Shlomo GolsherazianJeff HeiserEtana KenterMichael RosenbergA.J. ShahChelsea SchneiderDanielle 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• 2007- Apple iPhone• 2008-Google Android

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

The BlackBerry• Uses Push Technology

• 3 Best features o Seedo Integrationo Security*

* Major Competitive Advantage

Porter’s Five Forces

Strengths-Corporate Market

-New Models-Established Brand

Weaknesses-Does not have the “first-mover” advantage in consumer market

-Network Architecture

Opportunities-New Markets

-Demand for Smart phones-Applications

-Upgraded Web-Multimedia Capabilities

Threats-Rapid Technology Changes

-Increased Competition

Competitive Landscape

• Smartphones make up 30% of phone market

• Research In Motion Blackberryo 27.4% Market Share (October 2010)

• Main competitorso Apple iPhone (27.9)o Google Android (22.7%)o Microsoft Windows Mobile (14%)

BlackberryCompetitive Advantage

• All Mobile Networkso Vs. iPhone

• Blackberry Enterprise Server• Blackberry Messenger (BBM)

o KIK Controversy

o Weaknesses:• Lagging phones• Inferior App Store

AndroidCompetitive Advantage

• Open Source• LOTS of phones• Growing AppStore• Google!

iPhone Competitive Advantage

• 13 million last quarter

• Entertainment/convenience based target

o Strengths:• Apps• Brand awareness/trendy• HD screen/“face time”

o Weaknesses:• Only touch screen version• Antenna/Signal problems

Windows Mobile Competitive Advantage

• Similar target as iPhone• Mobile = declining sales

• don’t have numbers for WP7• Similar target market as iPhone

o Strengths:• Apps (Tiles – can customize start screen)• 10 different devices (HTC, Dell, Samsung, LG)• X-Box Live, Microsoft Office

o Weaknesses:• Not as much brand equity• No copy/paste, multitasking 3rd party apps, • No Adobe Flash

Business Users

All Users

Forward Looking

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

• 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

In Response….

Blackberry OS 6

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

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

The PlayBook

• New Tablet to Compete with iPad

• NEW OS called “QNX”

• Browser is “WebKit” rendering engine

• Extremely promising prospect

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