3. RIM grew rapidly during early 2000’s with the
world first smart phone: The Blackberry
Peaked in 2008 with 20% of global market
share
Over the last four years RIM has dropped
astonishingly
4.
5. Poor interest in social media and web browsing
designs
Touch screen capabilities
Decline in customer loyalty
Lack of originality
Network crashing
Old messaging platform:
Low stock price
http://www.theglobeandmail.com/report-on-
business/video-what-happened-to-
rim/article4219694/
6. April 2012: former CMO Keith Pardy resigned
for “personal reasons
June 2012: Frank Boulben takes over CMO
position with new marketing strategies,
research, and experience
7. The delay in the launch of BB10 provided time
and research to create a competitive
advantage on market
Business, personal or BOTH?
Overcoming user doubt of network issues
Diversification from APPLE and GOOGLE with
a unique product outside of current
smartphone competition
8. User friendly approach
Consolidation of social networking, business
communications and time management
Largest APP network predicted upon launch
Aiming for product differentiation, not
market domination
Security and Email encryption
Expanding on media components of device
Traditional meets revolutionary
9. North America
Regain momentum in U.S and North American
Market
Intergrade both consumer and business use
Loyal customers with Network issues
International
Current 78 million users
Unify positioning globally
Branding and clear image to market
Further focus on market where dominant
10. BB10 Jam World Tour
Invite developers and fans alike to “jam” with
the BB10 team
Generate excitement and curiosity
Show off new operating system to developers
http://crackberry.com/what-devs-are-
saying-bb10-jam-world-tour-berlin
11. Carriers
Positive response from carriers after meeting
with over 30 globally
Gaining interest and trust
Developers
Ease of new operating system is intriguing
Largest platform of APPs available by launch
of BB10
12. Threats
Technology is a fast paced market
Competition: Is BB10 different?
Economy can consumers afford it?
Customer Behavior is unpredictable
13. Opportunities
Security will separate RIM in market
Operating system and QNX
Product differentiation user friendliness
Relationships with Carriers and Developers
"We have a clear shot at being
the number three platform on
the market. We're not just
another open platform on the
market, we are BlackBerry.“
14. We would like to take this time to thank you
for your attention
Questions will now be answered
Please take this time to comment on this
presentation on Slideshare
Hinweis der Redaktion
So basically I have no idea if we should even use these points or just take them out completely. We could just say them and use the following graph as a reference?? Hmmm not sure.
tadahhh… so this is my sick graph.
-Applegenious branding approach/blackberrys outdated reliance on holding the monopoly in the smartphone mrkt-Anroid emerged leaving blackberry behind in North American Mrkt-Stubborn mgmt unwilling to deal with bb issues properly and adapt to the now fast paced world of smrtphones-NETWORK CRASH up to 3 days of shotty network and unusable bbm 2010
BB delays launch in order for OS to be tweaked and ensured free of glitchesBB encountered user confusion… is it a business phone or just a personal phone? Network issues have lead to user frustration and even abandonment. Loyal BB users have made the switch to Apple and Google because of thisNetwork issues are above all the cause of RIM sinking market shareIn order to regain customer retention and loyalty, network would have to be revamped completely With Apple and Android holding such a strong influence on the market, RIM new they would be better off moving away from their target market and into their own loyal bb market
