BlackBerry World for BlackBerry Channel Partners: Q&A about the Channel-focused Sessions


The BlackBerry ecosystem encompasses a diverse set of solution providers from the mobile industry. BlackBerry World™ has always featured specialized content for our partners because we want the experts who market BlackBerry products to know as much as possible about the latest products and business opportunities. The BlackBerry Channel Partners track at BlackBerry World 2012 is exactly the place to get that focused and highly valuable information.

I talked to John B., who’s the track leader and Senior Marketing Manager for US Regional Marketing at Research In Motion® (RIM®), to hear what’s being offered this year. His comments should help you plan a diverse agenda for the conference.

BIZ BLOG: What is your goal for channel partners attending BlackBerry World this year?

John B.: We really want to inspire our channel partners to understand how to leverage BlackBerry as a complete ecosystem. Beyond the devices, BlackBerry has a rich platform with built-in tools, features and enviable security. If you’re a channel partner, we want to show you how to leverage our newest offerings for everything from mobile payments to applications and marketing analytics. RIM has specialized knowledge in these areas and we want our channel partners to benefit from our expertise in the sessions.

BIZ BLOG: Channel partners often want to know how they can profit best from BlackBerry – what are you covering along these lines?

John B.: What we have now are tools and resources that help build a complete mobile solution for their customers. If you look at sessions like The New BlackBerry Repair Service for Greater Customer Engagement and Satisfaction, we’re showing how offering customers added value services can help build new revenue streams. We also have sessions that focus on smaller businesses, since this market is a vibrant one for the partners who know how to market to these customers. Niche Doesn’t Have to Mean Small: Finding and Developing New Small Business Opportunities looks at opportunities across various verticals and how to help build a solid value proposition.

BIZ BLOG: Are there any hot topics you want to highlight?

John B.: For the carrier audience, New Revenue Opportunities with BlackBerry Monetized Services is an important session. I think everyone understands how to market handsets, regardless of the device maker. But what isn’t as clear is how a carrier can partner to create a steady stream of revenue-generating services, whether it’s custom billing or purchased services that are billed to the carrier. All those things are taking a quantum leap forward this year at BlackBerry World, so you’ll definitely want to register for these kinds of sessions.

BIZ BLOG: Are there any sessions that are more broadly focused on BlackBerry technology that Channel partners will want to attend?

John B.: One of the big things that anyone marketing BlackBerry is going to want to know about is our focus on Mobile Device Management with BlackBerry® Mobile Fusion, which offers IT managers a way to manage a mix of mobile devices, not just BlackBerry. Few vendors on the handset side have done that. There’s an enormous value in letting enterprise customers know that BlackBerry offers this kind of trusted, secure functionality. I’d recommend attending any of the BlackBerry Mobile Fusion sessions, and specifically Balance Technology: Supporting IT and User Needs, Support iOS and Android™ Devices with the New BlackBerry® Universal Device Service, Introduction to BlackBerry Mobile Fusion and The New BlackBerry Device Service: Overview and Features.

BIZ BLOG: What really excites you about BlackBerry World?

John B.: When our Channel partners come to BlackBerry World, it’s a complete 360-degree view – not just hardware, software or services, and not just infrastructure. It’s all four areas covered in one place, so our partners can see how everything ties together to offer one undisputable value proposition. A lot of this information is not publicly available, so it’s essential to register for BlackBerry World to access it. Also, our product and service managers are onsite at the show so it’s easy to meet with them to ask questions.

But I think my favorite part of the show is the evenings, when you’re interacting with partners and customers, and they’re brainstorming and dreaming about what’s possible with BlackBerry. I really like hearing how people take the information from the show and develop their own vision for using it to build a business.

Have you made business contacts at BlackBerry World before? Let us know in the comments.

About Luke Reimer

@Luke_Reimer is a Senior Marketing Manager at BlackBerry helping to design, launch, and manage enterprise marketing programs - particularly concerning content across digital mediums. Beyond spreading BlackBerry goodness in enterprise communities, you can find Luke cooking up a storm, out on his motorcycle (when Canadian weather allows), or digging into a good science fiction book.

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