Blackberry

Leadership

How BlackBerry has taken its brand essence from mobiles to enterprise security

Over the last eight years BlackBerry has gone through a huge transformation, from a consumer brand selling hardware to an enterprise brand focused on software. “We still have a focus on what we’re good at - productivity, security, mission critical systems - we’ve never moved away from that, BlackBerry CMO, Mark Wilson, says. And recently, building off the idea of ‘intelligent security, everywhere’ the company is unveiling a new campaign aimed at securing all businesses across the globe, regardless of their location, workforce or user device.

What's next for BlackBerry?

The group trying to buy BlackBerry for US$4.7 billion will likely break up the company, wiping out its smartphone division while preserving BlackBerry's secure network services used by large enterprises. But one analyst said he hopes that's not the case.

BlackBerry's bleak options: will suitors really pay for a wedding?

As BlackBerry's board of directors formally begin exploring "strategic alternatives," they'll find their options limited, according to two IT sector analysts. All the likely alternatives call for a much diminished company, or broken up into some software assets and a brand value that's declining every day.

Leadership

From CMO to CEO: BlackBerry's Matt Ball

An early focus on customer experience with the help of his grandfather has helped Matt Ball immensely as he transitioned through a series of marketing roles to MD of BlackBerry A/NZ.

Social Media

MAKE IT STOP! 'Facebook - The Musical' and more

A cheery new YouTube video called "Facebook - The Musical" is on its way to going viral at more than 500,000 views during its first few days on the Web, thanks to a campy crew of crooners singing the praises of the social network.

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5 commonly missed opportunities when marketing to multicultural customers

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Post-Pandemic Business Playbook: An Opportunity Unlike Ever Before

Covid-19 created a shift in the customer and economic-based reality unlike anything most of us have ever experienced. Customers have changed from routinised pre-pandemic shopping behaviours to frequently purchasing new brands and suppliers.

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