FINAL BB Presentation

FINAL BB Presentation - Hanging on the RIM: A Presentation...

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Hanging on the RIM: A Presentation on BlackBerry Maria Gonzalez | Isabella Huang | Nissan Patel | Gordon Toon BUSI 406: Group Presentation 4/20/11
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Agenda
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Competito rs Custome rs Proposal Market The smartphone industry is projected to grow rapidly over the next 5 years 3 8 % C A G R 0 2 4 6 8 10 12 1 Global Mobile Communications Device Sales (Millions of Units ) US Smartphone Sales at Inflation-Adjusted Prices ($Millions) Source: Gartner Research, 2010; Mintel Report, 2010
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Competito rs Custome rs Proposal Market The telecommunications industry is facing several key changes Limitation of Data 2 § Majority of investments are in data infrastructure § 4G, 3G § BlackBerry Products are centered around email and text § To prevent overcrowding, some carriers are implementing tiered data plans § § BIS Compresses data Emphasis on Data 1
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Competito rs Custome rs Proposal Market Retailers have direct contact to consumers P h o n e P h o n e S e r v i c e Channel Architecture BlackBerry Manufacturer s Apple, Inc. Value Chain Manufacturer Carrier Consumer Carrier Market Share 31% 12% 12% 25%
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Competito rs Custome rs Proposal Market BlackBerry’s POS Marketing is lacking Company Sponsored POS Displays
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Competito rs Custome rs Proposal Market RIM designs, manufactures, and markets innovative solutions for mobile communication Source: RIM Company Website
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Competito rs Custome rs Proposal Market RIM/BB Marketing Mix
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FINAL BB Presentation - Hanging on the RIM: A Presentation...

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