http://anthonypmartinez.wordpress.com/ Through a semester long research project, we developed an insight based communication strategy for 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

3. IMPORTANT TERMS

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

6. THE ASSIGNMENT
 What do we say?
 Who do we say it to?

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

9. BACKGROUND

10. 2011 RIM BUSINESS RESULTS
TOTAL REVENUE U.S. REVENUE
$19.9MM $7.8MM

11. 2011 RIM BUSINESS RESULTS
REVENUE FROM DEVICES NUMBER U.S. DEVICES SOLD
80% 20.5MM

12. U.S. SMART PHONE PENETRATION
source: Nielsen February 2012 Mobile Insights study

13. RIM’S DECLINING SHARE
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
2006 2007 2008 2009 2010 2011 (Jan-
Oct)
RIM Andriod iOS Windows Mobile
source: NPD Group consumer tracking service, Mobile Phone Track; Operating
System Share of Smart Phone Sales in U.S.

14. BLACKBERRY’S CURRENT
COMMUNICATIONS

15. FOCUS ON FEATURES AND MAKING BRAND
COOL

16. MESSAGE INCONSISTANCIES
Source: http://blogs.blackberry.com/2012/01/be-bold-infographic/

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)

24. BUT THERE’S GOOD
NEWS…

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.

28. FIRST PRIORITY…
 Give current owners a reason to stay

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?

31. 234MM
adults 18+
source: 2010 U.S. census

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

43. OUR STRATEGY

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

50. WHAT DOES THIS MEAN?

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

55. THE CAMPAIGN

56. BE THERE. BE BOLD.

57. Be there. Be Bold.

58. Be there. Be Bold.

59. Be there. Be Bold.

60. Be there. Be Bold.

61. Be there. Be Bold.

62. Be there. Be Bold.

63. Be there. Be Bold.

64. Be there. Be Bold.

65. Be There. Be Bold.