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BlackBerry targets small businesses

For the growing SME, times of economic uncertainty are both an opportunity and a challenge as they search for that competitive edge over larger organisations, and technology is playing an increasing role. Prompt communication is the key and recent research carried out by MORI on behalf of Research In Motion (RIM), maker of the ubiquitous BlackBerry, showed that almost half of SME owners have won new business by being able to keep in touch when on the move.

To meet this demand from small business for instant communication, BlackBerry is changing the focus of its marketing.

Sarah Probert, European marketing director of large enterprise and SME at RIM, said: "Previously, BlackBerry's focus has been banking, large enterprises, and government agencies.

"But with this research we are trying to understand the needs of small business and individual consumers, how they are the using the technology and how important it was to them."

Reacting quickly to customer queries and communicating regularly are the two most critical aspects of growing a small business, and RIM says it sees the future in a range of customer relationship management applications that will allow businesses to service their customers.

The research threw up a surprising fact - nearly a third of SMEs write letters as their preferred method of communication.

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