RIM

# Pablo Ulpiano Matin Batt Sean Lopano Gerard Galasso Payal Shash

You started it all when you developed a portable wireless convergent that combined phone, e-mail and Internet. The crunchy sound of the keyboard buttons, the feel of the trackball or square pad, the indicator light... were innovative and iconic. You either had a Blackberry or you just didn’t. Passionate users, people who, at least when it comes to their phones, appreciate function over form. They call it the "CrackBerry." They’re positively addicted. They’ve stuck with the not terribly stylish bricks because they work. Calls aren’t dropped at bad moments and e-mails flash in and are easy to access. Blackberries are simple and users don’t have to worry. It just worked.

The BlackBerry brand personality Brands, like people, have personalities.

The most successful brands understand that a distinctive personality can not only make a brand promise more believable. It also can make a brand and its promise more memorable, enhancing its stature and building customer loyalty, adding weight to the brand’s competitive position.

The words that define the BlackBerry brand personality are not words we should use to describe our company, our products or our brand.

Rather, we should use them as a filter or a standard against which to measure our communications and our behavior.

To enhance recognition and memorability for the BlackBerry brand, these attributes of our brand personality must become a part not only of every communication we produce, but of everything we are and do.

BlackBerry Branding Guidelines

The BlackBerry brand is:

Alert and well-informed The BlackBerry brand is street smart — alert to change, able to distinguish what’s important from what’s not.

Confident The BlackBerry brand is focused on the task at hand. It knows it can deliver everything you need it to.

Approachable

High energy BlackBerry works tirelessly, eager to meet the next challenge.

Approachable BlackBerry knows it’s a tool – an ally, a helpmate and a resource you can depend on without taking it too seriously.

And that’s why it’s so likeable.

The BlackBerry brand knows it’s a tool–an ally, a helpmate and a resource you can depend on without taking it too seriously. And that’s why it’s so likeable.

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Now, these are the Blackberry branding guidelines. Keep this in mind... A survey released by the Nielsen Company found 58% of U.S. BlackBerry owners want to buy another kind of phone when they upgrade. According to an NPD study from this summer, a combined 69% of smartphone buyers say they plan to get either an Android phone or iPhone this holiday season, while only 8% want a new BlackBerry.

Well, how could this be? You’re alert and well informed, you’re confident and approachable. You know your industry, right? Well, not according to your customers, but how about your employees?

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I have lost confidence.

While I hide it at work,

my passion has been sapped.

I know I am not alone — the sentiment is widespread and it includes people within your own teams.

Some quotes from the “open letter.”

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(We need an inventive and engaging campaign that focuses on what we are about. People buy into a brand / product not just because of features, but because of what it stands for and what it delivers to them. People don’t buy “what you do,” people buy “why you do it.”) This part gives us the solution. It should be in a different place Well informed, confident, approachable doesn’t seem to describe the atmosphere in the RIM work environment.

2008: $140 TODAY: $19

-32% GALIA: Share value: Today it decreased again. Closing at $19....

We are seeing the market has no faith in the current model.

June 20, 2008 $148 http://www.google.com/finance?q=TSE:RIM

Source: Google finance

Source: Google finance

GALIA: Share value: Today it decreased again. Closing at $19....

We are seeing the market has no faith in the current model.

June 20, 2008 $148 http://www.google.com/finance?q=TSE:RIM

BOOK VALUE:

$18.92

MARKET VALUE: $18.85 Source: Bloomberg

GALIA: Decline in book value for the 1st time in 9 years.

50% chance share will drop below $10 in the next 12 months.

Market share is everything and right now RIM isn’t doing so great, even if earnings went up 47% (?)

In recent months investors have sold their shares.

These numbers could surely turn negative in the future unless RIM takes action.

CFO BRIAN BIDULKA

BOOK VALUE : $18.92 USD MARKET VALUE : $18.85 USD JANUS CAPITAL BROOKSIDE CAPITAL MONTRUSCO BOLTON

Bloomberg http://www.bloomberg.com/news/2011-11-02/rim-stock-falls-below-book-value-as-blackberry-s-u-s-market-share-shrinks.html

Source: icrossing Now, with all of this negative information, there is a ray of light.

Looking at cell phone market share globally, BB only appears in 2 major markets, although large markets, there's an enormous opportunity in countries like Russia, China, Egypt, Brazil and India where Nokia is the leader. We all know that Nokia is loosing traction quickly and as Windows Phone becomes their operating system, there's bound to be a loss of avid fans and users. This is a huge opportunity to seize Nokia's loss. In addition, we have proposed solutions, which we'll cover later in our presentation that will directly address the mobil trends in these markets.

Smartphone brand choice among users

Source: Ofcom Continuing on this upward trend, we see that teenagers have an affinity with the BB. There's a great opportunity to continue catering to this group. In addition, it's imperative to close the gap between teenagers and business men.Â

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The week iPhone 4S came out, Blackberry trade-ins spiked 80%

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Source: Cnet

Which leads me to the conclusion that time is clearly of the essence. You must act now!!! This slide indicates the loss of BB users to the iPhone 4s on the day of introduction. It also shows the number of Android users that switched to the iPhone on that same day. It's a highly uneven conversion rate.

Through both internal and external revolutions we have provided a map for innovation, solutions, and continued growth in the industry you created. My colleague Pablo begin to walk you through these innovations.

Android trade ins increased 72%

NOW Which leads me to the conclusion that time is clearly of the essence. You must act now!!! This slide indicates the loss of BB users to the iPhone 4s on the day of introduction. It also shows the number of Android users that switched to the iPhone on that same day. It's a highly uneven conversion rate.

Through both internal and external revolutions we have provided a map for innovation, solutions, and continued growth in the industry you created. My colleague Pablo begin to walk you through these innovations.

Android trade ins increased 72%

why we do it

We have a lot of opportunities to grow, but first we have to know why our users choose us.

Because we are about the user.

We have done some research, and asked several questions to our loyal users.

And the users choose us for several reasons.

RIM is about trust. It makes people feel they are important and gives them confidence.

RIM is about sharing. It allows people share what they matters to them.

It is about confidence, the one that people have when they know they will receive that important email safely, no matter where they are.Â

It is about efficiency. Our phones and software is designed in a way that is extremely efficient for the role it has to fulfill.Â

It is about reliability, an our users know that there blackberries and  are never going to let them down when they most need them.

It is about innovation. RIM created the blackberry, probably the first smartphone and the favorite for more than a decade. ...

RIM is about reliable tools for work, the best. But also a tool that makes you succeed in more than one way:

Association of RIM with successful people, (and not just with the business user). It is not just an smartphone with a keyboard. People don´t choose your devices for that reason.

from within

Allow employees to dream more, be creative. They need confidence and management’s support to share the strategies.

We want our core values to be represented entirely in our corporation, because we have to win the confidence of our team to create the best products ever.

trust Trust: Incentives for innovation.

partnership Partnership: Create interdisciplinary teams

confidence Confidence: Allow mistakes

efficiency Efficiency: Restructure the decision making structure. Restructure communicationsÂ

reliability Reliability: Implement testing, more testing.

innovation Innovation: try new ways for doing things

communicate

We have to communicate what we are doing to the people and specially to our users before they switch to another brand, and we have to start to do it now before is to late.

For that reason, we will change the way we communicate with the people.

Two way communication. People can interact with us.

We decide that we are going to release a digital campaign, as it allows us to communicate with our users immediately and in two was communication channel.

Digital Media campaign, more presence on social media, etc.

where is the EXPERIENCE? Blackberry experience store (BBE)

A store where you customers can go and run to for any small or big issues. A place where customers will rely on rebuilding that trust factor.

Because as of now, all your customers can do is call at&t and since they don't know, you have to wait for the company to respond. and in that way you are loosing customers loyalty. therefore customer value goes down.

what we make

When people had perceived that we have done our job internally, we have to demonstrate that we want to reinvent our products accordingly. And we will do it again based on our core values: We will start getting rid of the keyboard. It make you look old, out of the loop, a vestige of the past. Is going to be gradual, but thats how we envision the future.

46 models Why so many phone models, if all of them give the same service?

one phone. That’s all. • Therefore 2 price ranges higher and lower • 2 sizes - big and small

you have to act now. And you can make one phone, tomorrow. You have the funds and you can save on a lot of time and do some major damage control not just by apologizing but by understand the culture and the trends of the the consumer behavior.

One phone cuts down manufacturing costs of making other phones.

You can use all that energy and resources and invest in one phone which serves all the purpose.

The Blackberry iPhone App

This is an app that can be used within the iPhone. Preventing your customers from deviating by taking action right now. This will be a breakthrough within in the industry. Why do we do this, because you have lost 20% percent of your customers to the iPhone for personal use and a blackberry for work purposes. So why not merge these two entities and make the users life simple. This means that we will still be in touch with our customers until we roll out our new phones. By using the Blackberry this will enable secure data delivery on the iPhone.

Re-Connecting with our developers

Source: Distimo Speaking off apps, This graph shows apps added per month where you can clearly see that we are far behind Apple and Android.

To increase the number of apps the business model has to be attractive to App developers and content providers.

If an app is developed for IOS and Android can you provide a platform that will re-compile that Software to run on Blackberry. By doing this saving the app developer time and effort in the development and certification process where security is crucial.

To support the corporate market can you identify the top 100 super apps that would be a valued addition to the well known Blackberry email and calendar functions. These may need to be sorted by market such as finance, healthcare, retail etc. but should be closely integrated with the core Blackberry functions that the customers appreciate.You need to attract more developers to create more apps to support our new phones.

Research and Development

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RIM boosted its spending on research and development by 26 per cent to $1.3 billion in 2010.

That represented about 6.8 per cent of its revenue.

Speaking off apps, This graph shows apps added per month where you can clearly see that we are far behind Apple and Android.

To increase the number of apps the business model has to be attractive to App developers and content providers.

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If an app is developed for IOS and Android can you provide a platform that will re-compile that Software to run on Blackberry. By doing this saving the app developer time and effort in the development and certification process where security is crucial.

To support the corporate market can you identify the top 100 super apps that would be a valued addition to the well known Blackberry email and calendar functions. These may need to be sorted by market such as finance, healthcare, retail etc. but should be closely integrated with the core Blackberry functions that the customers appreciate.You need to attract more developers to create more apps to support our new phones.

Partnerships and Product Development

We can see you taking this one step further in partnering with technology based research University’s like MIT, to further develop the most natural user interface.

We would also encourage you to investigate the feasibility of developing a folding screen concept for your next generation of handsets. This would double the area of the screen when open, which is split between the front and rear when closed. In this respect you will have a mini tablet device that would allow you drop development of your playbook, and optimize resources to the same family of handheld devices.