2.1: The Product Background
The CSL Blueberry line is created with the target of penetrating the qwerty smartphone market. The series has been expanding in models and as of now, there are 14 Blueberry smartphone models which ranges from the highest end smartphone specifications to the most basic ones. The Blueberry line is considered under the qwerty smartphone category mainly because of its keypad layout which is almost similar to a computer’s keyboard and features all the english alphabets. This helps eases typing and makes writing emails and messages on a qwerty phone much more faster than a normal phone.
2.2: Product Classification
Market | Rate of Consumption | Purchasing Habit |
Consumer | Durable | Convenient |
2.3: The Product Range
As mentioned before, there are 14 Blueberry models that are currently in retail throughout Malaysia with a few models being planned to be released in the 3rd and 4th quarter of 2010.
From interviews done with CSL authorized dealers and CSL Service Centres, there are two best sellers identified out of the 14 models available. These two models are Blueberry A9500 and Blueberry i6800.
Blueberry A9500 (left) and Blueberry I6800 (right)
2.3.1: Blueberry A9500
Connectivity | GPRS, EDGE, 3G, WLAN, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 3.0 Megapixels |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games |
Interface | Trackpad, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.2” QVGA |
Product Packaging
The Blueberry A9500 is a bestseller according to the CSL authorized sellers interviewed because of its wireless LAN capabilities which mean users can surf the internet in Wi-Fi enabled areas.
Surprisingly, wireless LAN and 3G capabilities are not considered a standard feature in the Blueberry line. Not all Blueberry smartphones have these features which is a little bit disappointing as other branded smartphones are generally equipped with these standard features.
2.3.2: Blueberry i6800
Connectivity | GPRS |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 1.2 VGA Camera |
Multimedia Capabilities | Radio, MP3/3gp Player, Games |
Interface | Trackpad, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.0” QCIF |
Product Packaging
The Blueberry i6800 is a very basic phone that looks like a full featured smartphone. It’s capabilities are very limited and can only be considered as an entry level phone with the appearance of a full featured one. Considering its lack of features, it’s redeeming value is that it is very cheap, priced at under RM300 and is well within the budget of price conscious consumers.
2.3.3: Other Blueberry Models
Blueberry 2800T
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | N/A |
Multimedia Capabilities | Radio, MP3/3gp Player, Games, Analog TV |
Interface | Trackpad, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.0” QCIF |
Blueberry i9000T
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | N/A |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games, Analog TV |
Interface | Trackpad, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.0” QVGA |
Blueberry a-Cube
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | N/A |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games, Analog TV |
Interface | Trackpad, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.4” TFT QVGA |
Blueberry a-3000
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | Dual Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games, Analog TV |
Interface | Trackball, QWERTY keypad, Motion Sensor |
Expansion Slot | MicroSD expansion slot |
Screen | 2.4” TFT QVGA |
Blueberry i8350
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 3.2 MP Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games |
Interface | Trackball, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.4” 262k TFT QVGA LCD |
Blueberry i9000
Connectivity | GPRS, Bluetooth, Infrared |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 1.2MP VGA Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games |
Interface | Trackpad, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.0” 262k QVGA LCD |
Blueberry i9350
Connectivity | GPRS, Bluetooth, Infrared, WLAN |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 3.2 MP Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games |
Interface | Trackball, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.4” 262k QVGA LCD |
Blueberry 5000
Connectivity | GPRS, Bluetooth, Infrared |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 3.0 MP Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games |
Interface | Sliderphone, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.8” QVGA LCD |
Blueberry a500
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 2.0 MP Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games |
Interface | Trackstick, QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.2” QVGA LCD |
Blueberry-E
Connectivity | GPRS, Bluetooth |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 2.0 MP Camera |
Multimedia Capabilities | FM Radio |
Interface | QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.2” QVGA TFT LCD |
Blueberry-A
Connectivity | GPRS, Bluetooth, |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 2.0 MP Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games, Analog TV |
Interface | QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.2” 262k QVGA LCD |
Blueberry-i
Connectivity | GPRS, Bluetooth, |
Web Browser | WAP 2.0/xHTML, HTML |
Camera | 3.0 MP Camera |
Multimedia Capabilities | Radio, MP3/MP4 Player, Games, Video Recorder |
Interface | QWERTY keypad |
Expansion Slot | MicroSD expansion slot |
Screen | 2.4” 262k QVGA LCD |
2.4: Product Characteristics
Product
· QWERTY Smartphones
Packaging
· Individually boxed with soft foam-like material to hold phone in place and to segregate compartments, plastic wrapped on the outside
· Comes with earpiece hands-free accessory, warranty card, user guide, charger, CSL Fun Club form
· Size of packaging varies between models
· Label on the side indicating IMEI pin number and model code
· Various graphic designs on box for different models
· Hologram sticker on the box as a proof of authenticity
Price
· The price range for Blueberry series are from RM299 for i6800 (cheapest in series) to RM750 for i9350 (most expensive)
Distribution
· Selective distribution
· From Headquarters depot in Shah Alam to all authorized CSL dealers, direct stores and phone retailers
2.5: Product Life Cycle
As the Blueberry series was just launched in September 2009, it is still relatively in its infancy/introduction stage compared to other well established smartphones. Newer models are planned to be released in the 3rd and 4th quarter of 2010. It would take a few more years for the Blueberry series to finally mature and really be regarded as a major player in QWERTY smartphone market.
2.6: Brand Image And Implications
The CSL brand is still associated with the image of cheap imitation phones made from China. This is because the consumers can see startling similarities in terms of design and naming CSL did for their products. Just by changing names and embedding their logo on the phones makes people look down on CSL label them as imitators. On the bright side, CSL have been utilizing aggressive expansion strategies and have been opening up new service centres and authorized resellers in many shopping complexes. The implication of this brand image is that the consumer market for CSL is greatly inclined towards people who are on a tight budget while people who are wealthier tend to go for other well known brands.
2.7: Strength and Weaknesses
Strengths
· All Blueberry smartphones are capable of utilizing dual simcards simultaneously and be on standby for both numbers
· Blueberry smartphones are equipped with analog television
· Islamic features (azan, kiblat, al-Quran)
· The widest network of service centres across Malaysia (21 service centres)
Weaknesses
· Only two Blueberry models currently have 3G capabilities which greatly hampers internet surfing speed of the other models
· Low pixel per inch density screen
· No video call feature
· Design which imitates other brands
· MTK platform mobile OS is inferior to other mobile OS in terms of operability and intuitiveness
Opportunity
· Emerging technologies entices people to obtain newer and more up to date phones
· Current events happening can present itself as an opportunity for CSL to market their products such as the World Cup and PC Fair.
· Economic downturn makes people go for cheaper products rather than high priced ones makes CSL phones an attractive alternative
Threats
· Perception from people that CSL is a China made phone and a blatant imitation to Blackberry smartphones
· The emergence of other more sophisticated mobile OS which are superior to MTK platform
· New competitors competing directly in the budget phone segments such as Amoi, eX-Mobile, and i-Mobile
2.8: Distinctive Features
The CSL Blueberry series offers affordable smartphone packages with the choices of features ranging from wireless LAN, 3G, video recorder, push email, and other features which are usually available in higher priced competing smartphones.
Not only that, CSL Blueberry series smartphones also incorporates distinctive features that are highly localized to better suit the Malaysian market such as Islamic features which includes azan times, kiblat compass and mobile Al-Quran. Most of the Blueberry smartphones also have the option to watch analog television broadcast directly on the phone.
Another distinctive feature that CSL Blueberry phones boast is that all models can utilize dual sim cards simultaneously and be on standby for both numbers. Actually this feature is a standard feature for all CSL branded phones.
2.9: Unique Selling Proposition (USP)
1. Dual simcard with dual standby
2. Free no monthly subscription analog tv
3. Islamic Features (Azan reminder, Kiblat, mobile Al-Quran)
4. 1st Malaysian made phone
2.10: Positioning Statement
CSL Blueberry series is a smartphone series that offers value for money and great functionality, suitable for teenagers and young adults who live socially and are always on the move.
