BlackBerry was the most reliable, secure and efficient communication device. By 2003, RIM was the innovation leader in the marathoner category, providing consumers with a no-frills way to surf and email. It was the perfect communication device, with its software and hardware made by RIM itself. By partnering with many global networks, BlackBerry made itself available to business customers everywhere.
After its first mass marketing campaign in 2008, subscription skyrocketed, with the BlackBerry as the new “cool” gadget. BlackBerry has tried to keep up with the competition and add more consumers than business customers by giving their phones multimedia capabilities as well as adding models tit touch screens and offering B Messenger, but now it finds itself struggling to gain ground against Apple and Samsung. Marketing Problem How can RIM reinvent itself in order to recapture customers or stay relevant?
Market Area Blackberry has been one of the leading brands that produces cellular phones, tablets and smartness (both of which RIM competes in), worldwide. The industry is very competitive, with the other popular brands such as Apple, Samsung, LAG, ETC and Sony contending for users. Today, rivals such as Apple and Samsung holds 52% of the smartened sales. RIM, with 6. % shares of the market, now has been finding ways to be more competitive and bring back loyalty. Market Analysis Strengths Weaknesses High-security software Partnership with the U. S. Enterprise and government sector Partnership made with Foxing to manufacture their smartness Its ability to engineer hardware and create quality software (BlackBerry SO) Pioneered dependable security and email connectivity for smartness Worldwide brand recognition Enterprise resource provider – used in majority of fortune 500 companies Unresponsive/slow response to industry trends and competitor offerings (better Amerada, better SO, gadgets like tablets, pallets) People’s perception of BlackBerry as being for “professionals” only Exclusive Blackberry SO limits connectivity with other gadget brands Highly dependent on corporate and government contracts Relatively weak products aimed at the individual consumer sector Opportunities Target other developing markets which have undeveloped and unpatented smartened markets e. G.
Africa or India Obtain key patents to use existing technology to its advantage over competition Opportunity to expand its cloud-based reverie and benefit from the growing demand Rising demand for smartness Strong potential to expand within the tablet market Since it develops both hardware and software it has two threats: phone makers (Apple and Samsung) and software makers like Google and Apple (Android & ISO) Developed countries have saturated markets, making it hard for Blackberry to increase its market share Fast changing consumer tastes make it difficult for B to adjust its products Threat of competitors taking on the government and business sector Other messaging application like LINE, Weight that threatens the appeal of IBM Market Strategies (Marketing Mix) Products: B initially had the business oriented products and then added to more consumer oriented ones to reach other segments, starting out with the Pearl and Curve (which eventually became its affordable phone), then adding the Bold (aimed at business customers), Torch and Storm. Following the release of more phone models, it then came out with its B 10 software, released only in 2013 and a new line of phones including the phone contender ZOO and Z and qwerty touchstones phone CIO.
BlackBerry has an app store called B App World, but with far fewer APS offered than ISO and Android phones. Price: BlackBerry prices vary from affordable to premium. It can reach as little as $150 or as much as $500-$600 depending on the phone models which range from a B Curve to the ZOO. To increase its market share, BlackBerry made their products affordable to middle class professionals. Place: BlackBerry mobile phones are usually sold at electronics stores as well as locked and unlocked in network stores. There are no stand-alone BlackBerry stores that only carry RIM products unlike Apple and Samsung. Blackberry’s are sold worldwide through gadget stores, network providers and authorized dealers.
Since 2012, RIM has opened BlackBerry Premium Stores in key metro cities in India in order to strengthen distribution channels and expand its retail business in the Indian market. Customers would know the capability of these devices and how they are differentiated from the other phones. Promotions: BlackBerry has hosted 12 “Blackberry Live” events in the last decade, which is “a conference for everything Blackberry,” but has discontinued the event Just recently as a result of the company’s verbal uneasy footing. Moreover, although Blackberry has launch events for its new phones and technologies, it remains exclusive to those invited. Promotion has been quite weak in the mass market, gathering little attention from consumers throughout the years.
Blackberry relies mostly on promotions through their carrier networks and mobile phone promos. Analyzing Blackberry’s Performance: made it easier to send emails and do business. It chose its segment very well, targeting business customers and government workers, and tailor made its phones for them. B phones were used profusely by business users and became THE business phone. Around 2006-2007 BlackBerry was able to ride on the smartened trend that came along with the phone’s release. By breaking into new segments, from business users to students, B grew tremendously. It however seemed to turn a blind eye to new offerings by Apple, ETC and Samsung and the ever-changing trends, staying put with its current success.
It suddenly turned obsolete with the phone and Android phones offering better software and hardware as well as attracting app developers. The ability to have APS made phone and Android phones a success and BlackBerry was way too late in the race for app developments. As phone and Android phones rose, B fell. It lost its market shares so quickly. In 2009, 20% of world smartness sales were B and 40% Monika, with B controlling 53% of the US market in this year. RIM took a turn for the worse when its I-J market share slipped from 19% to 8% between the three months ending in October 2011 and the autumn of 2012. In 2013, RIM now Just has 6% of the US market.