The youth of South Africa has once again independently voted BlackBerry as the ‘Coolest Brand Overall’ in the Sunday Times Generation Next 2013 Brand Survey Awards. Young voters also named BlackBerry the ‘Coolest Cellphone’ and voted BBM™ as the ‘Coolest Cellphone App’ for the third year running.
BlackBerry 10 launch
These accolades are a remarkable achievement for the BlackBerry team in South Africa, and shows there is plenty of momentum as we transition to BlackBerry 10.
Even in the face of growing competition, we’re still number one in South Africa. In fact, we have been the leading smartphone brand in South Africa for over 28 months, according to GfK Retail & Technology (March 2013).
Though BlackBerry 7 remains popular among the youth, we are seeing many of our young customers aspire to the new BlackBerry 10 platform. BlackBerry 10 is not only providing a whole new experience, but more choice for South African customers. We’re expecting the upcoming launch of the BlackBerry Q5 to be very popular in South Africa.
BlackBerry 10 builds on many of the strengths that made earlier BlackBerry platforms so popular with the youth .For example, BlackBerry Messenger (BBM), which enables users to share text and voice messages, pictures and video clips – provides an even richer experience on BlackBerry 10 as it includes video chat, and introduces the ability to share your screen with other BlackBerry 10 contacts.
Engaging the youth
Alexandra Zagury, Managing Director for South and Southern Africa at BlackBerry says:
“We are delighted that BlackBerry is the coolest brand for the third year in a row and sincerely thank our young fans for their loyalty and support. Smartphones are a lifestyle choice in the youth market, so BlackBerry focuses on designing cool and stylish handhelds that are also packed with excellent features that keep young people engaged and connected, such as BlackBerry Messenger, social networking and plenty of apps.”
“Success in the youth market is not about selling products, it’s about sincere engagement with your audience. Young people want a relationship with the brands that they love and BlackBerry gives South Africa’s mobile and hyper-connected youth the tools to communicate and co-create with the world around them.”
We have invested in building a genuine relationship with the youth market in South Africa – for example, we launched the BlackBerry Buddies campaign in 2012 to help South African BlackBerry customers to get the most from their smartphones.
We also focus on direct engagement with the youth through campus events, campus ambassadors, secret gigs, extensive advertising and competitions.
Since it launched in market, BlackBerry has established its brand in the youth market, which is strongly associated with mobile cool. Young BlackBerry customers are important to our business and we continue to work hard to bring services and products that are relevant to young users to market.