BlackBerry PlayBook NPL
The BlackBerry Playbook was launched into a seemingly crowded and uncertain marketplace. Customers are seeking permission to buy, a reason to justify a purchase that is both rational and emotive.
The competition at the time was the ubiquitous iPad and the Samsung Galaxy Tab, both considerably larger devices than the PlayBook. That provided a key point of difference on which the Playbook proposition could be built – its size. Much nimbler more practical than a laptop or rival tablets yet more powerful and versatile than a phone. In fact ‘Just right’.
The ‘Just right for…’ positioning provided masses of flexibility for communicating both the wide range of business and leisure activities the PlayBook made possible and also the breadth of its appeal to different people.