Linked by Thom Holwerda on Tue 15th Jan 2013 23:28 UTC
PDAs, Cellphones, Wireless The smartphone world is, at this point, a two-horse race. Android has the numbers, Apple's iOS has the figures. Everything else - Symbian, Windows Phone, BlackBerry, etc. - are also-rans. Irrelevant in the grand scheme of things. Even though, say, Windows Phone not making any serious headway into the market, despite boatloads of money poured into the platform, RIM still thinks it can do better with BB10. Austrian website Telekom-Presse has a pretty detailed video hands-on with a BB10 device - the Z10 - and it left me with one burning question: what is BB10's identity?
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Identity shouldn't be important but is
by waynej on Thu 17th Jan 2013 13:26 UTC
waynej
Member since:
2007-07-04

Unfortunately identity and brand are important in the modern marketplace. Iphones don't sell because they are good phones but because the brand is "cool". Apple has (rightly or wrongly) a great identity.

It shouldn't be that way but it is. From what I can see on the various videos this new BB looks excellent and if I was able to afford one, I'd be very interested in having one. That's what it should sell on, competency, features, reliability, etc., not a nebulous thing such as identity.

These days brand and identity is treated as a feature, not competency and reliability. Sad but true.

Reply Score: 3

waynej Member since:
2007-07-04

I should also have said that I really like what I see. I think it looks really good. Big thumbs up from me :-).

Reply Parent Score: 1

dagw Member since:
2005-07-06

Iphones don't sell because they are good phones but because the brand is "cool"

Sure, but if the phones weren't good they wouldn't have been able to build that "cool" brand and identity. If Apple starts shipping crap they'll quickly lose any value their brand has.

Reply Parent Score: 3

waynej Member since:
2007-07-04

Agreed, but due to image, identity and brand loyalty it would have to be spectacularly bad to not still sell in significant numbers.

Remember the antenna issue with one model? For other manufacturers this would have been a big problem. For Apple it made very little real difference.

Apple only need to make 'good' phones and the brand identity will do the rest.

Btw, I'm not being down on Apple, they just happen to be a great example.

Reply Parent Score: 1

zima Member since:
2005-07-06

These days brand and identity is treated as a feature, not competency and reliability. Sad but true.

"These days" ...don't make it out as if the past was really better.

Reply Parent Score: 2