1. BLACKBERRY LIMITED Research In Motion Limited ( RIM ) TEAM 韋榮威 ‧ 張睿宏 ‧ 王奕 心

2. INTRODUCTION  Founded ： 1984 (as BlackBerry in 2013)  Founders ： Mike Lazaridis  Headquarters ： Waterloo, Canada  Current CEO ： John S. Chen, Hong Kong 程守宗 NASDAQ Stock Market ： BBRY

3. VISION AND MISSION STATEMENT  We are one of the world’s leading designers, manufacturers and marketers of solutions for the mobile communications market.  BlackBerry aims to inspire the success of our millions of customers around the world by continuously pushing the boundaries of mobile experiences.

4. BLACKBERRY(1/3)  The name BlackBerry was coined in 1999 because of the resemblance of the device’s black keys to a berry’s drupelets. RIM 850,launch in 1999 RIM 8100,launch in 2006 surpassed the 5 million subscriber Blackberry10, (Q10& Z30),launch in 2013

5. BLACKBERRY(2/3) A popular choice for business people  Physical Keyboard-QWERTY keyboard  Purpose built for security  Blackberry Enterprise Server  BlackBerry Messaging and e-mail

6. BLACKBERRY(3/3)

7. TIMELINE BlackBerry Limited Stock Chart Great Recession 2004200520062007200820092010201120122013 changes name to BlackBerry, launched BlackBerry 10 13/1 first net loss in years 12/3 Founders resigned as the CEOs of the company 12/1 New tablet launched 11/4 Apple users passed BlackBerry (in US) 11/4 iPhone is launched 07/1 RIM pay NTP US$612.5 million for patent 06/3 1 million users in US 04/5

8. SUCCESSFUL STRATEGY QWERTY KEYBOARD &PUSH MAIL  Easy to type especially for business users.  System navigation was achieved with the use of a scroll wheel mounted on the right side of device models  All new emails, contacts…are pushed out to the BlackBerry device immediately

9. PUSH MAIL

11. SUCCESSFUL STRATEGY BES SYSTEM  Blackberry enterprise server,BES  BES provides network security.  BES feature is to relay email from a corporate mailbox to a Blackberry handheld device.This feature is known as push email.

12. BES

13. ADVANTAGE BEFORE 2008  3G not yet widespread  relaying email immediately and remaining network security for Business Uses  QWERTY keyboard However, these functions have gradually been replaced by a 3G smart phone

14. FAILED STRATEGY TOO SLOW TO ADAPT  QWERTY Keyboard + Push Mail  Product + Marketing

15. QWERTY KEYBOARD + PUSH MAIL Touch-Screen Smartphone Keep the QWEntry Keyboard ? Change to the prevalent touch-screen ? Q10 Z10 Current Trend

16. QWERTY KEYBOARD + PUSH MAIL Push Mail defeat

17. PRODUCT + MARKETING Q10Z10

18. PRODUCT + MARKETING

19. CONCLUSION  Differentiation  Advantage may become disadvantage someday.  The develop of technology could be your wing or barrier.  stick to knitting V.S. diversification

20. THANKS FOR LISTENING Q&A time