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Shlomo Golsherazian Jeff Heiser Etana Kenter Michael Rosenberg A.J. Shah Chelsea Schneider Danielle Zimmerman

Shlomo Golsherazian Jeff Heiser Etana Kenter Michael Rosenberg A.J. Shah Chelsea Schneider Danielle Zimmerman. History of Smartphones. 1994- Simon by IBM 1996- Nokia 9000C Communicator 1999- RIM Blackberry 2001- Kyocera QCP 6035; Handspring Treo 180 2003- Treo 600 by Palm 2005-Nokia N70

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Shlomo Golsherazian Jeff Heiser Etana Kenter Michael Rosenberg A.J. Shah Chelsea Schneider Danielle Zimmerman

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  1. ShlomoGolsherazian Jeff HeiserEtanaKenterMichael RosenbergA.J. ShahChelsea SchneiderDanielle Zimmerman

  2. History of Smartphones • 1994- Simon by IBM • 1996- Nokia 9000C Communicator • 1999- RIM Blackberry • 2001- Kyocera QCP 6035; Handspring Treo 180 • 2003- Treo 600 by Palm • 2005-Nokia N70 • 2007- Apple iPhone • 2008-Google Android

  3. RIM History • Founded in 1984 • Blackberry introduced in 1999 and released in 2002 • Leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market • Products: handheld wireless communication devices, mobile system integration services, radio modems for manufacturers, and server software

  4. The BlackBerry • Uses Push Technology • 3 Best features • Seed • Integration • Security* * Major Competitive Advantage

  5. Porter’s Five Forces

  6. Strengths -Corporate Market -New Models -Established Brand Weaknesses -Does not have the “first-mover” advantage in consumer market -Network Architecture Threats -Rapid Technology Changes -Increased Competition Opportunities -New Markets -Demand for Smart phones -Applications -Upgraded Web -Multimedia Capabilities

  7. Competitive Landscape • Smartphones make up 30% of phone market • Research In Motion Blackberry • 27.4% Market Share (October 2010) • Main competitors • Apple iPhone (27.9) • Google Android (22.7%) • Microsoft Windows Mobile (14%)

  8. BlackberryCompetitive Advantage • All Mobile Networks • Vs. iPhone • Blackberry Enterprise Server • Blackberry Messenger (BBM) • KIK Controversy • Weaknesses: • Lagging phones • Inferior App Store

  9. AndroidCompetitive Advantage • Open Source • LOTS of phones • Growing AppStore • Google!

  10. iPhoneCompetitive Advantage • 13 million last quarter • Entertainment/convenience based target • Strengths: • Apps • Brand awareness/trendy • HD screen/“face time” • Weaknesses: • Only touch screen version • Antenna/Signal problems

  11. Windows MobileCompetitive Advantage • Similar target as iPhone • Mobile = declining sales • don’t have numbers for WP7 • Similar target market as iPhone • Strengths: • Apps (Tiles – can customize start screen) • 10 different devices (HTC, Dell, Samsung, LG) • X-Box Live, Microsoft Office • Weaknesses: • Not as much brand equity • No copy/paste, multitasking 3rd party apps, • No Adobe Flash

  12. Business Users

  13. All Users

  14. Forward Looking

  15. RIM Strategy • Operating efficiency and affordable pricing are keys to RIM success • To sustain their market share, they must advance their technology • People want faster processers, more gigabytes and slicker software and browsers

  16. In Response…. • Blackberry 0S 6 • New user interface and Webkit browser • Sleeker visuals, fluid movement between apps • Quick access areas-for most frequently used apps • Universal search application • Different home screen designs

  17. Blackberry OS 6

  18. Cost effective strategy • Email is still main driver in adopting a data plan • New pricing models by wireless providers will make Blackberry more attractive • RIM operating efficiencies are strategically aligned with the interests of wireless providers

  19. The Future of RIM Blackberry comparable to the Palm Unable to sustain early success Could not compete / keep up with change Users demand Touch rather than superior email Blackberry Storm – Major Failure Inferior App store

  20. The PlayBook • New Tablet to Compete with iPad • NEW OS called “QNX” • Browser is “WebKit” rendering engine • Extremely promising prospect

  21. Works Cited • http://blog.davidlam.ca/2010/12/rim-sues-kik-for-patent-infringement.html • •https://partners.blackberry.com/web/guest/marketing-and-communications • •http://www.nydailynews.com/lifestyle/2010/04/19/2010-04-19_stealth_marketing_when_youre_being_pitched_and_you_dont_even_know_it.html • •http://www.newser.com/story/47479/obamas-blackberry-passion-worth-50m.html • •http://blackburiedtreasure.blogspot.com/2010/11/sales-promotion-and-personal-selling.html • •http://e3network.wordpress.com/2008/11/20/what-blackberry-teaches-us-about-global-branding/ • •http://blogs.blackberry.com/2010/09/business-marketing-team-interview/ • •http://money.cnn.com/2009/08/12/technology/blackberry_research_in_motion.fortune/ • •http://appworld.blackberry.com/webstore/category/12?lang=en • •http://www.youtube.com/watch?v=xxjCw3SdmR4 • •http://www.slideshare.net/suzyq7412/boldppt • •http://www.bbgeeks.com/blackberry-guides/the-history-of-the-blackberry-88296/ • •http://us.blackberry.com/smartphones/?CPID=KNC-kw339294_p6&HBX_PK=rim|61e715b4-ea3c-2b29-3a16-00005f317ece • •http://www.brighthub.com/office/collaboration/articles/8041.aspx • •http://www.gartner.com/it/page.jsp?id=1466313 • •http://www.mobilebusinessbriefing.com/apps/article/blackberry-app-world-hits-15-000-apps-lags-app-store-leaders • •http://www.vitrolenta.com/gadget/droid-x-vs-blackberry-vs-iphone-4.html • •http://us.blackberry.com/smartphones/blackberrytorch/#!phone-specifications

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