Failure To Launch – What Happened To Blackberry’s In-Store Display Program?

Just over a month after the launch of the new Blackberry smartphone, and with sales figures lower than expected, the question still remains; Will the new Z10 and Q10 save Blackberry? The product itself has been getting great reviews from users but will this be enough to get consumers to drop their Android and iPhone devices?

The marketing impact has been poor, and the only thing that could have saved the poorly-executed 4 million dollar Superbowl spot would be if the phone could in fact change a semi-truck into a bunch of rubber ducks.

What Blackberry Did

With marketing in mind, I set out to see what In-store impact that Blackberry had implemented. I expected to see an aggressive in-store display program, with a strong focus to get the new device into as many hands as possible.

My review began at Toronto’s Yorkdale mall, with multiple cell carrier locations and kiosks, along with a newly open Apple Store and the only Microsoft Store in Canada, I thought this would be an ideal location where the new Blackberry Z10 could be showcased.

What I discovered was the exact opposite. I toured through Rogers, Bell and Telus locations as well as a Best Western union money order Buy mobile store and other than a few videos in the window and some simple card inserts, there was no brand impact whatsoever. Furthermore, not one of the devices was operational. If you wanted to test it out you had to wait for an associate to help you.

For a company claiming to have the best mobile operating system available, the impact at store level was minimal if not non-existent.

What Blackberry Should Have Done

Perhaps Blackberry still has this planned when the Q10 is released, but a multi-level in-store/retail display program could have built brand awareness for the new product. Granted, carrier locations are making it more difficult to insert custom display programs.

But it still is possible.

In this case, a custom display program should have been a planned part of the product launch. It’s my opinion that this program should have implemented multiple formats including full-floor displays with integrated digital signage showcasing the technology, counter displays for retail kiosks and complete dedicated experience centers for mall locations all with multiple operational devices and with one intention – to get as many consumers touching, feeling and using the device.

It’s not too late…

With no release date confirmed for the Z10 and Q10 in the US, there is still an opportunity for a high impact in-store program, especially in the very important US market. At this point it is just a waiting game to see how successful the new Blackberry’s will be, and if we will ever see a Z11.

Tony Spagnolo
Creative Director
Middleton Group

G7 Certified

About G7

G7, an innovative calibration methodology developed by IDEAlliance, enables different proofers, screen presses and digital printers to produce a very similar appearance regardless of substrate, line count, ink type or printing condition.

IDEAlliance (International Digital Enterprise Alliance) is promoting the G7 method as a constant component of all future print specifications, and has offered it openly for adoption by all standards associations for all types of imaging or media, worldwide. SGIA has joined forces with IDEAlliance to enhance standardization and best practices of color management and workflow in screen and digital printing and is playing a crucial role to facilitate G7 methodologies.

G7 is a method for a media-independent, universal grayscale appearance that is applicable to all color imaging processes. G7 manages gray balance and tonality using simple CMYK calibration curves and provides a basis for “shared appearance” that aligns multiple printing platforms as closely as possible to each other without additional color management.

With G7, you can achieve a common visual appearance in your prints — even if you are using different materials.

How it works

G7 adjusts the device via typical CMYK RIP curves, or other device calibration utilities, to match a pre-defined NPDC (Neutral Print Density Curve) and gray balance. Calibrating a device to G7 valves will give it the same neutral gray scale appearance as all other G7 devices. This is the secret of the G7 method — achieving a common visual appearance, regardless of what colorants you use or how they are Coinstar fees applied to the substrate. What’s more — there’s no need for additional color management.

What it's not

Now that you know what G7 is, take a look at what it isn’t. * G7 is not an ICC color management system, nor does it replace it. * G7 is not an ISO standard, but rather a specification to help printers meet those standards.

G7 vs. GRACol 7

G7 is not the same as the GRACoL 7 print specification. G7 is a calibration method; the 'G' refers to calibrating Gray values, while the '7' refers to the seven primary color values defined in the ISO 12647-2 printing standard: Cyan, Magenta, Yellow, Black (K), Red (M+Y), Green (C+Y) and Blue (C+M). Although originally intended for commercial offset printing, the G7 method is applicable to virtually any CMYK imaging process and has been successfully tested on a wide range of processes, including screen, offset, newsprint, gravure, flexography, dye-sublimation, ink-jet and electrophotography, as well as a wide range of AM and FM screening methods.

Benefits of G7

G7 may sound too good to be true — but it isn’t! There are real benefits to using the G7 methodology. G7 fulfills the need for a non-subjective specification of standardized process color output. Standardizing to a common neutral gray produces a file with no cast. This means the print truly represents the file because no color cast is added to it. This allows printers to have confidence that the print is correct, repeatable and non-subjective, saving them both the cost and time of reprinting.