A Better BlackBerry - Write Up

2

“Intelligence is something we are born with. Thinking is a skill that must be learned.”

Edward de BonoThinker & Inventor

3Table of Contents

The Overview

The Opportunity

The Market

The Creative

The Author

4

The Overview

5

“Vigorous writing is concise.”

William Strunk Jr.Author of the Elements of Style

6

RIM’s b read and bu t te r has a lways been bus iness . The i rony is tha t i t has a huge user base, most o f whom are consumers .

Recent ly the new CEO Thors ten He ins has s ta ted tha t the i r focus is on the consumer

and be t te r marke t ing .

Execut ive Summary

Yet , the nar ra t i ve has no t changed and ne i ther has the B lackBer ry exper ience improved dramat ica l l y. Improv ing the

exper ience o f engag ing w i th the B lackBer ry b rand is what my campaign focuses on .

7

The Opportunity

8

Henry FordFounder of Ford Motor Co.

“When everything seems to be going against you,

remember that the plane takes off against the wind,

not with it.”

9

T h e c o m p a n y i s a l r e a d y o n i t ’ s w a y t o u p d a t i n g t h e s o f t w a r e , h o w e v e r t h e t i m e o f

r e l e a s e f o r t h a t i s a l l t h e w a y a t t h e e n d o f t h e y e a r. M a n y B l a c k B e r r y u s e r s a r e h o l d i n g o u t u n t i l t h e r e l e a s e o f t h e n e w p l a t f o r m . U n f o r t u n a t e l y t h e r e a r e m a n y

w h o w o n ’ t s i t t h e r e t w i d d l i n g t h e i r t h u m b s w a i t i n g f o r t h e r e l e a s e o f B B 1 0 . U n t i l t h e n B l a c k B e r r y n e e d s t o o f f e r s o m e t h i n g n e w

f o r i t ’ s u s e r s t h a t w i l l m o t i v a t e t h e m t o c o n t i n u e t o s t a y l o y a l t o t h e b r a n d .

T h e S i t u a t i o n : A l o n g r o a d t o B B 1 0

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- G I G a o m - Te c h C r u n c h - A r s Te c h n i c a

- F o r b e s Te c h - T h e Ve r g e

T h e A p p r o a c h :

S c o u r i n g t h e Te c h B l o g o s p h e r e :

- B B F i e n d s - A p p l e C u l t i s t s

- A n d r o i d N e r d s - Te c h A g n o s t i c s

I n t e r v i e w i n g S m a r t p h o n e U s e r s :

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Findings

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“There is no rule more invariable than that we are paid for our suspicions by finding what we suspect.”

Henry David ThoreauAmerican Phi losopher

13

Company

B l a c k B e r r y M e a n s

B u s i n e s s

14

BB=

Biz

BlackBerry has become a very successful company, growing from less than 10 mill ion to over 75 mill ion users worldwide in less

than 5 years. Yet this was not enough. The competit ion grown like weeds from nothing and outmatched them 500 milion to their 75.

Company: BlackBer ry means Bus iness

15

“ T h e a t t r a c t i o n i n t h i s ( S o u t h A f r i c a ) c o u n t r y i s t h r e e f o l d : t h e u n l i m i t e d B I S f o r a r o u n d R 5 0 - R 6 0 a m o n t h ; t h e B l a c k B e r r y M e s s e n g e r ( B B M )

s e r v i c e t h a t h a s b u r n t t h r o u g h t h e t e e n a g e r a n d f a m i l y m a r k e t l i k e a

v e l d t f i r e ; a n d t h e a s p i r a t i o n a l p o w e r o f t h e B l a c k B e r r y a s a

h i g h - e n d b u s i n e s s p h o n e t h a t i s a c c e s s i b l e t o t h e o r d i n a r y u s e r . ”

A r t h u r G o l d s t u c k , G a d g e t M a g a z i n e

Company: BlackBer ry means Bus iness Con ’ t

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“ I n t h e c o r p o r a t e w o r l d , R I M ’ s r e p u t a t i o n f o r s e c u r i t y a n d e f f i -

c i e n c y r e m a i n s i n t a c t . B l a c k B e r r y s m a r t p h o n e s a r e s t i l l t h e d e f a u l t d e v i c e o n W a l l S t r e e t , B a y S t r e e t a n d i n t h e c o r r i d o r s o f p o w e r i n

W a s h i n g t o n a n d O t t a w a . C e l e b r i t y B l a c k B e r r y s i g h t i n g s d o s t i l l o c c u r

a n d t h e c o m p a n y ’ s i n t e r n a t i o n a l f o o t p r i n t c o n t i n u e s t o g r o w. ”

Company: BlackBer ry means Bus iness Con ’ t

M a t t H a r t l e y , F i n a n c i a l P o s t

17Company: BlackBer ry means Bus iness Con ’ t

‘ F i n a l l y, t h e B l a c k B e r r y i s p r i m a r i l y a b u s i n e s s t o o l . E v e n f o r c o n s u m e r u s e , i t

i s u s e d i n a n “ a l l - b u s i n e s s ” f r a m e o f m i n d . ’

G i s e l l e Ts i r u l n i k , M o b i l e M a r k e t e r

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Consumer

T h eB l a c k B e r r yP e r s o n a l i t y

19Consumer: The B lackBer ry Persona l i t y

There are two main types o f BB Users :

The Talker The Casual User

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-Use media less, communicates more

-Loves BBM, BBMs a small circle of people regularly

-Choose device based on their friends

-”I don’t care I love my Black-Berry”

All about communicating with others. Their device

should have the best communication first,

other features are either a bonus or unnecessary.

The Talker

Consumer: The BlackBerry Personality Con’t

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The Casual User

- P r a c t i c a l , I j u s t w a n t m y p h o n e t o w o r k

- M o r e l i k e l y t o s w i t c h b r a n d s

- Wa n t s d e v i c e t h a t f i t s t h e m

- Ve r y v o c a l , Q u i c k t o c o m p l a i n

This type of consumer are the easiest to gain or to lose. They focus on the

value of the device rather than the brand identity or the tech specifications.


22Top pressure points for BlackBerry Users

[2] Service Outage[3] Broken Phone[4] Can’t do much[5] Not Enough Apps

[1] Slow Internet


23Mobile Phone Satisfaction

“Very Satisfied”

Changewave, June 2011

Nokia RIM Samsung LG Motorola HTC Apple

70%

49%34

%38%27

%28%21

%


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Categor y

A To u g hF i e l d

25Mobile Device Marketshare, Q2 2011

19.1% 15.6% 26.4%

11

.6% 16.4%

11%

Apple iOS Manufacturer.

Sole Maker of the iOS line of mobile devices.

Nokia Windows Phone Manufacturer.

Maker of the soon to be released Lumia line of devices.

RIM QNX Manufacturer. Sole maker of the BlackBerry line of devices.

OthersAndroid, Web OS and other mobile device makers.

HTC Android manufacturer.

Maker of the Titan, Incredible, etc.

SamsungAndroid Manufacturer.Maker of the Galaxy series of mobile devices.

Category: A Tough Field

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The People’s Champ

Apple is the front runner with a cult following. It has consumers and the media eating out of the palm of their hand. Although it

only has 16% of mobile device marketshare world wide, it rakes in over 80% of the profit. The real question is, wil l i t ever fall off?

Category: A Tough Field Con’t

27Category: A Tough Field Con’t

The Open

ChoiceAndroid is running a close second to Apple, and it is gaining

momentum. It leads in some areas and is the popular alternative to Apple. Its smartphone marketshare is over 60% worldwide, but the profits are divide between over 11 different companies

to Apple’s lonesome. The only problem is can it handle it ’s own blistering pace of innovation?

28 Category: A Tough Field Con’t

TheAgingMonarch

Nokia’s in steep decline. It has a large share of the mobile device market, but those are an older, almost outdated generation of de-vices. It has only 2.5% of the smartphone market, even with the brand new Windows phone. With its future looking apocalyptic, what wil l come first; sell ing itself off, or f i l ing for bankruptcy?

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CultureTe c h n o l o g y

-A L o v e / H a t eR e l a t i o n s h i p

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“My Blackberry is more important to me than some of my bodily organs. For my

job my Blackberry is vital. Everyone has something that is vital for their job, and for me it happens to be my BlackBerry.

My phone is always by my side.”

Adam Schefter, ESPN Insider,

Crackberry.com Interview

Culture: Technology - A Love/Hate Con’t

31Culture: Technology - A Love/Hate Con’t

“My device is always nearby. I haven’t been

without my phone since I bought it 8 months ago.”

S t u d e n t

32 Culture: Technology - A Love/Hate Con’t

“ I would freak out if I lost my phone. Just the amount of investment you put into it, in money and time. My

whole l ife is on it.”

S t u d e n t

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“I ’m sitt ing here eating dinner and my phone

is right beside me, not my knife.”

D e v e l o p e r


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“Isn’t it awesome sometimes to just step away from your phone

for awhile.”

S t u d e n t


35

Insights

36

“A moment’s insight is sometimes worth a life’s

experience.”

Oliver Wendell Holmes Sr.American Writer & Poet

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RIM has taken a big hit in brand image. They have made questionable decisions

in how they interact with consumers, what they produce, and what they communicate to the market. RIM needs to make a better

effort to provide a strong and consistent message of their brand.

Company

38

Consumers are becoming increas ing ly in fo rmed about the mob i le dev ice mar -

ke t . They base the i r cho ices on what the dev ice o f fe rs . They won ’ t compromise

on such an impor tan t inves tment . They want the i r dev ices to do more , be t te r.

R IM needs to make sure they are g iv ing consumers dev ices tha t a re on par o r

be t te r than the res t o f the indus t ry.

Consumer

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R I M h a s l o s t i t ’ s p o s i t i o n a s a d o m i n a n t m o b i l e d e v i c e m a k e r.

C o m p a n i e s l i k e A p p l e a n d G o o g l e h a v e r e d i f i n e d t h e m a r k e t a n d a r e o u t g r o w i n g R I M . T h e y n e e d t o r e -v a m p t h e i r h a r d w a r e a n d s o f t w a r e ,

i f t h e y w a n t t o r e t a k e t h e t i t l e o f i n d u s t r y l e a d e r.

Category

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The speed of life and technological development is getting even faster. It is

almost to a point beyond where people can handle it. Getting a device now means that it will become obsolete within a year. There is a prevailing sense of being left behind. We are getting closer to the point where technology

is beyond our means of handling it.

Culture

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Strategic Opportunity

Nobody wants to be left behind. Making the transition between technologies easier is where

BlackBerry can beat out it’s competitors, who leave their consumers in a state of constant

upheaval. The fact that a consumer can buy a device now and improve it later without having

to constantly buy and upgrade is a great comfort many consumers are hoping for.

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The Market

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“The most basic of all human needs is the

need to understand and be understood.”

Ralph NicholsFather of the Field of Listening

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“Worse, with no new products in sight until the BlackBerry 10 launch later this fall and

the significant product transition it heralds, RIM’s outlook, for the time being, is likely to remain weak.”

John Paczkowski,All Things D Contributor

45Leaked 2012 Roadmap

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D i e h a r d B l a c k B e r r y u s e r s a r e n ’ t g o i n g a n y w h e r e . T h e r e f o r e t h e f o c u s i s o n t h e

c a s u a l u s e r. G e t t i n g t h e m m o r e v a l u e o u t o f t h e e x p e r i e n c e o f u s i n g a B l a c k B e r r y.

T h e i r d e v i c e i s t h e m a i n r e p r e s e n t a t i o n o f t h e B r a n d t h e y e n c o u n t e r o n a d a i l y b a s i s . To k e e p t h e m h a p p y a n d l o y a l B l a c k B e r r y

n e e d s t o m a k e t h a t e x p e r i e n c e a s e n j o y a b l e a s p o s s i b l e .

Campaign Strategy

47

Target Audience

48 Target Audience Con’t

Their phone is the most important inanimate object in their life. In fact they make a big deal of choosing their smartphone based on their network of friends choices. They

never leave home without it.

49Target Audience Con’t

They expect a lot from their phone. They expect it to amuse and entertain

them, to keep them connected with their network of people at all times. Most importantly, they expect it to

work without fail.

50

The Brief

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Why should I stick with Blackberry?

It’s for businessmen, and iPhone and Android are

way better anyway.

What the target believes now

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Key message to change mind

BlackBerry makes technology that works for you.

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What we want them to believe

BlackBerry fits in seamlessly within my life. I use it so much I almost forget that it’s

there.

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Only if my friends have BBM or if I send

a lot of emails will I pick BlackBerry over iPhone or Android.

What our target does now

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BlackBerry not only talks the talk, but walks the walk. We not only say we’re better, we make things that prove this.

Why they should believe us

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What we want them to do

Fall in love with these new services, like

consumers did with BlackBerry years ago.

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Optimistic,hopeful that BlackBerry is finally turning it around.

Tone

58

Marketing Mix

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“In the connection era, the marketing is the product, the service and most of all the

conversations it causes and the connections it makes.”

Seth GodinBest Sel l ing Author

60ProductQuality

Convenience

PlaceMobile Web

The value of this campaign is that it reaches the intended user in the best way possible, on their device through the web.

Every service is about making it easier and enjoyable to engage with BlackBerry and its devices.

BlackBerry can bridge the app disparity between iOS, Android, and themselves by backing rich HTML 5 apps.

61

BlackBerry was crit icised for not offering enough back for the trouble users faced when BB services went down. This gives them the option of redeeming for a free day of service or a discount towards the coming devices.

There’s a chance to aquire a few startups and make BlackBerry the leader in HTML 5 development, which is the future of the web. The same opportunity is there to cultivate a close knit BlackBerry hacker community.

BlackBerry’s future hinges on making the transition to BB10 as seamless as possible for users. This campaign focuses on fi l ing in the time between the release and making it a better choice to stay than to leave.

PromotionSpecial Offer

Joint Ventures

Process

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Brand Essence

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“A brand for a company is like a reputation for a person. You earn reputation by trying

to do hard things well.”

Jeff BezosFounder & CEO of Amazon

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Brand Equities

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Rational:Great Services

BlackBerry is world renowned for BBM, email, it’s BlackBerry

Enterprise Servers, etc. It’s adding more than just that now,

it’s not just the two or three main services that make BlackBerry worthwhile.

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Emotional:Users Love BlackBerry

The people who have stayed with BlackBerry love it. There

are however things they would like to see improved that would make them love it even more. BlackBerry wants to partner

with it’s users to have a more intimate relationship with them.

67

Social:Importance

Not only does BlackBerry have important celebrities, dignitaries, and executives as consumers - regular users also want to feel

valued. BlackBerry works hard to prove to it’s users that they are

important. This is why the current campaign is directed mainly at

them.

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BlackBerry has the best devices for communication.

Period. At making calls, emailing, and messaging

it’s second to none.

Performance:Communication

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Intuitive: BlackBerry knows Me

This is my BlackBerry, there are many like it but this one is mine.

I’s never without me and I’m never without it. I can barely keep count

of all the wonderful things my BlackBerry does for me. It’s so part of how I live, that it often fades into

the background.

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BlackBerry is...

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They refuse to quit, sell out or give in to competitors.

Fiercely Independent

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They stay the course and don’t always make the popular moves, but they often turn out

to be the right ones.

Stubbornly Unconventional

73

They don’t make fun things to do, they make the things

you do more fun.

Suprisingly Fun

74

BlackBerry believes...

75

Technology is the Difference

Technology exists to help people live better lives.

76

People above all else

What good is innovation if it doesn’t impact people’s lives

in a positive way?

77

Reliability is a Virtue

Being something that people can always count on is what

they hold dearest.

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To those who feel a deep desire to make a difference in the world around them,

Blackberry is the personal tool,that connects you with the resources you

need, so that you can be empowered,

because each Blackberry is equipped to help you face life head on.

Positioning Statement

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The Creative

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“Make the client the focal point of your business again. Without clients you will not make money. In fact, you

will not exist.”

Greg SmithOutgoing Goldman Sachs banker

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My Focus

This project is all about taking what BlackBerry does best and building the customer focused side of the company. BlackBerry can’t stop

being about business, but it needs to enhance its customer centric dimension of its brand,

even further.

They already have a great brand and their advertising is spot on. The question I asked

myself was:

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Why should BlackBerry users stay?

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“Every advertisement should be thought of as a contribution to the complex symbol which

is the brand image.”

David OgilvyA d v e r t i s i n g L e g e n d

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An email apologizing for the downtime in service

and notifying users of the makeup promo offer for all affected BlackBerry users.

Launch Email

Dear ______________,

Sincerely, BlackBerry

We really want to make up for your service going down.

Click Here to claim your prize.*

85

A guerilla ad that shows up while the user is waiting for the web link to load. It will prompt them to download

the revamped browser.

Loading Screen Ad

Your internet is soo sllloooooooooooooooooowwwwwwww!

Why don’t you getthe superfast,

superfun browser:

HuckleBerry

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The browser would be rebranded as HuckleBerry to promote fun & discovery on the web rather than the utilitarianism BlackBerry

sticks to.

HuckleBerry The new BlackBerry Browser

87Everything.Me Acquisition

BlackBerry can improve it’s web browsing experience

by acquiring Everything.Me and making their technology the backend of a revamped

bowser. It’s a next generation search engine, that makes

the web more fun for mobile devices and is actually better than Google’s mobile search

experience.

88Demosite

89

To make up for the downtime in service, BlackBerry will give

promo codes to redeem for two free days of BBM service or for a

discount on the coming BB10 phones.

Promo Offer

90

Using the remote diagnos-tic tool already available to every BlackBerry, this is a

branded service help service that makes troubleshooting

only one BBM away.

Remote Customer Service

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In a press released to online tech blog CrackBerry.com, CEO Thorsten Heins will annouce that BlackBerry

is willing to let users “Hack Away”. BlackBerry

Enterprise will remain protected from this, Black-

Berry tinkerers will be allowed to explore the

abilities of their devices.

Press Release

RIM CEO - “Hack Away!”

“We want to encourage BlackBerry enthusiasts

to push the limits of their devices. For average users we will maintain security. All we want to do is give users an avenue to fully

explore how their BlackBerry works.”

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BlackBerry doesn’t have time to fight with some of

the people who are working with their devices, even if they don’t always do it the “BlackBerry Way”. It’s time to bring together the com-munity outside of the com-pany, so BlackBerry users can really get the most out of their BlackBerry device.

Hacker Community Blog

93Twitter Page

94Tumblr Blog

95This is the current curated web page, Best of the Web

96

Dear ______________,

We know you’ve been waiting, and waiting, and waiting. Well, stop waiting.

Click Here to get more great apps.

Sincerely, BlackBerry

*

An email notifying Black-Berry users about the ton of new apps available to them through the Black-

Berry Best web app store.

App Store Email

97

BlackBerry Best of the Web will be rebranded

as BlackBerry Best, a web app store that any BlackBerry user can access with their browser. This will fill in the lack of apps until more apps are released on the new platform. It’s like a

pinch hitter until Babe Ruth comes up to bat.

Web App Store

98Openappmkt.com Acquisition

What really gives this impact is the aquisition of openappmkt.com. This is an HTML5 web app store

that provides free and paid apps to download. It hosts a large number of HTML5 apps that can be used by any mobile device. This would give BlackBerry the chance to take away sales from other device platforms, and to erode the app

advantage that Apple and Android have.

99

It’s not enough to encourage people to build these apps. That’s why BlackBerry will be partnering with Wix.com & Weever to

make HTML5 website and HTML5 web app creation accessible to anyone with a computer. Wix.com will allow anyone to build a site,

and Weever will allow them to convert it to an HTML5 web app.

HTML5 Tool Distribution

The Fastest Way from Zero to Apps

100HTML5 Site Creator

101HTML5 App Creator

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The Author

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What He actually does, is a little more complex...

This is James McNabHe’s an immigrant 2x over. He was born in the heart of Kingston, Jamaica, moved to Atlanta for a year when he was six, and finally came North of the border with his family.

“I was never really a designer early on. I played with lego a lot, but that’s about it. When I did decide to switch from a math &

science focus to an Art & business learning halfway through high school, all those hours spent LEGOing helped.”

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“I live on the web. If any new way to express

design in a new medium is made, I’m on it.”

And the thing that wakes up every morning and what I think of when I feel down is...

“I’m not a business man, I’m a business, man. My dad got me

to look at the practical side of things.”

“Music moves me. Almost every second of the day there’s a different song

stuck in my head.”

“Don’t get me wrong, I’m very hands on.

I’ve built a few things you wouldn’t expect.”

James 2.0

105

“Do Great things,

Do things Great”

A Better BlackBerry - Write Up

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Transcript of A Better BlackBerry - Write Up