Blackberry Final2

8/6/2019 Blackberry Final2

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Mobile Phone Sector in India

India is one of the fastest growing markets for the mobile

industry.

2006 - India witnessed sales of 69 million handsets, doubling

from the 32 million mark reached in 2005. (Source: The Times ofIndia Jan 07)

India added close to 20 million cell-phone subscribers in

second quarter 2007, taking the total to close to 185 million.(Source: Telecom Regulatory Authority of India)


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Maintaining growth in the business arena

Convergence

Latest applications for the business user

Opportunity within the under 25 Demographic

Style and applications

Needs of the urban consumers lifestyle

High end camera

music

web access etc.

Users may not be able to afford a mobile

phone

Price is a factor but not the definitive

Battery Life is important than web features

Shared Mobile Phone offered in local villages

Network expansion

Low tariffs

Strong second hand market

Government subsidising roll-outs of mobile

services in rural markets

Limited availability of fixed-line services hasmade mobile telephony the only source of

telecoms service

Intense competition benefits vs. volume

Diversity The need for smart phones with Indian language capabilities

Demands of a Differentiated Society


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Smartphone Sector in India

What is a Smartphone?Mobile + Personal Computer = Smartphone

2006 IDCs Multi-Client study and survey of Smartphone

subscribers across five countries revealed :

o Top global brands are in demand not only in developed countries, but also

in emerging countries like India and China.o The relative influence of brand on product choice suggested that many

consumers seek out global brands and the prestige that they carry.

o High-end products like the iPhone, BlackBerry, etc. do well because they

show off how wealthy and successful an individual is.

o Users tend to be loyal to the Smartphone brands they carry.

o

69% of respondents in India are likely to recommend their Smartphonebrand to others. (Source: IDC Survey)

2009 - Worldwide mobile sales declined by 6%, but

Smartphones continued to rise with an escalating growth of

27%.


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Situation Analysis

The leading Smartphone manufactures together share

more than 75% of the Smartphone market in India.

25 % is shared by smaller players andShanzhai manufactures, whose presence is significant

in this region.

More than 5% of the phones sold are Smartphones.


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Major Smartphone Brands in India

Nokia Corporation

Apple Inc.

BenQ-Siemens

HTC

LGMobile

Mitsubishi

Motorola

Panasonic

Philips

Research InMotion (RIM)

Samsung

Siemens

Sony Ericsson

Toshiba


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Smartphone Market Share in India in 3rdQuarter of 09


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What is a BlackBerry?

BlackBerry is a wireless handheld device introduced in 1999 by RIM (Researchin Motion).

Its main features are:

y Push Email

y Mobile Telephone

y Text Messaging

y Internet Faxing

y Web Browsing

BlackBerry first made headway in the marketplace by concentrating on e-mail.

BlackBerry PIN is an eight character hexadecimal identification number assigned

to each BlackBerry device. PINs cannot be changed and are locked to each handset

device

BlackBerrys can message each other using the PIN directly or by using

the BlackberryMessenger application.


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BlackBerry The Brand

BlackBerry is a line of wireless handheld device developed by the

Canadian company, Research InMotion (RIM).

1999 Introduced as a two way pager. that was introduced in as a two-

way pager.

2002 - The more commonly known Smart Phone BlackBerry wasreleased.

The Smart Phone supports the following features:

o Push e-mail

o Mobile telephone

o Text messaging

o Internet faxing

o Web browsing

o Multi-touch interface

o Other wireless information services


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Company Overview

Research In Motion (RIM) was founded in 1984 by Mike Lazaridis, who

currently serves as its co-CEO along with Jim Balsille (since 1992).

RIM is a leading designer, manufacturer

and marketer of innovative wireless solutions.

Quick Facts:

y Type: Public (NASDAQ: RIMM) (TSX: RIM)

y Headquarters: Waterloo, Ontario, Canada

y Products: BlackBerry and Inter@active pager

y Employees: 6000 (Q1 2007)

y Capital: 63.27B

y Slogan: Always On, Always Connected

y Website: www.rim.com


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BlackBerry Products

BlackBerry Touch 9930


BlackBerry PlayBook

BlackBerry Style 9670

BlackBerry Torch 9800BlackBerry Curve 3G 9330

RIM BlackBerry Curve 3G 9330

BlackBerry Curve 3G 9300

BlackBerry Pearl 8120

BlackBerry Pearl 8110

BlackBerry 7130v


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COST :

2G Network: GSM 850 / 900 / 1800 / 1900 CDMA

800 / 1900

3G Network: Dual-Band HSDPA CDMA2000

1xEV-DO

Announced: 2011, May

Status: Available

Dimensions: 115 x 66 x 10.5 mmWeight: 130 g

Screen Size: 640 x 480 pixels, 2.8 inches

Color Depth: TFT capacitive touchscreen

Keyboard: QWERTY keyboard, Touch-sensitive

controls

Available Color(s): Black

Camera: 5 MP, 25921944 pixels, autofocus,

LED flashVideo: Yes, 720p

Call records: Yes

Speakerphone: Yes

Ringtone Type: Vibration, MP3 ringtones

Vibrate: Yes

Internal Memory: 8GB storage, 768 MB RAM

External Memory: microSD, up to 32GB


Specifications and

Features


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COST :


Specifications and

Features

2G Network: GSM 850 / 900 / 1800 / 1900

3G Network: Tri-Band HSDPA

Announced: 2011, May

Status:Available

Dimensions: 115 x 66 x 10.5 mm

Weight: 130 gScreen Size: 640 x 480 pixels, 2.8 inches

Color Depth: TFT capacitive touchscreen

Keyboard: QWERTY keyboard, Touch-

sensitive controls


Camera: 5 MP, 25921944 pixels,

autofocus, LED flash

Video: Yes, 720p

Call records: Yes

Speakerphone: Yes


Vibrate: Yes

Internal Memory: 8GB storage, 768 MB

RAM

External Memory: microSD, up to 32GB


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COST :

Announced: 2010, September

Status:

Dimensions: 194 x 130 x 10 mm

Weight: 425 g

Screen Size: 600 x 1024 pixels, 7.0

inches

Color Depth: TFT capacitivetouchscreen, 16M colors

Keyboard: Multi-touch input method,

Accelerometer sensor for auto-rotate


Camera: 5 MP, 25921944 pixels,

autofocus

Video: Yes, 1080pCall records:

Speakerphone: Yes, with stereo

speakers

Ringtone Type: -

Internal Memory: 16/32/64 GB storage, 1

GB RAM

External Memory: No

BlackBerry PlayBook

Specifications and

Features


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COST :

Specifications andFeatures

BlackBerry Style 9670

2G Network: CDMA 800 / 1900

3G Network: CDMA2000 1xEV-DO

Announced: 2010, October

Status:Available


Weight: 131 g

Screen Size: 360 x 400 pixels

Color Depth: TFT, 65K colors

Keyboard: QWERTY keyboard, Touch-

sensitive optical trackpad

Available Color(s): Steel Grey, Royal Purple

Camera: 5 MP, 25921944 pixels, autofocus,

LED flash

Video: Yes, VGA

Call records: Yes

Speakerphone: Yes


Vibrate: Yes

Internal Memory: 512 MB

External Memory: microSD, up to 16G

B


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COST :

Specifications and

Features BlackBerry Torch 9800

2G Network: GSM 850 / 900 / 1800 / 1900

3G Network: HSDPA 800/ 850 / 1900 / 2100

Announced: 2010, August

Status:Available


Weight: 161 g

Screen Size: 360 x 480 pixels, 3.2 inches

Color Depth: TFT capacitive touchscreen, 16M

colors

Keyboard: QWERTY keyboard, optical trackpad,

Multi-touch input method,

Proximity sensor for auto turn-off

Available Color(s): Black, White, Dark Orange

Camera: 5 MP, 25921944 pixels, autofocus,LED flash

Video: Yes, VGA@24fps

Call records: Yes

Speakerphone: Yes


Vibrate: Yes

Internal Memory: 4 GB storage, 512 MB RAM,

512 MB ROMExternal Memory: microSD, up to 32GB


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Location setup

Middle East

Europe

Africa

Asia -Pacific


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Location setup

Latin AmericaNorth America


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Target Market Segment

25+ years

Both males and females

SEC A1 and A2

Tier I cities

Cosmopolitan Professionals

Attracts attention from diverse range of businesses including,

but not limited to:

o Finance

o Legal

o Professional services,

o Retail

o Construction

o Manufacturing


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Print Ads


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Competition

Many competitors are entering theSmartphone market, which is loweringBlackberrys sales and cutting off

Blackberrys monopoly in that section ofthe phone market.

Most of them have a lot of features that arefound on the Blackberry: email, fastprocessors, web browsing, full keyboard.

They are giving there products an edge, tokeep them unique and give them anadvantage over competitors.


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Competition

Nokia E61 Motorola Q 9h i-mate

iPhone by Apple

SideKick


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Competitor Analysis

Nokia was the 1st foreign player to enter the Indian market in

1995.

Gained its foothold by offerings basic mobile phones in

affordable price ranges. Recently, Nokia launched its latest range of touch screen and hi-

end phones, which are getting quite popular with Smartphone's

lovers of India.

Brand Focus:

o Gaming optionso Multimedia

o GPRS

o Faster Internet options

Nokia E61


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2001 Sony Ericsson enters the Indianmarket

Introduced affordable Smartphones in themarket such as hi-tech multimedia

features, camera phones, design phones,music phones, and web and email phones.

Motorola Smartphones are mainlyfocussed on data communication andmobile entertainment features with itsnew range that includes the Aura, A1600andWX series.

Motorola Q 9h


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Apple iPhone is a revolutionary

mobile device

One of the modt hyped devices inhistory

o Complete web experience, wi fi

o SDK. Creative apps

o iTunes marketplace

o Slick UI, Touchscreen

AT&T

iPhone by Apple


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Introduce BlackBerry,for the new marketsegment

Brand personality

BlackBerry Appeal

SEC A1 and A2

18-24 years

Tier I cities

Youth and young professionals

Cool; cosmopolitan lifestyle;imaginative, dreams and

aspirations. lifestyle;

imagination;

liberty regained;

innovation;

dreams and aspirations;

power-to-the-people throughtechnology.

All the features of the parent brand

Funkier in look and display.

Available in youthful colors.

Disruption Strategy for BlackBerry


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Target Market Segmentation

User Profile:

Karan who is 20 years old, studies Economics in St. Xaviers,Mumbai. In his free time he likes playing basket ball or jammingwith his friends as he loves playing the guitar. He enjoys rock musicand watching realistic cinema.

In the evening he likes catching up with his friends over a game ofpool or snooker. His favorite eateries are KFC, Caf mocha, LaPizzeria etc

He recently went for a holiday with his friends to Bangkok. He lovesthe play station and possesses an 8 GB touch I pod. He updates hisphone every 6 months with whats new in the market and for him,the brand and the look are important while making the choice!


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PositioningBlackBerry

Gap analysis suggested aposition of a smart phonefor the youth.

Blackberrys serious imagevis--vis Buzzberrys cool,funky image.

Cool features, great lookand low price..Buzzberry isthe way to go!


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SID The Techie


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Advertising

PR &Publicity

EventMarketing

NewMedia

DirectMarketing

Communication

Plan

Communication Plan for BlackBerry


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Communication Plan for BlackBerry

1. Public Relations and Publicity:

o Create a fictitious character/mascot, Sid The Techie, who would represent the

following characteristics: tech- savvy, young, peppy, rebellious, responsible,

traditional, positive, and confident. Sid would represent todays tech-savvy youth,

and would be used in various communication material - ad campaigns/

posters/TVCs etc.o Engage a youth icon, Ranbir Kapoor, as the Spokesperson and endorser for the

brand. The target audience would be able to relate to a young endorser and this

would leverage the positioning of the brand.

o RIMs young officials would also serve as the spokesperson for the brand.

o Create a lot of buzz amongst the youth by employing the youngster as Buzz Agents

in colleges and youth clubs. The buzz agents would promote the brand throughonline viral campaigns and word of mouth.

o Advertorials and articles about the brand in leading technical and youth

publications.


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2. Event Marketing:

o Launch Event: Launch the campaign with a youth cultural event, inviting school and

college students from across India.

o Sponsor engineering college fests such as Mood Indigo (IITMumbais Annual

Festival), which focus on technology, to reach to the niche tech-savvy targetaudience.

o Sponsor cultural college fests likeMalhar (St. Xaviers Annula Cultural Festival), to

reach out to a wider target audience.

o Sponsor and conduct the industry specific workshops for young professionals.


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3. New Media:

o Communities and forums on social networking sites like Orkut, Twitter & Facebook.

o Interactive Website www.buzzberry.in .

o Banner ads on social networking sites, sites frequented by the youth(www.torrentz.com), and so on.

o Web articles and advertorials on the technological and electronic gadgets sites.

4. Direct Marketing:

o Posters & handouts/leaflets would be distributed in schools & colleges duringthe launch event, and a database would be made of the participating students.

o Set up kiosks in the technical fairs and workshops to display the BuzzBerry andcreate a database of the attendees.

o Reach the prospects on the database through various direct marketing channelssuch as DirectMailers, Catalogues, Direct Response TV commercials, DirectResponse Print ads, etc.


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5. Advertising:

o Hoardings near schools, colleges, BPOs and Corporate parks.

o Advertisements in magazines like JAM, JLT, tech magazines, etc.

o A print/poster campaign showing Sid in various aspects of life using and enjoying

his BuzzBerry.o Commercials on television channels which are most viewed by the youngsters, likeMTV, Channel V, Star Movies, Zee Caf etc. The campaign would have Sid in various

aspects of life using and enjoying his BuzzBerry.


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THANK YOU!

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