Counterpart presentation to Apple's iPhone versus RIM's BlackBerry pdf www.slideshare.net/sachabrooks/20120531-marketing-paperfinal. Findings and recommendations from a quantitative survey and qualitative focus group marketing management analysis of iPhone versus BlackBerry product. Presented Spring Quarter 2012.

1. iPhone vs. Blackberry
Team 3Z: Alexandra Brooks, Steve Chaky, Ruben Pedroza, Sharon Singleton

3. We all know the iPhone is
more successful than
BlackBerry
Why?

4. You think you know the real
story…
But here is the version the
customer told us…

5. But first,
What was the most important
formula we learned this quarter?

6. 2005
Wants – Gets = Unmet Needs =
Opportunity to Make $$$
• Calling
• Texting
- Calling =
• Email

8. Fast forward to the Present…

9. 2012
Wants – Gets = Unmet Needs =
Opportunity to Make $$$
• Calling • Calling
• Texting - • Texting = Personalization
• Email • Email
• Apps
• Music
• Siri
• Game Console
• Navigation
• Face-time
• Camera
• Edit Docs
• Goto Mtg
• Mini PC

10. Let me show you some of the
reasons we love the iPhone.

12. iPhone shifted the market with
the App Store
App Store =

13. Using one of Warren Buffet’s measures of success for a company
ROIC, how much more successful was Apple then BlackBerry in
2011?
A. 12%
B. 8.5%
C. 5%
D. 1.5%

14. Apps: iPhone vs. BlackBerry

15. Customer Survey Results - iPhone
• # 1 “LIKE” = App and Usability
• Apps =
=

16. iPhone Customers

17. What factors influenced your
purchase of an iPhone?

18. What features do iPhone users
want?

19. Customer Survey Result - BlackBerry
• # 1 “DISLIKE” = Limited Apps Selection
• Limited Apps = Limited
=

20. BlackBerry Customers

21. What factors influenced your
purchase of an BlackBerry?

22. What features Blackberry users want?

23. • Barack Obama is not the only world leader who's been
known to be a huge BlackBerry fan. Who's the other
one?

24. Queen Elizabeth

25. How BlackBerry users perceive
BlackBerry

26. How iPhone users perceive
Blackberry

28. • How many apps are available in the BlackBerry App World?
A. 60,000
B. 600,000
C. 6,000
D. 600

29. What do iPhone users dislike
about iPhone?

30. What do BlackBerry users
dislike about BlackBerry?

31. iPhone vs. BlackBerry
• BlackBerry Users = Satisfied
• iPhone Users = Very Satisfied =
Delighted

32. Conclusion
So this story of why iPhone is
more successful than Blackberry
from the customer perspective,
because of

33. Question and Answers??