Increase productivity by horizontally diversifying blackberry products to aid in productivity. take blackberry and create essential suite of accessories (this is kind of like alternative 1…)
Software Productivity: Excess, compatibility with browsers, editing programs, office programs (Great for people in business or students, parents will always feel obligated and less guilty if they purchase something productive for their children like a computer or calculator)Low Product and Development Costs: Would not involve excessive R&D costs, or significant changes in infrastructure Increase Breadth: Ability to create their own communication/ productivity software that is for the home essentials
May not be comprehensive enough to enact real improvements in market share and profitsAllows competitors more space to advance their technologies ahead of RIM - RIM should be looking to preempt all competitors technologies (ideally)Narrow minded.
Compatibility with all aspects of a person’s life
We can create brand awareness by increasing the compatibility with everyday electronics
Co-branding with existing topbrands
From executives to on the go soccer moms & trendy youth
Disadvantages include: partnership disputes that could surface from profit sharing, “Variability” (page 300) inconsistent service can occur when introducing a new technology, it can turn-off customers, rather than attracting them.Creating Hi-learning product can confuse and deter people from wanting to buy and use the product
Adapting products into an entertainment tool
Market Diversification: From developing a product that is used for work and playProduct Development: People continuously desire new innovative gadgetsAbility to grow brand awareness by catering to the new target market (tweens love to talk and hype up new products)
Business phone image: Developing this type of product would go against what RIM is well known for in terms ofInvestment risks: New marketing schemes and tactics will be needed to launch a new entertainment product
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Transcript of "Rim Case Study Presentation 1"
K-One Networks presents<br />A Whole New Level of BlackBerry<br />K-One Networks<br />
Apple fan’s reaction…<br />K-One Networks<br />
Problem<br /> In the face of increasing and diverse competition, what direction should RIM take its Blackberry brand and other products in order to maintain its dominant market position, while retaining its current customer base and marketing to a wider market segment?<br />K-One Networks<br />
Demographics<br />North American<br />Business Professionals<br />Urban city living<br />GenX, Baby Boomers<br />25-60<br />Moderate to High Income<br />Value Quality and Convenience<br />K-One Networks<br />
ExpandingDemographics<br />Globally<br />Urban city living<br />Teen/Tween and Gen Y<br />Little to no income<br />Avid technology <br /> users<br />K-One Networks<br />
Step by StepImplementation Process<br />Value Added Services through Compatibility<br />Integration into:<br />Homes<br />Businesses<br />Transportation<br />Importance of co-branding<br />K-One Networks<br />
Home Compatibility<br />Alarm Services<br />Locks<br />Lights<br />Appliances<br />All at the tip of your fingers!<br />Technology exists - CommTech M2M provides internet-based alarm services<br />K-One Networks<br />
Business Compatibility<br />Increase marketing of Blackberry Enterprise software<br /><ul><li>proven security - utilized by NATO for transmitting secure documents
approved by several governments (see: http://na.blackberry.com/eng/ataglance/security/certifications.jsp)
Aim is to have complete mobile accessibility </li></ul>K-One Networks<br />
Transportation Compatibility<br />Supplant ipod dominance in cars – cobranding with automotive manufacturers<br />Faster connections on busses, trains<br />Possible connections on airlines (cost prohibitive)<br />K-One Networks<br />
Sources<br />iPhone sales grew 245% in 2008, Retrieved October 9, 2009, from http://brainstormtech.blogs.fortune.cnn.com/2009/03/12/iphone-sales-grew-245-in-2008-gartne<br />Colin Campbel. (August 14, 2009). Is the iPhone killing RIM? Retrieve October 9, 2009, from http://brainstormtech.blogs.fortune.cnn.com/2009/03/12/iphone-sales<br />Research In Motion Reports Fourth Quarter and Year-End Results for Fiscal 2009, Retrieved October 15, 2009, from http://press.rim.com/relea<br />WojtekDabrowski. ( Oct 6, 2009). ANALYSIS-iPhone at BCE, Telus raises stakes for BlackBerry. Retrieved October 9, 2009, from http://www.reuters.com/article/technology-media-telc<br /> Curtis Silver. (August 11, 2009). Great Geek Debates: iPhone vs. Blackberry. Retrieved October 9, 2009, from http://www.wired.com/geekdad/2009/08/great-geek-debates-iphone-vs-blackberry<br />Research in Motion Ltd - Consumer Electronics – Canada, Retrieved October 9, 2009, from <br />http://0-www.portal.euromonitor.com.innopac.lib.bcit.ca/passport/ResultsList.aspx<br />Wikipedia. (2009, October 20). Blackberry. Retrieved October 20, 2009, from Wikipedia: http://en.wikipedia.org/wiki/BlackBerry<br />Lichti, G. L. (2009). Marketing. McGraw-Hill Companies Inc.<br />K-One Networks<br />
Course Concepts<br />Analyzing the Marketing <br /> Environment<br /> Marketing Research and Information Systems<br />Consumer Behaviour<br />Segmentation, Target and Position<br />Developing New Products<br />Services and Tangible Products<br />K-One Networks<br />
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