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Making BlackBerry cool again -- a big task

Matt Hamblen | March 14, 2013
Marketing matters as much as technology for Z10.

Several analysts said they are not sure how large that group of qwerty fans might be. Still, Burden said that BlackBerry still must "stop marketing BlackBerry to IT guys and start making BlackBerry cool again."

Burden added: "A message to marketing is that you don't want users to pull a BlackBerry out of their pockets and step to the side so that nobody sees them use it in case they are ridiculed and people say, 'Are you still using a BlackBerry?' That's a condemning thing and difficult to turn around."


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