BlackBerry Presentation X

8/7/2019 BlackBerry Presentation X

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Talk about push vs pull. The original unique features of the Blackberry units - the

'push' email and the dedicated unit - are no longer unique. Other companies such as

Goodlink now offer similar push email service and there are plenty of other units witha similar design and functionality to the Blackberry unit.

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Talk about push vs pull. The original unique features of the Blackberry units - the

'push' email and the dedicated unit - are no longer unique. Other companies such as

Goodlink now offer similar push email service and there are plenty of other units witha similar design and functionality to the Blackberry unit.

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Blackberry ist mostly sold through direct sales to corporations, through B2B channels.

The final users are mostly executives, and in general people valuing productivity,

control of their daily activities, and in general it could be said, people who seek tohave their office in their hands.

However, the type of user is now wider, and includes now people who use the BB for

personal purposes, and who value other features such as the BB MSN.

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Difference of 6% and 4% , younger people for non-business purposes.

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The BB value proposition is focused on two different axes:

-The emotional one, through which they want to wake up sensations, and the claim

to be a device which goes beyond email functionality.-The more rational one, where their promise is to provide real time delivery of

information, instant access and connectivity, and a long battery life.

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The logo before 2001 was focused on the mailing solution.

Afterwards, they made a shift towards connectivity, being part of an active network,

flexibility, which they symbolize through the graphic to the left of the BB name, withthe counter forms of two letter Bs.

BB suggests the attributes of precision, speed and boldness.

They are focused on providing approachability in a contemporary way, because they

want to better reflect the end user s lifestyle both professionally and personally.

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THIS SLIDE HAS CONTENT UNDER THIS PIC.. The pic is animated

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http://www.youtube.com/user/blackberry?blend=2&ob=4

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U2 video http://www.youtube.com/watch?v=qx_wdg-BSaY

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Monolitic: one brand (RIM) is used across different product categories.

BBs corporate brand is RIM.

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BBs the only friendly smartphone with the environment: initiative to remove toxic

material from production

We can foresee government regulations in the future allowing the use of

greenphones, and blackberry will then have the 1st mover advantage.

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BlackBerry Presentation X

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