Marketing Case Study. Blakberry Introduces Playbook

MARKETING

I believe that PlayBook was designed for people who use their devices not only for communication and entertainment but for working tasks as well. Since PlayBook had Multitasking option and had more RAM, it potentially could be a better choice for the people who are familiar with high-tech technology and use their devices in their work. Moreover, it would be economically beneficial for BlackBerry phone owners to buy the PlayBook tablet because people who have Blackberry phones can use their existing plans for PlayBook.

Apple had a wide consumer base due to its popularity in the market. The primary customers for Ipad were business people, students, hi-tech enthusiasts, Iphone owners, since this device was relatively small and ideal for using the Internet outside their house. I believe that putting 3G function in Ipad extended the market segment dramatically.

Both companies did a great job in creating and designing their devices. Both devices had these so called “wow factors” which set the bar for the future tablet creators. However, those two devices had focused on different things. Multitasking was undoubtedly the PlayBook’s most significant feature, when Ipad had much more applications range that the RIM’s device. We can conclude that Ipad was the device with many entertainment possibilities when PlayBook concentrated on many functions that can be used for task needs. If I had a choice, I would buy the PlayBook after all, because the idea of multitasking made an impression on me even though my application choice will be relatively limited.

Since RIM’s device was their first tablet and its launching matched with the launching of next edition of Ipad which gained recognition in many segments of the market, RIM had big chances of small sales unless they satisfy customers with better price. However, the price difference between Playbook and Ipad (without 3G) was not that significant, so RIM’s price manipulation did not have a great effect...