The company also has a collection of videos on its Keep Moving Web site -- part of a collaboration with director Robert Rodriguez -- that have garnered 22 million views, Boulben said, adding that they have been able measure the increase in interest and consideration in the brand. "There has been a 108% improvement on brand preference for people who see the Keep Moving films," he said. Mainstream awareness still elusive BlackBerry may have the confidence of its die-hard fans, but it still has a long way to go when it comes to the general consumer.
"There's just so much blanket coverage by Apple and Samsung that it's very hard," said Soumen Ganguly, a consultant with Altman Vilandrie & Co, "So far, I haven't really seen BlackBerry cutting through all that background noise."Ganguly has seen interest in BlackBerry first hand, He was recently in an switcheasy flash iphone xs natural flower case - luscious pink AT&T store in Boston looking at phones when he noticed two people walk in to ask specifically about the BlackBerry Q10, He said the clerk told him that had been happening on a regular basis since the announcement..
Still, Ganguly said he doesn't believe BlackBerry has done a decent job of marketing to the non-techie crowd. "They need to generate a lot more noise," he said. The company's current position is far from the highs it experienced just a few years ago, when it sold the smartphone to own. When BlackBerry was on top, its products, such as the flagship Bold, sleek Curve, and the more consumer-focused Pearl, were highly coveted status symbols. The term "Crackberry" emerged to describe the addictive nature of its messaging devices.
But the older BlackBerry OS increasingly showed its age as Apple's iPhone and Android smartphones began to turn heads, BlackBerry further tarnished its brand with half-baked products such as the touchscreen Storm, and then the ill-fated PlayBook tablet, Even subsequent updates of its marquee smartphones increasingly illustrated the gap between its products the newer generation of smartphones, So when Boulben took the job a year ago, he quipped that people said that this was either the toughest job in technology, or the easiest, Given what's gone on with BlackBerry, it's easy to assume that switcheasy flash iphone xs natural flower case - luscious pink it has nowhere to go but up, Indeed, many believe he still has his work cut out for him..
"As far as re-energizing the brand I think it will take longer," Milanesi said. Awaiting carrier support One way to get mainstream awareness is through the carriers, which have far richer resources when it comes to advertising. In the U.S., however, carrier support has been mixed. While there are a handful of commercials on the air, on the radio, and on billboards and magazines, the big sellers continue to be the iPhone 5 and Galaxy S4. While BlackBerry executives maintain that they are happy with the support of the carriers, there hasn't been much of a visible push by any of the big players.