5“Vigorous writing is concise.” William Strunk Jr. Author of the Elements of Style
6 Executive Summary RIM’s bread and butter has always been business. The irony is that it has a huge user base, most of whom are consumers. Recently the new CEO Thorsten Heins has stated that their focus is on the consumer and better marketing. Ye t , t h e n a r r a t i v e h a s n o t c h a n g e d a n d neither has the BlackBerry experience i m p r o v e d d r a m a t i c a l l y. I m p r o v i n g t h e experience of engaging with the BlackBerry brand is what my campaign focuses on.
8 “When everything seems to be going against you, remember that the plane takes off against the wind, not with it.” Henry Ford Founder of Ford Motor Co.
9 The Situation: A long road to BB10 The company is already on it’s way toupdating the software, however the time of release for that is all the way at the end o f t h e y e a r. M a n y B l a c k B e r r y u s e r s a r e holding out until the release of the new platform. Unfortunately there are manywho won’t sit there twiddling their thumbswaiting for the release of BB10. Until then BlackBerry needs to offer something new for it’s users that will motivate them to continue to stay loyal to the brand.
10 The Approach: S c o u r i n g t h e Te c h B l o g o s p h e r e : - G I G a o m - Te c h C r u n c h - A r s Te c h n i c a - F o r b e s Te c h - T h e Ve r g e Interviewing Smartphone Users: -BB Fiends -Apple Cultists - A n d r o i d N e r d s - Te c h A g n o s t i c s
14 Company: BlackBerry means Business BB = Biz BlackBerry has become a very successful company, growing from less than 10 million to over 75 million users worldwide in less than 5 years. Yet this was not enough. The competition grown like weeds from nothing and outmatched them 500 milion to their 75.
Company: BlackBerry means Business Con’t 15 “The attraction in this (South Africa) country is threefold: the unlimited BIS for around R50-R60 a month; the BlackBerry Messenger (BBM) service that has burnt through the teenager and family market like a veldt fire; and the aspirational power of the BlackBerry as a high-end business phone that is a c c e s s i b l e t o t h e o r d i n a r y u s e r. ” Arthur Goldstuck, Gadget Magazine
16 Company: BlackBerry means Business Con’t “In the corporate world, RIM’s reputation for security and effi- ciency remains intact. BlackBerry smartphones are still the default device on Wall Street, Bay Street and in the corridors of power in Washington and Ottawa. Celebrity BlackBerry sightings do still occur and the company’s international f o o t p r i n t c o n t i n u e s t o g r o w. ” Matt Hartley, Financial Post
Company: BlackBerry means Business Con’t 17 ‘ F i n a l l y, t h e B l a c k B e r r y i s primarily a business tool. Even for consumer use, it is used in an “all-business” frame of mind.’ G i s e l l e Ts i r u l n i k , Mobile Marketer
Consumer: The BlackBerry Personality 19 There are two main types of BB Users: T h e Ta l k e r The Casual User
20 Consumer: The BlackBerry Personality Con’t T he Talker -Use media less, communicates more -Loves BBM, BBMs a small circle of people regularly All about communicating -Choose device based on their with others. Their device friends should have the best communication first, -”I don’t care I love my Black- other features are either Berry” a bonus or unnecessary.
Consumer: The BlackBerry Personality Con’t 21 T he Casual User -Practical, I just want my phone to work -More likely to switch brands This type of consumer are - Wa n t s d e v i c e t h a t f i t s the easiest to gain or to them lose. They focus on the value of the device rather - Ve r y v o c a l , Q u i c k t o than the brand identity or complain the tech specifications.
22 Consumer: The BlackBerry Personality Con’t Top pressure points for BlackBerry Users  Slow Internet  Service Outage  Broken Phone  Can’t do much  Not Enough App s
Consumer: The BlackBerry Personality Con’t 23 Mobile Phone Satisfaction “Very Satisfied” 70 % 49 % 34 38 % % 27 28 % % 21 % Nokia RIM Samsung LG Motorola HTC Apple Changewave, June 2011
Category: A Tough Field 25 Mobile Device Marketshare, Q2 2011 Samsung Android Manufacurer. t Maker of the Gala y series x of mobile device. s % HTC 16.4 RIM Android manufacurer. t QNX Manufac turer. Sole % Maker of theTitan, 11.6 maker of the BlackBerr y Incredible, etc. line of device s. 11 % 1 9.1 .4 % % Apple 15.6 % 26 Others iOS Manufac turer. Android,Web OS and Sole Maker of the iOS line other mobile device of mobile device.s makers. Nokia Windows Phone Manufacurer. t Maker of the soon to be releasedLumia line of devices.
26 Category: A Tough Field Con’t The People’s Champ Apple is the front runner with a cult following. It has consumers and the media eating out of the palm of their hand. Although it only has 16% of mobile device marketshare world wide, it rakes in over 80% of the profit. The real question is, will it ever fall off?
Category: A Tough Field Con’t 27 The Open Choice Android is running a close second to Apple, and it is gaining momentum. It leads in some areas and is the popular alternative to Apple. Its smartphone marketshare is over 60% worldwide, but the profits are divide between over 11 different companies to Apple’s lonesome. The only problem is can it handle it’s own blistering pace of innovation?
28 Category: A Tough Field Con’t The Aging Monarch Nokia’s in steep decline. It has a large share of the mobile device market, but those are an older, almost outdated generation of de- vices. It has only 2.5% of the smartphone market, even with the brand new Windows phone. With its future looking apocalyptic, what will come first; selling itself off, or filing for bankruptcy?
29 CultureTe c h n o l o g y -A Love/HateRelationship
30 Culture: Technology - A Love/Hate Con’t “My Blackberry is more important to me than some of my bodily organs. For my job my Blackberry is vital. Everyone has something that is vital for their job, and for me it happens to be my BlackBerry. My phone is always by my side.” Adam Schefter, ESPN Insider, Crackberry.com Interview
Culture: Technology - A Love/Hate Con’t 31 “My device is always nearby. I haven’t been without my phone since I bought it 8 months ago.” Student
32 Culture: Technology - A Love/Hate Con’t “I would freak out if I lost my phone. Just the amount of investment you put into it, in money and time. My whole life is on it.” Student
Culture: Technology - A Love/Hate Con’t 33 “I’m sitting here eating dinner and my phone is right beside me, not my knife.” Developer
34 Culture: Technology - A Love/Hate Con’t “Isn’t it awesome sometimes to just step away from your phone for awhile.” Student
36 “A moment’s insight is sometimes worth a life’s experience.” Oliver Wendell Holmes Sr. American Writer & Poet
37 Company RIM has taken a big hit in brand image. They have made questionable decisionsin how they interact with consumers, whatthey produce, and what they communicateto the market. RIM needs to make a better effort to provide a strong and consistent message of their brand.
38 Consumer Consumers are becoming increasingly informed about the mobile device mar- ket. They base their choices on what the device offers. They won’t compromise on such an important investment. They w a n t t h e i r d e v i c e s t o d o m o r e , b e t t e r. RIM needs to make sure they are giving consumers devices that are on par or b e t t e r t h a n t h e r e s t o f t h e i n d u s t r y.
39 Category RIM has lost it’s position as a d o m i n a n t m o b i l e d e v i c e m a k e r.Companies like Apple and Googlehave redifined the market and areout growing RIM. They need to re-vamp their hardware and software, if they want to retake the title of i n d u s t r y l e a d e r.
40 Culture The speed of life and technological development is getting even faster. It is almost to a point beyond where people can handle it. Getting a device now means that it will become obsolete within a year. There is a prevailing sense of being left behind. We are getting closer to the point where technology is beyond our means of handling it.
41 Strategic Opportunity Nobody wants to be left behind. Making thetransition between technologies easier is where BlackBerry can beat out it’s competitors, who leave their consumers in a state of constant upheaval. The fact that a consumer can buy a device now and improve it later without having to constantly buy and upgrade is a great comfort many consumers are hoping for.
43 “The most basic of all human needs is theneed to understand and be understood.” Ralph Nichols Father of the Field of Listening
44 “Worse, with no new products in sight until the BlackBerry 10 launch later this fall and the significant product transition it heralds, RIM’s outlook, for the time being, is likely to remain weak.” John Paczkowski, All Things D Contributor
46 Campaign Strategy Diehard BlackBerry users aren’t going anywhere. Therefore the focus is on the c a s u a l u s e r. G e t t i n g t h e m m o r e v a l u e o u t o f t h e e x p e r i e n c e o f u s i n g a B l a c k B e r r y. Their device is the main representation of the Brand they encounter on a daily basis. To k e e p t h e m h a p p y a n d l o y a l B l a c k B e r r y needs to make that experience as enjoyable as possible.
48 Target Audience Con’t Their phone is the most important inanimate object in their life. In fact they make a big deal of choosing their smartphone based on their network of friends choices. They never leave home without it.
Target Audience Con’t 49 They expect a lot from their phone. They expect it to amuse and entertain them, to keep them connected with their network of people at all times. Most importantly, they expect it to work without fail.
59 “In the connection era, themarketing is the product, the service and most of all theconversations it causes and the connections it makes.” Seth Godin Best Selling Author
60 Product Quality BlackBerry can bridge the app disparity between iOS, Android, and themselves by backing rich HTML 5 apps. Convenience Every service is about making it easier and enjoyable to engage with BlackBerry and its devices. Place Mobile Web The value of this campaign is that it reaches the intended user in the best way possible, on their device through the web.
61PromotionSpecial Offer BlackBerry was criticised for not offering enough back for the trouble users faced when BB services went down. This gives them the option of redeeming for a free day of service or a discount towards the coming devices.Joint Ventures There’s a chance to aquire a few startups and make BlackBerry the leader in HTML 5 development, which is the future of the web. The same opportunity is there to cultivate a close knit BlackBerry hacker community.Process BlackBerry’s future hinges on making the transition to BB10 as seamless as possible for users. This campaign focuses on filing in the time between the release and making it a better choice to stay than to leave.
65Rational:Great Services BlackBerry is world renowned for BBM, email, it’s BlackBerry Enterprise Servers, etc. It’s adding more than just that now, it’s not just the two or three main services that make BlackBerry worthwhile.
66 Emotional: Users Love BlackBerry The people who have stayed with BlackBerry love it. There are however things they would like to see improved that would make them love it even more. BlackBerry wants to partner with it’s users to have a more intimate relationship with them.
67Social:Importance Not only does BlackBerry have important celebrities, dignitaries, and executives as consumers - regular users also want to feel valued. BlackBerry works hard to prove to it’s users that they are important. This is why the current campaign is directed mainly at them.
68 Performance: Communication BlackBerry has the best devices for communication. Period. At making calls, emailing, and messaging it’s second to none.
69Intuitive:BlackBerry knows Me This is my BlackBerry, there are many like it but this one is mine. I’s never without me and I’m never without it. I can barely keep count of all the wonderful things my BlackBerry does for me. It’s so part of how I live, that it often fades into the background.
75Technology is the Difference Technology exists to help people live better lives.
76 People above all else What good is innovation if it doesn’t impact people’s lives in a positive way?
77 Reliability is a VirtueBeing something that peoplecan always count on is what they hold dearest.
78 Positioning Statement To those who feel a deep desire to make a difference in the world around them, Blackberry is the personal tool, that connects you with the resources you need, so that you can be empowered, because each Blackberry is equipped to help you face life head on.
80 “Make the client the focal point of your business again. Without clients you will not make money. In fact, you will not exist.” Greg Smith Outgoing Goldman Sachs banker
81 My FocusThis project is all about taking what BlackBerry does best and building the customer focused side of the company. BlackBerry can’t stopbeing about business, but it needs to enhance its customer centric dimension of its brand, even further. They already have a great brand and their a dvertising is spot on. The question I asked myself was:
83 “Every advertisement shouldbe thought of as a contribution to the complex symbol which is the brand image.” David Ogilvy Advertising Legend
84 Launch Email Dear ______________, We really want to make up for your service going down. *Click Here to claim your prize. Sincerely, BlackBerry An email apologizing for the downtime in service and notifying users of the makeup promo offer for all affected BlackBerry users.
85Loading Screen Ad Your internet is soo sllloooooooooooooo oooowwwwwwww! Why don’t you get the superfast, superfun browser: HuckleBerry A guerilla ad that shows up while the user is waiting for the web link to load. It will prompt them to download the revamped browser.
86 HuckleBerry The new BlackBerry Browser The browser would be rebranded as HuckleBerry to promote fun & discovery on the web rather than the utilitarianism BlackBerry sticks to.
87Everything.Me Acquisition BlackBerry can improve it’s web browsing experience by acquiring Everything.Me and making their technology the backend of a revamped bowser. It’s a next generation search engine, that makes the web more fun for mobile devices and is actually better than Google’s mobile search experience.
89Promo Offer To make up for the downtime in service, BlackBerry will give promo codes to redeem for two free days of BBM service or for a discount on the coming BB10 phones.
90 Remote Customer Service Using the remote diagnos- tic tool already available to every BlackBerry, this is a branded service help service that makes troubleshooting only one BBM away.
91Press Release RIM CEO - “Hack Away!” “We want to encourage BlackBerry enthusiasts to push the limits of their devices. For average users we will maintain security. All we want to do is give In a press released to online users an avenue to fully tech blog CrackBerry.com, explore how their CEO Thorsten Heins will BlackBerry works.” annouce that BlackBerry is willing to let users “Hack Away”. BlackBerry Enterprise will remain protected from this, Black- Berry tinkerers will be allowed to explore the abilities of their devices.
92 Hacker Community Blog BlackBerry doesn’t have time to fight with some of the people who are working with their devices, even if they don’t always do it the “BlackBerry Way”. It’s time to bring together the com- munity outside of the com- pany, so BlackBerry users can really get the most out of their BlackBerry device.
95This is the current curated web page, Best of the Web
96 App Store Email Dear ______________, We know you’ve been waiting, and waiting, and waiting. Well, stop waiting. *Click Here to get more great apps. Sincerely, BlackBerry An email notifying Black- Berry users about the ton of new apps available to them through the Black- Berry Best web app store.
97Web App Store BlackBerry Best of the Web will be rebranded as BlackBerry Best, a web app store that any BlackBerry user can access with their browser. This will fill in the lack of apps until more apps are released on the new platform. It’s like a pinch hitter until Babe Ruth comes up to bat.
98 Openappmkt.com Acquisition What really gives this impact is the aquisition of openappmkt.com. This is an HTML5 web app store that provides free and paid apps to download. It hosts a large number of HTML5 apps that can be used by any mobile device. This would give BlackBerry the chance to take away sales from other device platforms, and to erode the app advantage that Apple and Android have.
99 HTML5 Tool Distribution The Fastest Way from Zero to Apps It’s not enough to encourage people to build these apps. That’s why BlackBerry will be partnering with Wix.com & Weever tomake HTML5 website and HTML5 web app creation accessible toanyone with a computer. Wix.com will allow anyone to build a site, and Weever will allow them to convert it to an HTML5 web app.
103 This is James McNab He’s an immigrant 2x over. He was born in the heart of Kingston, Jamaica, moved to Atlanta for a year when he was six, and finally came North of the border with his family. “I was never really a designer early on. I played with lego a lot, but that’s about it. When I did decide to switch from a math & science focus to an Art & business learning halfway through high school, all those hours spent LEGOing helped.”What He actually does, is a little more complex...
104 James 2.0 “I live on the web. If any “Don’t get me wrong, new way to express I’m very hands on. design in a new medium I’ve built a few things is made, I’m on it.” you wouldn’t expect.” “I’m not a business “Music moves me. Almost man, I’m a business, every second of the day man. My dad got me there’s a different song to look at the practical stuck in my head.” side of things.” And the thing that wakes up every morning and what I think of when I feel down is...