finished version

1. Kayla Striegler, Chris Profiti, Judel Smith,
Danilo Savo

3.  RIM grew rapidly during early 2000’s with the
world first smart phone: The Blackberry
 Peaked in 2008 with 20% of global market
share
 Over the last four years RIM has dropped
astonishingly

5.  Poor interest in social media and web browsing
designs
 Touch screen capabilities
 Decline in customer loyalty
 Lack of originality
 Network crashing
 Old messaging platform
 Low stock price
 http://www.theglobeandmail.com/report-on-
business/video-what-happened-to-
rim/article4219694/

6.  April 2012: former CMO Keith Pardy resigned
for “personal reasons
 June 2012: Frank Boulben takes over CMO
position with new marketing strategies,
research, and experience

7. Objectives
 The delay in the launch of BB10 provided time
and research to create a competitive
advantage on market
 Business, personal or BOTH?
 Overcoming user doubt of network issues
 Diversification from APPLE and GOOGLE with
a unique product outside of current
smartphone competition

8.  User friendly approach
 Consolidation of social networking, business
communications and time management
 Largest APP network predicted upon launch
 Aiming for product differentiation, not
market domination
 Security and Email encryption
 Expanding on media components of device
 Traditional meets revolutionary

9. North America
 Regain momentum in U.S and North American
Market
 Intergrade both consumer and business use
 Loyal customers with Network issues
International
 Current 78 million users
 Unify positioning globally
 Branding and clear image to market
 Further focus on market where dominant

10. BB10 Jam World Tour
 Invite developers and fans alike to “jam” with
the BB10 team
 Generate excitement and curiosity
 Show off new operating system to developers
 http://crackberry.com/what-devs-are-
saying-bb10-jam-world-tour-berlin

11. Carriers
 Positive response from carriers after meeting
with over 30 globally
 Gaining interest and trust
Developers
 Ease of new operating system is intriguing
 Largest platform of APPs available by launch
of BB10

12. Threats
 Technology is a fast paced market
 Competition: Is BB10 different?
 Economy can consumers afford it?
 Customer Behavior is unpredictable

13. Opportunities
 Security will separate RIM in market
 Operating system and QNX
 Product differentiation user friendliness
 Relationships with Carriers and Developers
"We have a clear shot at being
the number three platform on
the market. We're not just
another open platform on the
market, we are BlackBerry.“

14.  We would like to take this time to thank you
for your attention
 Questions will now be answered
 Please take this time to comment on this
presentation on Slideshare

15.  http://pinterest.com/bb10launch/
 https://twitter.com/i/#!/JesMarketing/blackberry
/members
 http://crackberry.com/what-devs-are-saying-
bb10-jam-world-tour-berlin
 http://www.theglobeandmail.com/report-on-
business/video-what-happened-to-
rim/article4219694/
 http://www.techradar.com/news/software/opera
ting-systems/bb10-what-you-need-to-know-
1034921
 http://www.techrepublic.com/blog/hiner/smartp
hone-marketshare-showdown-in-2008-iphone-
vs-windows-mobile-vs-blackberry/575