Friday, 11 November, 11
Reviving RIM
May 12, 2015
How Research In Motion could have approached their market in 2011 to revive the future of their brand through a one-year and five-year plan.
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Friday, 11 November, 11
Smartphone OS Share10/09–12/10, U.S.
40%
30%
20%
10%
Android
Apple iOS
Blackberry
26%
Source: Nielsen Research
Friday, 11 November, 11
Smartphone OS ShareQ3 2011, U.S.
Blackberry 18%
Apple 28%
Android 43%
Windows Mobile 7%
Other 4%
Source: Nielsen Research
Friday, 11 November, 11
Friday, 11 November, 11
Smartphone Sales 2011 472 million globally
Friday, 11 November, 11
Smartphone Sales 2011 472 million globally Smartphone Sales 2015 expected to rise to 982 million
Friday, 11 November, 11
1 Year PlanChange perceptionRaise revenue
Friday, 11 November, 11
5 Year PlanOwn the corporate market
1 Year PlanChange perceptionRaise revenue
Friday, 11 November, 11
5 Year PlanOwn the corporate market
1 Year PlanChange perceptionRaise revenue
Internal InitiativeEncourage innovation and success
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“Sometimes our offices feel like a Soviet-era government workplace.” ( RIM employee quotes)
Friday, 11 November, 11
“Sometimes our offices feel like a Soviet-era government workplace.” ( RIM employee quotes)
“Success cannot be borne of a 2005 status quo when the world looks a lot different now than it did even 12 months ago.” ( RIM employee quotes)
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Idea
Old Innovation Team Structure
Friday, 11 November, 11
Idea
Old Innovation Team Structure New Innovation Team Structure
Idea
Idea
Idea
Idea
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1 Year PlanChange perceptionRaise revenue
Friday, 11 November, 11
1 Year PlanChange perceptionRaise revenue
Focus on Market Opportunities
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Share of Teen Smartphone MarketBlackberry, U.S.
2010
40%
Source: ComScore
Friday, 11 November, 11
Share of Teen Smartphone MarketBlackberry, U.S.
2010
40%
2011
23%
Source: ComScore
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28.7% 50%
U.S. Teen Smartphone Adoption
July 2011 December 2012
Source: ComScore
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“dear Blackberry, I hate you and we can’t be friends. sincerely, I have an iPhone now” ( RIM employee quotes)
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Friday, 11 November, 11
bberry
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1
Artist and Brand Collaborations
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1
2
Artist and Brand Collaborations
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31
2
Artist and Brand Collaborations
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bberry x Kawsbberry x Kaws
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Popup and I.D. Stores
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SHANGHAI
LONDON
NEW YORK
SOURCE : emarketer
Popup Store Locations
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PR/Media Buzz
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Lady GagaLady GagaCelebrity Influence: Lady Gaga
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Friday, 11 November, 11
5 Year PlanOwn the corporate market
Friday, 11 November, 11
Teens Professionals
Target Markets
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Teens Professionals
Target Markets
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SuccessTeens Professionals
Target Markets
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GOVERNMENT
FINANCE
MEDICINE
LAW
Target Audiences
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Shield
Friday, 11 November, 11
BlackBerry Shield + PlayBook
Blackberry Shield + PlayBook
Massive amount of confidential data can be sync and secure between the Blackberry Shield and the PlayBook.
Friday, 11 November, 11
BlackBerry Shield
secure platform for professional use
open platform for leisure
Switching platform securely
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BlackBerry Shield
PRO IMAGE ANGRY BIRDS
Switching platform securely
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Friday, 11 November, 11
Thank you.
Friday, 11 November, 11
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