Comparing Apples and Berries
By: Staff Writer
The crushing dominance of the iPhone is broken—at least for now—having given way to the BlackBerry Curve. This just-released report has come in from the NPD Group (www.npd.com), a prestigious consumer research agency. After months of topping the charts, the iPhone acquiesces to what consumers have pegged as their number one choice—the BlackBerry Curve.
Ever since Apple upped the ante with their iPhone, BlackBerry has been working harder than ever to keep apace of the blustering frenzy over Steve Jobs’ newest gadget. It seems their work has paid off. In fact, beyond just blowing past the iPhone to the top spot, two other BlackBerry devices, the Storm (coming in under the iPhone at number three) and the Pearl (sliding right below that at number four), landed a spot on the top five chart. Not a bad way to start a second quarter.
So what does RIM have to thank for the bolstered 2009 sales and the sudden success of the BlackBerry? Sure, the BlackBerry is cool, but how can it be cooler than the iPhone? It had a lot of hurdles to overcome, among which were a nationwide Apple craze, a bountiful delivery of apps, and some snazzy marketing tricks from Jobs himself. How did the BlackBerry Curve edge the iPhone for the number one spot?
Thank You, Recession
Happy tech news notwithstanding, the recession is still around. And consumers continue to respond accordingly. So, when consumers needed a smartphone, they looked for a phone with nice features, minus the hefty price of the iPhone. Naturally, they turned to its less-expensive competitor.
More Bars in Blackberry Places
Beyond that, RIM pulled a deal with the big four U.S. carriers, making Blackberry devices compatible with nearly anyone’s favorite network. Widespread functionality helps boost sales, no matter what the economic status. Carriers do just what their name suggests—they carry. Regardless of how sweet the phone is, it won’t gain a following unless it has great service. BlackBerry has just that. The iPhone just has AT&T.
Hello, B1G1
One of the best tricks that the Blackberry pulled, thanks to some help from Verizon and Vodafone, was the buy-one-get-one promotion. When someone can buy a Blackberry, plus get a freebie for a girlfriend, child, co-worker, or spouse—that’s a good deal. Last we checked, Apple wasn’t giving away anything.
Older…and Wiser
The BlackBerry has been around for a long time. Would you believe that it was back in the nineties (1999), that BlackBerry came out with the radical two-way pager? Talk about cutting edge. Three years later, the first BlackBerry Smartphone was enjoying a wide following by businessmen, executives, and wannabes. The legend of the BlackBerry had begun. Now, the legend continues, due in part to the fact that the general populace respects BlackBerry. They trust them. And maybe, just maybe, it’s not a fad.