DANYS SOLUTIONS
Global Expansion
Jim Balsillie & Mike Lazaridis
First RIM Product1992
Blackberry Product Line
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
-targeting younger generations
Other Potential Target Markets
“PC Magazine Editor’s Choice Award”
“LAPTOP Magazine Editors’ Choice Award”
“GSMA Chairman’s Award”
“GSMA’s Best Mobile Technology Breakthrough Award”
Quarterly Report 2008 + 2009
4Q 2008 4Q 20090
0.5
1
1.5
2
2.5
3
3.5
Column1
Product Life Cycle
Blackberry X-Berry™Controller
Connects the handset to the console
Pressure Sensitive buttons
8-way directional pad
JoystickJoystick
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
High Resolution Screen
X-Link™ button to connect to multiplayer
Blackberry X-Berry™Handheld Gaming
Blackberry X-Berry™ Features
• Wireless internet• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS
• Memory Card Slot
Increase Memory
Along with the standard 8GB built-in memory, purchase extra cards to boost the memory capacity up to 16GB
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
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.
Blackberry X-Berry™ Features
• Wireless internet
• 4 Megapixel Camera w/ Flash• Bluetooth, Infrared• Wireless Headphones• HTML Browser• MMS• Memory Card Slot
Built-In Canon™ Digital Camera
Incorporated 4 Mega Pixel Canon™ Camera with 10x zoom and integrated flash.
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.)
Wireless Headphones
Listen to audio freely, without the need for annoying wires
Blackberry X-Berry™
“…Beats the Iphone hands down”
-
“Revolutionary”
- “…greatest Smartphone out”
-
“Everyone should own one!”
-
Product Based Alternative 2:Research and Development
of Apps
Develpe more appsDevelop more Apps
Harvard Business School
Set Up and Create an App Team
New Programmers Interface
Thats Simpler
Iphone Blackberry0
10000
20000
30000
40000
50000
60000
70000
80000
90000
Number of Apps
New BatteryIphone DevelopersCan becomeBB Developers
Blackberry is #1. Its way easier for me to build apps
now.IPHONE SUCKS
Focus app building toward gamers
Partner with Video game companies
Offer Free BB developer
courses
Make Apps easy and functional for all ages
And soon everyone will have a Blackberry and be making Apps
These Apps make my blackberry
even better. GO buy one
The AMD Key35% less energy usage.Lightning quick data transfer rate.
Introducing the worlds firstScattercam.
The Blackberry Bud
• Totally mobile wireless streaming.
• Waterproof• Magnetic• Motion activated
mode
SECURITY ALERT
911 DISMISS
SECURITY ALERT REC
Workplace Security
Blackberry Bud.
TOP SECRET
Product LaunchLIEPZIG GAME CONVENTION
2010
Retail Partners
VS
VS
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
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
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
Competitive Pricing
• Massive YouTube “Guerilla” Marketing Campaign• Coordinate product leak with any competing product launch.• Push on-line product placement