The document summarizes the history and features of various tablet devices from 2010-2012 such as the original iPad, Motorola Xoom, and Blackberry Playbook. It then discusses the product failure of the Blackberry Playbook due to its dependency on Blackberry smartphones, low app availability, and software issues. The document outlines Blackberry's efforts to improve the Playbook through additional features like security updates and an optimized camera. Finally, it briefly summarizes Blackberry's relaunch strategy for the Playbook, which targeted both enterprise and consumer audiences through communication plans like sponsoring events and a social media campaign.

2. Ipad I
Motorola Xoom
LG G-Slate
Blackberry
Playbook
Ipad 2
Acer Iconia Tab
Samsung Galaxy
Tab
Toshiba Tablet
HP TouchPad
2010
2011
2012
April

3. ProductGoals ● Compete with existing tablet based devices in the
market.
● A tablet friendly and with features for both consumer
and corporate segments of the market.
● Attempt to bring up mobile devices to the level of
desktop computers
○ co-CEO Mike Lazaridis

4. ValueProposition CONSUMER
● Smaller tablet than others
● Multitasking
● USB Port Features
● HD Video & Music
● Adobe Flash Support
● Reading
● Security
● Games availability
ENTERPRISE
● Superior Quality and
Reliability
● Multitasking
● USB Port Feature
● Batter Battery Life
● Adobe Flash Support
● Security
● Multiple Tools For Business
● Push Technology

5. Product Failure

6. ● Email, Messenger dependency on Blackberry Bridge and BB smartphones

7. ● Email, Messenger dependency on BlackBerry Bridge and BlackBerry smartphones
● Low number of available applications due to newly acquired QNX platform
Particulars
Blackberry App World Apple Store Android Play
Store
Microsoft
Store
2011 36,781 425,000 250,0000 For downloading the
third-party software
Store- Feb 2012
"Apple's App Store Downloads Top 15 Billion". Apple Press Info. Apple Inc. July 7, 2011.
"BlackBerry App World crosses over the 1 billion app download mark, 3 million downloads per day". MobileSyrup
Nickinson, Phil (July 14, 2011). "Android Market now has more than a quarter-million applications". Android Central

8. ● Email, Messenger dependency on Blackberry Bridge and BB smartphones
● Low number of available applications due to newly acquired QNX platform
● Software issues
○ No native e-mail and calendar application
● No 3G without tethering
● Poor advertising/ commercials

9. ● Email, Messenger dependency on Blackberry Bridge and BB smartphones
● Low number of available applications due to newly acquired QNX platform
● Software issues
○ No native e-mail and calendar application
● No 3G without tethering
● Poor advertising/ commercials
● Product launched in hurry to combat
● Negative brand reputation
○ Employee layoffs
○ Decreasing shares
○ Failed smartphone product

10. Improvised Product

11. “Tablet Demand and Disruption- Mobile Users Come of Age”, February 14, 2011, MORGAN STANLEY

12. ● BlackBerry Controller (stylus+ppt remote etc)
● Instant Notes

13. ● BlackBerry Controller (stylus+ppt remote etc)
● Instant Notes
● BlackBerry Screen Share & Cloud Sync
● BlackBerry Hub & Peek

14. ● BlackBerry Controller (stylus+ppt remote etc)
● Instant Notes
● BlackBerry Screen Share & Cloud Sync
● BlackBerry Hub & Peek
● Customized Application

15. ● BlackBerry Controller (stylus+ppt remote etc)
● Instant Notes
● BlackBerry Screen Share & Cloud Sync
● Customized Application
● Security
○ DTEK
○ Privacy Shade App

16. ● BlackBerry Controller (stylus+ppt remote etc)
● Instant Notes
● BlackBerry Screen Share & Cloud Sync
● Customized Application
● BlackBerry Hub
● Security
○ DTEK
○ Privacy Shade App
● Optimised Camera
○ Front -Video conferencing
○ Back -Document scan

17. ● BlackBerry Controller (stylus+ppt remote etc)
● Instant Notes
● BlackBerry Screen Share & Cloud Sync
● Customized Application
● BlackBerry Hub
● Security
○ DTEK
○ Privacy Shade App
● Optimised Camera
○ Front -Video conferencing
○ Back -Document scan
StockAndroid

18. “Tablet Demand and Disruption- Mobile Users Come of Age”, February 14, 2011, MORGAN STANLEY
BB Notes
BB Screen Share & Sync
Customised App
Optimised Camera
Security

20. Relaunch Strategy

21. TargetAudience ● Enterprise
● Consumer
“Tablet Demand and Disruption- Mobile Users Come of Age”, February 14, 2011, MORGAN STANLEY

22. PositioningbySegment Enterprise
Consumer
Low Price High Price

23. CommunicationStrategy ● Communication Goal
○ Changing the perception about BlackBerry
○ Maximise our reach to the target audience
● Target Audience
○ Enterprise

24. CommunicationStrategy ● Communication Plan
○ Sponsoring events
■ B-School events
■ Corporate training
○ Social Media campaign
● Channels
○ Launch event
○ Hoardings

25. Thank You