The document discusses strategies for improving BlackBerry's brand image and consumer experience, including focusing on casual users rather than diehard fans, improving the quality of the BlackBerry experience through more convenient services and apps, and promoting a special offer and partnerships to encourage consumers to fall in love with BlackBerry again.

1. 1

2. 2
“Intelligence is something we
are born with. Thinking is a
skill that must be learned.”
Edward de Bono
Thinker & Inventor

3. 3
Table of Contents
The Overview
The Opportunity
The Market
The Creative
The Author

4. 4
The Overview

5. 5
“Vigorous writing is concise.”
William Strunk Jr.
Author of the Elements of Style

6. 6
Executive Summary
RIM’s bread and butter has always been
business. The irony is that it has a huge
user base, most of whom are consumers.
Recently the new CEO Thorsten Heins has
stated that their focus is on the consumer
and better marketing.
Ye t , t h e n a r r a t i v e h a s n o t c h a n g e d a n d
neither has the BlackBerry experience
i m p r o v e d d r a m a t i c a l l y. I m p r o v i n g t h e
experience of engaging with the BlackBerry
brand is what my campaign focuses on.

7. 7
The Opportunity

8. 8
“When everything seems to
be going against you,
remember that the plane
takes off against the wind,
not with it.”
Henry Ford
Founder of Ford Motor Co.

9. 9
The Situation: A long road to BB10
The company is already on it’s way to
updating the software, however the time of
release for that is all the way at the end
o f t h e y e a r. M a n y B l a c k B e r r y u s e r s a r e
holding out until the release of the new
platform. Unfortunately there are many
who won’t sit there twiddling their thumbs
waiting for the release of BB10. Until then
BlackBerry needs to offer something new
for it’s users that will motivate them to
continue to stay loyal to the brand.

10. 10
The Approach:
S c o u r i n g t h e Te c h B l o g o s p h e r e :
- G I G a o m - Te c h C r u n c h - A r s Te c h n i c a
- F o r b e s Te c h - T h e Ve r g e
Interviewing Smartphone Users:
-BB Fiends -Apple Cultists
- A n d r o i d N e r d s - Te c h A g n o s t i c s

11. 11
Findings

12. 12
“There is no rule more
invariable than that we are
paid for our suspicions by
finding what we suspect.”
Henry David Thoreau
American Philosopher

13. 13
Company
BlackBerry
Means
Business

14. 14 Company: BlackBerry means Business
BB
=
Biz
BlackBerry has become a very successful company, growing from
less than 10 million to over 75 million users worldwide in less
than 5 years. Yet this was not enough. The competition grown like
weeds from nothing and outmatched them 500 milion to their 75.

15. Company: BlackBerry means Business Con’t 15
“The attraction in this (South Africa)
country is threefold: the unlimited
BIS for around R50-R60 a month;
the BlackBerry Messenger (BBM)
service that has burnt through the
teenager and family market like a
veldt fire; and the aspirational
power of the BlackBerry as a
high-end business phone that is
a c c e s s i b l e t o t h e o r d i n a r y u s e r. ”
Arthur Goldstuck, Gadget Magazine

16. 16 Company: BlackBerry means Business Con’t
“In the corporate world, RIM’s
reputation for security and effi-
ciency remains intact. BlackBerry
smartphones are still the default
device on Wall Street, Bay Street
and in the corridors of power in
Washington and Ottawa. Celebrity
BlackBerry sightings do still occur
and the company’s international
f o o t p r i n t c o n t i n u e s t o g r o w. ”
Matt Hartley, Financial Post

17. Company: BlackBerry means Business Con’t 17
‘ F i n a l l y, t h e B l a c k B e r r y i s
primarily a business tool.
Even for consumer use, it
is used in an “all-business”
frame of mind.’
G i s e l l e Ts i r u l n i k , Mobile Marketer

18. 18
Consumer
The
BlackBerry
Personality

19. Consumer: The BlackBerry Personality 19
There are two main types of BB Users:
T h e Ta l k e r The Casual User

20. 20 Consumer: The BlackBerry Personality Con’t
T he Talker
-Use media less, communicates
more
-Loves BBM, BBMs a small
circle of people regularly
All about communicating
-Choose device based on their with others. Their device
friends should have the best
communication first,
-”I don’t care I love my Black- other features are either
Berry” a bonus or unnecessary.

21. Consumer: The BlackBerry Personality Con’t 21
T he Casual User
-Practical, I just want
my phone to work
-More likely to switch
brands
This type of consumer are
- Wa n t s d e v i c e t h a t f i t s the easiest to gain or to
them lose. They focus on the
value of the device rather
- Ve r y v o c a l , Q u i c k t o than the brand identity or
complain the tech specifications.

22. 22 Consumer: The BlackBerry Personality Con’t
Top pressure points for BlackBerry Users
[1] Slow Internet
[2] Service Outage
[3] Broken Phone
[4] Can’t do much
[5] Not Enough App s

23. Consumer: The BlackBerry Personality Con’t 23
Mobile Phone Satisfaction
“Very Satisfied”
70
%
49
%
34 38
% %
27 28
% %
21
%
Nokia RIM Samsung LG Motorola HTC Apple
Changewave, June 2011

24. 24
Cate gor y
A To u g h
Field

25. Category: A Tough Field 25
Mobile Device Marketshare, Q2 2011
Samsung
Android Manufacurer.
t
Maker of the Gala y series
x
of mobile device.
s
%
HTC 16.4 RIM
Android manufacurer.
t QNX Manufac turer. Sole
%
Maker of theTitan,
11.6
maker of the BlackBerr y
Incredible, etc. line of device
s.
11 % 1 9.1
.4 %
%
Apple 15.6
%
26 Others
iOS Manufac turer.
Android,Web OS and
Sole Maker of the iOS line
other mobile device
of mobile device.s
makers.
Nokia
Windows Phone Manufacurer.
t
Maker of the soon to be
releasedLumia line of devices.

26. 26 Category: A Tough Field Con’t
The
People’s
Champ
Apple is the front runner with a cult following. It has consumers
and the media eating out of the palm of their hand. Although it
only has 16% of mobile device marketshare world wide, it rakes in
over 80% of the profit. The real question is, will it ever fall off?

27. Category: A Tough Field Con’t 27
The
Open
Choice
Android is running a close second to Apple, and it is gaining
momentum. It leads in some areas and is the popular alternative
to Apple. Its smartphone marketshare is over 60% worldwide,
but the profits are divide between over 11 different companies
to Apple’s lonesome. The only problem is can it handle it’s own
blistering pace of innovation?

28. 28 Category: A Tough Field Con’t
The
Aging
Monarch
Nokia’s in steep decline. It has a large share of the mobile device
market, but those are an older, almost outdated generation of de-
vices. It has only 2.5% of the smartphone market, even with the
brand new Windows phone. With its future looking apocalyptic,
what will come first; selling itself off, or filing for bankruptcy?

29. 29
Culture
Te c h n o l o g y
-
A Love/Hate
Relationship

30. 30 Culture: Technology - A Love/Hate Con’t
“My Blackberry is more important to me
than some of my bodily organs. For my
job my Blackberry is vital. Everyone has
something that is vital for their job, and
for me it happens to be my BlackBerry.
My phone is always by my side.”
Adam Schefter,
ESPN Insider,
Crackberry.com Interview

31. Culture: Technology - A Love/Hate Con’t 31
“My device is always
nearby. I haven’t been
without my phone since I
bought it 8 months ago.”
Student

32. 32 Culture: Technology - A Love/Hate Con’t
“I would freak out if I lost
my phone. Just the amount
of investment you put into
it, in money and time. My
whole life is on it.”
Student

33. Culture: Technology - A Love/Hate Con’t 33
“I’m sitting here eating
dinner and my phone
is right beside me,
not my knife.”
Developer

34. 34 Culture: Technology - A Love/Hate Con’t
“Isn’t it awesome
sometimes to just step
away from your phone
for awhile.”
Student

35. 35
Insights

36. 36
“A moment’s insight is
sometimes worth a life’s
experience.”
Oliver Wendell Holmes Sr.
American Writer & Poet

37. 37
Company
RIM has taken a big hit in brand image.
They have made questionable decisions
in how they interact with consumers, what
they produce, and what they communicate
to the market. RIM needs to make a better
effort to provide a strong and consistent
message of their brand.

38. 38
Consumer
Consumers are becoming increasingly
informed about the mobile device mar-
ket. They base their choices on what the
device offers. They won’t compromise
on such an important investment. They
w a n t t h e i r d e v i c e s t o d o m o r e , b e t t e r.
RIM needs to make sure they are giving
consumers devices that are on par or
b e t t e r t h a n t h e r e s t o f t h e i n d u s t r y.

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Category
RIM has lost it’s position as a
d o m i n a n t m o b i l e d e v i c e m a k e r.
Companies like Apple and Google
have redifined the market and are
out growing RIM. They need to re-
vamp their hardware and software,
if they want to retake the title of
i n d u s t r y l e a d e r.

40. 40
Culture
The speed of life and technological
development is getting even faster. It is
almost to a point beyond where people can
handle it. Getting a device now means that it
will become obsolete within a year. There is a
prevailing sense of being left behind. We are
getting closer to the point where technology
is beyond our means of handling it.

41. 41
Strategic Opportunity
Nobody wants to be left behind. Making the
transition between technologies easier is where
BlackBerry can beat out it’s competitors, who
leave their consumers in a state of constant
upheaval. The fact that a consumer can buy a
device now and improve it later without having
to constantly buy and upgrade is a great
comfort many consumers are hoping for.

42. 42
The Market

43. 43
“The most basic of all
human needs is the
need to understand and
be understood.”
Ralph Nichols
Father of the Field of Listening

44. 44
“Worse, with no new products
in sight until the BlackBerry
10 launch later this fall and
the significant product
transition it heralds, RIM’s
outlook, for the time being,
is likely to remain weak.”
John Paczkowski,
All Things D Contributor

45. 45
Leaked 2012 Roadmap

46. 46
Campaign Strategy
Diehard BlackBerry users aren’t going
anywhere. Therefore the focus is on the
c a s u a l u s e r. G e t t i n g t h e m m o r e v a l u e o u t
o f t h e e x p e r i e n c e o f u s i n g a B l a c k B e r r y.
Their device is the main representation of
the Brand they encounter on a daily basis.
To k e e p t h e m h a p p y a n d l o y a l B l a c k B e r r y
needs to make that experience as
enjoyable as possible.

47. 47
Target Audience

48. 48 Target Audience Con’t
Their phone is the most important
inanimate object in their life. In fact
they make a big deal of choosing
their smartphone based on their
network of friends choices. They
never leave home without it.

49. Target Audience Con’t 49
They expect a lot from their phone.
They expect it to amuse and entertain
them, to keep them connected with
their network of people at all times.
Most importantly, they expect it to
work without fail.

50. 50
The Brief

51. 51
What the target believes now
Why should I stick with
Blackberry?
It’s for businessmen, and
iPhone and Android are
way better anyway.

52. 52
Key message to change mind
BlackBerry makes
technology that
works for you.

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What we want them to believe
BlackBerry fits in
seamlessly within my
life. I use it so much I
almost forget that it’s
there.

54. 54
What our target does now
Only if my friends
have BBM or if I send
a lot of emails will I
pick BlackBerry over
iPhone or Android.

55. 55
Why they should believe us
BlackBerry not only talks
the talk, but walks the
walk. We not only say
we’re better, we make
things that prove this.

56. 56
What we want them to do
Fall in love with these
new services, like
consumers did with
BlackBerry years ago.

57. 57
Tone
Optimistic,
hopeful that BlackBerry is
finally turning it around.

58. 58
Marketing Mix

59. 59
“In the connection era, the
marketing is the product, the
service and most of all the
conversations it causes and
the connections it makes.”
Seth Godin
Best Selling Author

60. 60
Product
Quality
BlackBerry can bridge the app disparity between iOS,
Android, and themselves by backing rich HTML 5 apps.
Convenience
Every service is about making it easier and enjoyable
to engage with BlackBerry and its devices.
Place
Mobile Web
The value of this campaign is that it reaches the
intended user in the best way possible, on their
device through the web.

61. 61
Promotion
Special Offer
BlackBerry was criticised for not offering enough back
for the trouble users faced when BB services went down.
This gives them the option of redeeming for a free day of
service or a discount towards the coming devices.
Joint Ventures
There’s a chance to aquire a few startups and make
BlackBerry the leader in HTML 5 development, which is
the future of the web. The same opportunity is there to
cultivate a close knit BlackBerry hacker community.
Process
BlackBerry’s future hinges on making the transition to
BB10 as seamless as possible for users. This campaign
focuses on filing in the time between the release and
making it a better choice to stay than to leave.

62. 62
Brand Essence

63. 63
“A brand for a company is
like a reputation for a person.
You earn reputation by trying
to do hard things well.”
Jeff Bezos
Founder & CEO of Amazon

64. 64
Brand Equities

65. 65
Rational:
Great Services
BlackBerry is world renowned
for BBM, email, it’s BlackBerry
Enterprise Servers, etc. It’s
adding more than just that now,
it’s not just the two or three
main services that make
BlackBerry worthwhile.

66. 66
Emotional:
Users Love BlackBerry
The people who have stayed
with BlackBerry love it. There
are however things they would
like to see improved that would
make them love it even more.
BlackBerry wants to partner
with it’s users to have a more
intimate relationship with them.

67. 67
Social:
Importance
Not only does BlackBerry have
important celebrities, dignitaries,
and executives as consumers -
regular users also want to feel
valued. BlackBerry works hard to
prove to it’s users that they are
important. This is why the current
campaign is directed mainly at
them.

68. 68
Performance:
Communication
BlackBerry has the best
devices for communication.
Period. At making calls,
emailing, and messaging
it’s second to none.

69. 69
Intuitive:
BlackBerry knows Me
This is my BlackBerry, there are
many like it but this one is mine.
I’s never without me and I’m never
without it. I can barely keep count
of all the wonderful things my
BlackBerry does for me. It’s so part
of how I live, that it often fades into
the background.

70. 70
BlackBerry is...

71. 71
Fiercely Independent
They refuse to quit, sell out
or give in to competitors.

72. 72
Stubbornly Unconventional
They stay the course and
don’t always make the popular
moves, but they often turn out
to be the right ones.

73. 73
Suprisingly Fun
They don’t make fun things
to do, they make the things
you do more fun.

74. 74
BlackBerry believes...

75. 75
Technology is the Difference
Technology exists to help
people live better lives.

76. 76
People above all else
What good is innovation if it
doesn’t impact people’s lives
in a positive way?

77. 77
Reliability is a Virtue
Being something that people
can always count on is what
they hold dearest.

78. 78
Positioning Statement
To those who feel a deep desire to make a
difference in the world around them,
Blackberry is the personal tool,
that connects you with the resources you
need, so that you can be empowered,
because each Blackberry is equipped to
help you face life head on.

79. 79
T he Creative

80. 80
“Make the client the focal
point of your business again.
Without clients you will not
make money. In fact, you
will not exist.”
Greg Smith
Outgoing Goldman Sachs banker

81. 81
My Focus
This project is all about taking what BlackBerry
does best and building the customer focused
side of the company. BlackBerry can’t stop
being about business, but it needs to enhance
its customer centric dimension of its brand,
even further.
They already have a great brand and their a
dvertising is spot on. The question I asked
myself was:

82. 82
Why should
BlackBerry
users stay?

83. 83
“Every advertisement should
be thought of as a contribution
to the complex symbol which
is the brand image.”
David Ogilvy
Advertising Legend

84. 84
Launch Email
Dear ______________,
We really want to make up for your
service going down.
*Click Here to claim your prize.
Sincerely,
BlackBerry
An email apologizing for
the downtime in service
and notifying users of the
makeup promo offer for all
affected BlackBerry users.

85. 85
Loading Screen Ad
Your internet is soo
sllloooooooooooooo
oooowwwwwwww!
Why don’t you get
the superfast,
superfun browser:
HuckleBerry
A guerilla ad that shows up
while the user is waiting for
the web link to load. It will
prompt them to download
the revamped browser.

86. 86
HuckleBerry The new BlackBerry Browser
The browser would be
rebranded as HuckleBerry
to promote fun & discovery
on the web rather than the
utilitarianism BlackBerry
sticks to.

87. 87
Everything.Me Acquisition
BlackBerry can improve it’s
web browsing experience
by acquiring Everything.Me
and making their technology
the backend of a revamped
bowser. It’s a next generation
search engine, that makes
the web more fun for mobile
devices and is actually better
than Google’s mobile search
experience.

88. 88
Demosite

89. 89
Promo Offer
To make up for the
downtime in service,
BlackBerry will give
promo codes to redeem
for two free days of
BBM service or for a
discount on the coming
BB10 phones.

90. 90
Remote Customer Service
Using the remote diagnos-
tic tool already available to
every BlackBerry, this is a
branded service help service
that makes troubleshooting
only one BBM away.

91. 91
Press Release
RIM CEO - “Hack Away!”
“We want to encourage
BlackBerry enthusiasts
to push the limits of their
devices. For average users
we will maintain security.
All we want to do is give In a press released to online
users an avenue to fully tech blog CrackBerry.com,
explore how their CEO Thorsten Heins will
BlackBerry works.” annouce that BlackBerry
is willing to let users “Hack
Away”. BlackBerry
Enterprise will remain
protected from this, Black-
Berry tinkerers will be
allowed to explore the
abilities of their devices.

92. 92
Hacker Community Blog
BlackBerry doesn’t have
time to fight with some of
the people who are working
with their devices, even if
they don’t always do it the
“BlackBerry Way”. It’s time
to bring together the com-
munity outside of the com-
pany, so BlackBerry users
can really get the most out
of their BlackBerry device.

93. 93
Twitter Page

94. 94
Tumblr Blog

95. 95
This is the current curated web page, Best of the Web

96. 96
App Store Email
Dear ______________,
We know you’ve been waiting, and
waiting, and waiting. Well, stop waiting.
*Click Here to get more great apps.
Sincerely,
BlackBerry
An email notifying Black-
Berry users about the ton
of new apps available to
them through the Black-
Berry Best web app store.

97. 97
Web App Store
BlackBerry Best of the
Web will be rebranded
as BlackBerry Best,
a web app store that
any BlackBerry user
can access with their
browser. This will fill
in the lack of apps
until more apps are
released on the new
platform. It’s like a
pinch hitter until Babe
Ruth comes up to bat.

98. 98
Openappmkt.com Acquisition
What really gives this
impact is the aquisition of
openappmkt.com. This is
an HTML5 web app store
that provides free and
paid apps to download.
It hosts a large number
of HTML5 apps that can
be used by any mobile
device. This would give
BlackBerry the chance
to take away sales from
other device platforms,
and to erode the app
advantage that Apple and
Android have.

99. 99
HTML5 Tool Distribution
The Fastest Way from Zero to Apps
It’s not enough to encourage people to build these apps. That’s
why BlackBerry will be partnering with Wix.com & Weever to
make HTML5 website and HTML5 web app creation accessible to
anyone with a computer. Wix.com will allow anyone to build a site,
and Weever will allow them to convert it to an HTML5 web app.

100. 100
HTML5 Site Creator

101. 101
HTML5 App Creator

102. 102
T he Author

103. 103
This is James McNab
He’s an immigrant 2x over. He was
born in the heart of Kingston, Jamaica,
moved to Atlanta for a year when he
was six, and finally came North of the
border with his family.
“I was never really a designer early on. I played with lego a lot,
but that’s about it. When I did decide to switch from a math &
science focus to an Art & business learning halfway through high
school, all those hours spent LEGOing helped.”
What He actually does, is a little more complex...

104. 104
James 2.0
“I live on the web. If any “Don’t get me wrong,
new way to express I’m very hands on.
design in a new medium I’ve built a few things
is made, I’m on it.” you wouldn’t expect.”
“I’m not a business
“Music moves me. Almost
man, I’m a business,
every second of the day
man. My dad got me
there’s a different song
to look at the practical
stuck in my head.”
side of things.”
And the thing that wakes up every morning and what I think of when I feel down is...

105. 105
“Do Great
things,
Do things
Great”

106. 106