Blackberry Scenario Analysis Presentation

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Blackberry Scenario Analysis Presentation

  1. 1. RIM - Blackberry <br />MTDB’10 Group A<br />Industry analysis models<br />23rd of March 2010<br />MMS 3 Group C<br />
  2. 2. index<br />1. What is Blackberry?<br />2. Blue Ocean Strategy<br />3. SWOT<br />4. Basic trends (8x)<br />5. Uncertainties (4x)<br />6.Framework axes<br />7. Framework (5x)<br />8. Questions!<br />
  3. 3. What is Blackberry?<br />Connect mobile with, Exchange, Lotus Notes, Novell Groupwise & others<br />Blackberry Enterprise Server<br />Secure<br />Introduced in 1999 by RIM<br />Designed for business people<br />
  4. 4. Blue Ocean Strategy<br />Before only cell phone and pagers<br />New technology developed<br />First mobile email device<br />Push email<br />Secure<br />Enterprise segment<br />
  5. 5. SWOT Analysis<br />Strengths<br />Unique offering & strategy<br /> Well designed software<br /> Powerful brand<br /> Offering Carrier friendly<br /> Weaknesses<br />Scalability & Global coverage<br />Blackbery architecture<br /> Total cost of ownership<br /> Business Model not carrier friendly<br />Threats<br /> Tougher competition<br /> New technology<br />Opportunities<br /> Extend third party application<br /> Different offerings<br />
  6. 6. Scenario Analysis<br />
  7. 7. Basic trends<br />
  8. 8. 1. Feature-rich device becomes standard<br />Camara<br />3G<br />Wi-Fi<br />Music player<br />GPS<br />are standard<br />
  9. 9. 2. Location based & Augmented reality<br />
  10. 10. 3. App download increase<br />
  11. 11. 4. Cloud-computing<br />
  12. 12. 5. Telco ARPU declines Data ARPU increases<br />
  13. 13. 6. Growth <br />
  14. 14. Symbianis loosing market to new players<br />RIM will keep worldwide no. 2 position<br />Android grows quickly<br />7. Android & iPhoneO.S.<br />
  15. 15. 7. Open-source<br />
  16. 16. Uncertainties<br />
  17. 17. 1. Market players<br />
  18. 18. 2. Consumer expectations<br />2. <br />
  19. 19. 3. Technology<br />
  20. 20. 4. Infrastructure<br />
  21. 21. framework<br />
  22. 22. The axis<br />Y: Degree of convergence<br />X: No of players<br />
  23. 23. Scenario framework<br />High<br />After the Boom<br />Few companies drive innovation<br />No common standards<br />End-to-end integrating players rule<br />Open platforms have advantage<br />Revenue increase, convergence<br />The playground<br />Common standards<br />Low prices<br />Innovation is key<br />Specialized players<br />Revenue increase depends on adaption to convergence<br />1<br />2<br />Low<br />High<br />Cost Cutting<br />High competition, few players<br />Less innovation<br />Survival depends on efficiency<br />Saturated market<br />Profits around 4-5%<br />Overcrowded garden pond<br />Push for innovation<br />High level of competition<br />Differentiation by Niche markets<br />Not very profitable<br />Risk of price wars<br />Consolidation of players<br />3<br />4<br />Low<br />
  24. 24. After the Boom<br />Few players<br />High level of convergence <br />Scenario<br />Four main players<br />Closed vs. Open<br />HTC/Google<br />Bargaining power suppliers<br />Warning bells<br />Market highly receptive to new technology<br />Many companies entering & leaving<br />New technology like LBS and AR gain prominence in daily life<br />Strategy<br />Focus on consumer market<br />Also focus on professional market<br />Innovate<br />Digital Home<br />Keep platform closed to keep quality<br />
  25. 25. the Playground<br />Many players<br />High level of convergence <br />Scenario<br />Open source wins battle of standards<br />Separation hardware, software, apps<br />Specialization<br />Highly competitive<br />Success depends on ability to adapt to convergence<br />Warning bells<br />Many players entering<br />Everyone makes profit<br />Highly segmented market<br />Strategy<br />Focus on core market<br />Integrated customized enterprise solutions<br />Sell a service<br />
  26. 26. Cost cutting<br />Few players<br />Low level of convergence <br />Scenario<br />Mature market<br />Little innovation<br />Few players in the market<br />Tough competition <br />Phones become (fashion) statements<br />Warning bells<br />Companies can either spun-off or sold<br />Promising technologies turn out to be a fad<br />Industry focus on cost efficiency<br />Strategy<br />Focus on enterprise market<br />Customized & standard products<br />Sharing risk with customer<br />
  27. 27. Overcrowded garden pond<br />Many players<br />Low level of convergence <br />Scenario<br />Small market<br />Focus on niche<br />Low profitability<br />Players with sufficient back up or other competitive advantage will survive<br />Warning bells<br />High level of competition<br />Price-wars<br />Specialization on niche segments<br />Consolidation of players WINTELOKIA<br />Strategy<br />Consolidation<br />RIMBM<br />Build on key capabilities<br />
  28. 28. Questions?<br />

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