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Reviving RIM

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How Research In Motion could have approached their market in 2011 to revive the future of their brand through a one-year and five-year plan.

How Research In Motion could have approached their market in 2011 to revive the future of their brand through a one-year and five-year plan.


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  • 1. Friday, 11 November, 11
  • 2. Smartphone OS Share 10/09–12/10, U.S. 40% 26% 30% Blackberry Apple iOS 20% Android 10% Source: Nielsen ResearchFriday, 11 November, 11
  • 3. Smartphone OS Share Q3 2011, U.S. Apple 28% Blackberry 18% Android 43% Windows Mobile 7% Other 4% Source: Nielsen ResearchFriday, 11 November, 11
  • 4. Friday, 11 November, 11
  • 5. Smartphone Sales 2011 472 million globallyFriday, 11 November, 11
  • 6. Smartphone Sales 2011 472 million globally Smartphone Sales 2015 expected to rise to 982 millionFriday, 11 November, 11
  • 7. 1 Year Plan Change perception Raise revenueFriday, 11 November, 11
  • 8. 1 Year Plan Change perception Raise revenue 5 Year Plan Own the corporate marketFriday, 11 November, 11
  • 9. 1 Year Plan Change perception Raise revenue 5 Year Plan Own the corporate market Internal Initiative Encourage innovation and successFriday, 11 November, 11
  • 10. “Sometimes our offices feel like a Soviet-era government workplace.” ( RIM employee quotes)Friday, 11 November, 11
  • 11. “Sometimes our offices feel like a Soviet-era government workplace.” ( RIM employee quotes) “Success cannot be borne of a 2005 status quo when the world looks a lot different now than it did even 12 months ago.” ( RIM employee quotes)Friday, 11 November, 11
  • 12. Old Innovation Team Structure IdeaFriday, 11 November, 11
  • 13. Old Innovation Team Structure New Innovation Team Structure Idea Idea Idea Idea IdeaFriday, 11 November, 11
  • 14. 1 Year Plan Change perception Raise revenueFriday, 11 November, 11
  • 15. 1 Year Plan Focus on Market Change perception Opportunities Raise revenueFriday, 11 November, 11
  • 16. Share of Teen Smartphone Market Blackberry, U.S. 40% 2010 Source: ComScoreFriday, 11 November, 11
  • 17. Share of Teen Smartphone Market Blackberry, U.S. 40% 2010 2011 23% Source: ComScoreFriday, 11 November, 11
  • 18. U.S. Teen Smartphone Adoption 28.7% 50% July 2011 December 2012 Source: ComScoreFriday, 11 November, 11
  • 19. “dear Blackberry, I hate you and we can’t be friends. sincerely, I have an iPhone now” ( RIM employee quotes)Friday, 11 November, 11
  • 20. Friday, 11 November, 11
  • 21. bberryFriday, 11 November, 11
  • 22. Artist and Brand Collaborations 1Friday, 11 November, 11
  • 23. Artist and Brand Collaborations 1 2Friday, 11 November, 11
  • 24. Artist and Brand Collaborations 1 3 2Friday, 11 November, 11
  • 25. bberry x Kaws bberry x KawsFriday, 11 November, 11
  • 26. Popup and I.D. StoresFriday, 11 November, 11
  • 27. Popup Store Locations SHANGHAI NEW YORK LONDON SOURCE : emarketerFriday, 11 November, 11
  • 28. PR/Media BuzzFriday, 11 November, 11
  • 29. Lady Gaga Celebrity Influence: Lady Gaga Lady GagaFriday, 11 November, 11
  • 30. Friday, 11 November, 11
  • 31. 5 Year Plan Own the corporate marketFriday, 11 November, 11
  • 32. Target Markets Teens ProfessionalsFriday, 11 November, 11
  • 33. Target Markets Teens ProfessionalsFriday, 11 November, 11
  • 34. Target Markets Success Teens ProfessionalsFriday, 11 November, 11
  • 35. Target AudiencesGOVERNMENT FINANCE MEDICINE LAWFriday, 11 November, 11
  • 36. ShieldFriday, 11 November, 11
  • 37. BlackBerry Shield + PlayBook Blackberry Shield + PlayBook Massive amount of confidential data can be sync and secure between the Blackberry Shield and the PlayBook.Friday, 11 November, 11
  • 38. BlackBerry Shield secure platform open platform for professional use for leisure Switching platform securelyFriday, 11 November, 11
  • 39. BlackBerry Shield PRO IMAGE ANGRY BIRDS Switching platform securelyFriday, 11 November, 11
  • 40. Friday, 11 November, 11
  • 41. Thank you.Friday, 11 November, 11