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How can RIM and Blackberry reach beyond their current corporate market and branch out to a new market of consumers?

Communication device Smartphone Apple has become an immediate threat to RIM’s RIM - BlackBerry Torch 9800 Apple - IPhone 4

Fundamental issues Alternative marketing strategies Implementation of a plan of action Apple – new products and marketing strategies into the future. Customer satisfaction and loyalty.

Used RIMs website Blackberry website Apple website Global market share percentage Google Youtube

Competitive Analysis BlackBerry Torch 9800 iPhone 4G Price? Feature?

Torch Quad-band GSM/GPRS/EDGE and tri-band 3G UMTS network functions, b/g/n Wi-Fi (Cisco CCX certified and access to BlackBerry enterprise server) __________________________________________ 3.2-inch (diagonal) HVGA touch screen with 480-by-360-pixel resolution (industry standard) __________________________________________ Lithium-ion rechargeable/removable battery – between 5.5 and 5.8 hours of talk time – standby time of between 336 and 432 hours – 6 hours of video or up to 30 hours of audio playback __________________________________________ 8GB, expandable up to 32GB __________________________________________ IPhone 4 Quad-band UMTS/HSDPA/HSUPA/GSM/EDGE network functions, b/g/n Wi-Fi and Bluetooth EDR ____________________________________________ 3.5-inch (diagonal) widescreen, Multi-Touch, “Retina” display with 960-by-640-pixel resolution at 326 ppi ____________________________________________ Lithium-ion, USB-rechargeable battery – 7 hours talk time on 3G (up to 14 hours on 2G) – 300 hours standby time – 6 to 10 hours of 3G/WiFi internet use, 10 hours of video or up to 40 hours of audio playback ____________________________________________ 16GB or 32GB ____________________________________________ VS Cellular/ Wireless Capabilities __________ Display __________ Power/ Battery Life __________ Storage __________

Competitive Analysis More applications Less applications Fun & Innovative Straightforward & Practical

Competitive Analysis

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PlayBook vs. IPad

STRENGTHS Blackberry Brand Business market penetration Internationally established RIM software SureType® technology BlackBerry Messenger WEAKNESSES Product appeal/ advertising Lack of consumers outside existing business market Head to head positioning PlayBook

OPPORTUNITIES Product development Untouched markets PlayBook New Blackberry Torch Blackberry 6 operating system THREATS Apple Google Android Increasing competitive pressures Keeping up with consumer behaviour and demand

RIM targeted to business professionals from ages We will target generation Y and Tweens between ages Segmentation: “Innovators” and “Strivers” Tweens are technology hungry with high disposable income from parents. Generation Y respond quickly to technology, Both are always up to date with latest gadgets. Both are willing to spend money on trends. Diverse ethnic background; World wide market, majority in North America.

Alternative 1 Develop a New and Improved Smartphone Advantages: Balanced and positive image Increasing brand Expanding application selection for Windows developers Disadvantages: Requires a large research and development investment Requires investments in a new promotional campaign May potentially lose more Blackberry customers

Alternative 2 Introducing a Computer Line Advantages: Balanced and positive image Increasing brand Expanding application selection for Windows developers Disadvantages: Research and funding needed to create a new product New Computer Line may not be able to compete with current market leaders RIM might not be trusted as a producer of a business and entertainment computer

Alternative 3 Develop a new advertising campaign. Leveraging the ‘fun factor’ Advantages: Attracts larger share of the market Cost effective Change of brand image would be timed well to compete with the iPhone 4 Disadvantages: No guarantee for the ‘fun factor’ advertising campaign Difficult to reinvent brand image in minds of potential customers Solely advertising will not guarantee long term success.

Market Penetration Goal: To penetrate the market, and gain more consumer share in the market. To compete directly with Apple and other competitors Project RIM as the leader in the market. Both consumer and business

Develop an Advertising Campaign Compete with Apple and other Competitors directly Use the PlayBook as a tool to leverage RIM’s position in the consumer market

BBM Promotion

Market Penetration Product development Marketing Mix – 4 P’s – SWOT Brand Depth

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