Recently RIM released the PlayBook, a tablet mobile device - in some ways, similar to the iPad by Apple...Based on many reviews and the feedback I've been hearing, the PlayBook isn't doing so well. Here are some of the comments/reviews:
Aesthetics:
The PlayBook is smaller: 9.56 by 7.47 inches vs 7.6 by 5.1 inches (some see it as a bad thing), it's lighter by 0.6lbs, and the PlayBook has 2 cameras
Functionality:
PlayBook does not have email (yikes!), loses out to iPad under the apps category, but wins for flash support.
A bit more on the email front: RIM and its BlackBerry are KNOWN for its email capabilities...that's what made the BlackBerry; I really wonder what RIM's reason is for not having email functionality on the PlayBook.
This comparison is definitely not conclusive and I'm sure the list goes on and on...but I think the most important lesson here for RIM is "it's not what you say, it's HOW you say it"
Apple is APPLE because its COOL, its INNOVATIVE, it really CONNECTS with people. It's not just about what the product does...a lot of it has to do with the MARKETING - and in my opinion, that's what RIM really needs to work on (and adding email to the PlayBook).
The Name, Positioning, & the Buzz...Apple wins hands down in this area.
The Name: Personally, I find that the name "PlayBook" doesn't set a clear brand message for RIM; on one hand we have the BlackBerry and the other hand the PlayBook; although many younger people do use the BlackBerry I still automatically think business people when I hear the name BlackBerry - the PlayBook definitely does not give that same image.
Positioning: This ties into the point about the name. RIM needs to position itself and send a clear message accordingly. Who is the target audience for the PlayBook? For example, is it women, because the PlayBook is smaller & lighter and can fit into a purse easier? When Nintendo released the Wii it was clear that Nintendo was targeting all the non-gamers.
The Buzz: Apple is all about the Buzz and in my opinion the Buzz is key to get people's attention. Take a look at the way Apple launches its products, it definitely gets people talking. Also, I love the way the iPad was featured in the popular TV show Modern Family - it really showed the excitement around the product.
Of course RIM is different than Apple and has a different approach and dont get me wrong, I'm not saying RIM should copy Apple but definitely should learn from Apple. RIM needs to find its own way to create Buzz, take a step back and really think about positioning, and ultimately, understand how important marketing really is to a product.
I'm sure the iPad vs. PlayBook saga is nowhere close to over...hopefully RIM kicks it up a notch and really gives Apple some tough competition!
My thoughts on what RIM should do with the PlayBook:
Positioning: Busy business women who like to work hard yet want to keep on top of the latest trends on the go. Target age: 22-35ish. Create female friendly apps and really tap into the female mind - what do women want? Really stress on the uses for the PlayBook - where would women want to use it? Show business women using it at work?
The Buzz: Have it featured on Desperate housewives-ish like television shows, re-launch with a lot of Buzz and at women related events. Have the women executives at RIM involved (and if that's lacking - definitely time to change that!).
Of course, this is just one take on what RIM could do with the PlayBook and how it can possibly be positioned...the main thing to take away is still the fact that the PlayBook needs to clearly position itself, send a clear message,and create some Buzz accordingly!
Aesthetics:
The PlayBook is smaller: 9.56 by 7.47 inches vs 7.6 by 5.1 inches (some see it as a bad thing), it's lighter by 0.6lbs, and the PlayBook has 2 cameras
Functionality:
PlayBook does not have email (yikes!), loses out to iPad under the apps category, but wins for flash support.
A bit more on the email front: RIM and its BlackBerry are KNOWN for its email capabilities...that's what made the BlackBerry; I really wonder what RIM's reason is for not having email functionality on the PlayBook.
This comparison is definitely not conclusive and I'm sure the list goes on and on...but I think the most important lesson here for RIM is "it's not what you say, it's HOW you say it"
Apple is APPLE because its COOL, its INNOVATIVE, it really CONNECTS with people. It's not just about what the product does...a lot of it has to do with the MARKETING - and in my opinion, that's what RIM really needs to work on (and adding email to the PlayBook).
The Name, Positioning, & the Buzz...Apple wins hands down in this area.
The Name: Personally, I find that the name "PlayBook" doesn't set a clear brand message for RIM; on one hand we have the BlackBerry and the other hand the PlayBook; although many younger people do use the BlackBerry I still automatically think business people when I hear the name BlackBerry - the PlayBook definitely does not give that same image.
Positioning: This ties into the point about the name. RIM needs to position itself and send a clear message accordingly. Who is the target audience for the PlayBook? For example, is it women, because the PlayBook is smaller & lighter and can fit into a purse easier? When Nintendo released the Wii it was clear that Nintendo was targeting all the non-gamers.
The Buzz: Apple is all about the Buzz and in my opinion the Buzz is key to get people's attention. Take a look at the way Apple launches its products, it definitely gets people talking. Also, I love the way the iPad was featured in the popular TV show Modern Family - it really showed the excitement around the product.
Of course RIM is different than Apple and has a different approach and dont get me wrong, I'm not saying RIM should copy Apple but definitely should learn from Apple. RIM needs to find its own way to create Buzz, take a step back and really think about positioning, and ultimately, understand how important marketing really is to a product.
I'm sure the iPad vs. PlayBook saga is nowhere close to over...hopefully RIM kicks it up a notch and really gives Apple some tough competition!
My thoughts on what RIM should do with the PlayBook:
Positioning: Busy business women who like to work hard yet want to keep on top of the latest trends on the go. Target age: 22-35ish. Create female friendly apps and really tap into the female mind - what do women want? Really stress on the uses for the PlayBook - where would women want to use it? Show business women using it at work?
The Buzz: Have it featured on Desperate housewives-ish like television shows, re-launch with a lot of Buzz and at women related events. Have the women executives at RIM involved (and if that's lacking - definitely time to change that!).
Of course, this is just one take on what RIM could do with the PlayBook and how it can possibly be positioned...the main thing to take away is still the fact that the PlayBook needs to clearly position itself, send a clear message,and create some Buzz accordingly!
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