BlackBerry

Names&IDs
Seif Eldin Abdelhalim211014475
Youssef ahmed mahmoud211014616
Ali Wael Ali211014377
Hana safwat mohamed211005785
Lamia safwat 211006821

We want to help BlackBerry to back on the scene again

Introduction
BlackBerry was a brand of smartphones and other related mobile services and devices. The line
was originally developed and maintained by the Canadian company BlackBerry Limited (formerly
known as Research In Motion, or RIM) from 1999 to 2016, after which it was licensed to various
companies.
Specializing in secure communications and mobile productivity, BlackBerry was once well known for
the keyboards on most of its devices and software services that ran through its own servers. At its
peak in September 2011, there were 85 million BlackBerry subscribers worldwide However,
BlackBerry lost its dominant position in the market due to the success of
the Android and iOS platforms; its numbers had fallen to 23 million in March 2016, a decline of
almost three-quarters.
On September 28, 2016, BlackBerry Limited announced it would cease designing its own BlackBerry
devices in favor of licensing to partners to design, manufacture, and market. The original licensors
were BB Merah Putih for the Indonesian market, Optiemus Infracom for the South Asian market,
and BlackBerry Mobile (a trade name of TCL Technology) for all other markets.
Historically, BlackBerry devices used a proprietary operating system—known as BlackBerry OS—
developed by BlackBerry Limited. In 2013, BlackBerry introduced BlackBerry 10, a major revamp of
the platform based on the QNX operating system. BlackBerry 10 was meant to replace the aging
BlackBerry OS platform with a new system that was more in line with the user experiences
of Android and iOS platforms. In 2015, BlackBerry began releasing Android-based smartphones,
beginning with the BlackBerry Priv.
As we have five types of needs this product satisfies the real need
This product now is in the Nonexistent demand phase

Situation Analysis
This consists of the five main aspects which included product development,
introduction, growth, maturity and decline. This is illustrated in the following chart.

In the chart, the red graph is adopted to explain the life cycle of Blackberry. At
present, the Blackberry is entered the maturity phase. The introduction phase
was carried out in 1997 to 1998. At this time, Blackberry was the only smart
phone and therefore it registered a rapid growth as it provided a ready solution to
corporate clients.

Private users have also joined the client base. Introduction phase can be said to
have stretched from 1998 to 2004/2005. RIM registered huge success from 2005
to 2011. Due to the many entrants into the Smartphone arena, Blackberry has
been forced to enter the mature stage.
SWOT Analysis
Strength
1. Highly secure phones
2. Strong focus on narrow customer segment

Weaknesses
1. Inability to market the brand
2. BlackBerry OS
3. Highly dependent on government and corporate contracts
4. Poor presence in the tablet market

Opportunities
1. Growth of tablet and smartphone markets
2. Strong growth of mobile advertising market
3. Increasing demand of cloud based services
4. Obtaining patents through acquisitions

Threats
1. Rapid technological change
2. Saturated smartphone markets in developed countries
3. Increased competition for government contracts

Competitors
 Apple
 Samsung
 Microsoft
 IBM
 Google
That’s the top 5 companies compete with BlackBerry

Our plan for the rebranding process

We will not change anything in Name,Logo,Slogan because
this is basically a good memory in the brains
But we will change in the formula of the devices like we will
change all screens to touch smart screens, improve the
softwares to IOS , improve our batteries and phone’s camera
Release new releases such as Laptops, Iwatches, Airbuds and
arcade games

Before After

And in the marketing sector we will make global campaign

includes TV ADS,Social Media and make a contract with
beloved celebrities Like Messi, Mo Salah, Lebron James to
make promotion to us