry can easily adopt the concept of aspiration groups in the market if its aim is to do so and would thereby target the rich and the show-offs that would buy a Blackberry to be in the fashion and they would lag behind their main goal that is marketing a business tool that would make a businessman’s life easier.
If marketers should have boundaries or not? aspirational group and reference group with the corporation of the social, personal, and psychological factors, may attract some customers by making BlackBerry as a trend or by enlightening some benefits in the BlackBerry , but the severe competition in telecommunication market won’t allow it to last forever.
Question 3: Attitude Positive and negative attitude Advertising
Question 4: What role does the blackberry appear to be playing in the development of the mobile handset market in the Middle East?: Question 4: What role does the blackberry appear to be playing in the development of the mobile handset market in the Middle East? •Blackberry is one of the product and a service that can effectively replace the laptop as the mobile business gadget of choice. •Users don’t need to carry around laptops – the biggest thing that a device like a Blackberry offers is the freedom to move. .
•It offers better customer service and retention, a more productive workforce, and a more efficient use of limited resources. •the adoption of push e-mail is the first step in improving the mobility and communications between businesses and within businesses in the Middle East. •hoped will open the door to other services and applications – allow users to experience the advantages of an office environment