New BlackBerry packages: what you need to know

Numerous new BlackBerry packages were launched in South Africa over the last few months, which forms part of BlackBerry’s “project Crosby”. This project was introduced some time ago by BlackBerry to target different segments of the market.

According to a project Crosby document, BlackBerry has nine packages from which mobile operators can choose.

The lower end packages, including the BlackBerry messaging plan, is aimed at the low end of the market.

The BlackBerry Absolute package, which MTN is rumoured to be planning to launch on 1 March, is aimed at the high-end of the market.

The following table, based on a presentation about BlackBerry’s Crosby project, provides an overview of BlackBerry’s tiers. It also provides an overview of the operators which launched some of these packages in South Africa.

It should be noted that these are not BlackBerry 10 packages. These products are BlackBerry 7 and earlier services to complement the existing BIS offering in South Africa.

BlackBerry Plan What you get Target Customer South African launches
BlackBerry Messaging plan
  • BBM
  • 1 BB branded email address
Generation Y transitioners

  • Average age 24
  • Most are single, no kids
  • Students (35%) and entry level professionals
  • Go getter, goal-oriented personalities
  • Young and connected
MTN – R14.95
BlackBerry MessagingPlus Plan
  • BlackBerry Messenger
  • BlackBerry Mail(blackberry.net)
  • Instant Messaging (all portals)
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents
  • Mix of working and non-working women
 No SA launches
BlackBerry Email Plan
  • BlackBerry Messenger
  • BlackBerry Mail(blackberry.net)
  • 1 email integration
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents

Mix of working and non-working women

 No SA launches
BlackBerry Social Plan
  • BlackBerry Messenger
  • BlackBerry Mail (blackberry.net)
  • BIS Browsing
  • App World
  • Social Networking
  • BlackBerry Maps
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents
  • Mix of working and non-working women
Cell C – R27.00MTN – R19.95
BlackBerry Email Plus Plan
  • BlackBerry Messenger
  • BlackBerry Mail(blackberry.net)
  • 1 email integration
  • Instant Messaging (all portals)
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents
  • Mix of working and non-working women
No SA launches
BlackBerry Social PlusPlan
  • BlackBerry Messenger
  • BlackBerry Mail(blackberry.net)
  • Instant Messaging (all portals)
  • BIS Browsing
  • App World
  • Social Networking
  • BlackBerry Maps
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents
  • Mix of working and non-working women
No SA launches
BlackBerry Social and Email Plan
  • BlackBerry Messenger
  • BlackBerry Mail(blackberry.net)
  • 1 email integration
  • BIS Browsing (with Hotspot Browser via Wi-Fi only)
  • AppWorld
  • Social Networking
  • BlackBerry Maps
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents
  • Mix of working and non-working women
Cell C – R37.008ta – R30.00

MTN – R29.95

BlackBerry Complete Plan
  • BBM
  • 1 BB email address
  • Social Networking
  • App World
  • Browser
  • 1 integrated email address
  • All Instant Messaging client
Mobile Men

  • Less educated, lower income than other segments
  • Blue collar workers, small business owners and mid-level office personnel

Multi-tasking Women

  • Predominantly married/in relationships
  • Most are parents
  • Mix of working and non-working women
No SA launches
BlackBerry Absolute Plan
  • BBM
  • Instant Messaging
  • Social Networking (Facebook, Twitter,MySpace)
  • Browser
  • App World
  • Email (up to 10 email integrations)
  • BES Express
Successful Professionals

  • Average age of 40
  • Most are married, most have kids
  • Very career oriented
  • Well-educated, earn high incomes
  • Very, very busy
  • Strong adopters of technology
  • Heavy multi-channel communicators
MTN (rumoured) – R59.00
BlackBerry Internet Service
  • BBM
  • Instant Messaging
  • Social Networking (Facebook, Twitter,MySpace)
  • Browser
  • App World
  • Email (up to 10 email integrations)
  • BES Express
Successful Professionals

  • Average age of 40
  • Most are married, most have kids
  • Very career oriented
  • Well-educated, earn high incomes
  • Very, very busy
  • Strong adopters of technology
  • Heavy multi-channel communicators
Cell C – R57.008ta – R59.00

MTN- R59.00

Vodacom – R59.00

Virgin Mobile – R59

The table shows that the ‘BlackBerry Absolute’ package and the BIS service are basically the same.

The main difference is that BIS is associated with unlimited, flat rated Internet access while ‘BlackBerry Absolute’ is likely to be associated with a capped service.

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New BlackBerry packages: what you need to know