K-One Networks

K-One Networks presents

A Whole New Level

of BlackBerry

K-One Networks

AgendaCase Synopsis

Problem Identification

Target Market Identification

Key findings

SWOT Analysis

Purposed Alternatives

Solution

Implementation Plan

Course Concepts

References

K-One Networks

Case Synopsis

Leader in cutting edge technology

Globally in a 135 countries

Time-sensitive information

Third party developers

K-One Networks

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

K-One Networks

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

K-One Networks

Worldwide Smartphone Market Share 2008

NOKIA RIM

APPLE HTC

SHARP OTHER

44%

17%8%

24%

4%4%

K-One Networks

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

K-One Networks

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

K-One Networks

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

K-One Networks

K-One Networks

Transportation Compatibility

Supplant ipod dominance in cars – cobranding with automotive manufacturers

Faster connections on busses, trainsPossible connections on airlines (cost prohibitive)

K-One Networks

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.

K-One Networks

Course Concepts Analyzing the Marketing

Environment Marketing Research

and Information Systems Consumer Behaviour Segmentation, Target

and Position Developing New

Products Services and Tangible

Products