BlackBerry was named the “Coolest Brand Overall” in the Sunday Times Generation Next 2011 Brand Survey Awards. The BlackBerry Messenger (BBM) service was noted as one of the primary reasons for the brand's popularity.
The smartphone brand also beat Apple and Android to be named the “Coolest Cellphone” and “Coolest High-Tech Gadget”. The survey is conducted annually by HDI Youth Marketers.
“Generation Y's choice of BlackBerry for the coolest brand overall reflects the importance the smartphone has assumed in the increasingly connected lives of a tech-savvy generation,” says Craige Fleischer, regional director for Southern Africa at Research In Motion (RIM).
“The BlackBerry smartphone is a social tool and a lifestyle device that keeps them in touch with everything that matters to them.”
According to Fleischer, BlackBerry smartphones are both aspirational and affordable, and the BlackBerry Internet Service is another reason for the brand's local success.
“The youth especially love BlackBerry Messenger, which enables them to share text and voice messages, pictures and video clips,” says RIM.
BlackBerry Messenger reportedly experienced a 500% increase in usage in 2010 and has over 43 million users worldwide.
"BBM is the archetypal 'killer app' - it's one of the best examples ever of intrinsic functionality driving demand for a cellphone, or any device for that matter,” explains HDI Youth Marketers MD Jason Levin.
“BBM turned the BlackBerry, a smartphone also used for business purposes, into a cool tool for youth."
While RIM has been enjoying growth in emerging markets, its loss of market share in mature markets has grabbed headlines.
RIM was the first to introduce the concept of the smartphone to the world, and was an enterprise staple, but when compared to the innovations and growth of Apple and Android, many consider RIM to be in trouble.
Last month, RIM had to lower its earnings forecasts and warned of slower than expected sales for its smartphones, as its shares plunged by 11%.
The PlayBook tablet release was also disappointing in the US and Canada, but it remains to be seen how the device will fare in emerging markets such as SA, where the BlackBerry is king.
Share