Product Marketing / Market Strategy / Embedded Platforms
QNX Robotics
Identifying and breaking into the robotics industry by transforming how BlackBerry QNX positioned itself — from generic embedded messaging to targeted industry-specific solutions with white papers, use cases, and a dedicated go-to-market strategy.
01
The page before
In March 2023, the QNX robotics page was a generic product-focused landing page. It listed technical capabilities — reliability, Linux porting, cybersecurity, cost reduction, certification — without connecting them to specific industry use cases or customer pain points. The messaging was inward-looking, centered on what the technology did rather than what it enabled.
Generic headline
"Real-Time OS and Hypervisor for Robotics and Automation" — described the technology, not the value.
Product-centric content
Five technical pillars told engineers what the OS could do, but gave business buyers no industry-specific reason to choose QNX.
No visual storytelling
Dense text blocks with no use-case imagery, no application scenarios, and no market context.
No lead generation
No white papers, solution guides, or downloadable assets to capture prospect interest.
02
The insight
Through competitive intelligence and regulatory research across safety-critical embedded systems, I identified a clear growth opportunity: the robotics industry was undergoing a major transformation driven by AI/ML adoption, increased automation, and evolving safety standards like IEC 61508 and ISO 10218. BlackBerry QNX had the technical foundation — pre-certified RTOS, hypervisor, and security solutions — but wasn't speaking directly to this market.
I mapped ISO 26262, IEC 61508, and IEC 62304 requirements into positioning materials and briefs, and developed the case that QNX could own the "safe and reliable foundation" narrative in robotics — a space where competitors lacked comparable safety certifications and industry focus.
03
The transformation
By December 2023, the page had been completely reimagined with an industry-first approach.
Industry-specific messaging
"Foundational Software Solutions for Robotic Systems" — positioned around the customer's world, not the product's features.
Use-case driven content
Dedicated sections for Manufacturing, Surgical, Logistics & Warehouse, and Defense applications — each with specific pain points and QNX value propositions.
White papers & solution guides
Multiple downloadable assets including "Optimizing Robotic Precision" and a Robotics Industry Solution Guide — generating leads and providing value upfront.
Modern visual design
Tabbed use-case interface, hero imagery, certification tables, and clear calls-to-action throughout the page.
04
Before vs After
05
Impact
This work helped BlackBerry QNX establish a credible presence in the robotics industry — a market that had been under-prioritized. By shifting from product-centric to industry-centric messaging, the page started generating qualified leads through white paper downloads and solution guide requests. The use-case framework also gave the sales team concrete stories to tell prospects in manufacturing, surgical robotics, logistics, and defense.
The robotics page became a template for how QNX could approach other vertical markets — shifting from "here's what our product does" to "here's how we solve your industry's problems."
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