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Bb big picture White
Bb big picture White
Bb big picture White
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Bb big picture White
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Bb big picture White
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  • 1. BIG PICTURE PROJECT- BLACKBERRY ANALYSIS ENGR599- Class 6 November 28, 2011 Siyuan Cao, Jordan Handler, and Haowei Lu
  • 2. CORE COMPETENCECore Competence Strategic Assets Benefits• Enterprise • Applications for business • Covers and industrial solutions services employees • BB OS7• Quick and • BB Enterprise Server comprehensive secure data • BBM business needs service • Brand name • Research in Motion • Software developer • Unique designShort goal: convince more users to utilize BB’s business solutions
  • 3. GOALS, INNOVATION, AND IMPLEMENTATION• Although BlackBerry is not the current market leader in smartphones, its enterprise services outperform the competition • BB should shift its focus towards business solutions • Provide better APIs for developers to create good business apps • Encourage & build good developer environment for business apps for BB • Maintain current customers before focusing on new ones • Create a quick and functional platform for each hardware model • Don’t place products on the market prematurely (Playbook)
  • 4. FUNDAMENTAL ENTITY BlackBerry (hybrid brand) Enterprise software and digital devices Research in Motion Smartphone App Bold Torch Development (entertainment/Enterprise (performance) large screen) Server Tablet Tech Playbook Curve Support (low price) Connects with Low price BB apps (start at $199)
  • 5. MARKETING OBJECTIVE
  • 6. SOURCE OF VOLUME • Category definition- Smartphones for businesses • Competitors- Other smartphone brands • Apple, HTC, Samsung Marketing SOV/Competitors Target Bodies (in US)* ObjectiveAcquisition Stimulate Demand Non-smartphone 218M (1) users, businesses without mobile enterprise solutionsAcquisition Steal Share from Smartphone users 74.8M (2) Apple, HTC of other brandsRetention Stimulate Demand Current BB users 0.74M (3)Retention Steal Share from Past BB users who 0.52M Apple, HTC have switched to competition
  • 7. STRATEGIC FOCUS• BB should place a strong focus on the retention/steal share quadrant • BB must bring its retention rate up and ensure customer satisfaction before focusing on acquisition • Keeps users from moving to competitors • More efficient investment • Focus on inheritance from past successful models• Future focus on acquisition/steal share • BB has unique specialty
  • 8. SEGMENTATION BY VARIABLE
  • 9. TARGET AUDIENCE DESCRIPTIONCategory Definition:Business Smartphones & Solutions The customer is a middle to high class working middle-Customer Definition: aged adult with businessAn employee who has received needs and scarce time. Thisthe phone for business use person needs comprehensiveMarketing Objective: business solutions that areAcquisition? Retention? easy to utilize and are reliable.RetentionSource of Volume:Stimulate? Earn Share? YesSegmentation Variables:(check primary)MV: Ease of Use DV: Business Solutions
  • 10. POSITIONINGBB has fallen BB can satisfybehind in the business needssmartphone market. BB has a strong advantage in with greaterOther companies business solutions and functionalprovide superior hardware. efficiency andproducts. reliability. BB Enterprise Server BBM Has switched to a Reliable Technical Support I will switch backcompetitors product. Ergonomic Hardware to BB.
  • 11. QUESTIONS?References1. CTIA- The Wireless Association for 2010, Cell Phone Subscribers in US2. http://www.inman.com/news/2011/08/30/number-smartphone- users-jumps-103. http://www.intomobile.com/2011/11/01/blackberry-us- smartphone-market-share-down-9-htc-beats-out-samsung-and- apple/

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