iGillottResearch, Inc., a market strategy consultancy focused on the wireless and mobile communications industry, announced today the publication of a study detailing the loyalty of RIM BlackBerry users in North America.
Fielded in November 2005, the basis for the study was a survey of 803 BlackBerry users in the U.S. and Canada. The survey identified the type of BlackBerry device used, where the device was acquired, strengths and weaknesses of the device, and user demographics. A series of questions also determined the current loyalty to the BlackBerry platform, the level of satisfaction and dissatisfaction, and the level of awareness and interest in competing smartphone designs. Critical success factors for email solution vendors and device OEMs looking to compete with RIM were also identified.
Overall, BlackBerry users are satisfied with their devices and email service and are likely to buy another device in the future. But when the respondents were presented with various smartphone alternatives which combined different form factors, keyboard designs, operating systems and mobile email services, it became clear that there are significant threats to RIM’s market position. For example, a competing design that offers the correct combination of form factor, operating system and mobile email system would be extremely appealing to existing BlackBerry users.
“We believe this study to be the most detailed survey of BlackBerry users yet conducted and the only study that clearly identifies their loyalty to BlackBerry and the drivers of that loyalty,” says Iain Gillott, president and founder of iGillottResearch. “While existing BlackBerry users are happy with their devices, the study is good news for RIM’s competitors since the opportunity for a successful alternative smartphone is clearly identified.”