BlackBerry's Appeal - Business Services
The term "BlackBerry" conjures up many individual opinions in today's marketplace, from a useful smartphone to an expensive distraction. However, one main thought that commonly comes to mind is its highly addictive nature. Why are people incredibly attached to their BlackBerry phones? Introduced in 1999, BlackBerry has become ingrained within popular culture and actually sparks conversation over its power as an electronic drug. Its small keyboard and color display make daily phone calls, texting, and Internet browsing a breeze for the multitasking world. A number of different factors are combined within BlackBerry's overall design to attract millions of devoted users.
In a world full of instant gratification, such as picking up an entire meal in a drive-through window in two minutes flat, BlackBerry fits comfortably with the public's desire for convenience. Need to find a gas station? The phone will point you to the closest station, as well as evaluate the best prices per gallon in the immediate area. Hungry? Restaurant locations, reviews, and even menus can be downloaded at lightning speed to the phone. All of this in a wireless fashion.
Completing the instant gratification scenario is the need for multitasking. Making a phone call, but need to send an email as soon as possible? People have that ability now with the Blackberry. Multitasking in a fast pace world is a necessity. The addictive nature of completing many tasks at once to free up more time in the future is an alluring proposition.
The corporate world has caught onto the BlackBerry drug. And why not? It increases worker productivity, especially if they work in the field as sales associates. Faxes and emails can be immediately sent, received, and viewed directly on the phone. No longer does the worker need to visit an office setting to communicate in this fashion. Business services become more timely and successful as the worker moves from client to client. For example, a client may be backing away from a previously closed business deal by emailing the worker about his or her concerns. In response, the worker can easily formulate a sales pitch or plan based on the client's concerns. Both parties can converge at a following meeting with the best preparation to retain the client. Business surprises can be thwarted before they become serious issues.
Remember lugging around laptop computers? Although technology has introduced a number of different slim laptop computers, the size and weight of the device is still cumbersome for many people. It will not fit into a pant pocket or cradle itself in the hand. This includes the newer tablet technologies that have recently emerged. As a result, BlackBerry has found its way into the world's psyche as a lightweight device that could be related to a pacifier. Busy with work, personal issues, or simply bored? The device will fill the void if you are waiting for a doctor's appointment or simply taking a train to work.
One of the key reasons why the BlackBerry is so highly addictive is its relation to human psychology. B.F. Skinner introduced the concept of intermittent reinforcement. Basically, an individual may press a button repeatedly and will receive a reward on a random schedule. As a result, the person will perform the action continuously in the hopes of receiving reward after reward. In fact, the BlackBerry plays on this idea, much like a slot machine. Email that may offer a reward, such as a closed business deal, is constantly refreshed and downloaded; the person is looking for that random email that will be perceived as a reward. This fascination with technology, and our need for instant gratification, will keep the Blackberry as an addictive device for many years to come.
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