Question

When Blackberry introduced its first real touch screen device, the Z10, much of the focus in the United States was on how many Apps it would have. The company's strategy was to have 90% of the top 100 iPhone and/or Android Apps. To facilitate this goal Blackberry built in the Ability to run Android Apps into its new Blackberry 10 operating system. Given this goal some observers were surprised that the advertising for the new Z10 phone focused not on Apps but instead on such features as its on screen keyboard with flick typing, integrated messaging hub, time shift camera and the screen sharing ability of its video calling feature.

Was Blackberry's emphasis on these features over focusing on it's ability to run many top apps a strategic move? Why or why not?

Answer 1

This specific approach used by blackBerry in launching their phone for protecting their proprietary features which made their product unique. This approach is correct as it reflects style of BlackBerry. Buy projecting their Core features as the main attractive points of their mobile phones is definitely a better strategy for the other phones in the same category which do not run Android applications. This type of projection helps BlackBerry to maintain the brand image by providing unique facilities and advancements which is only available in BlackBerry devices. This type of decision is totally based on creating and differentiation strategy which is helpful to separate Blackberry from the market using these specific features which is uniquely available in BlackBerry devices only.