BlackBerry Playbook

Lou Pope , Eric VanAlstyne, Macaria Verner, and Bailey Vos 

Agenda

PART 1: BackgroundBlackberry Playbook

Background1999 – Blackberry enters the

telecommunications industry introducing the Blackberry 950.

2002 – Blackberry introduces its first line of Smartphones.

2009 – Blackberry grows at a rapid rate and reports 1 million new subscribers in 1 quarter.

2010 – Blackberry introduces the Blackberry Playbook.

2011 – Blackberry stocks begin to decline drastically.

PART 2: Current Big PictureBlackberry Playbook

What is the Blackberry Playbook?

Blackberry Advertisement

STP Execute

Current Big Picture

Current: Business Objective

Current: Marketing Objective

Current: Source of Volume

Current: B2B2B

312 Million Americans

10.8% own a Tablet

33.7 Million Tablet Users Users

5% of Playbook Market Share

$299 per Blackberry Playbook

1.7 Million Blackberry Playbook Users

$508 Million in Revenue

Bodie

sB

ehavio

rsB

uck

s

X

X

X =

Current: Segment

Current: TargetAmber Collins

RealtorLives in New York

CityMother of threeMarried for 6 yearsEnjoys her weekly

wine night on Skype with college friends

Never leaves the house without her phone

Loves to watch movies

Current: Position

I use a Tablet and it is not a Blackberry

Playbook.

Blackberry Playbook does not

fulfill my tablet needs in the office

or the home.

Blackberry Playbook is great

for taking your life on the go.

Playbook connects my personal and profession life

better than other tablets.

The next time time I buy a

tablet, it will be a Blackberry Playbook.

Current: Execute

Current: Product/ Service

credence

Retention Acquisition

S

tim

ula

te

Dem

an

d

Ste

al

S

hare

Marketing Objective

S

ou

rce O

f V

olu

me

search,(compare to competitor)

Search, experience

experience,(compare to competitor)

Current: Price

Source of Volume:

Steal Share

Penetration Pricing

Competitive Pricing

Based Price on competition

Ipad 3 Motorola Xoom Blackberry Playbook

Price $699 $499 $299

Size 64 GB 64 GB 64GB

Current: Promotion

STP Execute

Current Big Picture

PART 3: Analysis and Impediments of Current Big Picture

Blackberry Playbook

ImpedimentCurrently stealing share from a narrow market: Tablet

Industry Apple, Android, Microsoft, etc.

Multiple dynamic variables, that are all easily replicated

Restricted target audience

Positioning is currently targeted towards multiple dynamic variables

PART 4: Revised Big Picture

Blackberry Playbook

STP

Execute

Revised Big Picture

The Blackberry Playbook is an

affordable communication

and entertainment

tool

Revised: Source of Volume

Revised: B2B2B

312 Million Americans

28% own a Tablet or eReader.

87.4 Million Tablet and eReader Users

30% of Tablet and eReader, Market Share

$299 per Blackberry Playbook

26 Million Blackberry Playbook Users

$783 Billion in Revenue

Bodie

sB

ehavio

rsB

uck

s

X

X

X =

Revised: Segment

Revised: TargetThe Sobierajs

Married for 25 years 2 daughters in

college They take an annual

vacation to the Wisconsin Dells

Live in the Chicago Suburbs

Both parents hold steady jobs

Extended family lives across the country

Revised: Position

I use a Tablet or eReader and it is not a Blackberry

Playbook.

Blackberry Playbook does not

fulfill my communication or

entertainment needs.

The Blackberry Playbook is an

affordable communication

and entertainment tool

The Playbook fulfills my

communication or entertainment

needs at an affordable price.

The next time time I buy a portable

communication/entertainment device,

it will be a Blackberry Playbook.

PART 5: ConclusionBlackberry Playbook

ConclusionSource of Volume

Steal Share from Tablets & eReaders

Segment Affordability

Target Sobieraj Family

Position Affordable Communication and Entertainment

Questions?