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RIM BlackBerry User Loyalty Study
iGillott Research, Jan 2006, Pages: 61
This report presents the results of a survey of 800 North American RIM BlackBerry users. It discusses and analyzes the results of the survey, profiles BlackBerry users, assesses their loyalty to the RIM platform and service and comments both generally and specifically on RIMs position in the marketplace as compared to its competitors.
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 RIMs carrier customers, and the companys ongoing legal dispute with NTP.
To better understand these and other factors at work, a survey was conducted 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 users 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 users 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.
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