The document analyzes BlackBerry's core competencies, products, marketing objectives, and strategic focus. It identifies BlackBerry's strengths in enterprise services, applications, and security. The marketing objective is to retain current business customers and acquire new customers by emphasizing BlackBerry's specialization in enterprise solutions and security. The strategic focus is on retaining existing customers and gaining market share from competitors like Apple and HTC.

1. BIG PICTURE PROJECT- BLACKBERRY ANALYSIS
ENGR599- Class 6
November 28, 2011
Siyuan Cao, Jordan Handler, and Haowei Lu

2. CORE COMPETENCE
Core Competence Strategic Assets Benefits
• Enterprise services • Applications for business • Reliability
• Quick and secure data and industrial solutions • Efficacy
service • BB OS7 • Service
• BB Enterprise Server • Status
• BBM • Expertise
• Brand name • Technical support
• Research in Motion service
• Software developer
• Unique design
Goal: convince more users to utilize BB’s business solutions

3. FUNDAMENTAL ENTITY
BlackBerry (hybrid brand)
Enterprise software and digital devices
Research in Motion Smartphone
App
Bold Torch
Development (entertainment/
Enterprise (performance)
large screen)
Server
Tablet
Tech Playbook Curve
Support (low price)
Connects with Low price
BB apps (start at $199)

4. MARKETING OBJECTIVE
• Customer definition
• Someone who is currently using our product (pays monthly)
• Mainly composed of enterprise corporations
• Customer acquisition
• Target head loyal customers due to BB’s mobile services, technical
support, and enterprise solutions
• Obtain former customers by reemphasizing specialties and becoming a
more concentrated company
• Estimated CLV
0.7
= $ = $ = $ ∗ 1.75
1 + − 1 + 0.1 − 0.7

5. SOURCE OF VOLUME
• Category definition- Smartphones for businesses
• Competitors- Other smartphone brands
• Apple, HTC, Samsung
Marketing Objective SOV/Competitors Target Bodies (in US)*
Acquisition Stimulate Demand Non-smartphone 218M (1)
users, businesses
without mobile
enterprise solutions
Acquisition Steal Share from Smartphone users of 74.8M (2)
Apple, HTC other brands
Retention Stimulate Demand Current BB users 0.74M (3)
Retention Steal Share from Users near end of 0.37M
Apple, HTC contract

6. STRATEGIC FOCUS
• Focus on the retention/steal share quadrant
• Current issue
• Keeps users from moving to competitors
• More efficient investment
• Secondary focus on acquisition/steal share
• BB has unique specialty

7. QUESTIONS?
References
1. CTIA- The Wireless Association for 2010, Cell Phone Subscribers in US
2. http://www.inman.com/news/2011/08/30/number-smartphone-users-jumps-10
3. http://www.intomobile.com/2011/11/01/blackberry-us-smartphone-market-share-down-
9-htc-beats-out-samsung-and-apple/