PowerPoint Presentation

THE EXTRAORDINARY RISE & THE SPECTACULAR FALLOF BLACKBERY

Hello everyone.. A warm welcome to the presentation of the rise n fall of a well known brand, blackberry.. Lets see how the device blackberry originated.1

RESEARCH IN MOTION

Software technology established in early 80s

RIMs most notable product-

Contented with being a strictly business and professional product

Research in Motion, is a Canadian multinational telecommunications company, Best known for its line of BlackBerry devices. BlackBerry Smartphones are devices which Have BlackBerry OS . it is well known worldwide as a provider of secure and high reliability software for industrial applications. 2

The Evolution

The evolution of blackberry.BlackBerry Smartphones have come a long way since the original models were introduced way back in 1996.And I literally meana loooooong way. Surprisingly, The first devices were not really even smartphones at all.

3

The Birth : 1999-2000

The birthThe birth of one of the most renowned mobile brands happened in 1999, The RIM 900 Inter@ctive Pager. The Device was exclusively designed as an email pager, with which users can send and receive emails freely and easily.4

RIM 900 Inter@ctive Pager launched in 1996. RIM 950 Wireless Handheld was really the first BlackBerry.

Soon became a favored choice in the market.

Was used by people with high social statues

Though the interactive pager was launched in 1996, its successor, the RIM 950 Wireless Handheld was really the first BlackBerry device. It Was commonly found to be used by people with high social status. Eventauly it became a favoured choice in the market.

5

The Success :2001-2007

The real success ofBlackBerry phonestarted from the famous terrorist attack in 2001. RIM rode high for the next six years. The brand dominated the smartphone market in the United States. 6

The real successstarted from the famous terrorist attack in 2001

Gained its fame in mobile market

In 2006, got 7 million users & market value of 42 billion dollars

The OS advanced gracefully, adding media features but staying focused on messaging. In 2006, it got around 7 million users and a market value of 42 billion dollars!

7

2006: The CrackBerry craze

2006: The CrackBerry crazebecause of its addictive nature , It was popularly known as the crackberry, which became viral in the United States. The BlackBerry brand was riding high and it looked like nothing could stop the keyboard revolution.

8

2007: The world at its feet

by 2007, it literaly had the world at its feet and had got a market value of 42 billion dollars. With 10 million subscribers by the end of the year, there was no sign of concern about the iPhone's potential as a BlackBerry killer, which was launched calmly during the year.

9

More than 40 million units of Blackberry sold.

As you could see, More than 40 million units of Blackberry have been sold worldwide.

10

Key Factors To The Success

Using unique approach in marketing.

A tool for business.

Pioneer of providing instant high-tech services-

EmailInternet browsingLocation based servicesSocial NetworkingInstant Messaging service

Some of the key factors to the success of blackberry wereit had an unique approach in marketing. People started believing that blackberry is a mandatory tool for business. It was the Pioneer of providing instant high-tech services like-EmailInternet browsingLocation based servicesSocial Networking andInstant Messaging service.

11

UNIQUE MARKETING STRATEGY

It had an unique marketing strategy which no other company could even think of like Mass marketing campaign Advertising mediums Business to consumer education Updating current service providers Co branding Software upgradation etc

12

In 2007, iPhonereleased-a new era

The RIM underestimated this competition

In 2007, BlackBerry mobile won the market but lost the future toiPhone mobile.

The Apple company launched the iPhone at the start of 2007 and it was set to compete with the BlackBerry Pearl, which was also launched during the same period. Without obvious decline in mobile sale, the RIM underestimated this competition. Though BlackBerry 8310was equipped withWi-Ficonnection andFacebookintegration but Still it was not enough to compete with iPhone.

13

Android launched towards the end of 2008.

and RIM's first touchscreen device, the BlackBerry Storm.

It was up against the iPhone, the HTC Dream, and the Palm Pre2008: A Storm begins to brew

2008: the year when A Storm begins to brewAndroid launched quietly towards the end of 2008, and hot on its heels was RIM's first touchscreen device, the BlackBerry Storm.It was up against the iPhone, the HTC Dream, and the Palm Pre, but the Storm did not compare favourably, with reports of sluggish performance, and a poor touchscreen experience.

14

The Fall :2008-2012

And that marked the fall of Blackberry . Soon blackberry witnessed a huge tumble. it not only witnessed the invasion of other brand But also saw a drastic drop in market share . prime reason considered for this was it was still stuck with its old and outdated system.

15

BlackBerry not only witnesses the invasion ofiPhone mobilesandAndroid mobiles..

Sees a drastic drop in market share!

Because .BlackBerry still stuck to its old and outdated system.

The iPad's success pointed to the potential of the tablet market and RIM decided to produce a tablet of its own. Sadly, the PlayBook by blackberrry was doomed from the start. And the future looked bleak.

16

You could clearly see how the blackberry devices climbed the ladder rapidly and its downfall eventually, post 2009.17

FUTURE PROSPECTS

RIM had put all its bets on the success of BlackBerry 10. To make sure they can have an amazing operating system, RIM had purchased several software companies beforehand. These were some of the ways by which RIM could bring back its success it tasted initially.

18

1. Fix the PlayBook2. Deliver a great QNX Bold

3. Repair, or abandon, App World

4. Perform data cap judo

5. Ally with GoogleRIM's Five Steps Back to BlackBerry Success

Some of the keys steps that could bring back blackberry on par with its competitors are given..1. Fix the PlayBook2. Deliver a great QNX Bold3. Repair, or abandon, App World4. Perform data cap judo5. Ally with Google

19

The evolution

The birth

The Success :2001-2007

2006: The CrackBerry craze

2007: The world at its feet

The Fall :2008-2012

Future prospects

RECAP

Just a quick recap of what weve seen so far..20

DISCLAIMER Created by - JAGHADEESHWARAN R

Under the able guidance of DR. Sameer Mathur

21