BlackBerry is winning big in one segment

BlackBerry is winning big in one segment
Anyone that follows even a little bit of tech news knows that BlackBerry has seen better days. John Chen has been shepherding the company through some big adjustments.

Just as the company formerly known as Research in Motion changed its name to BlackBerry, it announced a sponsorship deal with Formula 1 team Mercedes AMG Petronas, currently led by drivers Lewis Hamilton, and Nico Rosberg.

BlackBerry is a significant sponsor of the team, with the company’s logo owning exclusive real estate along the team’s race cars' noses. While BlackBerry is navigating the wilderness of the smartphone business, and positioning its services for continued growth, Team Mercedes, along with drivers Hamilton and Rosberg, are currently dominating Formula 1, and those podium finishes mean a lot of visibility for BlackBerry.

So far in the 2015 series, Team Mercedes is over 100 points ahead of Team Ferrari in the constructor standings. Lewis Hamilton is leading the drivers and Nico Rosberg is right behind him, though Ferrari’s Sebastian Vettel is a not-so-distant third place.

Formula 1 is the bleeding edge of automotive racing, and teams gain notoriety around the world, from Austria, to Bahrain, to the United States, and Russia. BlackBerry is seeing a lot of exposure with a remarkably well run race team that is Mercedes. Many people wonder about the effectiveness of such ventures, but with an enterprise like Formula 1, it is the crème-de-la-crème of marketing opportunities.

Does it help BlackBerry sell phones? Hard to tell. However, the exposure and mindshare is worth its weight in gold when it is attached to a winning team like this. Hopefully, BlackBerry will be able leverage this momentum to drive a new edge in technology.


references: John Chen and Formula 1

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22 Comments

1. Zomer

Posts: 361; Member since: May 31, 2013

F1 is currently just as boring as the devices from BlackBerry.

2. jojon

Posts: 433; Member since: Feb 11, 2014

..i have to clap that

12. Mxyzptlk unregistered

Same here. +1

3. meanestgenius

Posts: 21779; Member since: May 28, 2014

And you must be just as boring as you say BlackBerry is. Why else would you comment on something that you deem boring?

5. jroc74

Posts: 6023; Member since: Dec 30, 2010

F1 might be more exciting than BB. Me and the family love racing. Cars in general.

11. waddup121 unregistered

black berry

14. AnTuTu

Posts: 1602; Member since: Oct 14, 2012

I think its very hard for BB to make a come back in phone space unless they introduce something earth shattering. It's highly unlikely that F1 will help BB to sell more phones. Still waiting for a full touch screen with less bezels phone from BB.

22. Topcat488

Posts: 1415; Member since: Sep 29, 2012

Fueling comes back to F1 next year, so that should add some excitement... Even though the cars are about 8 sec. slower than 2004 cars. BlackBerry has seen its days, and Android can't save them either. O.o

4. meanestgenius

Posts: 21779; Member since: May 28, 2014

This is excellent exposure for BlackBerry. Good marketing tactic.

6. HugoBarraCyanogenmod

Posts: 1412; Member since: Jul 06, 2014

Blackberry has their own niche to survive, if they want to play big, ditch US and join Africa and China

7. jroc74

Posts: 6023; Member since: Dec 30, 2010

BB is like Nintendo right now. Surviving off of past success, is kind niche. makes me wonder which one would be the first to fall.

9. meanestgenius

Posts: 21779; Member since: May 28, 2014

In government, enterprise and regulated industries, BlackBerry is not only surviving, but winning. Especially through their software. They are much more important than Nintendo and aren't going anywhere anytime soon.

15. AnTuTu

Posts: 1602; Member since: Oct 14, 2012

@ meanestgenius: looks like you are a paid supporter of BB.

16. meanestgenius

Posts: 21779; Member since: May 28, 2014

Looks like you're a paid troll since you always troll Apple articles. Sounds ridiculous, right? It's ludicrous to think such a thing simply because I support a brand. You support Android and bash Apple on almost every Apple article. Are you paid by Google? See how silly that sounds?

20. Mxyzptlk unregistered

*shill

21. meanestgenius

Posts: 21779; Member since: May 28, 2014

Like you are with Apple?

8. GreekGeek

Posts: 1276; Member since: Mar 22, 2014

F1 has become a joke these days.....I can't believe GP2 cars runs significantly faster and F1 is supposed to be the pinnacle of motorsports?

10. eidsonb

Posts: 14; Member since: Oct 15, 2014

These guys would survive about 100 miles in a NASCAR race....

13. Crispin_Gatieza

Posts: 3123; Member since: Jan 23, 2014

Really? Nascar drivers don't know how to turn right.

17. downphoenix

Posts: 3165; Member since: Jun 19, 2010

probably more like NASCAR guys would survive 3 miles in a Formula race, those cars are a lot more volatile than NASCAR tanks.

18. javy108

Posts: 1004; Member since: Jul 27, 2014

I honestly dont think F1 will help BB to sell more... no ofens for BB Lovers

19. meanestgenius

Posts: 21779; Member since: May 28, 2014

Non taken. We feel the same way about Android on a BlackBerry. No offense to Android fans.

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