The Curve 9360 just got hotter! To promote it in Singapore, RIM has started a marketing campaign targeting men from National Service. Curve 9360 is a camera-less phone and an eye candy, which makes it perfect for military men.
As we all know, military operations are highly confidential, and thus bringing a camera into the area is strictly prohibited. So a camera-less smartphone would be the perfect choice for military officials. RIM is trying to market Curve 9360 as a social networking tool, as it integrates BBM, games, and Facebook.
Singapore has been a big market for Blackberries, and this is why RIM is serving military of Singapore with the phone that would suit them: Curve 9360. That’s a phone that offers what Apple and Android can’t offer: no camera.
Blackberry has been getting popular in Singapore from past few years and this is why RIM decided to launch this campaign in this country instead of Indonesia. It is worth noting that Indonesia also has a large Blackberry market. In fact, with 2.6 million Blackberry customers, it is among the biggest markets of Blackberry.
Taking the conversation back to Singapore military men, the armed service of the country is normally for about two years. Since the military guys are mostly stressed about this service, they need some sort of a relief, along with a way to connect to their families and friends. Besides, part of their stress is about staying away from home for so long. And since military doesn’t allow camera phones, most of them have to use old technology phones, which means no social networking. This limitation has been effectively addressed by RIM as they launched a camera-less version of Curve 9360, which is the ideal phone for this target market.
What they did is simple – they removed the 5MP camera from the Curve and replaced it with nothing. So it’s essentially the same phone, but without a camera. So it can be used at any base in the military without any problems. This means that military men can now have an online presence on Facebook, and the military secrets will be safe too.
That’s an excellent move that has been captured by RIM. Personally, I think it’s a wonderful marketing idea. Old camera-less phones are still on sale in Singapore because men need them during military service. With camera-less Blackberries, military men can now have a smartphone that is allowed at their bases.
The non seeing Curve phone from Blackberry is being marketed now with a new tagline that says national service does not mean that men should have no social life. So if you are from Singapore and you are worried about the two year social gap, this news would be of interest to you. It has all the social features that you need… Facebook, Twitter, internet, chat applications, and BBM. Yeah you cannot have Instagram, but there is no Instagram on Blackberry anyway… So no clicking any pics, just enjoy Facebooking those two nation serving years.
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