Consumer Behaviour of BlackBerry Smartphones

Submitted to: Dr. Asha Tewari

Submitted by: Angad Kalra Shreya Jain Vaibhav Rolihan Sarvesh Malhotra Jatin Sharma Sunil Goyal Tushar Solanki

Introduction
BlackBerry is a line of mobile email and smartphone devices

developed and designed by Canadian company Research In Motion (RIM). It was originally introduced in 1999 to be used as a two way pager. In 2002, the Blackberry as we know it, was born.It is a Smartphone that offers such features as push email, text messaging, web browsing, internet faxing, mobile telephone, and many other wireless informational services all on a multi touch interface. Blackberry is a perfect example of a convergent device. The company has seen explosive growth since its original release of Blackberry devices, and subscribers have reached over 20 million in 2008. BlackBerry commands a 11.7% share of worldwide smartphone sales, making it the fourth most popular device manufacturer after Google,Sony Ericsson, and Apple

60 50 40 30

20
10 0 MALE FEMALE

52
23

6
19 50

Posters or Banners Mobile Shops

Magazines Friends Television Commercials 0 10 20 30 40 50

48
Sample Using BlackBerry

27
Sample NOT using BlackBerry

75
Sample Size

Model Share
6.5%
8% 12.5% Curve 8520

50%

Bold 9000
Torch 9800 Storm Curve 8900

23%

Thank You