2. Identifying the problem
Research
Causes / assumptions
S.W.O.T
Alternatives
Solution and implementation
References
3. RIM has not been able to penetrate their
desired consumer smart phone market
4. Traditional BlackBerry users
BlackBerry would like to capture market
share in consumer market
RIM thinks of their company product as a
stepping stone in the long term development
of smart phones
5. BlackBerry released in 1999
Iphone released in 2007
BlackBerry’s first touch screen phone was the
storm
Released the storm to become an Iphone
killer
Product breadth, RIM and Iphone
6. Market Share
4% 4%
41 %
21%
Nokia
RIM
Apple
Others
Samsung
11% HTC
20%
7. Lack of brand breadth
Brand reputation/history
Not as user-friendly, eye-pleasing as its
competitors
8. RIM is a powerful brand
RIM is carrier friendly
Significant penetration worldwide
Unique strategy
Customer loyalty
9. Lack of product breadth compared to
competitors
Rely on vendors to support and service their
products
Lack of reach to the consumer market
10. Increase in demand for smart phones
Further globalization
Brand loyalty
Increase in partnerships
12. Advantages
Greater value for customers
Sales volumes increase
Save money on advertising costs
Disadvantages
Dependence on operators & carriers
Focusing efforts on market penetration
Unbalanced promotions
13. Advantages
Low cost of implementation
Excellent recognition of brand
Ability to partner with strong service providers
Disadvantages
Competition
Saturation
Diffusion of innovation
14. Advantages
Adds value for consumers
Creates value for RIM
Improved brand awareness
Disadvantages
Cost of research and development
Competition of future technology
Consumer bias`s
16. RIM should introduce a new product to the
blackberry line targeted to the consumer
segment
Re brand and re introduce the storm
Product extensions
Reverse engineering
17. Mass marketing campaign
Advertising mediums
Business to consumer education
Updating current service providers
Co branding
Software
