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ADVERTISINGPLAN
SanFranciscoStateUniversity
Fall2010
MKTG434
V.Papyrina
Group3
BlackBerryAdvertisingPlan
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TABLEOFCONTENTS
1.ProblemDefinition.................................................................................................................................................... 3
2.AdvertisingObjective................................................................................................................................................ 3
3.SituationAnalysis ...................................................................................................................................................... 3
4.TheTargetAudience ................................................................................................................................................. 6
5.Consumers’Perceptions ........................................................................................................................................... 8
6.TheCompetition ....................................................................................................................................................... 8
7.TheCreativeStrategy.............................................................................................................................................. 10
8.TheCreativeBrief ................................................................................................................................................... 12
9.References .............................................................................................................................................................. 14
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1.ProblemDefinition
BlackBerrydevicesarealineofPDA’sandcellularphonesthathavecommonlybeenusedbybusiness
professionals.BlackBerryfirstlauncheditsfirstcollectionin1999whichincludedalineofwirelessPDAsthat
allowedusertosendemails,providedcorporatedataaccess,anorganizer,acalendar,andseveralotherfeatures
thatmadethisdevicenumberoneforbusinessesaswellasprofessionals(Williams,2008).BlackBerry,whoseuser
interfaceisstilldesignedbybusinessownersandcorporateprofessionals,hasincreaseditsmarketsharegreatly
comparedtoitscompetitors.Intoday’smarket,cellphonemanufacturersarefocusingonmulti‐tasking
capabilities,rich,vibrantscreenresolutions,HDvideoandcameras,thebestmulti‐touchiOSinterfaces,and
hundredsofotherexcitingfeaturesastoday’sconsumersdemandsmartphonesthatcandoliterallyeverything
whileprovidingfeaturesthatalsoofferconveniencetotheirbusylifestyles.BlackBerry,comparedtoother
companies,willcontinuetostrugglewiththeirmarketshareinthecellphoneindustryasleadingcompaniesare
capturingbothbusinessprofessionals,teenagers,aswellconsumerswithvaryinglifestylesandpsychographic
behaviors.
2.AdvertisingObjective
TheadvertisingobjectiveofBlackBerryisnottochangetheviewofitbeingabusinesstoolbuttoenhanceittobe
asocialtoolaswell.Intoday’sbusinessworldthereisahighemergenceofyoungbusinessprofessionalswhowork
duringthedayandsocializeatnight.SinceBlackBerryistheleadingphoneforbusinessprofessionalsitwould
becomemorepopularifithadcapabilitiesthatwouldbeapartofaperson’ssociallife.Creatingawarenessabout
thesocialaspectsofBlackberrywillnotchangethebusinessattitudeithasbutwillmotivatepurchasesbypeople
whodobusinessandsocializeandalsomotivatepeoplewhosocializeandareplanningtodobusiness.Inthecell
phonemarket,BlackBerry’scompetitorssuchasiPhoneandDroidfocusontheirsocialaspectstoattract
customerswhilealsobeingabletomimicBlackBerrybusinessfeatures.GiventhatBlackBerryisnotpopularfor
socializingpotentialcustomerschooseBlackBerrycompetitorsastheyseetheirphonesprovidingfeatures
BlackBerrydoesandmore.Bymarketingitselfasall‐purposebusinessandsocialtoolBlackBerrywillgaingreater
marketshare.
3.SituationAnalysis
ThecurrentsmartphonemarketenvironmentforRIMBlackberryconsistsofthemselves,twoothermajor
competitors(AppleandAndroid),andafewothersmallercompetitors.BlackBerryisthemarketleaderholding
approximately43%ofthemarketshare.Incontrast,AppleandAndroid’scombinedmarketsharedoesnoteven
totalat40%(Cyran,2010).Thesmartphonemarketisgrowingbyleapsandboundsbuttheoldtrendsare
changing.PreviouslythesmartphonewasmarketedasabusinesstoolandBlackBerrycapitalizedonthisfactby
creatingoneoftheworld’smostsecuremobiledevices(Elmer‐DeWitt,2009).Bydoingthistheywereableto
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acquireavastnumberofB2Baccounts,whichinturnhasfueledtheirgrowth.But,themarkethaschanged.Smart
phonesarebeingtargetedtowardalmosteverysegmentofthemarketandforavarietyofuses.Duetothisfact
BlackBerryisslowlylosingmarketsharetoApple,Android,andothercompetitors.Oneofthemajorcontributing
factorsforthislossofmarketshareisthatBlackBerryhasbeenunwillingtoshareitsOSwithothermanufacturers.
Google’sAndroidOSisfreetoallmanufacturersandAppleallowsanyonetocreateapplicationsfortheiriPhone.
Advertisingalsoplaysakeyroleinthemarkettrends.Withanadbudgetconsistingof3.6%ofsalesor
approximately$340million,BlackBerry’sshareofvoiceisonthebottomrung.Apple,in2009,spent$500million+
onadvertisingtheiPhonealoneandin2010smartphoneadshavebeendominatedbyphonesusingtheAndroid
OS(Elmer‐DeWitt,2009).Whilethesecompetitorsarecreatingadsthattargetmanydifferentmarketsegments,
BlackBerryisstillfocusedonthebusinesssegment.
Strengths:
• Worldwideleaderincutting‐edgetechnology
• Expandingglobalconsumerbase
• Hasdevelopedanestablishedbrand
• Hasaloyalmarketshare
• Perceivedbyconsumerstobethemostsecuremobiledeviceonthemarket
Weaknesses:
• Canadiancompaniesareperceivedasconservativebusinessesthatcannotventureoutsideoftheir
borders
• Managingthecompany`sexplosivegrowth
Opportunities:
• Theoverallsmartphonemarketisgrowingfasterthanever
• In2013,IDCpredictsthat20%ofthe1.4billionphonessoldwillbesmartphones.The7%growthinsmart
phonesalesisapotentialmarketthatRIMcantapinto.
• Theirmarginis20%,halfofApplesmarginat40%,whichgivesthemtheopportunitytoincreasetheir
margin
Threats:
• Apple`smarketshareisincreasinglygrowing(AccordingtotheChangeWaveResearch,asofMayApple
had20%oftheenterprisemarket,upfrom6%inoneyear)
• Potentialconsumersareboundbycellphonecontractsthatcanlasttwotothreeyears
• AndroidOSisopentoanymanufacturertouseandisgainingmarketshare
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TopSmartphonePlatforms3MonthAvg.EndingJan.2010vs.3MonthAvg.EndingOct.2009TotalU.S.Age13+Source:comScoreMobiLens
Share(%)ofSmartphoneSubscribers
Oct‐09 Jan‐10 PointChange
TotalSmartphoneSubscribers 100.0% 100.0% N/A
RIM 41.3% 43.0% 1.7
Apple 24.8% 25.1% 0.3
Microsoft 19.7% 15.7% ‐4.0
Google 2.8% 7.1% 4.3
Palm 7.8% 5.7% ‐2.1
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4.TheTargetAudience
Mostlyperceivedasabusinesstool,BlackBerryhaslostmarketsharetosmartphonesfromcompaniessuchas
Apple,Nokia,andMotorola.TochangetheperceptionthatBlackBerrysareforpeopleinsuits,theadvertisingplan
isaimedatyoungadults,whichisthetargetaudienceforthecampaign.Blackberrydoesnotwanttoabandon
theirexistingaudienceandloyalcustomersthattheyalreadyhave,butratherexpandtoincludeanothermarket
segmentthatcouldbenefitfromBlackberry’snewsmartphonemodelssuchastheTorchandStyle.Toreachthese
people,BlackBerrywillneedtoshowthemthattheirproductsareusedbypeoplejustashipasiPhoneorDroid
users.Itisonlythenthatthenewtargetaudiencewillidentifythemselvesasthetypeofpersonwhousesa
BlackBerry.
Significanttraitsofthetargetaudienceinclude:
Demographics
Theadvertisingcampaignwillbeaimedatyoungerpeoplefrom15to25yearsold.Thiswillincludeyoungadults,
femalesaswellasmales,inhighschool,incollegeandrecentgraduateslookingfororstartingtheirfirstjob.The
campaignisnotintendedtoreachacertaingeographicareaorsocioeconomicgroup,itisratherplannedtoreach
thespecificagegroupoverthewholenation.
Thetargetaudience’sparentsarelikelytobepayingfortheBlackBerry,sincethismarketsegmentdoesnothavea
vastamountofmonetaryresourcesontheirown.Theyoungadultsarealsolikelytobeenrolledinthefamilyplan,
sharingminutesandtextmessageswithotherfamilymembers.Toconvinceparentstopayforthenewcellphone,
advertisingshouldincludeelementsthatappealtobothkidsandparents.Forexample,anadvertisementcanshow
howeasyitisto“Like”somethingonFacebookandalsowhatagreattoolitisfororganizinghomework.
Psychographics/lifestyleinformation
ThetargetaudienceisthetypicalGenerationYindividual.Traitsofthismarketsegmentincludeasavvinessfor
technology(Armour,2005).GenerationYwasthefirstgrouptocomeofagewhentheInternetbegantoflourish.
SincechildhoodtheyareveryfamiliarwithtechnologysuchastheInternetandcellphones.Asgreatmultitaskers,
theytextastheywatchTVandsendinstantmessagestofriendswhiledoinghomework.Theseyoungadults’cell
phonesarebasicallytheirliveswheretheyinteractwithfriendsandkeepupwithwhatiscoolornot.
Surroundedby“helicopterparents,”GenerationYhasbeenpamperedtheirwholelives,whichhasmadethem
bothhigh‐performanceandhigh‐maintenance.Theyquestiontheirparentsandemployers,andarenotafraidto
speaktheirminds.Thiscancreateacultureclashwhentheyenterthejobmarketandworkwitholdercoworkers.
GenerationYvaluestheirfamiliesandpersonallivesandappreciatesjobswithplentyofflexibilityandoptionssuch
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asworkingfromhomeandparttimealternatives.Theybelieveinchangeanddonotexpecttoworkforthesame
companytheirwholelivesandbelieveinspeakingtheirmindsiftheythinkthecompanyneedsimprovements.
Theywantemployerswhoareengagedwiththemandtheircareerdevelopment.
GenerationYkidsandyoungadultscanoftenbehardonthemselvesandverygoal‐oriented.Theyaimtowork
harderandbetterthanotherworkers,butseetheircoworkersasresourcestogainknowledgefrom.
AnothercharacteristicforGenerationYistheirstrongbeliefinsocialandenvironmentalmovementsand
neoliberalism(Phillips,2009),aspartoftheirbeliefinchange.Theyalsobelievein“self‐activism,”meaningthat
theirlivesarecausesthemselvesandbythewayGenerationYchoosetolivetheirlivestheycanmakechanges.
Theybuybrandsthattheybelieveinandthatrepresentalifestyle.IfBlackBerryshowsGenerationYhowthe
companycontributestosustainabilityandpositivesocialdevelopment,theteensandyoungadultsaremorelikely
tolookfavorablyuponBlackBerry’sproducts.
Profilesofthetypicaltargetconsumer
CharacteristicsofthetypicalGenerationYindividuals:
Jessica Michael
• 18yearsold • 22yearsold
• livesinBoston • livesinSanFrancisco
• seniorinhighschool • justgothisfirstjob
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• volunteersattheY • believesinchange
• hasstraightAs • doesnotexpecttoworkforthesamecompany
hiswholelife
• familyoriented • goaloriented
• helpsatherdad’sbakery • recyclesandcomposts
• hasafashionblog • usesIM
• watchesSoYouThinkYouCanDanceand
Glee
• likestotravel
5.Consumers’Perceptions
ItseemsasthoughthenewsocialperceptionoftheBlackBerrynamebrandhasshiftedwithinthelastfewyears.
BlackBerrywasonceseenastheindustrystandardinwhichallothersmartdevicemanufacturershadtofollow.
Thiswasattainedbytheirabilitytonotonlymaintaintheirstableplatformforcorporateandworkneeds,buttheir
abilitytoadapttoemergingnon‐workbaseduser.ForthosewhowantedInternetfeaturesfornotonlye‐mail,but
socialnetworkingandefficientwebbrowsing,devicesliketheBlackberryCurveandPearlmadethenotionthat
smartphonedeviceswereonlyforthosewithbusinessneedsanantiquatedideal.
However,therehasnowbeenadynamicshiftintheculture,whereworkrelatedneedsforasmartphonearenow
secondarytotheneedsofsocialnetworkingandconstantattainmentofuptotheminutedata.Blackberrybecame
avictimofitsownsuccess.BeingthattheBlackBerrynamehasbeenaroundsolong,thecurrentwaveofnon‐work
relatedsmartphoneusers,(especiallynewdatausers)seethenameinanarchaicfashion.Itsstabilityand
longevityinthemarketisadoubleedgedsword,wherepeopleunderstandthedeviceisreliableandwell
designed,butitdoesnothavetheflashor“wowfactor”thatnew,morepowerfulprocessingdeviceslikethe
Apple’siPhoneortheGoogleAndroidseriesnowpossess.Blackberryisnowseenasyourboss’phone,something
fitforthesoccermom,notasmuchforthehipurbango‐getter.
6.TheCompetition
AppleiPhone
Strengths:
• Theiphonehasaninnovativetouchscreenthatispatentedandunlikeanyothermobiledevice
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• It’scompatibilityworkswithavarietyofoperatingsystems,allowingitgreatflexibility
• It’suserfriendlyinterfacemadeoperatingthedevicepossibleforvirtuallyanybody
• Thedeviceissetatareasonableprice,offeringmultiplefunctionsthatishardtocomebyinacellular
telephone
• Ithasoneofthebrightest,mostscratchresistantscreensthatmostdeviceslack
Weaknesses:
• Theiphoneisnottargetedtowardsbusinesspeople,whichmostsmartphoneshavetargeted(low
reputationinthecorporateworld)
• Someconsumersdonotfavorthe“gorillaarm”effect,preventingthemfromuseastylusorpento
navigatethroughtheinterface
• Oldergenerationsdonotcomewithvideocapture
Opportunities:
• Applecontinuestotargetthebusinessproductivitymarket,attemptingtogiveanall‐in‐onedevice.
Continualsoftware‐upgradeavailabilityallowsuserstostayexcitedwiththeirpurchase
• Applehastheprivilegetocollaboratewithotherpowerfulcompanies,floodingthemarkettheirproducts
(thismayalsoreducemarketingandadvertisingcosts)
Threats:
• Theincreasedcompetitionofsmartphonesmeansthatother,moreinexpensive,devicesmayenterthe
market.Theiphoneismarketedatahigherpricepoint,makingitexclusivetosomeconsumers
HTCDROID
Strengths:
• Highresolution3.7”displayscreen
• Extremelyfastwebbrowsingwithits1gprocessor
• Hasbothatouchscreenkeyboardandaphysicalkeyboard
• Functionsmuchfasterthanothersmartphones
• Videocapture
Weaknesses:
• Thephysicalkeyboardisdifficulttotypewith
• Somecameraimagesmaycomeoutgrainy,evenwithan8megapixelcamera/flash
• Knowntohaveweaksignalstrength
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• Emailmalfunctionssuchasforwardingattacheddocuments
• Targetedtoeveryone,butisbasedatahigherpricepoint
• Limitedmemoryforapplications
Opportunities:
• Hasanalargenumberofdownloadableapplications
• Hastheabilitytoworkwithallwirelessprovidersinsteadofjustone/limited
Threats:
• Theincreasedcompetitionofsmartphonesmeansthatother,moreinexpensive,devicesmayenterthe
market.Thedroidismarketedatahigherpricepoint,makingitexclusivetosomeconsumers.
(Elmer‐DeWitt,2009)
7.TheCreativeStrategy
A. TheSingleMostCompellingBenefitOurBrandCanProvidetoOurTargetCustomers
Thesingle,mostcompellingbenefitthattheBlackBerrywillprovidetoitstargetcustomerswill
includeanewcollectionofphonesthatwillallowitscustomerstobothworkhard,andplayhardall
inonedevice.ThephoneswillincludetraditionalfeaturesoftheBlackBerrythathaveestablished
themasbeingthepreferreddevicetouseasabusinesstool,butwillalsoincludenewfeaturessotit
willalsobeperceivedasasocialornetworkingtool.Withthesenewfeatures,BlackBerrywillnotonly
beperceivedaprofessionaltoolforbusinessconsumers,butalsoasafunsocialnetworkingdevice
thatwillattracthighschoolandearlycollegestudents,tech‐savvyindividuals,andregularuserswho
enjoythelatestsmartphonewiththenewest,mostinnovativefeatures.
B.Support:WhyShouldOurConsumersBelieveIt?
OurcustomerswillpreferthisnewcollectionofBlackBerrydevicesoverthecompetitionbecauseof
allofthebenefitssomeofthefeaturesofthedevicewillprovidethem:
• SurePresstouchscreen‐thenextleveloftouchscreenwithSurePress™touchscreentechnology
offeringanew,pressabletouchscreenthatallowsforsupereasynavigation,precisetyping,fastand
accuratetyping,andmore(ResearchInMotion,2010)!
• Stayingsocial‐everysocialnetworkingsiteisincluded!Allowsusertoupdatetheirstatus
whenevertheyplease,tagafriendinafunnyphoto,andstayintouchonpracticallyanysocial
networkingsiteincludeFacebook,Twitter,LinkedIn,Myspace,Flikr,Tumblr,Foursquare&more!
• IntegratedRSSfeeds‐Allowsuserstogatherandfilteralloftheirinformationinoneview!
IncludesaplatformthatwillallowstudentstopushoutselectedwebcontenttotheBlackBerry
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devices,includingcoursework,admissions,etc.Anewwaytokeepstudentsengagedandactivein
eventsassignments,sports,etc.atschool.
• HD8MPcamerawithflashandvideorecording‐Continuousflash,professionalimageediting
featuresandvideorecordingmakethisattractivetoallkindsofconsumers.Imageslookcrisp,clean,
andprofessional.Withacontinuousflashfeaturesandthefastestauto‐focus,it'seasytocapture
spontaneousmoments.
• Multi‐taking‐Userscanaccessseveralopenapplicationsandwebpagesatonce.Perfectfeature
forthebusyindividual.
• Superbbatterylife‐8hoursoftalktime!Customerscantalkbusiness,talkeveningplans,talk
aboutthelatestgossipwithouthavingtoworryaboutthebatterylifecomparedtoothercompeting
brands.
• MAXimizedmultimedia‐12GBofmemoryavailableandupto32GBwithamicroSDcard!
• Morebusinessapps‐featuresallthetraditionaltoolsforbusinessesandbusinessprofessionals
butthenewphoneswillfeaturesnewtoolsthatwillmakeiteasiertoaccesscorporateemail,access
corporatedatabases,organize,plan,andcontrolallfromtheirmobiledevice!
• RichPCwebbrowsing‐includesafullHTMLwebkitbrowser
• Eco‐friendlydesign‐Small,compactbutwillallthepowerofagenius,smartphone,madeinpart
with25%recycledplastic
• Includedphonetrackingandlocater‐neverloseyourpreciousphoneagain,justdownloadthe
softwareontoyourPCorMac!
C.ToneofAdvertising
Thetoneoftheadvertisinghastomatchtheobjective,whichisnottochangetheviewofBlackberry
buttoenhanceitsothetonehastobebusinessandsocialatthesametimesothebestfitinthis
situationwouldbeabusinesscasualtone.ThiswillstillappealtothetraditionalBlackberrycustomers
whileattractingtheyoungermoresocialprofessionals.Thebestpersontoportraythisadwouldbea
youngbusinessprofessionalgivingapresentationduringameetingandusinghisBlackberryfor
businessandsocialneeds(Findingarestaurantfordinnerwithapotentialclient).Thiswillbe
particularlysuccessfulasthisshowstraditionalcustomersthespeedtomakeappointmentsandgives
youngercustomersanideaofhowtheymayusethefeatureintheirsociallife.Theadvertisingappeal
shouldbebothrationalandemotionalbecauseBlackberryistryingtoshowthatitcandoboth.The
Blackberrywilldisplayfeaturesthatwillmakedoingbusinessfasterandsimplerandwillalso
showcasehowthatsamefeaturecanbeusedwhensocialization.
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8.TheCreativeBrief
A.Whyareweadvertisingatall?
BlackBerryismostlyperceivedasabusinesstoolusedbybusinessprofessionals.Thecompanydoesnotwantto
abandontheirexistingaudienceandtheloyalcustomersthattheyalreadyhave,butratherexpandtoinclude
anothermarketsegmentthatcouldbenefitfromBlackberry’snewsmartphonemodels.BlackBerrywillcontinue
tostrugglewiththeirmarketshareinthecellphoneindustryasleadingcompaniesarecapturingbothbusiness
professionals,teenagers,aswellconsumerswithvaryinglifestylesandpsychographicbehaviors,iftheydonottry
toexpandandreachmoremarketsegments.Throughtheadvertisingcampaign,BlackBerrycouldincreasetheir
marketshareandreachmoremarketsegments.
B.Whoarewetalkingto?
Inordertoincreasemarketshareandreachanothermarketsegment,theadvertisingcampaignisaimedatyoung
adults,alsoknownasGenerationY.
1.Factsaboutthem.
Theadvertisingcampaignwillbeaimedatyoungerpeoplefrom15to25yearsold.Thiswillincludeyoungadults,
femalesaswellasmales,inhighschool,incollegeandrecentgraduateslookingfororstartingtheirfirstjob.The
campaigniswillcoverthewholenationandallsocioeconomicgroups.Traitsofthismarketsegmentincludea
savvinessfortechnology,multitaskingabilities,“self‐activism”,andabeliefinsustainabilityandsocial
development.GenerationYishigh‐performing,notafraidtospeaktheirminds,valuestheirfamiliesandpersonal
livesandappreciatesjobswithplentyofflexibilityandoptionssuchasworkingfromhomeandparttime
alternatives.Theseyoungadultscanoftenbehardonthemselvesandareverygoal‐oriented.
2.Theirattitudesandhowtheycurrentlyviewthebrand.
GenerationYcurrentlyviewsBlackBerryastheirboss’phoneandnotasmuchforthehipurbango‐getter.
BlackBerrywasonceseenastheindustrystandardinwhichallothersmartdevicemanufacturershadtofollow.
Thiswasattainedbytheirabilitytonotonlymaintaintheirstableplatformforcorporateandworkneedsand
devicesliketheBlackBerryCurveandPearlmadethenotionthatsmartphonedeviceswereonlyforthosewith
businessneedsanantiquatedideal.BlackBerry’sstabilityandlongevityinthemarketisadoubleedgedsword,
wherethetargetaudienceunderstandsthedeviceisreliableandwelldesigned,butitdoesnothavetheflashor
“wowfactor”thatnew,morepowerfulprocessingdevicesliketheApple’siPhoneortheGoogleAndroidseries
nowpossess.
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C.Whatisthesinglemostcompellingideaweneedtocommunicatetothem?
UsingaBlackberrymeansyouarecool,youngandhip.
D.Whyshouldtheybelievethis?
Thenewerversionsoftheproductreflectthesinglemostcompellingideathatwearetryingtocommunicateto
them.Throughpeertestimonials,andexpertreviewswecanconveyproductefficacyandsynergywithour
advertisingefforts.
E.Desiredbrandpersonality/tone?
Thedesiredbrandpersonalitywehopetoachieveisyoungprofessionalismwithfunandutility.
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9.References
Armour,S.(November6,2005).GenerationY:They'vearrivedatworkwithanewattitude.USATODAY.com.Retrievedfromhttp://www.usatoday.com/money/workplace/2005‐11‐06‐gen‐y_x.htm
Cyran,R.(2010,July26).BusinessDay:Blackberry'sEraMaybeEnding.RetrievedNovember20,2010,from
NewYorkTimes.com:http://www.nytimes.com/2010/07/26/business/26views.htmlElmer‐DeWitt,P.(2009,October28).Fortune:Apples2009AdBudget:HalfaBillion.RetrievedNovember20,
2010,fromCNNMoney.com:http://tech.fortune.cnn.com/2009/10/28/apples‐2009‐ad‐budget‐half‐a‐billion/
Phillips,C.(April6,2009).GenYCoreValue:FightforWhatYouBelieveIn.MillennialMarketing.Retrievedfrom:
http://millennialmarketing.com/2009/04/gen‐y‐core‐value‐fight‐for‐what‐you‐believe‐in/ResearchInMotion(2008).Blackberrysurepresstouchscreen.Retrievedfrom:
http://us.blackberry.com/smartphones/features/surepress.jspWilliams,J.(2008,April28).Thehistoryofblackberry[Weblogmessage].Retrievedfrom:
http://www.bbgeeks.com/blackberry‐guides/the‐history‐of‐the‐blackberry‐88296