01 THE VISUAL STRATEGY GUIDE
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01 THE VISUAL STRATEGY GUIDE
RIM- VISUAL STRATEGY GUIDE
THE FUTURE OF COMMUNICATION 06
CONTENTS
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Brand History The Past The Present The Time Line The Primary Market The Rise And Fall
09 11 15 17 21 25
New Visions The Directions Future Audience The Competitors
29 31 33 41
RIM- VISUAL STRATEGY GUIDE
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Brand History 09 The Past 11 The Present 15 The Time Line 17 The Primary Market 21 The Rise And Fall 25
RIM- VISUAL STRATEGY GUIDE
The Past Research In Motion (RIM), is a Canadian multinational telecommunications company based in Waterloo, Ontario, Canada. Best known for its line of BlackBerry devices, the company designs, manufactures and markets wireless solutions for the mobile and telecommunications markets. RIM became the first wireless data technology developer in North America and the first company outside Scandinavia to develop connectivity products for Mobitex wireless packet-switched data communications networks.
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In 1984, Mike Lazaridis, an engineering student at the University of Waterloo, and Douglas Fregin, an engineering student at the University of Windsor, founded an electronics and computer science consulting company called Research In Motion, or RIM. For years the company tinkered in obscurity, until it focused on a breakthrough technology: an easy, secure, and effective device that allowed workers to send and receive e-mails while away from the office. They called it the BlackBerry. RIM grew into one of the world’s most valuable tech companies. The BlackBerry became the indispensable accessory of business executives, heads of state, and Hollywood celebrities—until iPhone and Android came along and spoiled the party. Today the company, which has been renamed, simply, BlackBerry, is burning through cash as sales keep falling.
BRAND HISTORY
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The Fall of Rim Research In Motion was the pioneer of the smartphone segment with its BlackBerry device. Over the years RIM had experienced bear continuous months of turmoil while Apple and Android continue to eat up the market it once owned. While RIM carried out the process of recruiting a new Chief Marketing Officer to the company, it was assumed that changing it’s name to BlackBerry, would polish the identity, its tarnished image and help give it a fresh start
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BRAND HISTORY
“Research In Motion builds BlackBerry. Let’s quit fighting it and simplify... Simplifying things will be a critical part of RIM’s BlackBerry’s path to success moving forward and a logical place to start is with the name.” – Thorsten Heins, CEO, Research In Motion, January 2012
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The Present BlackBerry is a line of smart phones and services designed and marketed by BlackBerry Limited, formerly known as Research In Motion Limited (RIM). Blackberry was considered as a global leader in mobile communication and as one of the major smartphone vendors in the world, specializing in secure communications and mobile productivity. BlackBerry revolutionized the mobile industry when it was introduced in 1999. BlackBerry devices can record video, take photos, play music and also provide functions such as web 014
browsing, e-mail, instant messaging, and the multi-platform BlackBerry Messenger service. The primary RIM’s competitive advantage is its very secure mobile phones. The company released its phones with secure encrypted network that allowed sending emails between phones without possibility of stealing the information. This became the USP (Unique Selling Proposition) of BlackBerry and was a very attractive feature for corporate and governments that other phones didn’t have. As a result, BlackBerry became No.1 choice for enterprises and governments. In the beginning, BlackBerry marketed its features. Then the message shifted to become about business success. That campaign merged into one about life success. A BlackBerry user was a serious go-getter, business person extraordinaire. The symbol of success, the pinnacle of serious business, encompassed in that unassailable device with the familiar physical keyboard. They have a very narrow customer segment – governments and corporate.
BRAND HISTORY
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RIM- VISUAL STRATEGY GUIDE
The Time line
1984: Research In
1996: Releases RIM
2001: People trapped in New York’s
Motion is founded by
900, its first keyboard-
World Trade Center used their
Mike Lazaridis and
based device
BlackBerrys to communicate after
Douglas Fregin.
cellular networks collapse.
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1995: RIM builds its
1999: The stock
2006: BlackBerry
own radio modem
symbol RIMM is
releases the first in
for wireless e-mail.
added to Nasdaq.
a line of consumerfriendly Pearl devices.
BRAND HISTORY
2007: RIM is caught
2012: RIM changed its
2015: BlackBerry
flat-footed by the
name to BlackBerry
changed its business
overwhelming response
model to a software
to Apple’s new iPhone
supplier for secure mobile communications
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2009: BlackBerry
2013: BlackBerry
2016: Decline of Smart
launches its App
10 and the first two
phone manufacturing.
World marketplace
smartphone to use the
Software is the
operating system, the
new blackberry.
Z10 and Q10
RIM- VISUAL STRATEGY GUIDE
The Beginning Of The End
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1984
Research In Motion is founded by Mike
1995
Lazaridis and Douglas Fregin.
wireless email.
2007
2009
RIM is caught flat-footed by the overwhelming response to Apple’s new iPhone
RIM builds its own radio modem for
BlackBerry launches its App World marketplace
BRAND HISTORY
2001
People trapped in New York’s World Trade
BlackBerry releases the first in a line
Center used their BlackBerrys to communicate
of consumer-friendly Pearl devices.
2006
after cellular networks collapse.
2012
RIM changed its name to BlackBerry
2016
Decline of Smart phone manufacturing. Software is the new blackberry.
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BRAND HISTORY
How Primary Market Define BlackBerry Users say that the BlackBerry brand gives them the power to do more and be more. Reliable mobile connectivity puts them in control of their fastpaced jobs and lives, enabling them to be more connected to their friends, family, work, even hobbies – whatever their interests are. The IT market says the BlackBerry brand is much more than wireless email – it’s a best-in-class platform for mobilizing businesses. They describe the BlackBerry brand as a smart, serious solution for connecting mobile workers with important communications, information, business applications and back-end systems. 021
Business decision-makers rely on the proven ability of the BlackBerry brand to keep their teams in the loop, connected to people, projects and decisions. They measure productivity enhancements provided by BlackBerry products and services on their bottom line as increased profitability.
RIM- VISUAL STRATEGY GUIDE
The BlackBerry Brand is a
ALERT AND WELL-INFORMED The BlackBerry brand is street smart —alert to change, able to distinguish what’s important from what’s not.
CONFIDENT 024
The BlackBerry brand is focused on the task at hand. It knows it can deliver everything you need it to.
APPROACHABLE 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.
BRAND HISTORY
BlackBerry’s Rise and Fall Blackberry’s long, slow fade has reached an end point. The company announced on September 2016 that it finally, officially would stop designing and producing its own smart phones. Blackberry itself will live on as a software and services provider. The reasons for BlackBerry’s hardware decline aren’t mysterious. The iPhone changed everything, and BlackBerry (then RIM) was too slow to change with it. It may be hard to remember in 2016, but BlackBerry was once not just a dominant force, but an innovative one, with handsets beloved by businesses, politicians, and fasttypists around the world.
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New Vision The Directions Future Audience The Competitors
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RIM- VISUAL STRATEGY GUIDE
RIM’s New Vision Initially RIM’s ultimate goal was to protect people and operations through secured communications through their encrypted device BlackBerry. Now Blackberry’s long and slow fade of consumer smartphone market has reached an end point. The company would take back it’s original identity ‘RIM’ in order to serve the government and the business. Remembering the prime purpose of the company and the competitive advantage of BlackBerry phones, today RIM will do one thing; support and commit to preserving the security of the Nation by providing diversified line of secured communication products and services through it’s research and data centers. 028
RIM’s service would be stronger and better positioned to seize the opportunities of a still new century and safeguard it’s interests against the risks of an insecure world. Now, at this pivotal moment, it continue to face serious challenges to it’s national security, even it is working to shape the opportunities of tomorrow. It’s services will help lead Nations to confront the acute challenges posed by aggression, cyber security, climate change, terrorism and outbreak of infectious disease. RIM will help the Nations continue to collaborate with established and emerging powers to promote their shared security and defend their common humanity. It will continue to set the pace for science, technology, and innovation in the global economy. Some of it’s product expansions include futuristic encrypted secured devices, smart wearables, supporting defense agencies, artifical intelligence, satellites, virtual realities etc.
NEW VISION
RIM WILL PROVIDE POWER TO THE PROACTIVE LEADERS IN ORDER TO STAY SECURELY CONNECTED TO MEET THE EMERGING FUTURE CHALLENGES.
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Past RIM/ BlackBerry Entreprise Based, Classic, Traditional
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NEW VISION
Future RIM Government Based , Technology advanced, Modern
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NEW VISION
The New Audience RIM is dedicated to national security and technological field. It will adapt research achievement on the advancement for communications to improve human lives. Communicate with professionals from all the field to share the latest discoveries and inventions that would help the leaders to secure their Nation. The target audience for RIM can be divided in four categories: Government, Defense operations, Engineers and investors. Based on the mission, RIM will be providing power to all the segments.
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Robert The Militant 56 years old • Obsessed with national security, supports high budgets for 034
weapons and defense. • After several years of contracts and favors,he’s in good standing with the military. • He believes that power determines righteous and morals, therefore uses loopholes in laws and other immoral tactics to evade normal procedures that would otherwise be an obstacle for his interests. • Willing to secure and hide information from the public believing his position gives him the right to do so. • Sometimes he finds it difficult to communicate or seek for help due to the trust on communication medium these days, hence has been traveling in person to discuss any confidential topics with other military leaders. • He trusts that absolute surveillance is the best way to protect the population from threats of different natures. In Reality he is only interested in enforcing more control over the population. • Constantly gets in the way of new laws to impose more regulations to big corporation and their activities.
NEW VISION
William The Politician 43 years old • He is a critical thinker and knows how to improve with exposure to diverse situations with increasing levels of complexity. • He is eager for new challenges, he thinks its is essential to face challenges in order to think faster and efficiently. • His deliberative decision making and love of complexity makes him extraordinarily good at policy making but terrible at leading– particularly in a crisis when quick decisions have to be made with limited and often ambiguous information. • He has high energy which is infectious because he pushes to get to the heart of an issue and find solutions. He wouldn’t give up until he gets the specific answers. • He keeps searching for information that he is missing and keep tweaking their mental models until he arrives at a positioning that works. • He works closely with this co workers on every case presented to achieve something visible and noteworthy propels individual leaders and their companies to strive to reach their potential. • As a representative of the nation, he is reluctant to use any mode of communication because everything is on public networks and worries if his data is being hacked.
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Chris The Secret Agent 36 years old • After finishing his service in the military forces, he had a hard time 036
adopting a civilian life. He constantly feels frustrated. He misses the battlefield since it’s the only place he has ever felt useful at. • Being a weapon enthusiast, he finds some comfort in practising shooting range and being part of firearms communities. • The enthusiasm and pride feels for having been part of the military has made him realize that he doesn’t want another career path. His combat experience is all he needs but he would like to try a new approach. • He tends to be an aggressive person with doubtful morals and ambiguous principles. • In the meantime he feels working in a security company as a body guard is the closest he can get to the profession he likes • Like many veterans he has been psychologically affected which makes him develop a need to go back to a life of survival and brotherhood. • He has no strong opinions on politics, he doesn’t care at all. He is a self centered person with no regard for other people’s lives or the current issues having impact in his country.
NEW VISION
Alexandra The Media Report 30 years old • She is a fully capable leader who is decisive, confident and honest so she has a good relationship with her employees and the rest of the world. • She thinks globally and that is why she is needed with a vision to keep it looking and moving forward • She likes watching spy movies and military or scandals movies and TV series. She believes that world exist and she could be a part of these missions. • She likes to seek out new experiences and learn from them. Everyday at work is a new learning experience of how important it is to synthesize information before sending out for the public. • She is also a realist that the mid point between optimism and pessimism. She is open to whatever reality gives her. She wants to get unfiltered information that can be weighed measured and evaluated. • She is trusted in most of the confidential meetings of the government to be part of the media, since she could be trusted with the information • She is a doer, she takes chances against all odds. She will keep moving forward no matter what.
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Peter The Engineer 24 years old • Peter lives with his parents. He grew up to be extremely bright in 038
science and become a MIT student. • He is a young inventor, likes research and creates robots as a hobby. Peter also showed an aptitude for engineering. He is enthusiastic about coding and self learning computer hacking skills. • His parents were scientist and aim to change the work for the better. That influences him and made him believe himself in order to improve and contribute to the world. • Peter believes in privacy and has always made sure that his information are encrypted. Sometimes he illegally hacks into corporate websites to get more information he requires to experiment or verify his research. • Peter is decisive, optimistic and quick to action. He plays a lot of video games related to wars and strategy. • Peter has strong sense of conviction. Once he made up his mind he will stick with his choice and see it through till the end. • He is strongly influenced by the ‘Iron Man’ movies and aspires to build AI machines or defensive robots for the government one day with all the skills he has gained through his interest.
NEW VISION
Muhamed The Entrepreneur 27 years old • Muhamed is from a highly educated family who have start up in telecommunication sectors. • He is has been interested in exploring new methods of communication and how it could be made more efficient. • As a kid, he build some devices to communicate secretly with his fellow friends. He respects his privacy and others. • He loves reading Science fictional books, which inspires him to build devices worth an experiment. • He has the capability of create devices and assembling them without any efforts. • He believes one day he will have his own start up manufacturing telecommunication devices which could support agencies and government to have secured communications. • He is very good with data analytic and thinks he could also contribute in that sector.
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The Current Competitors In 2007 RIM was caught flat-footed by the overwhelming response to Apple’s new user friendly iPhone. It experienced bear continuous months of turmoil when iOS and Android continue to eat up the market it. Samsung takes aim at Blackberry enterprise servers. Windows phone is manufactured by Microsoft who build security into Microsoft products and services. Some of these companies have tried to compete with Blackberry secured communication services but haven’t been as sucessful as BlackBerry.
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NEW VISION
The Adjacent Competitors These adjacent competitors are communication mediums or data storing mediums. They compete with some of the services of BlackBerry. Slack has now taken over the enterprise communication by provide a tool for teams to get more done, spend less time in meetings and reduce emails. IBM, Microsoft and Dell have created competition by launching cloud solutions including mobile device management (MDM).
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CoverMe
RIM- VISUAL STRATEGY GUIDE
The Future Competitors In the future RIM would compete with companies who manufacture military communication equipment. It would also compete with miltary service provided for secured communication. So the competitor study helps to understand what RIM is and what RIM should not be doing as business. It also helps to identfy its unique market.
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NEW VISION
The New Rim Brand Would
DEFEND The ability to have protected communication without the possibility of information breach.
INTEGRATE The act of connecting different operations for effective support, solutions and access to time sensitive information.
REINFORCE Strengthening and providing power to the leaders to face emerging challenges.
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SELVA ANUJA selva.anuja@gmail.com