How much are the relationships you make worth to you? To Blackberry, formerly RIM, it is worth enough to hire Alicia Keys to the created position of “global creative director.” A little over 5 years ago Blackberry was a sizable competitor in the smartphone industry and was the phone to have for any self-respecting businessman/woman. Fast forward to the present and they now make a negligible difference in the market selling only about 1.1% of the smartphones sold in the U.S. Now Blackberry is attempting to use the still fairly untested power of the social platform to increase sales after corporate makeover.
I think this is an interesting move though not surprising given the trend to benefit from the social construct of society. However with news of GM pulling ads off Facebook, citing lack of evidence of profitable gains as the cause; and less than stellar performance by social companies in the public trading environment there seems to be a disconnect. The strength of social bonds and the power of trust do not appear to make the jump from feelings and experiences into monetary gain. Blackberry has a hell of an uphill battle to compete with the choke-hold Apple and Droid has on the market. Hopefully this will be the push they need.
Is the strength of Alicia Keys network worth the price tag of creating a position for her? Can we actually profit from the use of personal networks? Maybe it’s too new to tell but it’s definitely important for Blackberry to do something.