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  • How BlackBerry Lost Bieber Fever to Apple's iPhone


    A fascinating exposť on the rise and fall of BlackBerry in BusinessWeek today illustrates how the iPhone, and not BlackBerry, ultimately won the heart of Justin Bieber.

    Why does this matter? To BlackBerry it matters a great deal, mostly because of the missed opportunity the company now reflects upon.

    As it turns out, some time ago, Justin Bieber wanted to be BlackBerry's "brand ambassador," says Vincent Washington, a senior business development manager at BlackBerry (from 2001 through 2011).

    Before blowing up as one of today's biggest celebrity superstars, Justin Bieber wanted $200,000 to be a BlackBerry poster boy. But the company - then known as RIM - declined.

    "One thing we missed out on," Washington admitted in the new BusinessWeek report, "was that Justin Bieber wanted to rep BlackBerry. He said, 'Give me $200,000 and 20 devices, and I'm your brand ambassador,' basically. And we pitched that to marketing: Here's a Canadian kid, he grew up here, all the teeny-boppers will love that. They basically threw us out of the room. They said, 'This kid is a fad. He's not going to last.' I said at the meeting: 'This kid might outlive RIM.' Everyone laughed."

    Since then, Bieber has gone on to announce to his millions of followers on Twitter and Instagram that he really enjoys his iPhone 5.

    And Apple didn't pay him a penny to say that.

    Source: BusinessWeek
    This article was originally published in forum thread: How BlackBerry Lost Bieber Fever to Apple's iPhone started by Michael Essany View original post
    Comments 13 Comments
    1. PokemonDesigner's Avatar
      PokemonDesigner -
      Who cares? It's Justin Beiber. Ain't no one buying an iPhone just cause he said he liked it. Just like no one would buy a black berry because he said he liked it.
    1. thazsar's Avatar
      thazsar -
      Quote Originally Posted by PokemonDesigner View Post
      Who cares? It's Justin Beiber. Ain't no one buying an iPhone just cause he said he liked it. Just like no one would buy a black berry because he said he liked it.
      It's just another reason why BB failed. They obviously can't recognize what's trending and what isn't. Bieber stardom died a long time ago so to blame their bankruptcy on that shows how clueless they really were!
    1. snoozkewl's Avatar
      snoozkewl -
      Don't feel bad BlackBerry, not even Bieber Fever could sell your devices to not business people. In fact, in hindsight using a BlackBerry would have made Bieber un-hip and no one would listen to his music.
    1. se23's Avatar
      se23 -
      I can imagine all those 9yo walking round with their pink 8520's lol
    1. micro_master's Avatar
      micro_master -
      Quote Originally Posted by PokemonDesigner View Post
      Who cares? It's Justin Beiber. Ain't no one buying an iPhone just cause he said he liked it. Just like no one would buy a black berry because he said he liked it.
      You have no idea how well this works, especially on a younger more easily influenced audience.
    1. Mr_X's Avatar
      Mr_X -
      Quote Originally Posted by PokemonDesigner View Post
      Who cares? It's Justin Beiber. Ain't no one buying an iPhone just cause he said he liked it. Just like no one would buy a black berry because he said he liked it.


      i sort of bought a smart car because of biebs, now i have 2 smarts, greatest little car do not regret it
    1. Paulsquaredson's Avatar
      Paulsquaredson -
      Hell, give me $200,000 and I'll represent anything.
    1. AGIAMIU's Avatar
      AGIAMIU -
      Quote Originally Posted by se23 View Post
      I can imagine all those 9yo walking round with their pink 8520's lol
      That is so true!!!!!!!!!!!!!
    1. Villebilly's Avatar
      Villebilly -
      The kid might be a fad but the same can now be said of BB. The point the guy was making is his marketing people are clueless and they missed out on an easy to influence demographic.
    1. twigwonderkid's Avatar
      twigwonderkid -
      Quote Originally Posted by PokemonDesigner View Post
      Who cares? It's Justin Beiber. Ain't no one buying an iPhone just cause he said he liked it. Just like no one would buy a black berry because he said he liked it.
      Obvious you haven't a 14 year old daughter. A piece of string marketed by Beiber and my daughter would insist I buy it
    1. hitman10's Avatar
      hitman10 -
      Quote Originally Posted by PokemonDesigner View Post
      Who cares? It's Justin Beiber. Ain't no one buying an iPhone just cause he said he liked it. Just like no one would buy a black berry because he said he liked it.
      I love how because you dont care. That automatically means no one else cares. Clearly you have no grip on how big this kid is, and how much he affects teens lives. Man when we was caught smoking weed all these videos went online of girls cutting there wrists until he stopped smoking weed.
    1. *T*'s Avatar
      *T* -
      Quote Originally Posted by thazsar View Post
      It's just another reason why BB failed. They obviously can't recognize what's trending and what isn't. Bieber stardom died a long time ago so to blame their bankruptcy on that shows how clueless they really were!
      Wait, Beiber had stardom?
    1. thazsar's Avatar
      thazsar -
      Quote Originally Posted by *T* View Post
      Wait, Beiber had stardom?
      LOL! I know, right! Apparently he became 'something' or else we'd know nothing about that kid.