Arabic Blackberry Case Study

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Company case (P.187)

Arabic BlackBerry :
Adapting to the Language of the Market

1. Analyze the decision process buyers of typical push e-mail device go through before purchasing the devices.

The “push” description of the technology refers to an ‘always connected’ capability, where emails and Personal Information Manager (PIM) information, such as scheduling and calendar details, are ‘pushed’ out from an organisation’s server to users’ mobile devices. This means that users have the capacity to be notified of incoming emails and appointments as they are received. There is no need to log in and ‘pull’ this information into the device. The user has the option to set up the device to receive and send information at selected intervals. First they need a powerful network, efficient devices which has a long lasting battery , email accounts , the ability to type and of course how to use this device .

2. Apply the concept of aspirational groups to the blackberry brand. Should marketers have boundaries with regard to this concept?

The United Arab Emirates is a key battleground for vendors because there are huge numbers of corporations sites there. Saudi Arabia is, Kuwait, Bahrain, Qatar, and Oman are major markets . The BlackBerry is doing exceptionally well in Jordan .

3. Explain how both positive and negative consumer attitudes towards a brand like BlackBerry might develop. How might someone's attitudes toward BlackBerry change? The phone is that everyone wants to be connected all the time.

First : the positive consumer attitudes are :-
It’s a subset of the laptop and you can connect with whoever the consumer wants globally and of course in a wireless network , he can move and go wherever he wants .

Second : the negative consumer attitudes :-
The most controversial problem is privacy as a result of the BlackBerry’s small size it can easily be forgotten anywhere so the resellers can provide a new service that consist on protecting the...
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