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K-One Networks presents<br />A Whole    New                    Level of BlackBerry<br />K-One Networks<br />
Agenda<br />K-One Networks<br />
Case Synopsis<br />K-One Networks<br />
Blackberry Storm Commercial<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 an...
Demographics<br />North American<br />Business Professionals<br />Urban city living<br />GenX, Baby Boomers<br />25-60<br ...
 ExpandingDemographics<br />Globally<br />Urban city living<br />Teen/Tween and Gen Y<br />Little to no income<br />Avid t...
Worldwide Smartphone Sales 2008<br />K-One Networks<br />
Worldwide Smartphone Market Share 2008<br />K-One Networks<br />
Worldwide Smartphone Sales 2008<br />K-One Networks<br />
PRODUCT<br />K-One Networks<br />
         PRICE                      PLACE<br />K-One Networks<br />
PROMOTION<br />K-One Networks<br />
K-One Networks<br />SWOT Analysis<br />
Alternative one<br />Productivity<br />
Advantages<br />Low Product & <br />Development Costs<br />Software Productivity<br />Increase Breadth<br />
Disadvantages<br />K-One Networks<br />Narrow minded<br />Enact real improvements?<br />
Alternative two<br />Compatibility<br />
Create bigger brand awareness<br />
Co-branding<br />
Reach out to a larger target market<br />
Disadvantages<br />Partnership Disputes<br />
Alternative Three<br />Entertainment<br />
Advantages<br />
Disadvantages<br /><ul><li>  Business phone image
  Investment risks
  High competition with existing</li></ul>products<br />
Which alternative is the best solution?<br />K-One Networks<br />
Solution<br />Alternative 1 – Productivity <br />Alternative 2 – Compatibility<br />Alternative 3 – Entertainment <br />	W...
Costs of Solution<br />K-One Networks<br />
Implementation<br />K-One Networks<br />
Step by StepImplementation Process<br />Value Added Services through Compatibility<br />Integration into:<br />Homes<br />...
Home Compatibility<br />Alarm Services<br />Locks<br />Lights<br />Appliances<br />All at the tip of your fingers!<br />Te...
Business Compatibility<br />Increase marketing of Blackberry Enterprise software<br /><ul><li>proven security - utilized b...
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 />
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Rim Case Study Presentation 1

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Rim Case Study Presentation 1

  1. 1. K-One Networks presents<br />A Whole New Level of BlackBerry<br />K-One Networks<br />
  2. 2. Agenda<br />K-One Networks<br />
  3. 3. Case Synopsis<br />K-One Networks<br />
  4. 4. Blackberry Storm Commercial<br />K-One Networks<br />
  5. 5. Apple fan’s reaction…<br />K-One Networks<br />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. 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 />
  9. 9. Worldwide Smartphone Sales 2008<br />K-One Networks<br />
  10. 10. Worldwide Smartphone Market Share 2008<br />K-One Networks<br />
  11. 11. Worldwide Smartphone Sales 2008<br />K-One Networks<br />
  12. 12. PRODUCT<br />K-One Networks<br />
  13. 13. PRICE PLACE<br />K-One Networks<br />
  14. 14. PROMOTION<br />K-One Networks<br />
  15. 15. K-One Networks<br />SWOT Analysis<br />
  16. 16. Alternative one<br />Productivity<br />
  17. 17. Advantages<br />Low Product & <br />Development Costs<br />Software Productivity<br />Increase Breadth<br />
  18. 18. Disadvantages<br />K-One Networks<br />Narrow minded<br />Enact real improvements?<br />
  19. 19. Alternative two<br />Compatibility<br />
  20. 20. Create bigger brand awareness<br />
  21. 21. Co-branding<br />
  22. 22. Reach out to a larger target market<br />
  23. 23. Disadvantages<br />Partnership Disputes<br />
  24. 24. Alternative Three<br />Entertainment<br />
  25. 25. Advantages<br />
  26. 26. Disadvantages<br /><ul><li> Business phone image
  27. 27. Investment risks
  28. 28. High competition with existing</li></ul>products<br />
  29. 29. Which alternative is the best solution?<br />K-One Networks<br />
  30. 30. Solution<br />Alternative 1 – Productivity <br />Alternative 2 – Compatibility<br />Alternative 3 – Entertainment <br /> Why?<br />K-One Networks<br />
  31. 31. Costs of Solution<br />K-One Networks<br />
  32. 32. Implementation<br />K-One Networks<br />
  33. 33. 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 />
  34. 34. 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 />
  35. 35. Business Compatibility<br />Increase marketing of Blackberry Enterprise software<br /><ul><li>proven security - utilized by NATO for transmitting secure documents
  36. 36. approved by several governments (see: http://na.blackberry.com/eng/ataglance/security/certifications.jsp)
  37. 37. Aim is to have complete mobile accessibility </li></ul>K-One Networks<br />
  38. 38. K-One Networks<br />
  39. 39. 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 />
  40. 40. 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 />
  41. 41. 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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