Research in Motion has had a major hurdle in the way of selling its smartphones over the past few years: it’s called the iPhone. The Blackberry may have sold 6.7 million smartphones in the third quarter of last year, but that was a record quarter, and Apple shipped 6.9 million iPhones in the first quarter of its existence.
The other problem is that the iPhone has incredibly high user participation rates online. There are many more conversations about the iPhone happening on the web than the iPhone, which RIM is tring to fix.
As the Blackberry maker learned last year, 76% of consumers don’t think companies tell the truth in advertising, while 78% trust the recommendation of other consumers. According to Brian Wallace, Director of Global Digital Marketing for RIM, money spent on advertising and an appealing website was effectively wasted: “we were where our customers were not.”