In Thailand, BlackBerry has been assessed as a dominant brand in the smart phone market which its parent company, RIM (Research In Motion). No one can deny how popular the BlackBerry is in Thailand, as the sight of teenagers, working people, even parents are clutching a “BB” device. So how has RIM Thailand developed its brand to appeal to non-business users and beat the iPhone? And how will RIM fare with smartphone ownership set to grow to a larger audience?

Below is analysis on the important factors that drive BB to dominance in the smart phone market in Thailand

Strategic marketing & celebrity endorsement…RIM has an excellent track record of getting word of its devices out there, and positioning its brand as inspirational in the Thai market with its PR by using celebrity endorsement. For example, in Thailand it has been very successful with gossip and celebrity magazines. This celebrity helps to push marketing strategy and make a huge amount of interest in the devices.

Cost…Price is an important factor in this market and it plays a huge part in the success of BB. BB smart phones are offered a lower price around 11,500 THB compare to the  iPhone which costs 20,000 THB. Nevertheless, all basic functions of iPhone – mobile internet access, social networking, messaging, photos, calls, video playing also work on  a  BB. So, buyers are considering in lower cost which also remain fashionable.

Working closely with operators…RIM making products available to a number of operators which give result in rising BB marketing and brand awareness. In contrast, Apple iPhone was initially available on True Move only recently has become across other networks.

Competition…In Thailand BlackBerry enjoys a unique market position as it has customer desirability and good brand status compared to Nokia, its price is considered more affordable, convenient, good messenger support, and some preferred options compare to Apple iPhone, its brand, reputation and quality of product of BB is richer than other brands that offer smart phones.

BlackBerry Messenger (BBM)…The main key success of BB in Thailand is BBM, an instant message system of BB. This create customers lock-in with social networks and lead BB to be the popular and dominant smart phone.

Timing…BlackBerry’s arrival on the smartphone during late 2009 and the whole of 2010, when ownership of BlackBerry devices became more common amongst young people, coincided with huge growth in the usage of and other social networks like Twitter and Foursquare. Once it provide an access point to those social, suddenly Thai customers were able to easily access social networks with the freedom to upload and publish media directly from their handset.

Source: Assessing BlackBerry’s smart phone dominance in Thailand, Jon Russell, Feb 21 2011,http://asiancorrespondent.com/48789/assessing-blackberrys-smartphone-dominance-in-thailand-future-challenges/