So Businessweek is part of Bloomberg? I hadn’t noticed. But after reading “Why Is Porsche Still Putting Its Name on BlackBerrys?” it all makes sense. It sounds like something our resident iDiot would say.
The wait is finally over. The new BlackBerry is here. Of course you want one—what other smartphone would you buy? The only question is if you can afford it: The latest BlackBerry was developed in concert with Porsche and costs $2,127.
Well, let’s be realistic about the Porsche designed BlackBerry P’9983. The P’9983 isn’t really a mass market device. Not at all. It is a status symbol. Not many would spend that much on a cell phone, whether they could afford it or not. The P’9983 wasn’t designed for the person that wrote the Businessweek article, it wasn’t designed for me. When I talk about “the new BlackBerry”, I speak of the Passport and the Classic, not a luxury device which most of us will never see. But I suppose that’s just me. The author then goes on to talk about other car companies that co-brand, but I’m not concerned with that. I’m not much of a car guy at all. Does my car have Bluetooth? Will it connect to my BlackBerry? If it does, I’m a happy camper.
All of which makes Porsche’s BlackBerry tie-up so puzzling. The car company has never looked sharper. Its new small SUV, the Macan, is a big hit, and its mew hybrid supercar is being hailed as the future of driving (at least that’s what the guys on Top Gear said). Meanwhile, the Porsche 911 is still considered the sports car against which all others are measured.
But nothing is measured against BlackBerry these days. The company’s smartphone market share is expected to drop below 1 percent this year. The brand doesn’t have enough luster to make its own products shine, let alone others.
Nothing else is measured against BlackBerry? They really should be. Look at today, people lined up for the same phone, oh, I’m sorry, a slightly larger phone. Yesterday people were trying to upgrade their OS on their app launchers, and had to make a decision, to delete everything they had put on their phone to fit the new OS? Or just keep the old OS. A few weeks ago, some f our favorite celebrities had their very private photos made very public. I think the author is right, consumers don’t measure their devices against BlackBerry, but they should. If they did, they’d realize how much they had given up.
And manufacturers, I believe they are measuring themselves against BlackBerry, even if they aren’t admitting it. Simply look at the ‘new’ features on the ‘new’ app launcher, and you shall see many things that are old news on BlackBerry. BlackBerry doesn’t have the market share, there’s no denying that, but they are coming up with new ideas, and setting a new standard, which manufacturers are taking notice of, and hopefully soon, consumers will as well.