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VISUAL STRATEGY GUIDE 1
Blackberry
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Blackberry
VISUAL STRATEGY GUIDE—BLACKBERRY 3
Blackberry
“A SATISFIED CUSTOMER IS THE BEST BUSINESS STRATEGY OF ALL” —Michael LeBoeuf
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Table of Contents
TABLE OF CONTENTS
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Blackberry
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WHERE WE WERE 08 / BRAND OVERVIEW 12 / BRAND HISTORY
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WHAT WE STAND FOR 18 / BRAND SOUL 21 / BRAND MISSION 21 / FUTURE EXPANSION 22 / KEYWORDS 24 / OUR AUDIENCE 36 / BRAND VISUALIZATION
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COMPETITIORS 44 / CURRENT COMPETITION 46 / ADJACENT COMPETITORS 48 / ASPIRATIONAL COMPETITORS
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WHERE WE WERE 08 / BRAND OVERVIEW 12 / BRAND HISTORY
Brand Overview–Chapter 1
Blackberry
BRAND OVERVIEW [THE BRIEF INTRODUCTION OF BLACKBERRY]
Highlights
BlackBerry Limited is a Canadian multinational company specialising in enterprise software and the Internet of things. Originally known as Research In Motion (RIM), it is best known to the general public as the former developer of the BlackBerry brand of smartphones, and tablets Blackberry is all about providing all encompassing services, business communication, cybersecurity and connectivity on the go. Blackberry’s goal is to provide the ultimate system of communications and connectivity with emphasis on security, efficiency , flexible and comfort. Blackberry organizes all of facets of every day life from consumers to corporate, from pier to pier, from board room to international destinations, while safeguarding customer data On 2014, Blackberry transitioned to an enterprise software and services company under CEO John S. Chen. Its products are used worldwide by various businesses, car makers, and government agencies. They include BlackBerry Cylance’s artificial intelligence based cyber-security solutions, the BlackBerry AtHoc emergency communication system (ECS) platform; the QNX realtime operating system; and BlackBerry Enterprise Server (BlackBerry Unified Endpoint Manager), a Unified Endpoint Management (UEM) platform. The Company is engaged in providing enterprise mobility management (EMM) and mobile security, and offers a portfolio of enterprise software solutions and services that can be deployed across a range of ecosystems and devices, including BlackBerry Enterprise Service (BES) 12 and Good Platforms, BES12 Cloud, enterprise file-sync-and-share (EFSS), SecuSUITE for Enterprise, Enhanced subscriber identity module (SIM)-Based Licensing (ESBL), WorkLife by BlackBerry solution and Professional Cybersecurity Services.
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THE COMPANY FOCUSES ITS BUSINESS ON ENTERPRISE SOLUTIONS AND SERVICES. IT OFFERS THE AN ANDROID BASED DEVICE WITH A SECURITY AND PRIVACY FEATURES FOR COMMUNICATION.
Brand History–Chapter 1
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BRAND HISTORY [THE TIMELINE OF BLACKBERRY]
Mike Lazaridis and Douglas Fregin Founded Research in Motion (RIM in Ontario, Canada.
RIM Introduces Blackberry 850 wireless handhelded with keyboard.
1999
1985
Apple Introduces Iphone and become the competitor of Blackberry.
2004
2001
RIM launches re-branded blackberry email services across North America and Blackberry pager 850 was launched.
2007
Over 1 million Blackberry users in North America.
Brand Timeline–Chapter 1
RIM launches Blackberry Torch touch, the first touch screen phone with slide-out Keyboard.
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Announced they want to sell with their financial situation and all the industry competitors.
2011
2010
Millions of Blackberry users of five continents are left without email, internet and messaging by a massive failure of RIM’S infrastructure.
Blackberry works for many companies to provide secure softwares.
2014
2013
2014 -
Revenues decline over 25%
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“LIFE WAS MUCH EASIER WHEN BLACKBERRY WERE EVERYWHERE.” —James Rhodes
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WHAT WE STAND FOR 18 / BRAND SOUL 21 / BRAND MISSION 21 / FUTURE EXPANSION 22 / KEYWORDS 24 / OUR AUDIENCE 36 / BRAND VISUALIZATION
Brand Soul - Chapter 2
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BRAND SOUL TO PROVIDE SECURE COMMUNICATION.
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BRAND MISSION TO PROVIDE SECURE AND TRUSTED COMMUNICATION FOR BUSINESS,TRAVEL AND GOVERNMENT. Rebranding Objective Blackberry originally gained fame from their cybersecurity system, efficient business communication and creating the first phone with capabilities to email on the go, taking productivity anywhere.
Future Expansion In the future, Blackberry will expand its products and services that have something to do with business, government, and travel. Blackberry will make a collaboration with the FBI, CIA, police department, etc. Furthermore, we will also provide software, platforms for online meetings on a secured channel. Finally, we also provide connectivity on the go which is for travel needs. Imagine you could access emails, private information, making conference calls while you are traveling. In conclusion, we will provide secure communication for all of our products, software, and services.
Brand Keywords - Chapter 2
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BRAND KEYWORDS [KEYWORDS THAT REPRESENT THE NEW VISION]
Keywords
Protection Linked Communication Flexible Limitless Future Geometric Connection Modern Contrast International
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Our Audience - Chapter 2
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OUR AUDIENCE [OUR TARGET AUDIENCE] Blackberry’s main target are people who work with business, government, finance, and everything that has to do with secure communication and connectivity on the go.
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Our Audience–Chapter 2
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Persona 1
Brian Hanitio Vice President of Finance 33 Finance Analyst Palo Alto, CA
Traits
Brian is a finance analyst at Job network. He often have a internal meeting with his team discussing about the company’s economy status. He likes to share his presentation via email for an online meeting. He prefers to call his C.E.O to report his works rather than sending a text message because it’s easier to explain by phone. He create many passwords just in case someone could break through, he could have backup plans. Secured communications is everything for him because he knows a lot about the company’s database and classified projects.
Tech
Internet Email Early Adopter Calendar
“ I’m looking for secured platform so I could sent my company’s database to my manager.”
Personas–Chapter 2
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Persona 2
James Santos Air Traffic Specialist 49 Air Traffic Supervisor Massachusetts, MA
Traits
James is a air traffic control specialist at Boston international airport. He is responsible for team building throughout the facility and the work system. He often had a online meeting discussing updates about air traffic. He continuously reviews work processes to assure that results meet the agency’s mission and the customer’s needs, He often had a sudden meeting if something happen with the air traffic tower. He provides training, coaching, and guidance to subordinates.
Tech
Internet Email Early Adopter Calendar
“ I would like something that could upload all of my work, presentation and classified data in one platform.”
Our Audience–Chapter 2
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Persona 3
Ashley Wang The Young Doctor 30 Gastrologist New York, NY
Traits
Ashley is a Gastrologist doctor at New York City.
Internet
She deals with patients with digestive problems everyday.
She often needs to write prescription and check up reports for the patients. She prefer to sent the prescription via email rather than writting in a piece of paper. She provides consultation via text message or phone calls if it’s emergency. Sometimes, she shares her patient’s report in a sharing platform so her team could see the information.
Early Adopter Calendar
“ I need a platform that is secure and trusted so I could sent the patient’s data and share the data easliy to my team.”
Personas–Chapter 2
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Persona 4
Kyle Korver Entrepreneur 45 Founder of Kuztech Startup Washington,D.C
Traits
Kyle is the founder of Kuztech Startup in D.C
Internet
Kyle is extremely hectic and his schedule always changing.
Kyle often had a meeting with his clients both online and onsite. Kyle needs more investor in order to expand his business. Kyle always make an online presentation so he could access it anywhere he wants. Kyle has a weekly meeting with his team discussing about his future plans for the startups. Kyle needs an online platform that could upload all of his data and documents for him to acess anytime he wants.
Early Adopter Calendar
“ I need a secured platform for my projects and the company’s documents so only authorize personnel could access them online.”
Our Audience–Chapter 2
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Persona 5
Alice Moore The Governor Candidate 57 Politicians Los Angeles, CA
Traits
Alice is California govenor candidate. She had a lots of meeting discussing about her on going elections. She often had campaigns aroud the States. She had weekly online meeting with her sucess team discussing about campaign startegy. She always got updates from her personal assistant regarding the elections. She often contacts her scout regarding about the opponent’s campaign strategy.
Tech
Internet Email Early Adopter Calendar
“ I need something that could provide online meeting with a secure channel so only my team can listen and see the conversations.”
Personas–Chapter 2
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Persona 6
Michael Rudd The Secret Agent 49 FBI Agent Washington , D.C
Traits
Michael has become FBI agent for 5 years
Tech
Internet
He covered a lot of criminal cases in United States
He often brings his tablet to work.
Early Adopter
He always upload his interogation video in an online platform so he could study and find more clues.
Calendar
He has a multi passcode and password for every online account that he have. He always share his work report to his team so he could discuss it anywhere he wants. He needs platform that provides secured connection for him to make a private conversations. He always doubles checked everything before sending a top-secret document to his leader.
“ I need a platfrom that provides a cybersecurity so that I could sent top secret documents and a secured channel for my internal team meeting.”
Our Audience–Chapter 2
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Persona 7- Not Included
Amer Baksih The History Teacher 75 Teacher Daly City, CA
Summary
He was once a histoy teacher at Daly city state highschool. He just like to read books, he doesn’t like to socialize, his hobby is painting, reading dictionary and bible.
Tech
Internet Email Early Adopter Calendar
Complains
He rarely uses his cell phone because his Son always with him to help. He like old things and don’t care about new things.
Looking For
A Handy notebook that could be bring anywhere he wants. A place to enjoy reading where there’s not a lot of noise.
“ I just want to have a simple life after I retired, I don’t want learn anymore new stuff especially about future and technologies .”
Personas–Chapter 2
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Persona 8 - Not Included
John Mcniece The Lonely Man 80 Writter Portland, OR
Summary
Since his wife dead, He does not love to participate in social adventures, because he always miss her, He just read book everyday because he thinks talk is a waste of time. John had no children, he doesn’t like social.
Tech
Internet Email Early Adopter Calendar
Complains
He doesn’t watch tv and never use internet and he communicates with friends by writting letters very few times because they live far awayy.
Looking For
- A library nearby his home - A supermarket that open 24 hour - Simple lifestyle
“ I just want to enjoy the rest of my live reading books at library.”
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Brand Visualization - Chapter 2
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BRAND VISUALIZATION
BEFORE
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Our Past—Chapter 2
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Brand Visualization - Chapter 2
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Our Future–Chapter 2
BRAND VISUALIZATION
AFTER
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“PROTECTING OUR WORLD, SECURING YOUR FUTURE” —Andy Rose
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COMPETITORS 44 / CURRENT COMPETITORS 46 / ADJACENT COMPETITORS 48 / ASPIRATIONAL COMPETITORS
Competitors - Chapter 3
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CURRENT COMPETITORS The current competitors research shows Blackberry’s rivals are adapting their prices and products to meet the consumers needs. The brand categories are all communication companies. They are the current blackberry competitors. Most of them are versatile and well-developed.
LG
Palm
LG Electronics’ products include televi-
Palm, Inc. was an American company that
sions, home theater systems, refrigerators,
specialized in manufacturing personal digi-
washing machines, computer monitors,
tal assistants and various other electronics.
wearable devices, smart appliances, and
They were the designer of the PalmPilot, the
smartphones.
first PDA successfully marketed worldwide.
Apple
Samsung
Apple Inc. is an American multinational
Samsung is a South Korean multinational
technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online. services.
Sony Ericsson Sony Mobile Communications Inc. is a multinational telecommunications company founded on October 1, 2001 as a joint venture between Sony and Ericsson, headquartered in Tokyo, Japan.
conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.
Nokia Nokia Corporation is a Finnish multinational telecommunications, information technology, and consumer electronics company, founded in 1865.
Competition–Chapter 3
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Motorola
HTC
Motorola Mobility LLC is an American
Motorola Mobility LLC is an Ameri-
consumer electronics and telecommunica-
can consumer electronics and tele-
tions company owned by technology firm
communications company owned
Lenovo Group Limited. One of their iconic
by technology firm Lenovo Group
products are the flip phone in 2000’s.
Limited. One of their iconic products are the flip phone in 2000’s.
Huawei
Google LLC is an American multinational
Huawei Technologies Co., Ltd. is a Chi-
technology company that specializes in
nese multinational technology compa-
Internet-related services and products,
ny that provides telecommunications
which include online advertising technol-
equipment and sells consumer elec-
ogies, search engine, cloud computing,
tronics, including smartphones and is
software, and hardware.
headquartered in Shenzhen, China.
Competitors - Chapter 3
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ADJACENT COMPETITORS In this category, there are service providers and product manufactures. Most of them are the social network. These brands already started exploring the possibilities of expanding people’s vision with development of communications.
Viber
Viber is a cross-platform voice over IP and
WhatsApp Messenger is a freeware,
instant messaging software application
cross-platform messaging and Voice
operated by Japanese multinational com-
over IP service.It allows users to send text
pany Rakuten,
messages and voice messages, make voice and video calls, and share images, documents, user locations and media.
Dropbox
Yahoo
Dropbox is a file hosting service oper-
Yahoo! is an American web services provid-
ated by the American company Dropbox,
er headquartered in Sunnyvale, California,
Inc., headquartered in San Francisco,
and owned by Verizon Media.
California, that offers cloud storage, file synchronization, personal cloud, and client software.
Linked In
Oracle
LinkedIn is an employment-oriented ser-
Oralce company sells database software
vice that operates via websites and mobile
and technology, cloud engineered sys-
apps. t is mainly used for professional net-
tems, and enterprise software products—
working, including employers posting jobs
particularly its own brands of database
and job seekers posting their CVs.
management systems.
Competition–Chapter 3
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MSN
Skype
MSN is a web portal and related collection
Skype is a telecommunications application
of Internet services and apps for Windows
that specializes in providing video chat and
and mobile devices, provided by Micro-
voice calls between computers, tablets,
soft and launched on August 24, 1995, the
mobile devices, also provides instant mes-
same release date as Windows 95
saging services. Users may transmit text, video, audio and images.
Gmail
Facetime
Gmail is a free email service developed by
FaceTime is a proprietary videotelephony
Google. Users can access Gmail on the
product developed by Apple Inc. FaceTime
web and using third-party programs that
is available on supported iOS mobile devic-
synchronize email content through POP or
es and Macintosh computers that run Mac
IMAP protocols.
OS X 10.6.6 and later.
Competitors–Chapter 3
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ASPIRATIONAL COMPETITORS For aspirational category, the new brand soul for blackberry is to provide secure and trusted communications for international organizations, which means in the future, blackberry would provide a secured online platform for communications. These are the brands that provides secure communications.
Zoom
Slack
Zoom Video Communications is a company
Slack is a team messaging application
that provides remote conferencing ser-
used by all walks of life. From a project
vices using cloud computing. Zoom offers
management term for float, slack is
communications software that combines
frequently used to describe how much
video conferencing, online meetings, chat,
time a project can absorb delays in mile-
and mobile collaboration.
stones and tasks without consequence.
Cisco
Microsoft Team
Cisco is a US technology company that is
Microsoft Teams is a unified communi-
best known for its networking products.
cations platform that combines persis-
Headquartered in California, Cisco devel-
tent workplace chat, video meetings, file
ops, manufactures and sells networking
storage, and application integration.
hardware, telecoms equipment and other IT services and products.
Sophos
LogMe In
Sophos Group plc is a British security
LogMeIn, Inc. is a provider of software as
software and hardware company. Sophos
a service and cloud-based remote con-
develops products for communication
nectivity services for collaboration, IT
endpoint, encryption, network security,
management and customer engagement
email security, mobile security and unified
all the time.
threat management.
Competition–Chapter 3
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Team Viewer
247 Meeting
TeamViewer is an intuitive, fast and secure
247meeting is an audio, web, video con-
application for meetings and remote con-
ferencing service that offers crystal-clear,
trol. As an all-in- one solution, TeamViewer
reliable and secure communications to
can be used to: • Show your desktop for
fulfil the collaboration needs of globally
meetings, presentations or collaboration.
growing businesses.
McAfee
Skype for Business
McAfee, LLC is an American global com-
Skype for Business is an instant messag-
puter security software company head-
ing enterprise software used with Skype
quartered in Santa Clara, California and
for Business Server or with Skype for Busi-
claims to be the world’s largest dedicated
ness Online.
security technology company.
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PROVIDING ENTERPRISES AND GOVERNMENTS WITH THE SOFTWARE AND SERVICES THEY NEED TO SECURE THE INTERNET OF THINGS.
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TYPOGRAPHY Blender Pro Unica Haas Pro
DESIGN Edwin Soehaili
INSTRUCTOR Hunter Wimmer GR 604 Nature of Identity
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