RIM BlackBerry
User Loyalty Study
There is little doubt that Research in
Motion (RIM) has enjoyed considerable
success with the push-email experience
the company delivers across a wide range
of its BlackBerry devices and back-end
server platform. In early 2005, RIM announced
that the email service using its technology
had more than three million users, and
although the majority of those users are
in North America (and on one network),
penetration is increasing in overseas
markets.
Things are not completely rosy for RIM,
however, given the recent, well-publicized
service failures, other device OEMs launching
competing designs, mobile email vendors
signing agreements with RIM's carrier
customers, and the company's ongoing legal
dispute with NTP.
To better understand these and other factors
at work, iGR
conducted a study in the fall of 2005
to clearly define the profile of the BlackBerry
user and identify how loyal they truly
are to the device, platform and service.
Specifically, this targeted study:
- Profiled the BlackBerry users, including
occupation, income, gender, race,
other devices used, age, etc.
- Determined the current loyalty of
BlackBerry users to their devices,
email service and mobile operator
- Determined how many BlackBerry devices
the typical user has had, why they
changed, what they paid for their
devices and how long they plan to
keep them
- Determined where the typical BlackBerry
user obtains their device - from their
employer, personal purchase, etc.
- Determined the BlackBerry user's
awareness of competing devices (such
as the Treo), perceptions of those
devices and perceived strengths and
weaknesses of the BlackBerry device
(including the 7100)
- Determined the BlackBerry user's
willingness to switch to a competing
device, when shown images and descriptions
of newer designs, such as the Motorola
Q, and the critical success factors
for newer designs
- Determined the applications desired
by the BlackBerry user that the device
is currently unable to support
Determined the critical success factors
for churning the BlackBerry user to
a competing mobile email service.
contact us to obtain a copy
|
|
