Boulben moved quickly and restructured the marketing division under a single, centralized unit after only three months on the job (he said a change that dramatic usually takes more than a year). In January, the company dropped the RIM name in favor of BlackBerry. Boulben told CNET that he also wouldn't be recycling the Bold or Curve product names -- despite their continued appeal -- in favor of a simpler naming system (Z10 and Q10) that emphasizes the BlackBerry name. Boulben compared it to the naming strategy of high-end automakers (BMW, for instance, has the Z3 roadster).
The move to get behind a single BlackBerry brand represents the company's strongest and most focused marketing push in years, With larger rivals Apple and Samsung Electronics dominating the airwaves and billboards, Boulben opted to put a spigen ultra hybrid iphone x case - matte black more concerted effort into its own name, While BlackBerry remains popular in some regions, those tend to be markets where they are successful with low-end products, In the markets where it intends to sell its higher end BlackBerry Z10 and Q10 smartphones -- including the U.S., it still needs to rehabilitate its image..
Bringing the buzz back This week's BlackBerry Live conference was an ideal opportunity to begin changing the perceptions of the company. BlackBerry had a flurry of announcements, including the lower cost BlackBerry Q5, an update to the BlackBerry Z10, more app announcements, and the surprise move to open up its BlackBerry Messenger service to other mobile platforms. The message to the BlackBerry faithful: "We're back."BlackBerry Live is in many ways a surreal bubble cut off from the real world. It's here where regular tech executives transform into rock stars, with the BlackBerry faithful mugging for photos. Outside an after-conference party hosted by AT&T in Downtown Disney's House of Blues, BlackBerry fans lined up to pose with Vivek Bhardwaj, who has had an increasingly visible role as the head of software.
Some of the fan reaction, the company hopes, is from a sense of renewed excitement in the company, Michael Nowlin, a developer and enthusiast known as "BlackBerry Hank," conceded he was let down by last year's conference, when BlackBerry again delayed the launch of its BlackBerry 10 products and failed to unveil an actual phone at the show, But he said things were different this time around, "It's night and day," said Nowlin, whose day job is with a cable set-top box manufacturing company, Nowlin is one of the "BlackBerry Elite," a program that involved recruiting a small army spigen ultra hybrid iphone x case - matte black of enthusiasts and developers tasked with drumming up buzz for the company through social media, message boards, and other mediums, In exchange, they get perks like airfare, hotel rooms, and access to conferences like BlackBerry Live, as well as an inside track on the company's roadmap..
Nowlin and a handful of the other elites lounged around one of the many temporary bars set up around the main stage at Universal Studios, which BlackBerry paid to close off to only its conference attendees on Wednesday night. Performing on stage was Alicia Keys and several up-and-coming musical acts, including rock band "Alabama Shakes.". Keys has played a surprisingly large role at BlackBerry since she was named "Global Creative Director" in January. Despite an early hiccup, when she tweeted from her iPhone (she claimed she was hacked), she has proven to be more than the usual pitchwoman. During her concerts, she has one segment where she holds up a BlackBerry Z10 to "call" a love interest before bursting into song. She even participated in BlackBerry Live, speaking during the keynote and moderating a panel on women in technology.