Kayla Striegler, Chris Profiti, Judel Smith, Danilo Savo

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

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/

April 2012: former CMO Keith Pardy resigned for “personal reasons

June 2012: Frank Boulben takes over CMOposition with new marketing strategies, research, and experience

Objectives

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

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

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

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

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

Threats

Technology is a fast paced market

Competition: Is BB10 different?

Economy can consumers afford it?

Customer Behavior is unpredictable

Opportunities

Security will separate RIM in market

Operating system and QNX

Product differentiation user friendliness

Relationships with Carriers and Developers

"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.“

We would like to take this time to thank you for your attention

Questions will now be answered

Please take this time to comment on this presentation on Slideshare

http://pinterest.com/bb10launch/ https://twitter.com/i/#!/JesMarketing/blackberry

/members http://crackberry.com/what-devs-are-saying-

bb10-jam-world-tour-berlin http://www.theglobeandmail.com/report-on-

business/video-what-happened-to-rim/article4219694/

http://www.techradar.com/news/software/operating-systems/bb10-what-you-need-to-know-1034921

http://www.techrepublic.com/blog/hiner/smartphone-marketshare-showdown-in-2008-iphone-vs-windows-mobile-vs-blackberry/575