Blackberry Storm Marketing Plan

Many people mistakenly confuse marketing strategies with ad campaigns. A good marketing strategy is a plan or an approach for marketing products and services. In order to succeed in increasing sales, a good marketing strategy must be strong enough to move buyers from the point of being attracted to a product, or service to inspire them in wanting to take action by purchasing. The BlackBerry smart phone has taken the mobile market by storm with its easy functionality and internet capabilities. This essay will overview the introduction of its newest product, the Storm, and develops a marketing strategy for its next generation phone incorporating customer concerns. The BlackBerry smart phones were first released in 1999 as a two- way device. The phone integrated with software that enables access to email and other communication services. Research in Motion (RIM) is the company behind the BlackBerry, which was founded in Canada in 1984. The company initially specialized in two-way pager software in the mid-90s until it released the first BlackBerry. The company did not see any success in mobile products until 2002, when text messaging, and enhanced email capabilities were introduced. The BlackBerry is known to be straight-forward and completely uncomplicated smart phones. The newest BlackBerry, the Storm is the first attempt by the company incorporating touch screen technology. The Storm boasts many of the same features as other touch screen phones; however, it also adds innovations such as a clickable screen displays. In addition the Storm has an eight gigabyte memory which is standard so user can easily download picture and music from a computer via Universal Service Bus (USB) cable. There are drawbacks to BlackBerry Storm which includes the absence of Wi-Fi and complications with touch screen keyboard (Tolpolsky 2008). Mobile phones are sold in the small to medium markets. This market is on fire thanks to the increased interest in mobile handsets and