A Whole New Level of BlackBerry

K-One Networks

Case Synopsis Problem Identification Target Market Identification Key findings SWOT Analysis Purposed Alternatives Solution Implementation Plan Course Concepts References
K-One Networks

Leader in cutting edge technology Competition rapidly rising iphone itunes

K-One Networks

K-One Networks .

K-One Networks .

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 .

Baby Boomers 25-60 Moderate to High Income Value Quality and Convenience K-One Networks .€ € € € € € € North American Business Professionals Urban city living GenX.

€ € € € € Globally Urban city living Teen/Tween and Gen Y Little to no income Avid technology users K-One Networks .

50 6.5 100.00 11.40 5.6 2.885.8 Nokia Research In Motion Apple HTC Sharp Others Total 96.6 8.895.0 0 Market share 2008 (%) 43.7 13.4 9.176.70 3.20 32.0 -9.6 122.417.7 58.2 3.6 29.315.0 5.7 16.7 3.302.50 5.234.Company 2008 Sales 60.7 245.00 11.287.2 4.50 23.5 -24.0 Growth 2007-2008 0.465.6 0 Market share 2007 (%) 49.60 3.149.9 K-One Networks .40 139.671.718.0 2007 Sales 60.30 36.6 100.8 23.920.767.

NOKIA 24% RIM A LE TC S AR OT ER 4% 4% 8% 17% 44% K-One Networks .

287.7 245.2 4.885.50 6.4 9.40 139.8 Nokia Research In Motion Apple HTC Sharp Others Total 96.6 8.7 13.0 0 Market share 2008 (%) 43.5 -24.6 100.234.6 29.6 2.7 3.50 23.9 K-One Networks .70 3.7 16.6 0 Market share 2007 (%) 49.176.7 58.2 3.767.00 11.417.6 122.8 23.895.0 Growth 2007-2008 0.50 5.718.0 -9.671.302.Company 2008 Sales 60.149.465.920.315.0 2007 Sales 60.30 36.40 5.60 3.5 100.0 5.20 32.00 11.

K-One Networks .

K-One Networks .

K-One Networks .

K-One Networks .

Productivity .

Low Product & Development Costs Software Productivity Increase Breadth .

K-One Networks .

Compatibility .

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.

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Partnership Disputes .

Entertainment .

Market Diversification Product Development Opportunity to grow/increase brand awareness .

‡ Business phone image ‡ Investment risks ‡ High competition with existing products .

Productivity Maintains the current target market Potential to fall behind competitors Compatibility Entertainment Expand the target market Expand the target market Current brand awareness Too many competitors K-One Networks .

Alternative 1 ± Productivity € Alternative 2 ± Compatibility € Alternative 3 ± Entertainment € Why? K-One Networks .

Marketing Costs Research and Development Increase in current fees K-One Networks .

Product Development Home Solutions D t Tr nsmissions Business Solutions Tr nsport tion Solutions K-One Networks .

€Value Added €Integration Services through Compatibility into: Homes Businesses Transportation €Importance of co-branding K-One Networks .

CommTech M2M provides internet-based alarm services €Technology K-One Networks .€Alarm €Locks €Lights Services €Appliances €All at the tip of your fingers! exists .

blackberry.com/eng/ata glance/security/certifications.Increase marketing of Blackberry Enterprise software ‡ proven security .utilized by NATO for transmitting secure documents ‡ approved by several governments (see: http://na.jsp) ‡ Aim is to have complete mobile accessibility K-One Networks .

K-One Networks .

trains y Possible connections on airlines (cost prohibitive) K-One Networks .y Supplant ipod dominance in cars ± cobranding with automotive manufacturers y Faster connections on busses.

cnn. Retrieved October 9.innopac. Retrieved October 9. (August 11. from http://www. (2009). from http://0-www. 2009. G.fortune. 2009. Is the iPhone killing RIM? Retrieve October 9.aspx Wikipedia. (August 14.bcit.com/2009/03/12/iphone-sales € Research In Motion Reports Fourth Quarter and Year-End Results for Fiscal 2009.wired. Great Geek Debates: iPhone vs.com/article/technology-media-telc € € Curtis Silver. from Wikipedia: http://en. 2009. from http://press. McGraw-Hill Companies Inc.com.€ iPhone sales grew 245% in 2008. ANALYSIS-iPhone at BCE. Retrieved October 9. Retrieved October 9.reuters. Telus raises stakes for BlackBerry.portal. 2009. (2009.com/geekdad/2009/08/great-geek-debates-iphone-vs-blackberry € € € Research in Motion Ltd .com/relea Wojtek Dabrowski.fortune. from http://www. L. ( Oct 6. Blackberry. 2009. Retrieved October 20.cnn. from http://brainstormtech.rim. 2009). 2009). Marketing.blogs. from http://brainstormtech.wikipedia. Retrieved October 15.com/2009/03/12/iphone-sales-grew-245-in-2008-gartne € Colin Campbel. € K-One Networks .euromonitor.lib. 2009. October 20).Consumer Electronics ± Canada. Blackberry. 2009).blogs.ca/passport/ResultsList.org/wiki/BlackBerry Lichti. 2009.

€ € € € € € 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 .

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