RIM: Marketing Strategy behind the launch of BB10

Kayla Striegler, Danilo SavoChris Profiti, Judel Smith

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

RIM: History of Market Share

RIM: History of Market Share

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/

RIM: What Went Wrong?

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

RIM: The Introduction of New Marketing Management

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

RIM: Redesigning Image

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

RIM: Blackberry 10

North America Regain momentum in U.S and North

American Market Intergrade both consumer and business use Loyal customers with Network issuesInternational Current 78 million users Unify positioning globally Branding and clear image to market Further focus on market where dominant

RIM: Market Focus

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

RIM: Public Relations

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

RIM: Developers and Carriers

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

RIM: Trending and Predictions

Opportunities Security will separate RIM in market Operating system and QNX Product differentiation user friendliness Relationships with Carriers and Developers

RIM: Trending and Predictions

"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.“

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