1. Team one marketing solutions

2.  Identifying the problem
 Research
 Causes / assumptions
 S.W.O.T
 Alternatives
 Solution and implementation
 References

3.  RIM has not been able to penetrate their
desired consumer smart phone market

4.  Traditional BlackBerry users
 BlackBerry would like to capture market
share in consumer market
 RIM thinks of their company product as a
stepping stone in the long term development
of smart phones

5.  BlackBerry released in 1999
 Iphone released in 2007
 BlackBerry’s first touch screen phone was the
storm
 Released the storm to become an Iphone
killer
 Product breadth, RIM and Iphone

6. Market Share
4% 4%
41 %
21%
Nokia
RIM
Apple
Others
Samsung
11% HTC
20%

7.  Lack of brand breadth
 Brand reputation/history
 Not as user-friendly, eye-pleasing as its
competitors

8.  RIM is a powerful brand
 RIM is carrier friendly
 Significant penetration worldwide
 Unique strategy
 Customer loyalty

9.  Lack of product breadth compared to
competitors
 Rely on vendors to support and service their
products
 Lack of reach to the consumer market

10.  Increase in demand for smart phones
 Further globalization
 Brand loyalty
 Increase in partnerships

11.  Economy
 Competition
 Decline in average selling price

12.  Advantages
 Greater value for customers
 Sales volumes increase
 Save money on advertising costs
 Disadvantages
 Dependence on operators & carriers
 Focusing efforts on market penetration
 Unbalanced promotions

13.  Advantages
 Low cost of implementation
 Excellent recognition of brand
 Ability to partner with strong service providers
 Disadvantages
 Competition
 Saturation
 Diffusion of innovation

14.  Advantages
 Adds value for consumers
 Creates value for RIM
 Improved brand awareness
 Disadvantages
 Cost of research and development
 Competition of future technology
 Consumer bias`s

15.  Product development

16.  RIM should introduce a new product to the
blackberry line targeted to the consumer
segment
 Re brand and re introduce the storm
 Product extensions
 Reverse engineering

17.  Mass marketing campaign
 Advertising mediums
 Business to consumer education
 Updating current service providers
 Co branding
 Software

18.  Service providers
 Test market
 Timing
 New markets

19.  Comparability
 Lower manufacturing cost
 Higher marketing budget
 Introduction
 Discounts
 Maturity

20.  Case study
 Marketing text book
 www.rim.com
 http://forums.crackberry.com
 http://gizmodo.com
 www.wikepedia.com
 www.apple.com/ca/iphone