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Ad Awareness – BlackBerry Increasing Apples Sinking


BlackBerry is Gaining Back Ad Awareness While Apples is Decreasing

Ad Awareness BlackBerry Increasing Apples Sinking?  Is that correct?  Records prove Ad Awareness numbers.  BlackBerry hasn’t been known for their excellent marketing. Their new CMO, Frank Boulben, has sought to make that change. One effort was a company first by launching a $4 million ad during the Super Bowl.

Blackberry Ad Awareness Growing vs Apple iPhone Slips

It looks to be paying off. According to recent data, BlackBerry’s ad awareness is gaining on Apple. BlackBerry rose from a low of 6% in mid-January to 21% by the end of February.

Apple on the other hand is seeing a decrease. Their ad awareness dropped from 44% on January 15 to 38% on March 4, while their purchase intent also decreased from 14% to 7%.

Blackberrys New Phone Lineup

The new BlackBerry OS and the two models which run it–the Z10 and Q10–are considered by many the last chance to save the BlackBerry brand.  As such, the company has staked much in the way of resources to make it a success.  The OS, which has been two years in the making, has been entirely rebuilt, using technology obtained when the company acquired QNX. So far the reviews for both the OS and new models have been good.  The Financial Times, for one, effusively makes the case that the company has out-Appled Apple:  “Within 30 seconds of picking it up, I felt as if I had the iPhone 6 in my hand. Running iOS 7. It is an awesome phone, with a pleasing new operating system, BB10.

Complementary data from YouGov InvestorView also paints a modestly improved picture for BlackBerry. According to data compiled over the first quarter of 2012, among consumers who owned a BlackBerry phone and were likely to purchase a new phone in the next six months, only 30% planned to choose another BlackBerry phone. More BlackBerry users (34%) were likely to purchase an iPhone and an additional 12% planned to purchase from Samsung.

On the other hand, during the first two months of 2013, 34% of BlackBerry owners who plan to purchase a new phone in the next six months say they will stay with BlackBerry. Planned defections to Apple have decreased significantly to 17% while planned defections to Samsung have increased to 31%.

The data presented is far from indicative of certain success for BlackBerry, but it appears there is at least an opening for the company to take back some ground.  While the US will still have to wait a few weeks for the full release of the new phones, BlackBerry might just have a chance.

Phone Data 2012

Phone Data 2013

 

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