Blackberry Case

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What is the context?
•  RIM launched its first BlackBerry in 1999
•  A success in the « boardroom segment » especially thanks to the e-mail application
•  Its first competitot became first Palm and then the
Motorola Q and severals Nokia models

1

BlackBerry Case

How is the market in 2005?
•  More than 800 millions of
mobile phones in the world
•  Among these 4,7% of
smartphones
•  So there is a huge potential
from the « normal »mobile
phones

The smartphones market shares
in 2005
Nokia
RIM
RIM
7%

Motorola
Palm
Sony ericsson

2

BlackBerry Case

Our goal with the Pearl
•  Keeping a top position in the boardroom segment
•  Expanding our customer base
•  How? What are the new characteristics?
- A 1.3-megapixel camera
-A music and video player
- A new look
•  At stake is the multimedia departement

3

BlackBerry Case

Perceptual map with two
factors
2
Sony Ericsson
M
1,5 600i

1
Motorola Q
0,5

0
-2

-1,5

-1

-0,5

0
-0,5

Sidekick3

Nokia 9300
-1

0,5

Palm Treo 700p
1

1,5

S1
Overall
S3
S2
RIM BlackBerry
Pearl

With this perceptual map, the Pearl seems to be able to meet the needs of all the Segments and not only the segment 1 which could be the boardroom segment. 4

BlackBerry Case

What are the influent factors?
If we choose 0,65 as a threshold, here are in
green the most correlated characteristics
Push email availability
Email folders synchronization
Instant messaging availability
Speed in accessing email
Software selection
Display size
Ease of use for navigation
Ease of use for typing
Voice/call quality
Comfortable to call
User friendliness
Media quality
Camera quality
Compact
Quality of display
Finish
Product image
Brand image
High prestige
Value for money

•  The problem for the factor 1
is that there is no negative
correlation.
•  Yet we decided to call the first
one « corporate » and the
second one « media »

5

1
0,935
0,894
-0,013
0,17
0,865
-0,365
0,75
0,068
-0,269
0,968
0,845
0,007
0,547
0,95
0,935
0,704
0,864
0,942
0,961
0,249

2
-0,204
0,089
-0,932
0,934
0,225
0,71
0,597
0,083
0,141
0,066
0,408
0,94
-0,108
0,13
0,268
-0,246
-0,492
-0,245
-0,054
-0,778

BlackBerry Case

What if we use three factors?
•  Indeed, the total variance explained by two factors is 73,1% whereas it becomes 93,5% with three factors.

6

BlackBerry Case

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