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Blackberry Mobility Featured Article

September 27, 2010

Forcing Employees to Use BlackBerry May Impact Its Popularity

By Anuradha Shukla, TMCnet Contributor

A recent survey by Crowd Science reveals that companies that force employees to use smartphones may actually be indirectly hurting the BlackBerry (News - Alert) brand.

According to the latest study into smartphone brand loyalty, only 35 percent of survey respondents who were required to follow the corporate mandate of smartphones said they were “very satisfied” with the brand.

This is sharply in contrast with about 60 percent of users who had the privilege of having some choice in their smartphone purchases. 

The study showed that BlackBerries were much more likely - in two out of three cases - to be the smartphone brand chosen by companies for their employees. The findings reveal that 19 percent of BlackBerry users had their phone chosen for them, compared with 4 percent each of Android (News - Alert) or iPhone users.

Crowd Science conducted a similar such study and found that one-third of BlackBerry owners use their phones mostly or only for business purposes, in contrast with just 20 percent of all smartphone users.

Sandra Marshall, Crowd Science vice president of research, said in a press release that low satisfaction levels of users of corporate-mandated smartphones, and a high proportion of these among BlackBerry owners, results in an low overall loyalty.

According to a release, only 45 percent of all BlackBerry users said they were "very satisfied" with their phones as compared to 71 percent of iPhone (News - Alert) users and 70 percent of Android users.

About 30 percent of all BlackBerry users said they would buy another BlackBerry for their next phone. About 70 percent of iPhone and Android users said they would stick with their current brands. 

Anuradha Shukla is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Tammy Wolf

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