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Marketing BlackBerry
1. In Search of Insights
BLACKBERRY
Christine Lee
Amanda Powers
Anthony Martinez
2. RESEARCH IN MOTION (RIM)
Company behind BlackBerry smart phone
Founded 1984
Headquarters in Waterloo, Ontario (Canada)
Launched first BlackBerry in 1999
Business customers
4. FEATURE PHONE
A cell phone that…
contains a fixed set of functions beyond voice
calling
not a smart phone
may offer web browsing, but cannot download
and install applications from an online
marketplace
- PC MAGAZINE
5. SMART PHONE
A cellular telephone…
with built-in applications and internet access
provides digital voice service plus text
messaging, e-mail, web browsing, still and video
cameras, MP3 player, video viewing and calling
turns the once single-minded cellphone into a
mobile computer
- PC MAGAZINE
7. FOUR STEP PROCESS
4
QUANT SURVEY
3
FOCUS GROUP
2
SOCIAL MEDIA LISTENING
1
DESK RESEARCH
8. METHODOLOGY
QUALITATIVE QUANTITATIVE
What? Focus Group Online Survey
Who? Adults 18+ Adults 18-59
• current smart • Must currently own a smart phone, have
phone owners one through work or plan to buy one in
the next 6 months.
How many? 8 participants 567 respondents
• 280 female
• 296 male
When? 2/15/2012 3/24 – 3/25
Where? New York City National
17. THEY’RE TARGETING
Millennials
Young Professional
20 to 30 years old
Cool, hip, urban
18. YOUNGER CONSUMERS ARE EMBRACING
SMART PHONES
80%
60%
40%
20%
0%
Likely to purchase in next 6 months
18-34 35-44 45+
Q6: How likely are you to buy a smart phone for
yourself in the next 6 months? Very/somewhat
19. BUT, THEY’RE LESS LIKELY TO
CONSIDER BUYING A BLACKBERRY
80%
70%
60%
50%
40%
30%
20%
10%
0%
seen or heard would consider
18-34
Q. 18 which of the following smart phone brands have you seen or
heard of
Q33. If you were in the market to buy a new smart phone
tomorrow, which brands, if any, would you consider
20. THE PROBLEM
Right message, poor execution
lack authenticity
wrong target audience
21. “Authenticity is the new consumer sensibility, the
buying criteria by which consumers are choosing
who to buy from and what to buy.”
~ Joseph Pine
Source: Joseph Pine Ted Talk, “what
consumers want”, February 2004
22. BLACKBERRY’S ISN’T BEING AUTHENTIC
is what says
it is REAL FAKE REAL REAL
isn’t what FAKE FAKE FAKE REAL
says it is
isn’t true to self is true to self
Source: Joseph Pine Ted Talk, “what
consumers want”, February 2004
23. CURRENT EXECUTIONS DISONANT WITH
HOW CONSUMERS PERCEIVE BRAND
AMBITIOUS DAD
COOL FRIEND
SENSIBLE NEIGHBOR
Q37-Now we’d like you to think about smart phone brands a little differently than you normally
might. We’d like you to think about these brands as if they were people that you knew. So, based
on everything you’ve seen or heard about these “people”, please indicate which of these “people”
are described by each statement. You can select none, one, some or all of the cell phones for a
particular statement. There are no right or wrong answers - we’re only interested in your
opinions. (Select as many as apply across for each statement)
25. BLACKBERRY OCCUPIES UNIQUE BRAND SPACE
Q:36 Words people use to describe different brands
of smart phones
Q:36 Words people use to describe different brands of smart phones
26. CURRENT OWNERS MOST LIKELY TO
CONSIDER
70%
60%
50% 60%
40%
30%
20%
10% 18%
0%
"Yes" would consider purchasing BlackBerry
Current owners Non-owners
Q:33. If you were in the market to buy a new smart
phone tomorrow, which brands, if any, would you
consider?
27. YET ONLY A THIRD ARE LIKELY TO BUY
2%
8%
25%
34%
31%
Android BlackBerry iPhone Windows None of these
Q21. Currently own a BlackBerry
Q:34. If you were in the market to buy a new smart phone
tomorrow, which ONE of these brands would you buy.
29. MOST BLACKBERRY OWNERS ARE 35-49
YEARS OLD
14%
33%
53%
18-34 35-49 50+
Q2: Which of the following describes your age?
Q21. which of these brands currently own –
BlackBerry
30. BUT, TO MAINTAIN (and grow) ITS
FAIR SHARE, ADDING NEW CUSTOMERS IS
CRITICAL
But who?
32. 208MM
own a cell phone
source: Mintel U.S. mobile phones February 2011: 89% of
U.S. adults 18+ own a cell phone
33. 110MM
own a smart phone
source: Pew Institute, March 2012, 53% current cell
phone owners own a smart phone
34. 98MM
don’t own a smart phone
source: Pew Institute, March 2012, 53% current cell
phone owners own a smart phone
35. NON SMART PHONE OWNERS ARE MORE
LIKELY TO BUY BLACKBERRY
non smart phone owners 123
likely to buy BlackBerry
smart phone owners likely
to buy BlackBerry 88
0 50 100 150
INDEX
Q.35 If you were in the market to buy a new smart phone
tomorrow, which ONE brand, if any, would you most likely
buy.
36. AND THERE ARE MEMBERS OF THE
BLACKBERRY TRIBE AMONG NON SMART
PHONE OWNERS THAT HAVEN’T BEEN
ACTIVATED
37. A MAJORITY OF NON SMART PHONE AND
CURRENT BLACKBERRY OWNERS ARE 35-49
Non SP Owners BlackBerry Owners
14%
22%
35% 33%
53%
43%
18-34 35-49 50+ 18-34 35-49 50+
38. THE 35-49 YEAR OLD CONSUMER IS MORE
LIKELY TO CONSIDER BLACKBERRY
60%
50%
57%
40%
30%
20% 27%
10% 16%
0%
18-34 35-49 50+
Would Consider Blackberry Purchase
Q:33. If you were in the market to buy a new smart
phone tomorrow, which brands, if any, would you
consider?
39. NON SMART PHONE OWNERS WHO ARE 35-49
YEARS OLD ARE THE LOWEST HANGING FRUIT
35-49 Smart Phone Ownership
BLACKBERRY’S
OPPORTUNITY
52% 48%
Yes No
Q.5 Are any of the mobile phones you currently have
a smart phone – that is a phone?
40. NON SMART PHONE OWNERS HAVE SIMILAR
ATTITUDES TOWARD CATEGORY AS BLACKBERRY
OWNERS
Non Smart Phone BlackBerry Would Consider
Owners Owners BlackBerry
1) Laptop/Desktop 1) Car 1) Car
2) Car 2) Smart Phone 2) Laptop/Desktop
3) Toothbrush 3) Toothbrush 3) Toothbrush
4) Shoes 4) Shoes 4) Smart Phone
5) Smart Phone 5) Laptop / Desktop 5) Shoes
Q.12 If you could have ONLY THREE of the following for
the next 2 weeks (all other would be taken away) which
three would you choose. Showing top 5 of 10 responses
41. AND THEY VIEW THE BLACKBERRY BRAND
IN THE SAME WAY AS OWNERS
Non Smart Phone BlackBerry Owners Would Consider
Owners BlackBerry
1) Taken seriously 1) If lost, want him/her 1) If lost, want him/her
2) If lost, want him/her 2) Captain of debate 2) Taken seriously
team
3) Know what expect 3) Do well on Jeopardy 3) Know what expect
4) Hard time 4) Know what expect 4) Do well on Jeopardy
understanding
5) Do well in chess 5) Taken seriously 5) Knows best
tournament restaurants
Q.37 We’d like you to think about these brands as if they
were people you know. Based on everything you’ve seen or
heard about these people, please strongly agree / disagree
42. SECOND PRIORITY
Activate the tribe of like-minded non smart
phone owners to consider the BlackBerry
brand
44. 22% HANDSET CATEGORY GROWTH
EXPECTED BY 2014
U.S. mobile handset volume (million units)
200
190
180
170
160
150
140
2011 2012 2013 2014
source: Mintel, table 1.0 mobile phone handsets, GMN Estimations
45. THE GOAL
25.0MM
2014 devices
20.5MM
2011 devices
46. STRATEGIC IMPERATIVE
Need a single message that appeals equally
to both audiences
Activate like- Give current
minded non owners a
smart phone reason to
owners to stay
consider
47. CURRENT SMART PHONE OWNERS HAVE A MUCH
STRONGER CONNECTION TO DEVICE THAN NON
OWNERS
Organize my life
Turn phone off when on vacation
SP is part of me
Extension of personal identity
Features are confusing
Use it to decide where go/what do
Rather use it over a computer
Use it to get info I need
Texting as meaningful as conversation
Need to be connected
0% 20% 40% 60% 80% 100%
Non Owners Current SP Owners
Q.13 Listed below are a number of things people
have told us about smart phones. Please indicate
how much you agree or disagree with each.
48. NEWEST TECH IS LESS OF A MOTIVATOR
TO BUY FOR OLDER CONSUMERS
Purchase before others do
Buy newest one available
Like buying latest smart phone
0% 10% 20% 30% 40% 50%
45+ 35-44 18-34
Q.14 Top 2-Box. Please indicate how much you agree
or disagree that each of the following statements
describes you.
49. NON-SMART PHONE OWNERS WANT TOOLS
NOT A TOY
High Importance
· Ease of Making Phone Calls
· Battery Life
· Keyboard Ease of Typing
· Security
Toy Tool
· Internet Browsing
· Touch Screen
· Instant Messaging · Operating System
· Many Applications · Weight of Phone
· Latest Device
Low Importance
51. BLACKBERRY = SUCCESS
“We are a group of people who didn't go to the artistic, granola
route…BlackBerry reminds me of my father and business….now
I’m in a class that gets up everyday and you go to work.”
- Zack (focus group participant & Blackberry owner)
52. Positioning Statement
For accomplished adults age 35-49 who are
ambitious, yet practical. They want a mobile device
that's more than a phone, but isn't overcomplicated
with today's many frivolous distractions. BlackBerry is
the only brand of smart phones that helps you quickly
get done what you need so that you can get back to
what really counts professionally and personally.
53. OBJECTIVE FOR COMMUNICATIONS
Current Behavior Desired Behavior
Picking a smart phone other Get them to choose BlackBerry
than BlackBerry instead
ROLE FOR COMMUNICATIONS
Current Thinking Desired Thinking
There’s so many different BlackBerry is
Smart Phones with so many smart, professional, and it has
different features exactly what I need
54. CULTURAL TENSION
“We’re getting used to a new way of
being alone together. People want
to be with each other, but also
elsewhere – connected to all the
different places they want to be”
~Sherry Turkle
Anthonyaccording to RIM’s annual report, its total revenue in 2011 was $20 million dollars. That’s a $5 million increase from 2010. Meanwhile, U.S. revenue, which represents 40 percent of RIM’s total revenue, was down $800,000 versus 2010.
AnthonyAbout 80 percent of RIM’s total revenue is from the sale of its BlackBerry handset devices. That translates to almost 20.5 million devices sold in the U.S. in 2011 – a flat number (-375k devices) versus 2010. But this isn’t good news for RIM’s BlackBerry brand.
AnthonyThe smart phone category has experienced explosive growth since October 2010, when just 29% of the total U.S. population owned a smart phone. According to a Nielsen mobile insights study from February 2012, that number has ballooned to 50 percent.
AnthonyAnd rather than capitalizing on this growth, BlackBerry’s once dominate 40% share of the marketplace has slipped to just 10% as competitors like Apple and Google’s Android platform have entered the category.
Anthony hands off to Amanda
AmandaTo compete, RIM is trying to go head-to-head with iPhone and Android on phone features. And this “me too” approach is trying to appeal to a younger demographic by associating the brand with hip and cool. Here’s an example of this communication, a video that features the Martinez Brothers, who are said to be “global DJ and music producers. The description of this video on YouTube reads: “Christian and Steve's BlackBerry® Bold™ smartphones ensure their schedules stay in sync with BBM™ and travel apps as they DJ around the world”. The trouble with this, and the rest of BlackBerry’s communication, is that it’s clinging to features like BBM and apps that are no longer differentiators for the brand. Not to mention, they are trying too hard to be “cool”. And it’s coming off as very inauthentic. Instead of an inspirational or aspirational message, it feels as though they’re talking down to consumers. Like a “cool dad” who just doesn’t get that he’s embarrassing his son or daughter.
AmandaEven more concerning is how inconsistent some of BlackBerry’s communication is versus the message in the previous video of The Martinez Brothers. Take, for example, this January 2012 blog post about “the bold team”. It was created after asking its fans/followers on Twitter and Facebook to share how they plan to “be bold” in the new year. The consumer responses were turned into this cartoon infographic with the following names and personalities: GoGo Girl (The Achiever), Trudy Foreal (The Authentic) , Justin Steele (The Advocate), Max Stone (The Adventurer).
Amanda
AmandaIt’s not shocking to see RIM focus its communications toward a younger audience since they are more likely to purchase smart phones than older consumers.
AmandaAnd although a majority of consumers are familiar with the blackberry brand name – it’s second to the iPhone in name recognition – less than a quarter of people surveyed will consider buying the device. For 18-34 Demo, the results are even worse. Only 18% said that they’d consider buying a BlackBerry.
Amanda
Amanda
AmandaI’m sure everyone remembers Mr. Pine’s 2x2 matrix from his Ted Talk on “what consumers want”. Does anyone want to take a guess at where RIM’s BlackBerry messaging might fall? We think it’s in the “real fake” box. It is a smart phone. And in most cases, can do everything it says it can do. But it isn’t true to itself – it’s brand heritage and character by trying to be the “hip, cool brand of smart phones”. And consumers can see right through this.
AmandaThe youthful immaturity of the Martinez brothers and Bold Team promotion are in conflict with how consumers perceive the brand’s personality. BlackBerry is supposed to be serious, mature, the grown up in the crowd. But
Amanda hands off to Anthony
AnthonyBlackberry occupies a very distinct place in people’s minds – that is unique from other smart phones: its professional, mature, productive, and successful. Rather than fighting to be something blackberry isn’t – cool, fashionable, and hip – it should embrace this heritage.
Anthony
Anthony
Anthony
Anthony
Anthony
Anthonyaccording to U.S. census data, we know that there are 234 million adults 18+ living in the United States.
AnthonyOf which, 89% own a cell phone according to Mintel
AnthonyAnd a March 2012 Pew institute study said that 53% of all cell phone owners own a smart phone. So, this means there are about 110 million current smart phone owners.
AnthonyThis also means that there are 98 million non-smart phone owners. They’re already committed to the idea of owning a cell phone. And with the continued rapid growth of smart phones, its likely that these owners will *have to* trade up. We also know from our primary research, that a third of non-smart phone owners said that they’re very/somewhat likely to purchase a smart phone in the next 6 months. That’s 29 million consumers on the cusp of purchasing a new smart phone.
Anthony
Anthony
Anthony
AnthonyPeople without smart phone look like BB owners
Anthony
Anthony
AnthonyAdd animation by color
Anthony
Anthony hands off to Christine
ChristineAccording to Mintel, mobile handset devices in the U.S. are expected to grow from 155 million in 2011 to 190 million in 2014, which is a projected growth rate of 22 percent.
ChristineFor RIM to keep pace with the category, it will need increase the number of U.S. blackberry devices sold by 4.5 million over the next three years. That equates to about 1.5 million devices per year. For a total increase to 25 million devices by 2014.
Christine
Christine
Christine
Christine
Christine hands off to Amanda
Amanda
Amanda
Amanda
In thinking about this campaign, we found an interesting tension to build BlackBerry’s messaging around – the idea that we are living a new connected life, but are challenged by being in the moment vs. distracted by all our devices. Sherry Turkle highlighted this fact in her February 2012 TED talk – Connected, But Alone. She tells several stories about the struggles we’re having in this new connected life. One story was of a business man who lamented to methat he feels he doesn't have colleagues anymore at work.When he goes to work, he doesn't stop by to talk to anybody,he doesn't call.And he says he doesn't want to interrupt his colleaguesbecause, he says, "They're too busy on their email."But then he stops himselfand he says, "You know, I'm not telling you the truth.I'm the one who doesn't want to be interrupted. And this led us into our idea…
Amanda
AmandaTo be successful is not always having your head down in your email. Being successful is being in the moment, having the tools you need to get things done. It’s not the thing you need to always be on and play games.Success means having a balanced life – not having your phone be your friend to play games, chat but rather a device to get work done – that’s reliable and efficient.Your phone should be there when you need it, but you don’t need it to be there all the time. Don’t let your phone control you. Get work done so you can live in the momentBlackBerry = enabler, toolSome phone manufactures might have some people believing that you can’t live without your phone. We’re here to say that’s not true. You don’t need the latest & greatest to be great/successful. You need a tool that helps you get the job done.
Amanda
AmandaWhen you have things to get done, you have it, it works, it’s efficient, but when you don’t have things to get done, you can stand on your own, live in the moment.