Blackberry Storm wishes to overtake the iPhone in the smartphone market. The iPhone has similar features to the Blackberry Storm but dominates the consumer market, while Blackberry dominates the industrial market. Apple's sales tripled between 2005-2007, reaching $19 billion. To compete, Blackberry's marketing plan is to introduce a "Blackberry DiY" option that allows customers to customize the exterior of their phone, appealing to multiple target markets. The plan will market and test the new Blackberry DiY in Vancouver before a full product launch near Christmas to target gift buyers. Feedback will be reviewed and the plan modified if needed.