Allen King Ashley Davis Sun Young Choi Thy Tran

COMPANY Research In Motion is now known as BlackBerry 29 years in cellphone business BlackBerrys are sold in 175 countries “BlackBerry's core strength is selling products to businesses instead of consumers.”(Lee, 2013 “BlackBerry's core strength is selling products to businesses instead of consumers.”(Lee, 2013)

PAST & PRESENT Blackberry 850 two-way pager in Blackberry came from the Lexicon Branding firm that felt the keys of the pager reminded the executives of drupelets on the blackberry fruit. s going directly to your phone was game changer “Research In Motion, a global leader in wireless innovation, revolutionized the mobile industry (RIM, 2013)”

PAST & PRESENT Entertainment industry awards: Emmy for technical innovation 1999 Academy Award for Technical Achievement Projected loss for second quarter of current fiscal year: between US$950 million and $995 million

CURRENT MARKETING STRATEGY “BlackBerry now says it's going to refocus its efforts on enterprise customers that have always been its core market.” May 8, 2012, Blackberry hires Frank Boulben as CMO Mr. Boulben has 20 years of International experience in the wireless industry with senior marketing and sales roles at global wireless carriers Mr. Boulben wants to focus more on a global aspect of BlackBerry, instead of U.S.

TARGET CUSTOMER Main Target: Business & Government customers Sub-Target: Business & Personal purposes users 1)Generation X (32~52) & Baby boomer(49~67) 2)BlackBerry users tend to be wealthier 3)The lowest BlackBerry ownership index among young adult groups.

COMPETITOR 2009 VS iPhone 3Gs Date: June/2009 BlackBerry Bold iPhone 5s Samsung Galaxy S4

CURRENT COMPETITORS Android: HTC one, Motorola Moto X LG Nexus 5 from Google Windows phone: Nokia Lumia 1020

PRODUCT BlackBerry Z10’s Competitive Advantages BlackBerry Z10’s Competitive Advantages 1) Trusted Security : Blackberry 10 Receives FIPS Security Certification 2) BBM (BlackBerry Messenger) Instant messages & pictures & Video & Voices BBM is also available on Android & iOS(apple) 3)BlackBerry Hub What make Z10 less attractive What make Z10 less attractive 1) BlackBerry World (Smart phone application store) 2) Application stores’ Market share ranking (Canalys, April 2012) #1.App store(Apple) #2.Google play(Android Market) #3.Windows store #4.BlackBerry World

PLACE & PRICE BlackBerry shop & other retailer: Unlocked phone price $399 (Nov.2013) AT&T, Verizon: Free + 2yrs contract

PROMOTION Partnership with Alicia Keys2013 Super Bowl Commercial Limited edition for Application Developer Social Marketing

MARKETING PROBLEM 1 No tremendous product or service to market Stop making good smart phones in favor of a poorly received tablet called PLAYBOOK

MARKETING PROBLEM 2 Focus on developing WEAKNESSES instead of building on STRENGTHS Strengths: , calendar management, messaging, durability, battery life and security Diverting talent, attention, resources, investment and innovation from BlackBerry to the Playbook  Lose Customers

MARKETING PROBLEM 3 Fail to recognize who their customer was RIM’s management famously disagreed on who their customer was Felt the customer was the corporation -> Marketing to Business and Tech markets Lose their customers to iOS/Apple, Android and Nokia

MARKETING PROBLEM 4 Executives cannot set the Marketing Tone Lack of teaching the rest of the company how to talk about their products, services, customers, media and the market itself like Apple does.

IMPROVEMENT PLAN TRENDY COLOR OPTIONS RAZBERRY BLUEBERRY Offering of new color options will help bring Blackberry closer into the Trendy side of Perceptual Map. BLACKBERRY(BLACK/WHITE)

IMPROVEMENT PLAN Focus marketing resources on younger audience Create an Open Source strategy for Blackberry World for developers to create better selling apps. Change perception of Blackberry Boring All Business CoolPersonal Cool & Personal

BlackBerry Z10 Q&A