1. Submitted to BlackBerry Device BU Global Heads
in fulfillment of the requirements for the Co-ops Case Competition
April 14, 2016
Bold Keyboards
By:
Niloufar Azmi
Mehant Parkash
Andrew Marchment
Team Mentor: Nathan Webster
2. Overview
• Scope
• Defining the problem
• Our solution
• Solution Overview
• Advantages
• Risks and Mitigations
• Short-term Plan
• Survey
3. Defining the problem
• Current Priv slide out PKB
• Make the device bulky and heavy
• Narrow design and tightly spaced keys
• Adding to the design cost
• No option for user to opt out of PKB
5. Scope
• Physical Keyboard Patents
• Market Niche for Physical Keyboards
• Better Accuracy and Tactile Feedback
• Additional Hardware Features
• Reduced Hardware Design Cost
6. Analysis
• Hardware Business Future
“Keyboard is amazing (Typing without to much thought on finger placement) (I am not as fast as I used to be but is more enjoyable and I am
more confident when I am typing.. less errors”
“The keyboard is second to none. I can now type long emails, texts and long notes. It was absolutely frustrating for me to use a virtual keyboard
especially when typing emails or long texts. Having a physical keyboard makes life so much easier for me. One of the great things of having a
slider keyboard is that you have the whole screen real state for viewing. Definitely a new experience. The keyboard also acts as a track pad and
to precisely move the cursor when typing texts”
“I wouldn't say it's the best keyboard experience I've ever had. That still belongs to the likes of the Bold 9000 from years past. But, it's very
much the experience I've looked for on Android since I first picked up that Milestone back in 2010”
7. Recommendation
• Hardware Business Profitable
• Let Blackberry bring added value to third party phones.
• Add-on features increase the unique value proposition of the
keyboard accessory
• Battery Extender,
• Loud Speaker,
• USB hub.
• This accessory will increase market enthusiasm for BlackBerry devices
by refamiliarizing users with the BlackBerry Keyboard Experience.
8. Risks & Mitigations
Risks Mitigations
Realistic (niche market) Market survey to find out potential
buyers
Adding to Device Dimensions Bluetooth and Hide-in Option
Competitions Blackberry unique features
9. Short Term Plan
September,2016
• Funding
• Market Research
November,2016
• Prototype Design and
Software Development
• Cost Analysis
May,2017
• Testing
• Hype Generation
August,2017
• ROI Analysis
• Industrial Design
• Testing and Marketing
November,2017
• Product Go-head or no-
go
Scope and Advantages
BB owns a few keyboard patents on HW
This unit independently is profitable. The profit margin is much higher for accessories .
There is demand as many former blackberry users would like to have blackberry experience back.
The accessory can add BlackBerry core competencies in Battery life, sound and productivity to any third-party phone
It can back slide or side slide
Size is an issue(wireless keyboards if the display goes above 5.5 inch)
Competitions(unique feature, better quality, brand-name for the keyboard)
Pricing(Cheaper manufacturing from Asian countries)
