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Rim Case Study Presentation 1
- 1. K-One Networks presents A Whole New Level of BlackBerry K-One Networks
- 3. Case Synopsis K-One Networks
- 4. Blackberry Storm Commercial K-One Networks
- 5. Apple fan’s reaction… K-One Networks
- 6. Problem In the face of increasing and diverse competition, what direction should RIM take its Blackberry brand and other products in order to maintain its dominant market position, while retaining its current customer base and marketing to a wider market segment? K-One Networks
- 7. Demographics North American Business Professionals Urban city living GenX, Baby Boomers 25-60 Moderate to High Income Value Quality and Convenience K-One Networks
- 8. ExpandingDemographics Globally Urban city living Teen/Tween and Gen Y Little to no income Avid technology users K-One Networks
- 9. Worldwide Smartphone Sales 2008 K-One Networks
- 10. Worldwide Smartphone Market Share 2008 K-One Networks
- 11. Worldwide Smartphone Sales 2008 K-One Networks
- 15. K-One Networks SWOT Analysis
- 17. Advantages Low Product & Development Costs Software Productivity Increase Breadth
- 18. Disadvantages K-One Networks Narrow minded Enact real improvements?
- 20. Create bigger brand awareness
- 21. Co-branding
- 22. Reach out to a larger target market
- 25. Advantages
- 27. Investment risks
- 28. High competition with existingproducts
- 29. Which alternative is the best solution? K-One Networks
- 30. Solution Alternative 1 – Productivity Alternative 2 – Compatibility Alternative 3 – Entertainment Why? K-One Networks
- 31. Costs of Solution K-One Networks
- 33. Step by StepImplementation Process Value Added Services through Compatibility Integration into: Homes Businesses Transportation Importance of co-branding K-One Networks
- 34. Home Compatibility Alarm Services Locks Lights Appliances All at the tip of your fingers! Technology exists - CommTech M2M provides internet-based alarm services K-One Networks
- 36. approved by several governments (see: http://na.blackberry.com/eng/ataglance/security/certifications.jsp)
- 37. Aim is to have complete mobile accessibility K-One Networks
- 38. K-One Networks
- 39. Transportation Compatibility Supplant ipod dominance in cars – cobranding with automotive manufacturers Faster connections on busses, trains Possible connections on airlines (cost prohibitive) K-One Networks
- 40. Sources iPhone sales grew 245% in 2008, Retrieved October 9, 2009, from http://brainstormtech.blogs.fortune.cnn.com/2009/03/12/iphone-sales-grew-245-in-2008-gartne Colin Campbel. (August 14, 2009). Is the iPhone killing RIM? Retrieve October 9, 2009, from http://brainstormtech.blogs.fortune.cnn.com/2009/03/12/iphone-sales Research In Motion Reports Fourth Quarter and Year-End Results for Fiscal 2009, Retrieved October 15, 2009, from http://press.rim.com/relea WojtekDabrowski. ( Oct 6, 2009). ANALYSIS-iPhone at BCE, Telus raises stakes for BlackBerry. Retrieved October 9, 2009, from http://www.reuters.com/article/technology-media-telc Curtis Silver. (August 11, 2009). Great Geek Debates: iPhone vs. Blackberry. Retrieved October 9, 2009, from http://www.wired.com/geekdad/2009/08/great-geek-debates-iphone-vs-blackberry Research in Motion Ltd - Consumer Electronics – Canada, Retrieved October 9, 2009, from http://0-www.portal.euromonitor.com.innopac.lib.bcit.ca/passport/ResultsList.aspx Wikipedia. (2009, October 20). Blackberry. Retrieved October 20, 2009, from Wikipedia: http://en.wikipedia.org/wiki/BlackBerry Lichti, G. L. (2009). Marketing. McGraw-Hill Companies Inc. K-One Networks
- 41. Course Concepts Analyzing the Marketing Environment Marketing Research and Information Systems Consumer Behaviour Segmentation, Target and Position Developing New Products Services and Tangible Products K-One Networks
Notas del editor
- Increase productivity by horizontally diversifying blackberry products to aid in productivity. take blackberry and create essential suite of accessories (this is kind of like alternative 1…)
- Software Productivity: Excess, compatibility with browsers, editing programs, office programs (Great for people in business or students, parents will always feel obligated and less guilty if they purchase something productive for their children like a computer or calculator)Low Product and Development Costs: Would not involve excessive R&D costs, or significant changes in infrastructure Increase Breadth: Ability to create their own communication/ productivity software that is for the home essentials
- May not be comprehensive enough to enact real improvements in market share and profitsAllows competitors more space to advance their technologies ahead of RIM - RIM should be looking to preempt all competitors technologies (ideally)Narrow minded.
- Compatibility with all aspects of a person’s life
- We can create brand awareness by increasing the compatibility with everyday electronics
- Co-branding with existing topbrands
- From executives to on the go soccer moms & trendy youth
- Disadvantages include: partnership disputes that could surface from profit sharing, “Variability” (page 300) inconsistent service can occur when introducing a new technology, it can turn-off customers, rather than attracting them.Creating Hi-learning product can confuse and deter people from wanting to buy and use the product
- Adapting products into an entertainment tool
- Market Diversification: From developing a product that is used for work and playProduct Development: People continuously desire new innovative gadgetsAbility to grow brand awareness by catering to the new target market (tweens love to talk and hype up new products)
- Business phone image: Developing this type of product would go against what RIM is well known for in terms ofInvestment risks: New marketing schemes and tactics will be needed to launch a new entertainment product
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