Focus on BB10 Pt.1

In the latest quarter Blackberry announced that they would be bringing another BB7 device to the portfolio. This decision made many question the purpose of this phone as the company continues to roll out the latest versions of BlackBerry 10. Many had believed that the BB7 lineup had seen the last investments (hardware) when the 9320 and the 9220 came out in 2012. In reality it should have been the last hardware investments into this lineup. To bring another phone onto market that will hamper your ability to sell the phones that matter to the company going forward is a huge blunder. To sell the phones that people want and that benefit the company the most we need to focus primarily on BlackBerry 10. One thing that the company pushed when they were building BlackBerry 10 and continue to push is focusing. Focusing on the task at hand and focusing the portfolio that it puts in front of the consumers. One area where they are severely lacking is with the carriers and the products they are putting on the shelves. Phones that came out in early 2012 should not be still available as entry level devices for consumers. Telus for example is still trying to sell the BlackBerry Curve 9320 for $29 while it also has the Q5 for $49. Selling the 9320 for 20 dollars cheaper against the Q5 doesn’t benefit Telus and doesn’t benefit BlackBerry. It has come time that BlackBerry needs to buy back the stock of older BlackBerry’s from carriers like Telus, Rogers, AT&T, Verison and have them focus primarily on BlackBerry 10. Flooding the market with new and older devices only adds to the confusion that customers have around BlackBerry and the direction they are headed. It is not beneficial to the company in the long run to continue to sell BlackBerry 7 devices in countries where people can easily afford to buy newer more expensive devices. The market share in the end is the all mighty tool that either helps your lead or keeps you down. I truly hope that this is something that BlackBerry looks at seriously or works with the carriers to sell the phones to emerging markets. North America (Minus Mexico), Europe (eastern) are perfect examples of places that can afford to spend more on a device and don’t need BlackBerry 7 clogging up the market. Most consumers don’t take the time to research what their next phone purchase will be but have perceptions of what a good/crappy device is. If we continue to remind them about the ‘old’ BlackBerry then they will believe that the ‘new’ Blackberry continues those negative traditions.

We need to focus our attention and our minds on getting the most people to BlackBerry 10 as possible. Spending the money on another BlackBerry 7 device is a waste of time and money. For emerging markets the cheaper the phone the better and bringing over 9320, 9220 and 9900 from countries like Canada, US would be a much better option then a new phone. It would focus the developed markets completely on BlackBerry 10 and provide BlackBerry with a way to reduce the inventory sitting in carriers stockrooms across the world. It could also provide BlackBerry with a way to reduce the price per phone that a person would pay and get it into more hands.

So what do you think? Is another BB7 device worth it? Can BB7 and BB10 sell together or should certain countries be primarily 1 or the other?

Advertisements

Companies #BlackBerry should take in house

Social Media -> Kasai Labs which makes Blaq (twitter client) and Trapeez (tumblr client). BlackBerry users are social media junkies and Blaq is the best twitter client available. Bringing this company in house would allow for a great tumblr and twitter experience for users. BlackBerry already has a good Facebook and Linkedin client but this would allow them to bring a great experience to BB10 phones.

Camera -> Occipital Inc. (360 Panorama). Many of the competing phones allow for a panorama feature right into the phone itself. BlackBerry doesn’t, the camera is also viewed as a weak spot on the phone. Giving BB10 users more tools to play with will allow them to forget about the misgivings of the camera.

Editing feature -> Want: The ability to write text boxes on photos within the edit section on the camera.
-> Want: The ability to write like on a teleprompter or a smart board and draw on photos.

Lock Screen -> Ability to change songs from there without having to open the device.
-> Different ways to unlock the device like number password or design unlock

Voice Control -> Purchase Ispeech.org for their Ispeech translator app. Bring this feature into the camera and the voice control portion of the phone. When the camera takes a photo of a sign which is in another language it translates it to english or the desires language. With the voice control portion, allow it to listen to what people are saying and translate it but also allow the user to talk to people in their native language.
-> Purchase BachKhoa University’s app SayIt Built for Blackberry to give the voice control feature which is extremely lackluster more life. Bring it to parity with Siri and other voice control features.

MDM -> Purchase one of the leading MDM companies to bring it in house and reduce the competition but also bring the greatest aspects of that MDM into BES10.

BlackBerry Fit -> Bringing in a company like Sportstracker and a healthy eating application to create BlackBerry Fit. A fitness package that will help users on the go to be healthy and stay fit.

Good Morning/ Good Night feature: Good Morning -> When the phone turns on in the morning it provides a “good morning (owner)” and the top 3 things that person wants to see in the morning along with email and weather. Customizable by the owner for what they want to see in the morning and will play the song of the owners request.

Good Night -> At a designated time the phone will prompt the user asking if they are going to bed. If they are then the phone will start slowly reducing the back light and getting ready to go into sleep mode. Before it completely shuts off it will prompt the user and say good night along with weather forecasts for the next day.

What do you think? What would you add?