innovation of Blackberry

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INTRODUCTION:

The report is regarding an innovation called Blackberry. The report will explain few theories taught in the class room regarding marketing of innovation in brief related to the innovation selected.

The innovation selected is Blackberry which is described below. The theories explained are basically Roger’s five forces and user value parameters along with other theories.

INTRODUCTION ABOUT THE PRODUCT

Name of product: Blackberry

BlackBerry is a row of wireless in hand devices that was launched in 1999, firstly as a double-way pager. Later in year 2002, the more usually known “Smartphone or BlackBerry” was unconfined, which ropes push e-mail, text messaging, internet faxing, mobile telephone, web browsing and additional wireless and codeless information services along with a multi-touch interface. Blackberry is a nice example of a convergent device or say instrument. Blackberry was invented by a company called “Canadian company Research in Motion (RIM)”, it provides information and data through the wireless data networks of GSM and CDMA network of mobile-phones connection providing companies. BlackBerry initially made evolution in the market by focusing on e-mail. The manufacturer currently offers BlackBerry e-mail service and other related services to non-BlackBerry kind of devices; an example is Palm Treo, using the BlackBerry Connect software through a USB cod.

MANUFACTURER:

As mentioned earlier too, Blackberry was invented by a company called “Canadian company Research in Motion (RIM). The product was so popular the similar products were launched by bug companies like HTC and others. Blackberry was initially coming with monotonic display but now it is coming with 52k color display which great picture quality. The manufacturer is still manufacturing the product with single plant based in Canada.

WILL IT WORK

It has plenty of features (will cover under later heading of the report). The most crucial in terms of sailing point of view is its wide range of features which are traditionally available in a laptop only. The product is supposed to sell in England, which is a developed country and where people concerns about new technology and faster work is greater, this again adds to the probability of success of the product in England.

WILL PEOPLE BUY IT

As mentioned above, people of England are very technology lovers and needs things like accessing emails and opening work files frequently. Again the product offers various additional facilities for people of England like to access the office outside the office also. These remove the clouds of uncertainty over the product’s success in the market.

REASONS FOR INTRODUCING THIS PRODUCT

A chief reason to introduce Blackberry in British market is to remove the problem of people by which they are forced to access the official work in their rooms only. Now as the world is very advanced and competitive, every business person wants to exploit every single second possible for business development. This requires technical supports like presentation at any place, viewing office documents at other than office, ability to connect to internet without any wire at a place like café or wherever clients are more comfortable at. All these things are fulfilled by Blackberry device in a great manner. Thus Blackberry was introduced as a business supporting device.

VALUE PROPOSITION:

CUSTOMER SEGMENT:

Internet usage in any country would affect the sale of products like Blackberry. Same is the case with Blackberry. Internet usage among the people will give them more information about the company as well as the product. It would be easier for the company to promote high functionality devices like Blackberry because internet is the best and one of the most economical way of promotion. Also as the company is Canada based hence it would be easier for people to order the product through e-mails and pay for it through credit using internet. The market segment chosen for Blackberry is these high earning and heavy internet users. The internet usage in United Kingdom is as follows:

Year

Internet User

Population

% of user

2000

15,400,000

58,789,194

26.2 %

2005

35,807,929

59,889,407

59.8 %

2007

38,512,837

60,363,602

63.8 %

NEED OF THE PRODUCT:

The need of Blackberry is to provide portability to office works and carry out office task at places other than offices and remote locations too.

REASON FOR BUYING:

This Blackberry is significantly loaded and some of its feature like pushes e-mail, text messaging, internet faxing, mobile telephone, web browsing and additional wireless and codeless information services along with a multi-touch interface. The product demonstrates a unique intermingle of features for youth and experienced costumers. Some features like music player, USB port, multiple color schemes etc are meant for youth and sporty people along with office features like Mobile office and presentation software etc.

Price is the always focal factor. There are other products which provide similar features (not all at the same time) of same kind and are available in the market but have more priced that device. Thus these devices will prove to be unproblematic on pockets and thus can prove very successful in the market.

Blackberry

Blackberry

Other Similar products

Approximate Savings

$ 444(approx.)

$550(approx.)

$ 106(approx.)

COMPETITIVE ADVANTAGE:

The chief competitive advantage includes lesser price as shown earlier and clean and the revolution it can offer in business practice styles..

DISTINCTIVE BENEFITS:

Its distinctive benefits include two things:

It can provide all the features at the same time like e-mail, text messaging, internet faxing, mobile telephone, web browsing and additional wireless and codeless information services.

Portability of office.

Carrying out meeting at any place and at any time

THE TYPE OF INNOVATION

 

Talking about the type of innovation of the product, the product will bring major change in customer habit and enhance the firm’s complementary assets and competences. The position can be marked by upper left quadrant in the above figure.

ROGERS 5 FACTORS

RELATIVE ADVANTAGE:

Relative advantage defines the degree to which the product is perceived as superior (economic, prestige, convenience, satisfaction and is a necessary but not sufficient requirement). Talking about the innovation of Blackberry, there are a number of advantages associated. A tabular presentation is as shown below:
Important Feature

Associated advantage

GUI

GUI stands for graphical user interface. As understandable from previous points that this device is heavily loaded. To program the watch accordingly and to view the settings all at once, the Blackberry has a GUI which gives access to almost every customizable feature of the device. The present Blackberries are even coming with a self runnel operating system known as Windows Mobile.

E-mail

Blackberry can send email to any other station using the wireless network of GSM providers

Mobile Office

This feature provides flexibility to access and compose any document run able in windows office like word file, power point presentation etc.

Cellular phone

Even when the device is composed for office and professional works, it is still a cell phone providing connectivity beyond limits.

3G enabled

The device also supports 3 Generation communication network for advance connectivity.

COMPATIBILITY:

It defines the degree to which it is consistent with existing values, experiences and needs. Talking about Black berry, as the innovation is involves in technology and the use is still the same, the product introduces very little changes to user’s use and thus is very compatible in use.

COMPLEXITY:

It can be define as the degree to which it is difficult to understand and use. The product did not offer any complexity in use but in terms of technology, the product is much complex in terms of technology used. One may wonder on this view but the real answer lies in the customer segments of Blackberry. The customers of blackberry are already supposed to have knowledge about sending emails, using office software etc. What Blackberry is providing is just a new platform to use this software. There may be little complexity in initial phase regarding the setup of the instrument; else it is easy to operate by the desired users.

TRIALABILITY:

It can be defined as the degree to which it may be experimented with on a limited basis. Regarding trialability of Blackberry, the product is easy to try by the consumers and it always provides its consumer an option to return to the traditional methods. One concern in this issue can be the initial investment to be made which can reduce this issue for many of the costumers but overall the product scores well on the issue of trailability.

OBSERVABILITY:

It is the degree to which product usage and impact are visible to others. The observalility parameters of this innovation are very favorable. As the product has its own operating system to run, the product has very well designed graphics to cover this parameter. So the product or say the innovation did not rock in observability parameter.

INNOVATION GRAPHS FOR THE PRODUCT AS ENTERING THE MARKET ALSO THE RISK TO ENTER THE MARKET.

The innovation graph of such a product is tough to produce here but a description will work. As the product is of daily use to the consumers and is meant to provide the same facility they are receiving form other devices like laptops etc but as it is portable and can be carried to any place, it can bring revolution to any business style.

RISK ENTERING THE NEW MARKET:

Talking about the risk for the company to launch the product in a foreign market, the chief is definitely the new location. The manufacturer is a Canada based company which is trying to sell the product in England. But as the product has already gained attention round the globe over its use, it is expected to do the same in England too. Now a big uncertainty is the question whether the people of England will purchase the product or not form a foreign firm. Other factors like features, usability etc are overruled already as the product is prominent one in these contexts. On risk issue, the company needs not to worry much as the market has replied positively to a number of foreign products earlier too. So the risk is lesser for Black berry in England.

APPROPRIATE PRICE OF THE PRODUCT:

Price is the always focal factor. There are other products which provide similar features (not all at the same time) of same kind and are available in the market but have more priced that device. Thus these devices will prove to be unproblematic on pockets and thus can prove very successful in the market.

Blackberry

Other Similar products

Approximate Savings

$ 444(approx.)

$550(approx.)

$ 106(approx.)

USER VALUE PARAMETERS:

USEFULNESS:

As stated earlier in introduction part, world is very advanced and competitive, every business person wants to exploit every single second possible for business development. This requires technical supports like presentation at any place, viewing office documents at other than office, ability to connect to internet without any wire at a place like café or wherever clients are more comfortable at. All these things are fulfilled by Blackberry device in a great manner. This process Blackberry an effective device for its target consumers.

USABILITY

The usability parameter of Blackberry is very nice. The features defined earlier are of great use to the consumers. For example, Office feature provides flexibility to access and compose any document run able in windows office like word file, power point presentation etc.

DESIRABILITY

The product did not rule much in desirability issue. The product normally looks like a typical mobile phone with less point over desirability. Blackberry can send email to any other station using the wireless network of GSM providers. The device also supports 3 Generation communication network for advance connectivity and many more.

VALUE OF THE INNOVATION AND VALUE CAPTURE

The value of the innovation lies in its easy purchasing power and capacity to save in terms of electricity bills. The product is been launched at a lesser price than the similar product. This all generates high value to the innovation which good success rate in new market. The product is extremely high valued as it provides high saving and improved performance at much lesser price.

Talking about the value capture parameter of the product, the typical value captures looks as following (an example).

 

The value captured is the value between the created value of the produce and the final product value.

CONCLUSION:

As a conclusion to the report, we can say that the innovation of Blackberry proved very successful. The Roger’s five forces and user values parameters of the products both explained in detail earlier in report indicates that the innovation of portable office that Blackberry offers is excellent in terms of customer interest.

REFERENCES:

Bridgewater, Susan; Doyle, Peter (1998), “Innovation in marketing”, Published by Butterworth-Heinemann, ISBN: 0750641215, 9780750641210

Cooper, Scott W.; Grutzner, Fritz P.(2008), “Tips and Traps for Marketing Your Business”, Published by McGraw-Hill Professional, ISBN: 0071494898, 9780071494892

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