Dear RIM, Change your Playbook advertising…

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I know the BlogIdol contest is over, but just had to get this off my chest. Every time I see the adverts for the new Playbook I find myself commenting out loud to anyone who will listen. Usually it’s the dog, and she knows how I feel about this.

The problem is this… I would NEVER buy my employees a Playbook if all they did were the things you show in your commercial. I don’t buy them technology to play games (Flash or otherwise), watch movies or music videos, or surf the shopping pages on the web. If productivity is my goal, and reason to add technology to their arsenal, then you haven’t convinced me that Playbook would help.

Just saying. (and I do feel much better now).

InvisiTech InvisiTech (46 Posts)

While I'm currently the CIO for Appleby College in Oakville (the best IT job in Canada), I've had a great ride in a number of positions in various locations. I've lead a team of more than 100 staff at Sheridan supporting a constituency of 50,000 users, I've been part of the founding team building a brand new medical school in Northern Ontario based completely around distributed education, I've started 3 companies, consulted internationally, drove my gorgeous wife crazy moving around all over, raised 2-1/2 great kids (I'll round it up when the final one leaves home), and occasionally scratch the ear of our butt ugly dog. My craft is not IT, but building IT organizations that support challenging and new ways to do things. I am utterly convinced that we as IT leadership need to dramatically change how IT is delivered, before we get relegated to a costly overhead department. In the midst of all this fun, I've had the distinction of being awarded the inaugural 2010 IT Leader of the Year (SME) Award from Computerworld Canada for my work at Appleby College. I'm humbled by the honor and thankful that some of my ideas actually make sense to someone.


  • http://www.concon.com Don Sheppard

    How does your dog feel ?

    • http://turningtechinvisible.blogspot.com Kevin Pashuk

      My dog is happy just to be talked to, even if I’m ranting. She only has one response to everything… “OH BOY!, OH BOY!, OH BOY!, OH BOY!, OH BOY!, Squirrel!!!!, OH BOY!, OH BOY!, OH BOY!, OH BOY!,”

  • http://twitter.com/chrispycrunch Chris Lau

    RIM’s got an identity problem: its playbook is great for biz but the commercials are targeting consumers. Like the ad for the torch, os6, the reception for the ads was not great. The weak sales showed the results of the weak ad campaign.

    • http://turningtechinvisible.blogspot.com Kevin Pashuk

      I’m in full agreement. While the concept of the “consumerization of technology” is important, it certainly isn’t dominating, and it’s a slippery slope for marketers who lose sight of their product’s positioning. In trying to be an iPad killer, you confuse your core market.

      But I’ll leave this for the marketing professionals. I know how I feel as a CIO who purchases and recommends a significant amount of technology every year.

  • http://www.concon.com Don Sheppard

    LOL
    A new target market?

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