From the mouths of babes – Part 2
Posted in This Just In... on July 15th, 2009 by gkrakow
Hot on the heels of my story about Morgan Stanley’s teen intern memo on “old media” modes youngsters hate and which “new media” they love to embrace (see below) comes another instance of the young letting older types know which end is up – or should be.
Let me set the scene.
Tuesday in Toronto. It’s Research in Motion’s annual shareholders meeting. After corporate presentations and the like came the pretty-much standard question-and-answer session.
According to the account in Canada’s Financial Post, RIM’s big bosses were fielding questions from the packed audience when a child was chosen to ask a question.
“Are you going to make a phone more for kids so that my Mom will let me get one?” asked the youngster. A great question – and somewhat of a no-brainer for RIM but more about that in a minute.
The newspaper’s reports: “The child’s question met with hums and haws by RIM Co-Chief Executives Jim Balsillie and Mike Lazaridis before they summoned up a vague response.
“There’s lots of opportunity and, you know, if the current BlackBerries aren’t acceptable to your mother, hopefully the next ones will,” Lazaridis said.
Research in Motion’s co-execs are two very, very smart guys. And after hearing from a representative of the next generation of BlackBerry buyers/users I’m guessing that they are taking the child’s question quite seriously.
I don’t think fulfilling the kid’s request would be all that difficult to accomplish. I’m guessing that one or more of their current models – like the BlackBerry Pearl Flip and/or a Curve could be put into action.
Kids don’t need to tap into the BlackBerry enterprise e-mail system (disable it) but they do need a device which allows them to send and receive text messages with ease, do some e-mail (when they’re forced to interact with adults), surf the Web, take photos, watch and shoot videos, and listen to mp3s. That’s stuff all modern-day BlackBerries do right out of the box.
So, what is really needed is a new marketing scheme. And maybe some hot colors. Cheap prices for the BlackBerry Kids’ phone as well as affordable cellular data plans would be great incentive for parents. Throw in some meaningful parental controls to protect kids’ calls and texts and this should be a terrific revenue boost for the company.
In addition, as kids get used to using a BB kids’ phone they’ll want more and more as they get older. It’s no stretch that as those Blackberry-toting children enter the workplace they’ll be prime candidates to stick with RIM products.
Who know, decades from now they could be using a Bold 11, Storm 9 or maybe even a Tour 7.