Essay: Push Technology of Blackberry

Sample Essay

Blackberry has positioned itself away from the market by focusing on the concepts of Communication, Efficiency, Effectiveness and Productivity. In the market of enterprise users and pro-sumers where they are currently operating, they have achieved this position by providing a solution to the “two mailbox” problem through their push technology which affords them a significant edge over their competitors. Also, Black Berry is positioned in the mind of the consumer as an innovation due to their push technology as well as other advantages they offer such as competitive prices, and enhancing the ability of business users to operate many channels from their integration technology (Baines, Fill, & Page, 2008, pp. 29-33).

Due to their supreme technology, they have been able to achieve a highly coveted position in terms of brand identity. Customers have begun to substitute the brand name of Black Berry for the whole category, for example, if some wants to contact an acquaintance or a colleague, he or she may say, “Please Black Berry me next week.”

BlackBerry has positioned itself strategically away from competitors on the basis of high level technology such as its push technology and also by providing optimal security in data transfer (Baines, Fill, & Page, 2008; Baines, Fill, & Page, 2008).

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