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Mobile Phone Sector in India
India is one of the fastest growing markets for the mobile
industry.
2006 - India witnessed sales of 69 million handsets, doubling
from the 32 million mark reached in 2005. (Source: The Times ofIndia Jan 07)
India added close to 20 million cell-phone subscribers in
second quarter 2007, taking the total to close to 185 million.(Source: Telecom Regulatory Authority of India)
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Maintaining growth in the business arena
Convergence
Latest applications for the business user
Opportunity within the under 25 Demographic
Style and applications
Needs of the urban consumers lifestyle
High end camera
music
web access etc.
Users may not be able to afford a mobile
phone
Price is a factor but not the definitive
Battery Life is important than web features
Shared Mobile Phone offered in local villages
Network expansion
Low tariffs
Strong second hand market
Government subsidising roll-outs of mobile
services in rural markets
Limited availability of fixed-line services hasmade mobile telephony the only source of
telecoms service
Intense competition benefits vs. volume
Diversity The need for smart phones with Indian language capabilities
Demands of a Differentiated Society
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Smartphone Sector in India
What is a Smartphone?Mobile + Personal Computer = Smartphone
2006 IDCs Multi-Client study and survey of Smartphone
subscribers across five countries revealed :
o Top global brands are in demand not only in developed countries, but also
in emerging countries like India and China.o The relative influence of brand on product choice suggested that many
consumers seek out global brands and the prestige that they carry.
o High-end products like the iPhone, BlackBerry, etc. do well because they
show off how wealthy and successful an individual is.
o Users tend to be loyal to the Smartphone brands they carry.
o
69% of respondents in India are likely to recommend their Smartphonebrand to others. (Source: IDC Survey)
2009 - Worldwide mobile sales declined by 6%, but
Smartphones continued to rise with an escalating growth of
27%.
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Situation Analysis
The leading Smartphone manufactures together share
more than 75% of the Smartphone market in India.
25 % is shared by smaller players andShanzhai manufactures, whose presence is significant
in this region.
More than 5% of the phones sold are Smartphones.
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Major Smartphone Brands in India
Nokia Corporation
Apple Inc.
BenQ-Siemens
HTC
LGMobile
Mitsubishi
Motorola
Panasonic
Philips
Research InMotion (RIM)
Samsung
Siemens
Sony Ericsson
Toshiba
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Smartphone Market Share in India in 3rdQuarter of 09
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What is a BlackBerry?
BlackBerry is a wireless handheld device introduced in 1999 by RIM (Researchin Motion).
Its main features are:
y Push Email
y Mobile Telephone
y Text Messaging
y Internet Faxing
y Web Browsing
BlackBerry first made headway in the marketplace by concentrating on e-mail.
BlackBerry PIN is an eight character hexadecimal identification number assigned
to each BlackBerry device. PINs cannot be changed and are locked to each handset
device
BlackBerrys can message each other using the PIN directly or by using
the BlackberryMessenger application.
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BlackBerry The Brand
BlackBerry is a line of wireless handheld device developed by the
Canadian company, Research InMotion (RIM).
1999 Introduced as a two way pager. that was introduced in as a two-
way pager.
2002 - The more commonly known Smart Phone BlackBerry wasreleased.
The Smart Phone supports the following features:
o Push e-mail
o Mobile telephone
o Text messaging
o Internet faxing
o Web browsing
o Multi-touch interface
o Other wireless information services
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Company Overview
Research In Motion (RIM) was founded in 1984 by Mike Lazaridis, who
currently serves as its co-CEO along with Jim Balsille (since 1992).
RIM is a leading designer, manufacturer
and marketer of innovative wireless solutions.
Quick Facts:
y Type: Public (NASDAQ: RIMM) (TSX: RIM)
y Headquarters: Waterloo, Ontario, Canada
y Products: BlackBerry and Inter@active pager
y Employees: 6000 (Q1 2007)
y Capital: 63.27B
y Slogan: Always On, Always Connected
y Website: www.rim.com
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BlackBerry Products
BlackBerry Touch 9930
BlackBerry Touch 9900
BlackBerry PlayBook
BlackBerry Style 9670
BlackBerry Torch 9800BlackBerry Curve 3G 9330
RIM BlackBerry Curve 3G 9330
BlackBerry Curve 3G 9300
BlackBerry Pearl 8120
BlackBerry Pearl 8110
BlackBerry 7130v
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COST :
2G Network: GSM 850 / 900 / 1800 / 1900 CDMA
800 / 1900
3G Network: Dual-Band HSDPA CDMA2000
1xEV-DO
Announced: 2011, May
Status: Available
Dimensions: 115 x 66 x 10.5 mmWeight: 130 g
Screen Size: 640 x 480 pixels, 2.8 inches
Color Depth: TFT capacitive touchscreen
Keyboard: QWERTY keyboard, Touch-sensitive
controls
Available Color(s): Black
Camera: 5 MP, 25921944 pixels, autofocus,
LED flashVideo: Yes, 720p
Call records: Yes
Speakerphone: Yes
Ringtone Type: Vibration, MP3 ringtones
Vibrate: Yes
Internal Memory: 8GB storage, 768 MB RAM
External Memory: microSD, up to 32GB
BlackBerry Touch 9930
Specifications and
Features
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COST :
BlackBerry Touch 9900
Specifications and
Features
2G Network: GSM 850 / 900 / 1800 / 1900
3G Network: Tri-Band HSDPA
Announced: 2011, May
Status:Available
Dimensions: 115 x 66 x 10.5 mm
Weight: 130 gScreen Size: 640 x 480 pixels, 2.8 inches
Color Depth: TFT capacitive touchscreen
Keyboard: QWERTY keyboard, Touch-
sensitive controls
Available Color(s): Black
Camera: 5 MP, 25921944 pixels,
autofocus, LED flash
Video: Yes, 720p
Call records: Yes
Speakerphone: Yes
Ringtone Type: Vibration, MP3 ringtones
Vibrate: Yes
Internal Memory: 8GB storage, 768 MB
RAM
External Memory: microSD, up to 32GB
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COST :
Announced: 2010, September
Status:
Dimensions: 194 x 130 x 10 mm
Weight: 425 g
Screen Size: 600 x 1024 pixels, 7.0
inches
Color Depth: TFT capacitivetouchscreen, 16M colors
Keyboard: Multi-touch input method,
Accelerometer sensor for auto-rotate
Available Color(s): Black
Camera: 5 MP, 25921944 pixels,
autofocus
Video: Yes, 1080pCall records:
Speakerphone: Yes, with stereo
speakers
Ringtone Type: -
Internal Memory: 16/32/64 GB storage, 1
GB RAM
External Memory: No
BlackBerry PlayBook
Specifications and
Features
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COST :
Specifications andFeatures
BlackBerry Style 9670
2G Network: CDMA 800 / 1900
3G Network: CDMA2000 1xEV-DO
Announced: 2010, October
Status:Available
Dimensions: 96 x 60 x 18.5 mm
Weight: 131 g
Screen Size: 360 x 400 pixels
Color Depth: TFT, 65K colors
Keyboard: QWERTY keyboard, Touch-
sensitive optical trackpad
Available Color(s): Steel Grey, Royal Purple
Camera: 5 MP, 25921944 pixels, autofocus,
LED flash
Video: Yes, VGA
Call records: Yes
Speakerphone: Yes
Ringtone Type: Vibration, MP3 ringtones
Vibrate: Yes
Internal Memory: 512 MB
External Memory: microSD, up to 16G
B
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COST :
Specifications and
Features BlackBerry Torch 9800
2G Network: GSM 850 / 900 / 1800 / 1900
3G Network: HSDPA 800/ 850 / 1900 / 2100
Announced: 2010, August
Status:Available
Dimensions: 111 x 62 x 14.6 mm
Weight: 161 g
Screen Size: 360 x 480 pixels, 3.2 inches
Color Depth: TFT capacitive touchscreen, 16M
colors
Keyboard: QWERTY keyboard, optical trackpad,
Multi-touch input method,
Proximity sensor for auto turn-off
Available Color(s): Black, White, Dark Orange
Camera: 5 MP, 25921944 pixels, autofocus,LED flash
Video: Yes, VGA@24fps
Call records: Yes
Speakerphone: Yes
Ringtone Type: Vibration, MP3 ringtones
Vibrate: Yes
Internal Memory: 4 GB storage, 512 MB RAM,
512 MB ROMExternal Memory: microSD, up to 32GB
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Location setup
Middle East
Europe
Africa
Asia -Pacific
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Location setup
Latin AmericaNorth America
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Target Market Segment
25+ years
Both males and females
SEC A1 and A2
Tier I cities
Cosmopolitan Professionals
Attracts attention from diverse range of businesses including,
but not limited to:
o Finance
o Legal
o Professional services,
o Retail
o Construction
o Manufacturing
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Print Ads
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Competition
Many competitors are entering theSmartphone market, which is loweringBlackberrys sales and cutting off
Blackberrys monopoly in that section ofthe phone market.
Most of them have a lot of features that arefound on the Blackberry: email, fastprocessors, web browsing, full keyboard.
They are giving there products an edge, tokeep them unique and give them anadvantage over competitors.
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Competition
Nokia E61 Motorola Q 9h i-mate
iPhone by Apple
SideKick
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Competitor Analysis
Nokia was the 1st foreign player to enter the Indian market in
1995.
Gained its foothold by offerings basic mobile phones in
affordable price ranges. Recently, Nokia launched its latest range of touch screen and hi-
end phones, which are getting quite popular with Smartphone's
lovers of India.
Brand Focus:
o Gaming optionso Multimedia
o GPRS
o Faster Internet options
Nokia E61
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2001 Sony Ericsson enters the Indianmarket
Introduced affordable Smartphones in themarket such as hi-tech multimedia
features, camera phones, design phones,music phones, and web and email phones.
Motorola Smartphones are mainlyfocussed on data communication andmobile entertainment features with itsnew range that includes the Aura, A1600andWX series.
Motorola Q 9h
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Apple iPhone is a revolutionary
mobile device
One of the modt hyped devices inhistory
o Complete web experience, wi fi
o SDK. Creative apps
o iTunes marketplace
o Slick UI, Touchscreen
AT&T
iPhone by Apple
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Introduce BlackBerry,for the new marketsegment
Brand personality
BlackBerry Appeal
SEC A1 and A2
18-24 years
Tier I cities
Youth and young professionals
Cool; cosmopolitan lifestyle;imaginative, dreams and
aspirations. lifestyle;
imagination;
liberty regained;
innovation;
dreams and aspirations;
power-to-the-people throughtechnology.
All the features of the parent brand
Funkier in look and display.
Available in youthful colors.
Disruption Strategy for BlackBerry
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Target Market Segmentation
User Profile:
Karan who is 20 years old, studies Economics in St. Xaviers,Mumbai. In his free time he likes playing basket ball or jammingwith his friends as he loves playing the guitar. He enjoys rock musicand watching realistic cinema.
In the evening he likes catching up with his friends over a game ofpool or snooker. His favorite eateries are KFC, Caf mocha, LaPizzeria etc
He recently went for a holiday with his friends to Bangkok. He lovesthe play station and possesses an 8 GB touch I pod. He updates hisphone every 6 months with whats new in the market and for him,the brand and the look are important while making the choice!
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PositioningBlackBerry
Gap analysis suggested aposition of a smart phonefor the youth.
Blackberrys serious imagevis--vis Buzzberrys cool,funky image.
Cool features, great lookand low price..Buzzberry isthe way to go!
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SID The Techie
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Advertising
PR &Publicity
EventMarketing
NewMedia
DirectMarketing
Communication
Plan
Communication Plan for BlackBerry
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Communication Plan for BlackBerry
1. Public Relations and Publicity:
o Create a fictitious character/mascot, Sid The Techie, who would represent the
following characteristics: tech- savvy, young, peppy, rebellious, responsible,
traditional, positive, and confident. Sid would represent todays tech-savvy youth,
and would be used in various communication material - ad campaigns/
posters/TVCs etc.o Engage a youth icon, Ranbir Kapoor, as the Spokesperson and endorser for the
brand. The target audience would be able to relate to a young endorser and this
would leverage the positioning of the brand.
o RIMs young officials would also serve as the spokesperson for the brand.
o Create a lot of buzz amongst the youth by employing the youngster as Buzz Agents
in colleges and youth clubs. The buzz agents would promote the brand throughonline viral campaigns and word of mouth.
o Advertorials and articles about the brand in leading technical and youth
publications.
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2. Event Marketing:
o Launch Event: Launch the campaign with a youth cultural event, inviting school and
college students from across India.
o Sponsor engineering college fests such as Mood Indigo (IITMumbais Annual
Festival), which focus on technology, to reach to the niche tech-savvy targetaudience.
o Sponsor cultural college fests likeMalhar (St. Xaviers Annula Cultural Festival), to
reach out to a wider target audience.
o Sponsor and conduct the industry specific workshops for young professionals.
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3. New Media:
o Communities and forums on social networking sites like Orkut, Twitter & Facebook.
o Interactive Website www.buzzberry.in .
o Banner ads on social networking sites, sites frequented by the youth(www.torrentz.com), and so on.
o Web articles and advertorials on the technological and electronic gadgets sites.
4. Direct Marketing:
o Posters & handouts/leaflets would be distributed in schools & colleges duringthe launch event, and a database would be made of the participating students.
o Set up kiosks in the technical fairs and workshops to display the BuzzBerry andcreate a database of the attendees.
o Reach the prospects on the database through various direct marketing channelssuch as DirectMailers, Catalogues, Direct Response TV commercials, DirectResponse Print ads, etc.
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5. Advertising:
o Hoardings near schools, colleges, BPOs and Corporate parks.
o Advertisements in magazines like JAM, JLT, tech magazines, etc.
o A print/poster campaign showing Sid in various aspects of life using and enjoying
his BuzzBerry.o Commercials on television channels which are most viewed by the youngsters, likeMTV, Channel V, Star Movies, Zee Caf etc. The campaign would have Sid in various
aspects of life using and enjoying his BuzzBerry.
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THANK YOU!