RIM - Blackberry

MTDB’10 Group A
Industry analysis models
23rd of March 2010

MMS 3 Group C
 index
1. What is Blackberry?
2. Blue Ocean Strategy
3. SWOT
4. Basic trends (8x)
5. Uncertainties (4x)
6.Framework axes
7. Framework (5x)
8. Questions!
 What is Blackberry?
Introduced in 1999 by RIM Connect mobile with, Exchange, Lotus Notes,
Designed for business people Novell Groupwise & others
Blackberry Enterprise Server
Secure
Blue Ocean Strategy

Before only cell phone and pagers

New technology developed
First mobile email device
Push email
Secure
Enterprise segment
 SWOT Analysis
Strengths Weaknesses
Unique offering & strategy Scalability & Global coverage
Well designed software Blackbery architecture
Powerful brand Total cost of ownership
Offering Carrier friendly Business Model not carrier
friendly

Opportunities Threats
Extend third party application Tougher competition
Different offerings New technology
Scenario
Analysis
Basic trends
 1. Feature-rich device becomes standard

Camara
3G
Wi-Fi
Music player
GPS are standard
2. Location based & Augmented reality
Year No of App stores Year Revenue Downloads
Before 2008 3
2009 $4,23 2.5
2008 8
2009 38 2010 $6.67 4.5
2010 till February 48 2013 $29,47 21.6

3. App download increase

4. Cloud-computing
5. Telco ARPU declines Data
ARPU increases
6. Growth
Symbian is loosing market to new players
RIM will keep worldwide no. 2 position
Android grows quickly

7. Android & iPhone O.S.

7. Open-source
Uncertainties
1. Market players
2. Consumer expectations
2.
2.
3. Technology
4. Infrastructure
framework
The axis

Y: Degree of convergence
X: No of players
Scenario framework
High
After
After the
the Boom
Boom The
The playground
playground
Few
Few companies
companies drive
drive innovation
innovation Common
Common standards
standards
No
No common
common standards
standards Low
Low prices
prices
End-to-end
End-to-end integrating
integrating players
players rule
rule Innovation
Innovation isis key
key
Open
Open platforms
platforms have
have advantage
advantage Specialized
Specialized players
players
Revenue
Revenue increase,
increase, convergence
convergence Revenue
Revenue increase
increase depends
depends on
on
Low
1 2 adaption
adaption to
to convergence
convergence
High
Cost
Cost Cutting
Cutting Overcrowded
Overcrowded garden
garden pond
pond
High
High competition,
competition, few
few players
players 3 4 Push
Push for
for innovation
innovation
Less
Less innovation
innovation High
High level
level of
of competition
competition
Survival
Survival depends
depends on
on efficiency
efficiency Differentiation
Differentiation byby Niche
Niche markets
markets
Saturated
Saturated market
market Not
Not very
very profitable
profitable
Profits
Profits around
around 4-5%
4-5%
Risk
Risk of
of price
price wars
wars
Low Consolidation
Consolidation of of players
players
After the Boom Few players
High level of convergence

Scenario
Scenario
Four
Four main
main players
players
Closed
Closed vs.
vs. Open
Open
HTC/Google
HTC/Google
Bargaining
Bargaining power
power suppliers
suppliers

Warning
Warning bells
bells
Market
Market highly
highly receptive
receptive to to new
new technology
technology
Many
Many companies
companies entering
entering & & leaving
leaving
New
New technology
technology like
like LBS
LBS and
and ARAR gain
gain
prominence
prominence in
in daily
daily life
life

Strategy
Strategy
Focus
Focus onon consumer
consumer market
market
Also
Also focus
focus on
on professional
professional market
market
Innovate
Innovate
Digital
Digital Home
Home
Keep
Keep platform
platform closed
closed to
to keep
keep quality
quality
Many players
High level of convergence the Playground
Scenario
Scenario
Open
Open source
source wins
wins battle
battle of
of standards
standards
Separation
Separation hardware,
hardware, software,
software, apps
apps
Specialization
Specialization
Highly
Highly competitive
competitive
Success
Success depends
depends on
on ability
ability to
to adapt
adapt to
to convergence
convergence

Warning
Warning bells
bells
Many
Many players
players entering
entering
Everyone
Everyone makes
makes profit
profit
Highly
Highly segmented
segmented market
market

Strategy
Strategy
Focus
Focus on on core
core market
market
Integrated
Integrated customized
customized enterprise
enterprise solutions
solutions
Sell
Sell aa service
service
Few players
Low level of convergence Cost cutting
Scenario
Scenario
Mature
Mature market
market
Little
Little innovation
innovation
Few
Few players
players in
in the
the market
market
Tough
Tough competition
competition
Phones
Phones become
become (fashion)
(fashion) statements
statements

Warning
Warning bells
bells
Companies
Companies can
can either
either spun-off
spun-off or
or sold
sold
Promising
Promising technologies
technologies turn
turn out
out to
to be
be aa fad
fad
Industry
Industry focus
focus on
on cost
cost efficiency
efficiency

Strategy
Strategy
Focus
Focus on
on enterprise
enterprise market
market
Customized
Customized & & standard
standard products
products
Sharing
Sharing risk
risk with
with customer
customer
Overcrowded garden pond
Many players
Scenario
Scenario Low level of convergence
Small
Small market
market
Focus
Focus on
on niche
niche
Low
Low profitability
profitability
Players
Players with
with sufficient
sufficient back
back upup or
or other
other
competitive
competitive advantage
advantage will
will survive
survive

Warning
Warning bells
bells
High
High level
level of
of competition
competition
Price-wars
Price-wars
Specialization
Specialization on
on niche
niche segments
segments
Consolidation
Consolidation ofof players
players WINTELOKIA
WINTELOKIA

Strategy
Strategy
Consolidation
Consolidation
RIMBM
RIMBM
Build
Build on
on key
key capabilities
capabilities
Questions?