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  • Blackberry Marketing in Indonesia Leverages Communities

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    Andreas Nataniel
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    The document discusses Blackberry's marketing strategy in Indonesia, focusing on communal activation rather than traditional place-based marketing. It notes that Blackberry introduced communal activation by allowing users to connect with friends and communities through features like Blackberry Messenger. This created a viral marketing effect where the consumer base drove further adoption in their communities. The strategy proved highly successful with minimal advertising, relying instead on social media networks and communities to generate interest in Blackberry devices. However, the summary notes competition is increasing from Apple and Android as they also enable strong social connections.

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    Syndicate 1 - Blackberry as Communal Activation Example

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    The document discusses Blackberry's marketing strategy in Indonesia, focusing on communal activation rather than traditional place-based marketing. It notes that Blackberry introduced communal activation by allowing users to connect with friends and communities through features like Blackberry Messenger. This created a viral marketing effect where the consumer base drove further adoption in their communities. The strategy proved highly successful with minimal advertising, relying instead on social media networks and communities to generate interest in Blackberry devices. However, the summary notes competition is increasing from Apple and Android as they also enable strong social connections.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
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    142 views8 pages

    Blackberry Marketing in Indonesia Leverages Communities

    Uploaded by

    Andreas Nataniel
    The document discusses Blackberry's marketing strategy in Indonesia, focusing on communal activation rather than traditional place-based marketing. It notes that Blackberry introduced communal activation by allowing users to connect with friends and communities through features like Blackberry Messenger. This created a viral marketing effect where the consumer base drove further adoption in their communities. The strategy proved highly successful with minimal advertising, relying instead on social media networks and communities to generate interest in Blackberry devices. However, the summary notes competition is increasing from Apple and Android as they also enable strong social connections.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 8

    Blackberry in indonesia

    Communal activation in new wave marketing

    o AndreasNataniel o Hermanto o M.Taufiq MF o Sovia MerryCS o Syatria Kumala Putra

    (29111438) (29111471) (29111470) (29111472) (29111484)

    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    Research in Motion
    company profile

    Didyouknow?
    Foundedin1984 HeadquartersinWaterloo,Ontario,Canada OfficesinNorthAmerica,AsiaPacificandEurope In1999,RIMlaunchedthefirstBlackBerrysmartphone(850series)in MunichGermany as2waypager In2003,itwasstartingtointroducepushemail,mobiletelephone,text messaging,Internetfaxing,webbrowsingandotherwirelessinformation services Productlines: Smartphones(Curve,Torch,Bold,etc) Tablets(PlayBook) Software(messenger,appworld,BlackberryOS) Currently,ledbyPresidentandCEOThorstenHeins
    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    Blackberry in indonesia
    beginning of a new era

    IntroduceonDec2004by Indosat&Starhub andlater onbyTelkomselandExcelcom. UsageforIndonesian subscribers:


    Chatting(BBM) Unlimitedbrowsing(also applicableforroaming) Socialnetworksites Connectedapps/appworld Pushemail

    Acrossallsegments(young adult,executives,housewife, kids,maids)


    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    Source:StatCounter.com ;Frost&Sullivan June2011

    New wave marketing


    FROM PLACE to COMMUNAL Activation

    Communityactsasanaccess,allowingcompanyandcustomers toactivateeachothers. Membersofthecommunityinviteseachothertojoin thusit actsasmarketingchannel Maindrivingforces:


    Blackberrymessenger Socialnetworkingsites Connectedapps Developercommunity Otherforums&communities

    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    Whats the difference?


    Different from legacy marketing LegacyMarketing(Place):
    Onewayapproach fromproducertoconsumer Advertisementpushfromproducertoconsumertocreateawareness Producertargetscertainsegments(B2B,B2C,etc) Emphasizeonfeaturesasdifferentiation Heavilydependentonchannels Producerneedstodesignagoodchannelmanagement(forexample authorizedretailers,bundlingwithtelecommunicationoperators, etc) Youonlyhavesecondstoimpresstheconsumerwiththedisplay

    CommunalActivation:
    Potentialconsumerwouldliketogetconnectedtotheirfriends&families, regardlessofthefeatures/itsmainfunction Hence,itcreatesatwowaysrelationship inordertobepartofthe community,consumersneedtohaveblackberrysmartphone(creatingthe need). Yourconsumerisyourmarketer!However,yourreputationalsocanfallwithin seconds
    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    Low

    budget

    high impact

    Sofar,thereisnomassive advertisementofblackberryinTVor printedmedia


    However,itcreatesaverylongqueue duringthefirstblackberrylaunchin PacificPlace Nov2011

    Ridingontopofsocialmediabooming inIndonesia
    GiventhefactthatIndonesiaisthe2nd largestnationforFBand3rd largestfor Twitter. Usethewordsocial tofulfillthe desiretogetconnected

    ConsumerenthusiasmofBlackberry werestillhighevenwithoutasingle servicecenterinIndonesia(notuntil July2009)


    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    In the long run


    Blackberry in Indonesia

    Competitionisfierce! Apple&Androiddevicesarecatchingup
    Allofthemareofferingconnection tosocialmedia/tocommunities Developercommunityforapprichness

    Goingforward(recommendation):
    Continueusingcommunitiesasbaseofmarketing Offeringcommunitybasedfeatures(Blackberrymessenger,etc)to non blackberrydevices tappedtoothercommunities
    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

    T HANK Y OU
    Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

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