Shlomo Golsherazian Jeff Heiser Etana Kenter Michael Rosenberg A.J. Shah Chelsea Schneider Danielle Zimmerman

History of Smartphones Simon by IBM Nokia 9000C Communicator RIM Blackberry Kyocera QCP 6035; Handspring Treo Treo 600 by Palm 2005-Nokia N Apple iPhone 2008-Google Android

RIM History Founded in 1984 Blackberry introduced in 1999 and released in 2002 Leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market Products: handheld wireless communication devices, mobile system integration services, radio modems for manufacturers, and server software

The BlackBerry Uses Push Technology 3 Best features o Seed o Integration o Security* * Major Competitive Advantage

Porter’s Five Forces

SWOT Strengths - Corporate Market -New Models -Established Brand Weaknesses - Does not have the “first-mover” advantage in consumer market -Network Architecture Opportunities -New Markets -Demand for Smart phones -Applications -Upgraded Web -Multimedia Capabilities Threats -Rapid Technology Changes - Increased Competition

Competitive Landscape Smartphones make up 30% of phone market Research In Motion Blackberry o 27.4% Market Share (October 2010) Main competitors o Apple iPhone (27.9) o Google Android (22.7%) o Microsoft Windows Mobile (14%)

Blackberry Competitive Advantage All Mobile Networks o Vs. iPhone Blackberry Enterprise Server Blackberry Messenger (BBM) o KIK Controversy o Weaknesses: Lagging phones Inferior App Store

Android Competitive Advantage Open Source LOTS of phones Growing AppStore Google!

iPhone Competitive Advantage 13 million last quarter Entertainment/convenience based target o Strengths: Apps Brand awareness/trendy HD screen/“face time” o Weaknesses: Only touch screen version Antenna/Signal problems

Windows Mobile Competitive Advantage Similar target as iPhone Mobile = declining sales don’t have numbers for WP7 Similar target market as iPhone o Strengths: Apps (Tiles – can customize start screen) 10 different devices (HTC, Dell, Samsung, LG) X-Box Live, Microsoft Office o Weaknesses: Not as much brand equity No copy/paste, multitasking 3 rd party apps, No Adobe Flash

Business Users

All Users

Forward Looking

RIM Strategy Operating efficiency and affordable pricing are keys to RIM success To sustain their market share, they must advance their technology People want faster processers, more gigabytes and slicker software and browsers

Blackberry 0S 6 New user interface and Webkit browser Sleeker visuals, fluid movement between apps Quick access areas-for most frequently used apps Universal search application Different home screen designs In Response….

Blackberry OS 6

Cost effective strategy is still main driver in adopting a data plan New pricing models by wireless providers will make Blackberry more attractive RIM operating efficiencies are strategically aligned with the interests of wireless providers

The Future of RIM Blackberry comparable to the Palm Unable to sustain early success Could not compete / keep up with change Users demand Touch rather than superior Blackberry Storm – Major Failure Inferior App store

The PlayBook New Tablet to Compete with iPad NEW OS called “QNX” Browser is “WebKit” rendering engine Extremely promising prospect

Works Cited _stealth_marketing_when_youre_being_pitched_and_you_dont_even_know_it.htmlhttp:// 19_stealth_marketing_when_youre_being_pitched_and_you_dont_even_know_it.html branding/ branding/ ea3c-2b29-3a f317ecehttp://us.blackberry.com/smartphones/?CPID=KNC-kw339294_p6&HBX_PK=rim|61e715b4- ea3c-2b29-3a f317ece lags-app-store-leadershttp:// lags-app-store-leaders