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DANYS SOLUTIONS
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Global Expansion
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Jim Balsillie & Mike Lazaridis
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First RIM Product1992
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Blackberry Product Line
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Majority of Blackberry users are aged 35-44, in Business and Career orientated environments
Research in Motion is currently trying to penetrate the markets of 25-34 and 18-24
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-targeting younger generations
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Other Potential Target Markets
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“PC Magazine Editor’s Choice Award”
“LAPTOP Magazine Editors’ Choice Award”
“GSMA Chairman’s Award”
“GSMA’s Best Mobile Technology Breakthrough Award”
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Quarterly Report 2008 + 2009
4Q 2008 4Q 20090
0.5
1
1.5
2
2.5
3
3.5
Column1
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Product Life Cycle
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Blackberry X-Berry™Controller
Connects the handset to the console
Pressure Sensitive buttons
8-way directional pad
JoystickJoystick
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X-Berry Gaming
• Joystick• 8-way directional control pad• X-Link™ button that automatically connects
the handset to the nearest Xbox™ Console• Memory Card Reader - insert games, movies,
T.V shows or music• Stores gaming profiles, stats and images
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High Resolution Screen
X-Link™ button to connect to multiplayer
Blackberry X-Berry™Handheld Gaming
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Blackberry X-Berry™ Features
• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS
• Memory Card Slot
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Increase Memory
Along with the standard 8GB built-in memory, purchase extra cards to boost the memory capacity up to 16GB
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Blackberry X-Berry™ Features
• Multi-functional – Can act as both a wireless Xbox™ controller, as well as a handheld gaming device
• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS• Memory Card Slot
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ConnectivityHigh speed internet through your service provider.
Data displayed on 4 inch, colour rich, HTML web browser.
Wireless Internet (WiFi) or 3G Wireless from your service provider.
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Blackberry X-Berry™ Features
• Wireless internet
• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS• Memory Card Slot
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Built-In Canon™ Digital Camera
Incorporated 4 Mega Pixel Canon™ Camera with 10x zoom and integrated flash.
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Blackberry X-Berry™ Features
• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared
• Wireless Headphones• HTML Browser• MMS• Memory Card Slot – increase the memory
(extra space for media etc.)
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Wireless Headphones
Listen to audio freely, without the need for annoying wires
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Blackberry X-Berry™
“…Beats the Iphone hands down”
-
“Revolutionary”
- “…greatest Smartphone out”
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“Everyone should own one!”
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Product Based Alternative 2:Research and Development
of Apps
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Develpe more appsDevelop more Apps
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Harvard Business School
Set Up and Create an App Team
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New Programmers Interface
Thats Simpler
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Iphone Blackberry0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Number of Apps
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New BatteryIphone DevelopersCan becomeBB Developers
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Blackberry is #1. Its way easier for me to build apps
now.IPHONE SUCKS
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Focus app building toward gamers
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Partner with Video game companies
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Offer Free BB developer
courses
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Make Apps easy and functional for all ages
And soon everyone will have a Blackberry and be making Apps
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These Apps make my blackberry
even better. GO buy one
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The AMD Key35% less energy usage.Lightning quick data transfer rate.
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Introducing the worlds firstScattercam.
The Blackberry Bud
• Totally mobile wireless streaming.
• Waterproof• Magnetic• Motion activated
mode
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SECURITY ALERT
911 DISMISS
SECURITY ALERT REC
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Workplace Security
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Blackberry Bud.
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TOP SECRET
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Product LaunchLIEPZIG GAME CONVENTION
2010
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Retail Partners
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VS
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VS
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Expanding Our Market Share
• Demographics
Cauca
isian
Afrcn Americ
anAsia
n
Hispan
icOth
er012345678
I Phone UsersBlackberry Users
• Age Groups
3 to 12
13 to 17
18 to 34
35 to 49
50+0
0.51
1.52
2.53
3.54
4.5
I phone usersBlackberry Users
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Expanding Our Market Share
13 to 17 Hispanics0
5
10
15
20
25
I phoneBlackberry
13 to 17 Hispanics0
5
10
15
20
25
30
X Box Users
X Box Users
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Competitive PricingCost to retailer X-berry $259
M.S.R.P. X-berry $349
M.S.R.P. PSP go $249
M.S.R.P. I pod 3rd G $389
Total PSP + I pod $638
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Competitive Pricing
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• Massive YouTube “Guerilla” Marketing Campaign• Coordinate product leak with any competing product launch.• Push on-line product placement
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