Download - Rim Case Study Presentation 1
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K-One Networks presents
A Whole New Level
of BlackBerry
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AgendaCase Synopsis
Problem Identification
Target Market Identification
Key findings
SWOT Analysis
Purposed Alternatives
Solution
Implementation Plan
Course Concepts
References
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Case Synopsis
Leader in cutting edge technology
Globally in a 135 countries
Time-sensitive information
Third party developers
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Blackberry Storm Commercial
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Apple fan’s reaction…
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Problem In the face of increasing and diverse competition,
what direction should RIM take its Blackberry brand and other products in order to maintain its dominant market position, while retaining its current customer
base and marketing to a wider market segment?
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Demographics
North American Business Professionals Urban city living GenX, Baby Boomers 25-60 Moderate to High Income Value Quality and
Convenience
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ExpandingDemographics
Globally Urban city living Teen/Tween and
Gen Y Little to no income Avid technology
users
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Worldwide Smartphone Sales 2008
Company 2008 Sales
Market share 2008 (%)
2007 Sales
Market share 2007 (%)
Growth 2007-2008
Nokia 60,920.50 43.7 60,465.00 49.4 0.8
Research In Motion
23,149.00 16.6 11,767.70 9.6 96.7
Apple 11,417.50 8.2 3,302.60 2.7 245.7HTC 5,895.40 4.2 3,718.50 3.0 58.5
Sharp 5,234.20 3.8 6,885.30 5.6 -24.0
Others 32,671.40 23.5 36,176.6 29.6 -9.7
Total 139.287.00
100.0 122,315.60
100.0 13.9
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Worldwide Smartphone Market Share 2008
NOKIA RIM
APPLE HTC
SHARP OTHER
44%
17%8%
24%
4%4%
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Worldwide Smartphone Sales 2008
Company 2008 Sales
Market share 2008 (%)
2007 Sales
Market share 2007 (%)
Growth 2007-2008
Nokia 60,920.50 43.7 60,465.00 49.4 0.8
Research In Motion
23,149.00 16.6 11,767.70 9.6 96.7
Apple 11,417.50 8.2 3,302.60 2.7 245.7HTC 5,895.40 4.2 3,718.50 3.0 58.5
Sharp 5,234.20 3.8 6,885.30 5.6 -24.0
Others 32,671.40 23.5 36,176.6 29.6 -9.7
Total 139.287.00
100.0 122,315.60
100.0 13.9
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PRODUCT
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PRICE PLACE
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PROMOTION
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WLack of compatibilityWeb service & applicationLack of breadthCrackberryPossibly in mature phasePatent
Weaknesses
OFurther expansion intointernational marketAvailability of markets for newtechnologyPartnership with largegrowing corporations
Opportunities
TIncreasing competitionCompetitors have greaterbreadth in technology andproductsPossibly seen as archaic insmartphone techEconomy envioronment
Threats
S W
O T
Brand loyaltyStrong market positionBest E-mail/device comboPioneers in smartphonetechnologyHigh brand awarenessStrong product depth
Lack of compatibilityWeb service & applicationLack of breadthCrackberryPossibly in mature phasePatent
Further expansion intointernational marketAvailability of markets for newtechnologyPartnership with largegrowing corporations
Increasing competitionCompetitors have greaterbreadth in technology andproductsPossibly seen as archaic insmartphone techEconomy envioronment
Strengths Weaknesses
Opportunities Threats
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SWOT Analysis
ALTERNATIVE ONE
Productivity
Advantages
Software Productivity
Low Product & Development Costs
Increase Breadth
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Disadvantages
ALTERNATIVE TWO
Compatibility
Create bigger brand awareness
CO-BRANDING
Reach out to a larger target market
Disadvantages
Partnership Disputes
ALTERNATIVE THREE
Entertainment
Advantages
Disadvantages
• Business phone image
• Investment risks
• High competition with existingproducts
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Compatibility
Expand the target market
Productivity
Maintains the current target
market
Potential to fall behind
competitors
Entertainment
Expand the target market
Too many competitors
Which alternative is the best solution?
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Solution
Alternative 1 – Productivity Alternative 2 – Compatibility Alternative 3 – Entertainment
Why?
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Costs of Solution
Marketing Costs
R&D
Increase in current fees
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Implementation
Home Solutions• Function• Convenience
Business Solutions• Accessibility
Transportation Solutions• Compatibility
Product
Development
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Step by StepImplementation Process
Value Added Services through Compatibility
Integration into:○ Homes○ Businesses○ Transportation
Importance of co-branding
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Home Compatibility
Alarm Services
Locks
Lights
Appliances
All at the tip of your fingers!
Technology exists - CommTech M2M provides internet-based alarm services
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Business CompatibilityIncrease marketing of Blackberry Enterprise software
• proven security - utilized by NATO for transmitting secure documents
• approved by several governments (see: http://na.blackberry.com/eng/ataglance/security/certifications.jsp)
• Aim is to have complete mobile accessibility
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Transportation Compatibility
Supplant ipod dominance in cars – cobranding with automotive manufacturers
Faster connections on busses, trainsPossible connections on airlines (cost prohibitive)
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Sources iPhone sales grew 245% in 2008, Retrieved October 9, 2009, from
http://brainstormtech.blogs.fortune.cnn.com/2009/03/12/iphone-sales-grew-245-in-2008-gartne
Colin Campbel. (August 14, 2009). Is the iPhone killing RIM? Retrieve October 9, 2009, from http://brainstormtech.blogs.fortune.cnn.com/2009/03/12/iphone-sales
Research In Motion Reports Fourth Quarter and Year-End Results for Fiscal 2009, Retrieved October 15, 2009, from http://press.rim.com/relea
Wojtek Dabrowski. ( Oct 6, 2009). ANALYSIS-iPhone at BCE, Telus raises stakes for BlackBerry. Retrieved October 9, 2009, from http://www.reuters.com/article/technology-media-telc
Curtis Silver. (August 11, 2009). Great Geek Debates: iPhone vs. Blackberry. Retrieved October 9, 2009, from http://www.wired.com/geekdad/2009/08/great-geek-debates-iphone-vs-blackberry
Research in Motion Ltd - Consumer Electronics – Canada, Retrieved October 9, 2009, from http://0-www.portal.euromonitor.com.innopac.lib.bcit.ca/passport/ResultsList.aspx
Wikipedia. (2009, October 20). Blackberry. Retrieved October 20, 2009, from Wikipedia: http://en.wikipedia.org/wiki/BlackBerry
Lichti, G. L. (2009). Marketing. McGraw-Hill Companies Inc.
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Course Concepts Analyzing the Marketing
Environment Marketing Research
and Information Systems Consumer Behaviour Segmentation, Target
and Position Developing New
Products Services and Tangible
Products