Arabic Blackberry: Adapting to the Language of the Market

Non-stop in the restricted US and Europe market, in October 2007, Blackberry has been introduced to Arabic, marking a bold and new step of the email Smartphone on the Middle-East and Africa market. Since there, the Arab customers are allowed to use this device in their own language. At the same time, Blackberry has also brought about the buzz word "push e-mail" into the business world. This technology allows users to send e-mail from cell-phone to others immediately. It can easily see the potential of this system, when the user requires a smart-phone to help them connect all of the time without using laptop. Obviously, the adoption of push e-mail is just the first step in improving communication in the business environment of the Middle-East. Going along with this system is other services and applications, which keep the product fresh and up to date. It allows users to experience the office environment anywhere. Nowadays, there are many producers like Nokia and HTC..., joined in this market.

Business environment is always associated with communication and connectivity, and internet supports this very well. Everyone, especially the business, needs to capture information sharply and promptly. All information has been digitized and can be found easily on the internet. But they cannot always sit in the office or carry the laptop around. So, users need a small device but also the basic functions like a computer. Cell-phone manufacturers are captured trends and the demand of users; they quickly upgraded and integrated these functions into cell phone to release the push e-mail handset. Anyone, who wants to buy this device, can easily find out about it through advertising, internet, media or idea from family and friends. However, there are too many manufacturers with the different features that make them have to wonder. Some of buyers interested in the expensive equipment and multiple applications, some of them like a trendy one or the quality brands. For Blackberry, they should satisfy the requirements of all customers and offer superior strategies than competing companies. For example, supporting Arabic language is an advantage for Blackberry. The users always calculate the worth and value of this device, they set the criteria to choose a product that not only fit their demand but also fit their pocketbooks before purchasing the device.

After carefully considering and choosing the suitable and favorite products, there will be the decision to purchase this device. However, purchase decision can be affected by the attitudes of others and the unexpected situational factors. The transaction between buyer and manufacturer does not stop after they buy the product. The important thing is attitude - satisfied or dissatisfied - that consumers feel about the purchase. Customer satisfaction is the key to building profitable relationship with consumers - to keeping and growing consumers and reaping their customer lifetime