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Dear RIM,
One thing that is done very well with the BlackBerry is branding. Words that we are expected to associate with the BlackBerry: sophisticated, sexy, professional, rich, snobby, shiny... etcetera. So yes, wonderful job, this is what everybody now knows. One of your tactics, however, is pure branding beauty: putting the dollar sign next to the Enter button and not requiring Alt to engage it.
I mean, it's genius. Make the keys really small and then put the dollar sign between the letters and the Enter key, to inevitably cause the occasional "$" to be appended to the end of our sophisticated, sexy, professional BBMs. It fulfills the other three brand aspirations (rich, snobby, shiny) to have the dollar sporadically interspersed in our sentences, and in a semi-subliminal way reinforces that we BlackBerry Users are richer and more powerful than those unfortunate souls with the Android or iPhone. Detractors may call this method blunt, or tactless. Well, subliminal is archaic anyway--our attention spans are so short today that what counts as subliminal has surely become more lenient ("I really was paying attention, I promise!!") Whatever, the bottom line is this: people like rich, so--whether they are aware of it or not--give them rich. $
So, if for future models you are planning to make the keys bigger, just make sure you weigh added convenience against a loss in...rich.
Sincerely,
Tara Raffi,
Rich Enthusiast
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