BLACKBERRY

BY-
MITUSHA KUMARI
PRIYADARSHINI KUMARI
PUJA KUMARI
VARSHA AMBASTA

Mobile Phone Sector in India

India is one of the fastest growing markets for the mobile industry.
India witnessed sales of 69 million handsets, doubling from the
32million mark reached in last year. (Source: The Times of India Jan13)
India added close to 20 million cell-phone subscribers in second
quarter 2012, taking the total to close to 185 million. (Source: Telecom
Regulatory Authority of India)
Major players in India:
Nokia
Sony Ericsson
Motorola
Reliance
Tata Indicom
Samsung
LG
Smart phone 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 Smart phone brands they carry.
o 69% of respondents in India are likely to recommend their
Smartphone brand to others. (Source : IDC Survey)
2009 - Worldwide mobile sales declined by 6%, but Smartphones
continued to rise with an escalating growth of 27%.
Major Smartphone Brands in
India
Nokia Corporation
Apple Inc.
BenQ-Siemens
HTC
LG Mobile
Mitsubishi
Motorola
Panasonic
Philips
Research In Motion (RIM)
Samsung
Siemens
Sony Ericsson
Toshiba
Situation Analysis
The leading Smartphone manufactures
together share more than 75% of the
Smartphone market in India.
25 % is shared by smaller players and
Shanzhai manufactures, whose presence is
significant in this region.
More than 5% of the phones sold are
Smartphones.
Competitor Analysis
NOKIA
Nokia was the1st foreign player to enter the Indian market
in1995.
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
Smartphones lovers of India.
Brand Focus:
o Gaming options
o Multimedia
o GPRS
o Faster Internet options

APPLE
Apple iPhone is a revolutionary mobile device
One of the most hyped devices in history
o Complete web experience, wi fi
o Creative apps
o iTunes marketplace
o Slick UI, Touch screen



MOTOROLA
Motorola Smartphones are mainly focussed on
data communication and mobile entertainment
features with its new range that includes the
Aura,A1600andWXseries.
SONY ERICSSON
2001SonyEricsson enters the Indian market
Introduced affordable Smartphones in the
market such as hi-tech multimedia features,
camera phones, design phones, music
phones, and web and email phones.

Company profile
Name Research In Motion,BlackBerry
Industries served equipment Telecommunications
Geographic areas served Worldwide
Headquarters Canada
Current CEO Thorsten Heins
Revenue $ 18.435 billion (2012)
Profit $ 1.164 billion (2012)
Employees

12,700 (2013)
Main Competitors Apple Inc., Google Inc., Nokia OYJ,
Samsung Electronics Co., Ltd.
Blackberry- The Brand


BlackBerry is a line of wireless handheld devices developed by the
Canadian company, Research In Motion (RIM).
1999 Introduced as a two way pager.
2002 - The more commonly known Smart Phone BlackBerry was
released.
The BlackBerry Smart Phone supports the following features:
Push e-mail
Mobile telephone
Instant messaging features: BlackBerry Messenger (BBM)
Text messaging
Internet faxing
Web browsing
Multi-touch interface
Other wireless information services
BlackBerry first made headway in the market
place by concentrating on e-mail.
BlackBerrys can message each other using
the PIN directly or by using the Blackberry
Messenger application.
BlackBerry holds the world's second highest
market share in the smart phone platform.
The consumer BlackBerry Internet Service is
available in 91 countries worldwide on over
500 mobile service operators using various
mobile technologies.


4 Ps
PRODUCT PRICE
RIM should introduce a new product
to the blackberry line targeted to the
consumer segment
Re brand and re introduce the storm
Product extensions
Reverse engineering
Comparability
Lower manufacturing cost
Higher marketing budget
Introduction
Discounts
Maturity
PLACE PROMOTION
Service providers
Test market
Timing
New markets
Mass marketing campaign
Advertising mediums
Business to consumer education
Updating current service providers
Co branding
Software
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
SWOT analysis
Strengths Weaknesses
Highly secure phones
Strong focus on narrow customer
segment

Inability to market the brand
BlackBerry OS
Highly dependent on government and
corporate contracts
Poor presence in the tablet market

Opportunities Threats
Growth of tablet and smart phone
markets
Strong growth of mobile advertising
market
Obtaining patents through acquisitions

Rapid technological change
Saturated smart phone markets in
developed countries
Increased competition for government
contracts

Problem Identified in India

The Indian government is likely to temporarily
stop BlackBerry services in the country as
Research In Motion (RIM), the maker of the
BlackBerry smartphones is not able to address
New Delhi's security concerns.
Indian security officials are willing to cease its
operations in the country as it failed to
adequately address security concerns over
BlackBerry's encrypted data that can be
misused by terror groups and cannot be
monitored.

Cont

India, however, is an important market for
BlackBerry. According to a Facebook group for
its users in India, the country has some
400,000 of them, and BlackBerry has
positioned itself nicely with models priced well
for both the entry-level consumer and high-end
business user.

Problem Details

RIM has so far said it cannot unscramble data of its
enterprise customers because it does not possess the keys
needed to do so.
BlackBerry security is based on a system where the
customers create their own key and the company neither has
a master key nor any "back door" to allow RIM or any third
party to gain access to crucial corporate data.
The encrypted traffic is delivered through its network
operating centres, based mostly in Canada, though corporate
clients can choose to host their BlackBerry Enterprise
Servers (BES) elsewhere.
RIM can only identify the senders and recipients of emails
and log items such as when they were sent or whether they
had attachments.

Solutions so far

After several meetings, RIM proposed it could
share the IP address of BlackBerry Enterprise
Servers, and the PIN and IMEI numbers of
BlackBerry mobiles. India says that is not enough
because it doesn't provide access to mails.
The smartphone maker has assured Indian
authorities it will provide manual access to its
instant messenger services which bypasses the
BlackBerry Enterprise Server.
Company has assured for developing a tool that
will help to provide fully automated realtime
access to Messenger services by November this
year.

Impact of a possible ban

India has one mobile connection for every two
of its 1.2 billion people and adds 16 million
new subscribers a month.
A shutdown would affect about 1 million users
in India out of a total 41 million BlackBerry
users worldwide, allowing them to use the
devices only for calls and Internet browsing.
Analysts say a ban would definitely impact
sales of BlackBerry services in the country.

A possible need for BlackBerry
revival?
The uncertainty created results in
push a growing number of its telecom partners, business
customers and
consumers to abandon the platform.
The consequences is the nine tenths of reality and the customer
and supplier confidence continues to fall even if it doesnt matter
how much cash they have on the balance sheet
Also resulted in quarterly loss of close to $1 billion and slash more
than a third of its workforce.
Blackberry still has a substantial subscriber base 72 million users
globally at the end of June, though that did decline from 76 million
three months earlier.
The company has struggled ever since Apple Incs iPhone and
Samsung Electronics Co Ltds Galaxy phones, using Googles
Android software, grew to dominate a market that was previously
BlackBerrys and had once made it highly profitable.


Strategies
Building strong relation with the suppliers
Blackberry is company which relies on outsourcing, so its
very important to have a good relations with the suppliers.
If the supplier's confidence fall, it will have a negative
impact on the market share.

Developing a tool to help provide fully automated
access, for solving the mails server problem.







Focusing on the customized and standard
product to facilitates the customer satisfaction.
Companies must find ways to differentiate their brand
beyond the physical product. In addition to focus on image,
companies must also offer exclusive, value-added
products/services with their device. One great example is
Apples App Store, with exclusive free and paid content for
the iPhone. BlackBerry did a great job with BlackBerry
Messenger, creating exclusively and community around a
value-added service. There needs to be more innovation
building upon what already exists

Innovation/New Products

At the same time, BlackBerry can launch new
devices to help target the new segment. The
BlackBerry Torch is a step in the right direction.
They can also launch other product lines to
compliment it, such as the recently announced
BlackBerry Play Book tablet. These devices help
bridge the gap, giving the core BlackBerry user
the business functionality they need, while also
offering value-added social components, that are
product qualifiers these days, to attract new
customers.
Have a wider product line tied together with a
common operating system which allows
developers to focus on content for BlackBerry
devices.
Strengthen the brand identity

Maintain the strong position in the market
protecting the interests of the target customer.
Keep improving the devices, but there is no need
to re-design all devices based on the iPhone and
Android.
BlackBerry needs to encourage content to be
developed for their own BlackBerry App World

Direct Marketing

Set up kiosks in the technical fairs and workshops
to display the Blackberry new features and
arrivals
and even create a database of the attendees.
Reach the prospects on the database through
various direct marketing channels such as Direct
Mailers, Catalogues, Direct Response TV
commercials, Direct Response Print ads, etc.
Social Media

Communities and forums on social networking
sites like Orkut, Twitter & Facebook.
Invite the users to suggest adds through it.
Event Marketing

Launch Event: Launch the campaign with a youth
cultural event, inviting school and college
students from across India.
Sponsor and conduct the industry specific
workshops for young professionals.
BBM Lounge for the live events, where users
need to register their BlackBerry PIN at the door
to gain entry.
Public Relations and Publicity

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

Action Plan

Beleaguered gadget maker BlackBerry said that its signed a
tentative agreement to be purchased by a group led by
Canadian holding company Fairfax Financial in a $4.7 billion
deal.
The transaction, in which BlackBerry would become a private
company, represents a turning point for a once high-flying
tech giant that played a key role in the mobile-device
revolution only to be eclipsed by Apple and Google.
Fairfax, which already owns 10% of BlackBerry, will pay $9
per share for the company, about 3% more than its closing
price.
BlackBerry still has the flexibility to accept a better offer in a
manoeuvre known as a go-shop process, but its hard to
imagine that a sweeter overture will be forthcoming.
BlackBerry announced that it would cut 4,500 jobs as
it prepares to absorb nearly $1 billion in losses related
to unsold-device inventory, sending its stock price
plunging by 20%.
Since last month, BlackBerrys special committee
has been evaluating strategic alternatives (like a sale)
for the company.
BlackBerry and Fairfax are expected to complete their
due diligence by Nov. 4.
By going private, BlackBerry (until recently known as
Research in Motion) can continue to attempt a
turnaround without the Wall Street pressure that
accompanies public companies

At the end

RIM need to:
Diversification of the product
Product Depth
Market Development
Aggressive Promotion