Visual strategy guide by Ling (Elaine) Li

VISUAL STRATEGY GUIDE

01 VISUAL STRATEGY GUIDE

VISUAL STRATEGY GUIDE

TABLE OF CONTENTS

History

Brand Soul

VISUAL STRATEGY GUIDE

Our Mission

Brand Grid

Our Vision

New Audience

Competitors

VISUAL STRATEGY GUIDE

Overview

Blackberry limited (Blackberry) provides mobile communication solutions. The company is engaged in the sale of smart phone and enterprise software and services. The companyâ&#x20AC;&#x2122;s products and services include enterprise solution and services, devices, Blackberry technology solutions and messaging. Blackberry is engaged in providing enterprise mobility management and mobile security, and offers a portfolio of enterprise software solutions and services that can be deployed across a range of ecosystems and devices. The company focuses its business on enterprise solutions and services. The company offers software platform, which enables people, devices and organizations to exchange information in real time during business continuity and life safety operations. Blackberry can help you to meet your needs.

VISUAL STRATEGY GUIDE

History Timeline

History

Research In Motion Limited was founded in March 1984 by Mike

Toronto Stock Exchange in January 1998 under the symbol RIM. In

Lazaridis and Douglas Fregin. At the time, Lazaridis was an en-

1999, RIM introduced the Blackberry 850 pager. Named in refer-

gineering student at the University of Waterloo while Fregin was

ence to the resemblance of its keyboard’s keys to the druplets of

an engineering student at the University of Windsor. In 1988, RIM

the blackberry fruit, the device could receive push email from a

became the first wireless data technology developer in North

Microsoft Exchange Server using its complementary server soft-

America and the first company outside Scandinavia to develop

ware, Blackberry Enterprise Server (BES). The introduction of the

connectivity products for Mobitex wireless packet-switched data

Blackberry set the stage for future enterprise-oriented products

communications networks. In 1990, RIM introduced the DigiSync

from the company, such as the Blackberry 957 in April 2000, the

Film KeyKode Reader. In 1991, RIM introduced the first Mobitex

first Blackberry smart phone. The Blackberry OS platform and BES

protocol converter. In 1992, RIM introduced the first Mobitex

continued to increase in functionality—while the incorporation

point-of-sale solution, a protocol converter box that interfaced

of encryption and S/MIME support helped Blackberry devices gain

with existing point-of-sale terminal equipment to enable wireless

increased usage by governments and businesses. During fiscal

communication. In 1993, RIM introduced the RIMGate, the first

1999-2001, total assets declared in the RIM’s balance sheet grew

general purpose Mobitex X.25 gateway. In the same year, RIM

eight-fold due to massive capacity expansion.

launched Ericsson Mobidem AT and Intel wireless modem containing RIM modem firmware. In 1994, RIM introduced the first Mobitex

RIM soon began to introduce Blackberry devices aimed towards

mobile point-of-sale terminal. In the same year, RIM received the

the consumer market as well, beginning with the Blackberry Pearl

Emmy Award for Technical Innovation and the KPMG High Technolo-

8100—the first Blackberry phone to include multimedia features

gy Award. In 1995, RIM introduced Freedom, the first Type II PCMCIA

such as a camera. The introduction of the Pearl series was highly

radio modem for Mobitex. In 1996, RIM introduced the Interactive

successful, as was the subsequent Curve 8300 series and Bold

Pager, the first two-way messaging pager, and the RIM 900 OEM

9000. Extensive carrier partnerships fuelled the rapid expansion

radio modem. A total of C$30,000,000 in pre-IPO financing was

of Blackberry users globally in enterprise and consumer markets.

raised by the company prior to its initial public offering on the

VISUAL STRATEGY GUIDE

Despite the arrival of the first Apple iPhone in 2007, Blackberry

the Blackberry Z10 and Q10, on January 30, 2013. In support of

sustained unprecedented market share growth well into 2011.

the launch, the company aired its first Super Bowl television

The introduction of Apple’s iPhone on the AT&T network in the

advertisement in the U.S. and Canada during Super Bowl. During

fall of 2007 in the United States prompted RIM to produce its first

the Blackberry 10 launch event, the company also announced

touchscreen smart phone for the competing network in 2008—the

that it would change its public brand from Research In Motion to

Blackberry Storm. The Storm sold well but suffered from mixed

Blackberry. The name change was made to “put the Blackberry

to poor reviews and poor customer satisfaction. As the iPhone

brand at the center” of the company’s diverse brands, and

and Google Android accelerated growth in the United States,

because customers in some markets “already know the company

the Blackberry began to turn to other smart phone platforms.

as Blackberry”.

Nonetheless, the Blackberry line as a whole continued to enjoy success, spurred on by strong international growth. As of

In September 2015, Blackberry launched a new smart phone

December 1, 2012, the company had 79 million Blackberry users

called Blackberry Priv which used the Android operating system.

globally with only 9 million remaining in the United States. The

Later the company announced it had no plans to develop new

Blackberry PlayBook was officially released to U.S. and Canadian

Blackberry OS-based devices and would instead switch to

consumers on April 19, 2011. The PlayBook was criticized for

Android. As expected, the Blackberry DTEK50 announced on July

being rushed to market in an incomplete state and sold poorly.

26, 2016, also uses the Android operating system.

Following the shipments of 900,000 tablets during its first three quarters on market, slow sales and inventory pileups prompted the company to reduce prices and to write down the inventory value by $485 million. After much criticism and numerous delays, RIM officially launched Blackberry 10 and two new smart phones based off the platform,

Timeline

1984

1988

1992

1984: Research In Motion is founded by University of Waterloo engineering student Mike Lazaridis and University of University of Windsor engineering student Douglas Fregin. 1988: RIM releases the DigiSync Film KeyKode Reader, a product for the motion picture industry. 1992: Balsillie joins RIM. He would become CO-CEO along with Lazaridis.

1996

1997

1998

1996: RIM release the Interactive Paper, also known as the RIM900, itâ&#x20AC;&#x2122;s first keyboard-based device. 1997: RIM goes public on the Toronto Stock exchange. 1998: The RIM 950, a dramatically slimmed down two-way pager, is released. 2002: RIM adds voice-calling capabilities to the blackberry 5810.

VISUAL STRATEGY GUIDE

2002

2003

2005

2007

2003: RIM is added to the Nasdaq 100, releases its first Blackberry with a color screen. 2005: RIM hits four million subscribers, Balsillie and Lazaridis are named among Time magazine’s 100 most influential people. 2007: RIM becomes the most valuable company on the TSX with a market capitalization surpassing $67 billion. The company has 10 million subscribers and introduces the first of its Curve Blackberry. But RIM is caught flat-footed by the overwhelming response to Apple’s new iPhone. 2008: RIM stock hits a high of $149.90 in June but the euphoria is short lived. The stock market crash in September takes its shares below $50 and its first touchscreen Blackberry, the Storm, is critically panned as iPhone type grow with the new 3G model.

2008

2011

2013

2020

2011: An unpolished PlayBook is finally released in the spring, later than expected, and reviews are not kind. A few months later the company announces its cutting 2,000 jobs. In October, users around the world suffer through a four-day service outage. 2013: Heins finally unveils Blackberry 10 and the first two smart phone to use the operating system, the Z10 and Q10. The company purchases a super Bowl ad to build hype for the new company, which officially changes its name to Blackberry. The phones don’t sell well enough to bolster its fortunes. Lazaridis steps down as vice chairman and leaves the board of director. In August, the company says it is open to “strategic alternatives” including a possible sale. On Friday, the company announced Fairfax Financial Holdings offered to buy the company in a deal worth about US$4.7 billion.

VISUAL STRATEGY GUIDE

Brand Brand Soul Our Mission Our Vision Past Look New Look

VISUAL STRATEGY GUIDE

Brand Soul

Providing secure communication for business, academia and government.

Our Mission

Blackberryâ&#x20AC;&#x2122;s priority is to keep your information secure, while bringing reliability to your professional communication.

VISUAL STRATEGY GUIDE

Our Vision

Blackberry provided mobile communications solutions before. The rebranding objective will be a place you can keep your information secure, and give your power to choose how to deal with your data.

Past Look

This was our past look These pictures show we looked like in the past. The key visual of the old Blackberry were to represent our formal business communication.

VISUAL STRATEGY GUIDE

New Look

This is our new look These pictures show our new look in the future. In order to provide better experience of keeping information secure, the new Blackberry embraces technology to make it. The key visual of the new blackberry are to represent our new minimal and modern style.

VISUAL STRATEGY GUIDE

New Audience

JIMMY SMITH 37 / MALE GOVERNMENT OFFICIAL

1. He is in a relationship, and will get married in 3 month. He has to keep his and his girlfriend’s information secure in the future. 2. He works in a creative design studio; they have had information from seeing their work published before releasing in the past. 3. He works online mostly, and he has to know how to keep track on client’s information. 4. He is looking for a secure way to manage his information because he is afraid of hacking. 5. He had a bad experience about his finance management before, that’s why he does not want to make the same mistake. 6.He is afraid of government scandal, so he needs a really safe place to keep his information secure. 7. He wants to keep his future individual life separate from work.

VISUAL STRATEGY GUIDE

SARA JONES 44 / FEMALE NON-PROFIT ORGANIZATION FOUNDER

1. She travels a lot to deal with business problems, so she is looking for a secure place to keep her information safe. 2. She has a lot of important meeting materials; she needs a secure place to share with her workers and clients. 3. She takes care of her family, she needs o find a secure place to keep her personal information safe. 4. She is busy, and she has no much time to learn how to use a difficult software or platform, so she needs a easily to get on hands software to keep her data. 5. She needs a personal advisor to help her with data transaction. 6. She is so busy on work, and she wants an easy and safe way to organize her files. 7. She has a lot of confidential information and she is looking for a secure way to manage his information because he is afraid of hacking. 29

WILLIAM HARRIS 62 / MALE PHYSICS PROFESSOR

1. William is a Physics professor in USF, and he has a lot of important data, thatâ&#x20AC;&#x2122;s why he needs his information secured. 2. He teaches online classes too, but he prefer onsite because he does not like technology. 3. He is busy, and had less time to organize his data, so he needs an easy and secure way to do that. 4. He wants a product that can help him to keep conversation with other professors secure. 5. He does not use smart phone because he does not trust easily. 6. He is studying about new project, and he doesnâ&#x20AC;&#x2122;t want anyone know before he publish it. 7. He is not a big fan of high technology, and he wants to find a easy way to keep his data secure.

VISUAL STRATEGY GUIDE

TOMMY WILLIAMS 42 / MALE INVESTOR

1. Tommy is an Investor, works a lot at home, and clients find him online, therefore, he has to keep his work secure. 2. He likes working at home, because he thinks itâ&#x20AC;&#x2122;s more secure. He uses phone a lot while working. 3. He is a really careful person, and he has to check every detail before using any platform. 4. His conversation with clients are every important, so he needs a super secure platform to make it happen. 5. He is so busy on work, and he wants an easy and safe way to organize her files. 6. There are many money transaction between him and his clients. He has to find a really secure way to make sure itâ&#x20AC;&#x2122;s safe. 7. He has a lot of clients from different field. He wants to find a personal advisor to help him with different data.

ALLEN DAVIS 27 / MALE MBA STUDENT

1. Allen is graduating soon from his MBA program. He has to organize his personal finances to settle down and look for a job. 2. He likes social media, and he wants to find a way to keep his online information secure. 3. Itâ&#x20AC;&#x2122;s important to find safe software to keep his works before he publish them. 4. He wants to share some his study to his potential future clients to get jobs, but he needs to keep them secure. 5. Not only he wants to keep work secure but also his personal life. 6. Allen doesnâ&#x20AC;&#x2122;t know much about keeping information confidential; therefore, he is trying to find software to learn it. 7. He is a bad file management, and he lost his important file before. He wants to find a platform which is easy to manage.

VISUAL STRATEGY GUIDE

JAIME THOMPSON 35 / MALE WEB DEVELOPER

1. Jaime is a web developer, and he got hacked before, so he wants to keep his work secure. 2. He needs a platform to help him to avoid hackers to steal work. 3. He wants to access his information from different places, because he wants even when he is in a business trip. 4. He is looking for a secure platform to transfer his data. 5. He lost his data before, and he doesnâ&#x20AC;&#x2122;t want it happen again. 6. He wants his payment transfer is secure, because his client is from all around the world. 7. His work has a lot of files which occupies his device space, so he is looking for a safe platform that can store data and easy to manage it.

YONG LEE 74 / FEMALE RETIRED ACCOUNTANT

1. She has his own way to keep information secure. 2. She never trusts technology for his whole life. 3. She has heart disease, so he is more focus on his health than other things in his life. 4. She likes writing, and she prefers to use writing to record data. 5. She is retired, and she doesnâ&#x20AC;&#x2122;t have a lot of data to manage. 6. She always forgot bring smart phone with her, which is hard to learn how to manage information by technology. 7. She prefers to enjoy life with her family ranter than use technology all the time.

VISUAL STRATEGY GUIDE

LENA CLARK 10 / FEMALE PRIMARY SCHOOL STUDENT

1. Lena is too young to worry about her personal information, so she is not our target audience. 2. She is just learning basic information of life in school or home. 3. Her dream is becoming a writer. Maybe she will be one of our target audience years later. 4. Her works form school are assignments. They don’t need to protect as confidential information. 5. She uses her parents’ smart phone, and most of time she plays games or watch cartoon. 6. She always plays with her friends after school so she doesn’t have much time to use technology. 7. She is only 10, and it’s hard for him to learn data management.

VISUAL STRATEGY GUIDE

Competitors Current Competitors Adjacent Competitors Future Competitors

Current Competitors APPLE: Apple is the world’s largest information technology company by revenue, the world’s largest technology company by total assets, and the world’s second-largest mobile phone manufacturer.

NOKIA: Nokia Corporation is a Finnish multinational communications and information technology company, founded in 1865.

SAMSUNG: Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate).

VISUAL STRATEGY GUIDE

PALM: Palm, Inc. was an American company that specialized in manufacturing personal digital assistants and other electronics. It was the designer of the Palm Pilot, the first PDA successfully marketed worldwide, as well as the Treo 600, one of the first smart phones.

LG: LG Corporatio, formerly Lucky-Goldstar Geumseong is a South Korean multinational conglomerate corporation. It is the fourth-largest chaebol in South Korea. LG electronics, appliances and mobile devices feature innovative technology and sleek design to suit your life and your life.

HUAWEI: Huawei Technologies Co. Ltd. is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guangdong.It is the largest telecommunications equipment manufacturer in the world, having overtaken Ericsson in 2012.

HTC: HTC Corporation, stylised as hŃ&#x201A;c, is a Taiwanese consumer electronics company headquartered in Xindian District, Taiwan. Founded in 1997, HTC began as an original design manufacturer and original equipment manufacturer, designing and manufacturing devices such as mobile phones and tablets.

WINDOWS PHONE: Windows Phone (WP) is a family of mobile operating systems developed by Microsoft for smart phones as the replacement successor to Windows Mobile and Zune. Windows Phone features a new user interface derived from Metro design language. Unlike Windows Mobile, it is primarily aimed at the consumer market rather than the enterprise market.

SONY: Sony Corporation is a Japanese multinational conglomerate corporation headquartered in KĹ?nan, Minato, Tokyo. Its diversified business includes consumer and professional electronics, gaming, entertainment and financial services.

MOTOROLA: Motorola, Inc. was an American multinational telecommunications company based in Schaumburg, Illinois, United States. After having lost $4.3 billion from 2007 to 2009, the company was divided into two independent public companies, Motorola Mobility and Motorola Solutions on January 4, 2011.

VISUAL STRATEGY GUIDE

Adjacent Competitors OUTLOOK: Microsoft Outlook has a traditional interface with straight forward practices meaning creating ‘rules’ is very easy and Outlook integrates very well with social media channels and provide access to numerous email accounts.

EXCHANGE: Microsoft Exchange Server is a mail server and calendaring server developed by Microsoft. It runs exclusively on Windows Server operating systems. Exchange Server was initially Microsoft’s internal mail server.

OUTLOOK: Office 365 is the brand name Microsoft uses for a group of software and services subscriptions, which together provide productivity software and related services to subscribers. For consumers, the service allows the use of Microsoft Office apps on Windows and macOS, provides storage space on Microsoft’s cloud storage service OneDrive, and grants 60 Skype minutes per month.

RACKSPACE: Rackspace Inc. is a managed cloud computing company based in Windcrest, Texas, USA. The companyâ&#x20AC;&#x2122;s email and apps division operates from Blacksburg, VA; other offices are located in Austin, Texas. In 2016, Rackspace closed its San Francisco office. Additionally, in 2016 Rackspace was purchased and taken private by Apollo Global Management LLC.

WD: Western Digital Corporation (commonly referred to as Western Digital and often abbreviated as WDC or WD) is an American computer data storage company and one of the largest computer hard disk drive manufacturers in the world, along with Seagate Technology.

LINKEDIN: LinkedIn is a business and employment-oriented social networking service that operates via websites. Founded on December 14, 2002, and launched on May 5, 2003, it is mainly used for professional networking, including employers posting jobs and job seekers posting their CVs.

AMAZON WEB SERVICES: Amazon Web Services (AWS), a subsidiary of Amazon.com, offers a suite of cloud-computing services that make up an on-demand computing platform. These services operate from 15 geographical regions across the world.

VISUAL STRATEGY GUIDE

AAVACO: Aabaco Small Business from Yahoo! (formerly Yahoo! Small Business) is a company located in Sunnyvale, California, and offers a full range of small business services consisting of ecommerce, web hosting, domains, advertising, and local marketing.

GMX: GMX Mail is a free advertising-supported email service provided by GMX (Global Mail eXchange, in Germany: Global Message eXchange). Users may access GMX Mail via webmail as well as via POP3 and IMAP4 protocols. Founded in 1997, GMX is a subsidiary of United Internet AG, a stock-listed company in Germany.

ICLOUD: iCloud is a cloud storage and cloud computing service[2][3][4] from Apple Inc. launched on October 12, 2011. As of February 2016, the service had 782 million users.

Future Competitors UBS: UBS AG is a Swiss global financial services company, incorporated in the Canton of Zurich, and co-headquartered in Zurich and Basel. [4] The company provides wealth management, asset management, and investment banking services for private, corporate, and institutional clients worldwide, and is generally considered to be a bulge bracket bank.

FBI: The Federal Bureau of Investigation (FBI) is the domestic intelligence and security service of the United States, which simultaneously serves as the nationâ&#x20AC;&#x2122;s prime federal law enforcement agency.

CIA: The Central Intelligence Agency (CIA) is a civilian foreign intelligence service of the United States federal government, tasked with gathering, processing and analyzing national security information from around the world, primarily through the use of human intelligence (HUMINT).

VISUAL STRATEGY GUIDE

NSA: The National Security Agency (NSA) is an intelligence organization of the United States government, responsible for global monitoring, collection, and processing of information and data for foreign intelligence and counterintelligence purposes, a discipline known as signals intelligence (SIGINT).

AXA: AXA is a French multinational insurance firm headquartered in the 8th arrondissement of Paris that engages in global insurance, investment management, and other financial services. AXA is the 1st insurance brand worldwide for the 8th consecutive year, with a brand value growing 14% in 2016.

SECURITAS AB: Securitas AB is a security services (security guarding and mobile patrolling), monitoring, consulting and investigation group, based in Stockholm, Sweden. The group has approximately 300,000 employees in over 60 countries worldwide.

ADT: ADT Corporation was founded in 1874 and today is one of Americaâ&#x20AC;&#x2122;s leading alarm and security monitoring companies. Based in Boca Ranton, Florida, the company operates in 35 countries around the world, supplying alarms, monitoring equipment and peace of mind to homes and small businesses.

Allied Universal Security Services: Allied Universal Security Services is a security officer company based in the United States. It is a combination of earlier companies Barton Protective Services, Spectaguard, Initial and Allied Security. By 2016, the company expects its merger with Universal Services of America to be finalized, with the newly formed conglomerate being named AlliedUniversal.

VISUAL STRATEGY GUIDE

AGS: AGS is a full security services company and can help with all of your security needs including uniformed officers, mobile patrol, & security consulting.

ICIS: ICTS International N.V. is a Dutch firm that develops products and provides consulting and personnel services in the field of aviation and general security. It was established in 1982, by former members of the Shin Bet, Israelâ&#x20AC;&#x2122;s internal security agency, and El Al airline security agents. The companyâ&#x20AC;&#x2122;s shares are traded on OTCQB under the symbol ICTSF.

VISUAL STRATEGY GUIDE

Ling (Elaine) Li elaineeeeell@gmail.com The book is a non-commercial project for education purposes and is not intended to represent the Blackberry brand. Design: Ling Li Class: Nature of Identity Instructor: Hunter Wimmer Academy of Art University

VISUAL STRATEGY GUIDE