The main challenge before Krishnadeep Baruah, director, marketing, India, Research In Motion (RIM), is to dispel the illusion that BlackBerry devices are meant exclusively for professionals. ?Over the past two years, we have seen the younger generation increasingly opt for smartphones. We are tapping this segment by positioning our devices as being relevant to today?s youth,? he says.
The anticipated growth in demand for data services and smartphones will further this cause, he believes. ?The smartphone market in India is growing by leaps and bounds,? he notes. ?A large number of first-time users, especially younger users, are choosing feature-rich phones. This is where we have carved a niche for ourselves.?
The BlackBerry offers a plethora of data-centric services, from browsing the internet to downloading applications and accessing Facebook and Twitter, Baruah points out. ?Our main focus is on retaining and enhancing our existing customer base, and enticing new users to pick up our products.?
The company seems to have succeeded in getting BlackBerry noticed in the cluttered smartphones space. The brand was voted the ?buzziest? in 2010 by an advertising and marketing portal.
Smart market positioning is not new to Baruah. He has more than 15 years of experience in business development, sales and marketing, and has spent over nine years in the telecom industry. After working with companies like Bharti airtel, Godrej and Boyce, BPL Mobile and Palm Singapore Limited, he joined RIM in 2006 as national sales manager. Within two years, he became marketing director.
His responsibilities include developing strategies to build the RIM brand in India, as well as planning and executing all carrier partner and retail marketing initiatives for the company. He says his stint at RIM has been particularly interesting: ?Initiating joint marketing programmes with 10 carrier partners, and building product and brand recognition were very exciting.?
Baruah relies on an ?on-the-ground? approach for meeting deadlines and accomplishing the tasks at hand. ?I try to keep my ear to the ground and start at the grassroots level to obtain a better understanding of the situation,? he says. ?One should not be afraid to get one?s hands dirty. It is a great learning experience.?
So, does owning a BlackBerry intrude into his personal space and disrupt the work-life balance? ?The trick lies in how one handles the device,? he laughs. ?On weekends, I ensure that all my time is devoted to my family. Other than that, I also enjoy reading and playing tennis.?
