The Future History of Blackberry

in 2011Indonesian youth trends prediction

By Youth Laboratory Indonesia

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Pic courtesy of:http://typicalben.blogspot.com/2010/09/everyone-wants-blackberry.html

Retrospective story of BB

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“Yes, everyone wants a blackberry (BB) to look rich”But that was in 2008, when a BB was scarce. Back thenA BB was introduced through word of mouth byyoung people working and studying abroad.Since the ‘crackberry’ epidemics spread out,everybody bought one, or even in some cases two. the basic channel of communication has changed, from short message to BBM (blackberry messenger). “This is my pin” is the common introductionamong young people.But the retainership of a handset only last for 2 yearsMax (based on youthlab survey). Especially for youngmale who need the most advanced gadget as a social acceptance symbol.How BB will write the future history of handset marketing in Indonesia?......this is our insights

Pic courtesy of:http://typicalben.blogspot.com/2010/09/everyone-wants-blackberry.html

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Pic courtesy of:http://typicalben.blogspot.com/2010/09/everyone-wants-blackberry.html

Average urban Indonesian have 2 handsets (based on youthlab studies).The first is a status handset used heavilyas texting media, the second one is acheaper one to make phone calls. It is the way out for everyyoung people to be accepted ina peer group as well as keeping theirexpenditure as minimum as possible.As in 2009, BB turned out to be ‘the mostwanted status phone’, but in 2011more young people are converting to Iphone and galaxy tab as their “ticket” tosocial currency.BB is transforming from status phone tosecondary phone due to its over popularity.A paradoxical problem for its marketing.

Prospective story of BB

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Pic courtesy of:http://typicalben.blogspot.com/2010/09/everyone-wants-blackberry.html

“Now even a ‘stall merchant’ is owning a BB, it’s too common”

-youth-

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Pic courtesy of:http://typicalben.blogspot.com/2010/09/everyone-wants-blackberry.html

BB reaches its success by doing nothing,the young costumer do the marketing for them.But they, will loose its current achievementIf they overestimate their position andunderestimate the power of customerTechnological adoption and advocacy .The young people choose BB in thefirst place due to its brand values:1. High tech looks2. High social status3. Professional LooksThose value served as a social entranceto peer group acceptance andexclusive information inquiry on:1. Gossip2. Class information3. Meeting

BB Strength

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Pic courtesy of:http://typicalben.blogspot.com/2010/09/everyone-wants-blackberry.html

Critical PointIn early 2010, #Rana was a trendingtopics on twitter. She was an ordinaryhigh school student who posted a radical statement on her blog thatSaid: “Blackberry users are lame”.Not long after, she was mentioned hundreds times as many BB user were in rage by her statement. BB was a loved brand, even thoughthere are many complaints aboutIts battery, trackball, & applications,youths tolerate with it for one reason:“social currency”.When the ‘social currency’ factor is gone, those complaints will become salient.A critical point for blackberry productdevelopment and brand managementthat need to put heavy engagement on the youth segment.

Catch all our Youth Trends Report out January 2011

Indonesian Youthniverse 3/3 series:1/3 Indonesian Mobile Trends2/3 Indonesian Auto Trends3/3 Female-Millennial Moms Trends

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Youth Laboratory Indonesia www.enterthelab.com

The first repository of Indonesian youth culture & behavioral insights