Blackberry will 'aggressively' pursue former customers with Z10 launch

Blackberry will 'aggressively' pursue former customers with Z10 launch
SHARE
THIS



Blackberry will launch its new Z10 smartphone in Australia next week, with the aim of being the “strong third player” in the market, insisting it is “not a me too product” and it will “aggressively” target former users.

Yesterday global CEO Thorsten Heins (pictured) visited Sydney to launch the device, which runs on the Blackberry 10 operating system and is set to launch in the US later this week.

At the weekend the company started its local push, leveraging the Australian Grand Prix sponsorship of the Mercedes team and running 30-second TVCs, based on international work.

Enterprise is clearly the key target for the company, with a strong emphasis on features allowing people to restore a work-life balance, and the gesture operated interface was also a key selling point they were keen to push.

Heins said the marketing plan for the device had been successful so far, gaining “huge attention” in the market through a series of reveals using prominent bloggers, before unveiling the Superbowl campaign spot, and then the longer commercials.

But, while corporate are a large priority Heins said the new phones have a strong offering for regular consumers, pointing to the “hyper connected Blackberry Messenger” system, which currently has 79m users globally, as a sign of that.

“I think what’s important here is that we crisply bring our message out to the market,” he said. “It’s not about spending millions of dollars above the line.”

It is understood there will be a significant spend in the local market with TV, digital and out of home all in the mix, with an ad campaign backed by network partners Telstra and Optus.

Heins insisted the network partnerships were important, saying carriers “don’t want a duopoly” of Android and Apple, but said the long-tail of the company, which makes money from its software, which includes security, on the phone help it remain profitable.

He also insisted the company would only go to the tablet business if it could find a way to take them to a “better service proposition”, and brushed off questions about wearable devices like Google Glass being created by competitors, insisting: “My view of the future of mobile computing is it’s much more about the services you provide and the way you bring these to the end users.”

But, he did concede: “If I need to build a watch, maybe I will do it.”

Heins pointed to the existing partnerships with car industry players like Mercedes and BMW, and signaled the company would be looking at healthcare as a new market for its products, signaling they were looking for to “work out what are the common denominators for healthcare globally”.

http://www.youtube.com/watch?v=MJwjq2TeLsY

Please login with linkedin to comment

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]