Rim vs Apple Case Study
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Case Study: BlackBerry’s Rise In Brand Power (RIM vs. Apple)
10/14/2009 Team D.A.N.N- Neil Raj, Adriana Ng, Dave Clason, Nike Kim
Problem: NEIL
RIM does not currently have the product strategies in place to keep a consistent stranglehold upon the Smartphone market with tougher competition coming.
MKTG 1102 David Wan
Key Findings: NIKE
Apple iPhone iPhone users are very satisfied. The iPhone users we surveyed report very high levels of satisfaction with the product. They are using its features extensively E-mail is the #1 function. The most heavily used data function on the iPhone is reading (but not writing) e-mail. The iPhone increases mobile browsing... More than 75% of iPhone users say it has led them to do more mobile browsing. ...but it has drawbacks. About 40% of iPhone users say the iPhone has trouble displaying some websites they want to visit A quarter of iPhone users say it 's displacing a notebook computer. 28% of iPhone users surveyed said strongly that they often carry their iPhone instead of a notebook computer. Users are young. About half of iPhone users are under age 30 (page 29) and about 15% are students Apple sells to its installed base. At least 75% of US iPhone users are previous Apple customers - they used either iPods or Macintosh computers. The iPhone increases phone bills. The iPhone has increased its users ' monthly mobile phone bills by an average of 24%, or $228 extra per year. The iPhone leads people to
Case Study: BlackBerry’s Rise In Brand Power (RIM vs. Apple)
10/14/2009 Team D.A.N.N- Neil Raj, Adriana Ng, Dave Clason, Nike Kim
Problem: NEIL
RIM does not currently have the product strategies in place to keep a consistent stranglehold upon the Smartphone market with tougher competition coming.
MKTG 1102 David Wan
Key Findings: NIKE
Apple iPhone iPhone users are very satisfied. The iPhone users we surveyed report very high levels of satisfaction with the product. They are using its features extensively E-mail is the #1 function. The most heavily used data function on the iPhone is reading (but not writing) e-mail. The iPhone increases mobile browsing... More than 75% of iPhone users say it has led them to do more mobile browsing. ...but it has drawbacks. About 40% of iPhone users say the iPhone has trouble displaying some websites they want to visit A quarter of iPhone users say it 's displacing a notebook computer. 28% of iPhone users surveyed said strongly that they often carry their iPhone instead of a notebook computer. Users are young. About half of iPhone users are under age 30 (page 29) and about 15% are students Apple sells to its installed base. At least 75% of US iPhone users are previous Apple customers - they used either iPods or Macintosh computers. The iPhone increases phone bills. The iPhone has increased its users ' monthly mobile phone bills by an average of 24%, or $228 extra per year. The iPhone leads people to
References: http://blogs.zdnet.com/blackberry/?p=323 http://www.pcworld.com/article/143118/blackberry_dominates_enterprise_but_iphone_users_happier.html http://www.bloggingstocks.com/2009/04/02/will-rims-deep-dive-into-consumer-market-yield-treasure/ http://macdailynews.com/index.php/weblog/comments/22610/ http://reviews.cnet.com/best-smartphones/ http://www.blackberry.com/select/get_the_facts/pdfs/vendor/OVUM_RIM_in_the_mobile_enterprise_mar ket.pdf#3 http://lowendmac.com/inews/08inews/0404.html http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf MKTG 1102 David Wan MKTG 1102 David Wan