SlideShare a Scribd company logo
44 2 7 7 999   Happy

66 33 9        New

999 33 2 777   Year
Devices
Blackberry at a Glance
• Led by Co-CEO Jim
         Co-           Balsillie and President Mike Lazaridis
•   1987 Research in Motion founded in Waterloo, Canada
•   1997 IPO Toronto Stock Market
•   1999 launch 1st Blackberry smartphone
•   1999 IPO Nasdaq
•   2001 Introduced in Europe
•   03/08/2010 Unleashes Blackberry OS 6
•   27/09/2010 Unveils Blackberry Playbook
•   12/2010 – over 120mio Smartphone shipped
Key Milestone

30X growth in 8 years ~ 15bio$ (2010)
Subscriber from 500.000 to          50mio (2010)
1st in 100 Fastest-Growing Companies 2009 (Fortune)
2nd Smartphone Sales Q1.2010 (Worldwide)
3 rd   Top 500 Superbrands 2010 (The Centre for Brand Analysis)

4th Mobile Terminal Sales Q1.2010
11th Coolest Brand 2010
….
Distribution Model
425 Carriers & National Distributor




Vietnam Distributor
Brand Architecture
Brand Architecture
Blackberry Bold 9700 AD
Brand Vision



              RELIABLE,
Best in-class Mobile connectivity
     in-
 so you can
              live large & achieve more
Brand-key
Root Strengths

                 Push Mail         Immediately



                 QWERTY            Keyboard


                 Blackberry Messenger

Root Strengths
Competitive Environment
               Business
                 Smartphone & Software




 Competitive
Environment
Target

          Upper Class BUSINESS people
          Age 25-55. Who work in
          Professional
          Executive
          &
 Target   Industry Segment
Insight



            Professional Image
          Fast-paced JOB & LIVES
Insight
Benefit

     …    Always Stay   in Touch   with
Discriminators



       … Blackberry is focused on the   Task
       at hand. It know It can deliver
       everything you want…
                        in   Work & Life
Values, Belief & Personality


      We SHOULD use Blackberry

                 … to describe our company, our
                 product and our brand


        … as a filter or a standard
        against which to measure our communications
        and behavior
Reason to believe




         ….could   Anybody BUSIER than him?
Essence



Essence
          Do what you Love
                      Love what you Do
Blackberry presentation
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Blackberry presentation

  • 1. 44 2 7 7 999 Happy 66 33 9 New 999 33 2 777 Year
  • 3. Blackberry at a Glance • Led by Co-CEO Jim Co- Balsillie and President Mike Lazaridis • 1987 Research in Motion founded in Waterloo, Canada • 1997 IPO Toronto Stock Market • 1999 launch 1st Blackberry smartphone • 1999 IPO Nasdaq • 2001 Introduced in Europe • 03/08/2010 Unleashes Blackberry OS 6 • 27/09/2010 Unveils Blackberry Playbook • 12/2010 – over 120mio Smartphone shipped
  • 4. Key Milestone 30X growth in 8 years ~ 15bio$ (2010) Subscriber from 500.000 to 50mio (2010) 1st in 100 Fastest-Growing Companies 2009 (Fortune) 2nd Smartphone Sales Q1.2010 (Worldwide) 3 rd Top 500 Superbrands 2010 (The Centre for Brand Analysis) 4th Mobile Terminal Sales Q1.2010 11th Coolest Brand 2010 ….
  • 5. Distribution Model 425 Carriers & National Distributor Vietnam Distributor
  • 9. Brand Vision RELIABLE, Best in-class Mobile connectivity in- so you can live large & achieve more
  • 11. Root Strengths Push Mail Immediately QWERTY Keyboard Blackberry Messenger Root Strengths
  • 12. Competitive Environment Business Smartphone & Software Competitive Environment
  • 13. Target Upper Class BUSINESS people Age 25-55. Who work in Professional Executive & Target Industry Segment
  • 14. Insight Professional Image Fast-paced JOB & LIVES Insight
  • 15. Benefit … Always Stay in Touch with
  • 16. Discriminators … Blackberry is focused on the Task at hand. It know It can deliver everything you want… in Work & Life
  • 17. Values, Belief & Personality We SHOULD use Blackberry … to describe our company, our product and our brand … as a filter or a standard against which to measure our communications and behavior
  • 18. Reason to believe ….could Anybody BUSIER than him?
  • 19. Essence Essence Do what you Love Love what you Do