Smartphones Top Brand Nigeria: Blackberry wins

FEATURED STORY 1

BlackBerry: King of smartphones in Nigeria

BY IAIN MARLOW

The Globe and Mail

Published Friday, Nov. 09 2012, 5:27 PM EST

Last updated Friday, Nov. 09 2012, 7:55 PM EST

In Lagos, Nigeria, The Globe's Iain Marlow explains why RIM's smartphones reign supreme in developing economies and what the company is doing to capitalize on that growth.

FEATURED STORY 2

Nigeria's BlackBerry addiction offers hope for Research in Motion

BY MONICA MARK

The Guardian

Thursday, 15 November, 2012

In Nigeria, South Africa and Egypt, Africa's three biggest economies, BlackBerrys outsold smartphone competitors this quarter

Top Brands Africa | Our Blackberry Smartphones Brand Rating

The rating summary below shows how RIM made a stumble upon success in the Sub-Saharan African market, despite desperate motives to close shop in other disappointing markets, especially in North America.

Here is the juicy combination of what made Blackberry No.1 in this region:

• Category: Smartphones
• Surging Market Entry: 2009
• Sales Growth: Fastest selling - both brand new and fairly-used  (No.1)
• Manufacturer Popularity: 3rd Position; Nokia (No.1); Tecno (No.2)
• Usability: Fairly-Complex; needs only some level of education
• Key Market Age Group: 22 - 59
• Strongest Market: Nigeria
• Supporting Strategy: Affordable monthly access to social media and direct partnership with faster mobile-based 3G internet providers
• Most Unique Feature: Blackberry Messenger (BBM) chat customization and the new slang "ping"
• Another Nice Feature: BBM-connected Apps and "Broadcast" allow "BB-users" to learn from each other and to create their own "news"
• Selling Score-Point: Allows owners to multi-task and enjoy quick communication second to none
• Luck Factor: Mobile network providers are 3G capable, have strong coverage, serving millions of subscribers

RATING INFORMATION: Provided by SGC Group, Nigeria

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