Business ModelIphone VS Blackberry

Bethmont Laura – Rouquette Audrey – Blondin Adrien

Customer segments

Blackberry

• Professional target (email send and receive)

• Hedonist & professional consumers

Iphone

• Customer with design & simplicity approach

• Young people (prescriber)

• Innovators & Early adopters

Value PropositionBlackberry

• Professional application

• Multiple tools for business (read many files)

• Know-how of quality and reliable

• Push technology

• Security

Iphone

• Design sensibility, ergonomics interfaces and creativity

• Convenience & simplicity

• Performant customer services

• Training for user « Genius bar »

• Multi task product (music, games,

• Environment global « Apple »

Customer relationship

Blackberry

• Faithfull strategy

• Individual conquest

• Development of business events to present new technologies

Iphone

• Community apartenance (following brand évolution)

• Life style

• Way of thinking

• Feel special

Channels Blackberry

• Specialize store (Fnac, Virgin, Phone House)

• All operators

Iphone

• Apple Store

• Apple Web site

• Specialize store (Fnac, Virgin, Phone House)

• All operators

Revenues Streams

Blackberry

• Sales : 8,3 M

• Turnover : $4,17 B

• Personal services

• Additional sales

• Applications sales

Iphone

• Sales : 20 M

• Turnover : $12B

• Applications sales

Key ActivitiesBlackberry

• Events with professionals

• Innovation

• Core business : professionals’ solutions

Iphone

• Events in Apple Store

• Teasing with annual Keynote

• Innovation capacity

• Application development

Key RessourcesBlackberry

• R&D

• Engineer

• Software & Server

• Professional image

Iphone

• Jonathan Ive (designer)

• Steve Jobs (ex-CEO)

• R&D

• Brand notority

Key PartnersBlackberry

• Phone operators

• Applications Creator

Iphone

• Phone operators

• Coopetition with Samsung (Screen technology)

• Applications Creator

Cost StructuresBlackberry

• Employees

• Raw Materials

• Maintenance Server

• R&D

• Communication

Apple

• Store

• Employees

• Raw Materials

• R&D

• Communication

IPHONE vs BLACKBERRY

Performance & Technology

Vs

Design & User Friendly

Strategy recomendations Integration for Blackberry in China, India, Brazil market

Create a service for businesses customers : replace the Blackberry (with contact, mail and schedule synchronization) directly.