blackberry - scenario analysis
TRANSCRIPT
MMS 3 Group C
RIM - Blackberry MTDB’10 Group AIndustry analysis models23rd of March 2010
index1. What is Blackberry?2. Blue Ocean Strategy
3. SWOT4. Basic trends (8x)
5. Uncertainties (4x)6.Framework axes7. Framework (5x)
8. Questions!
Introduced in 1999 by RIMDesigned for business people
Connect mobile with, Exchange, Lotus Notes, Novell Groupwise & othersBlackberry Enterprise ServerSecure
What is Blackberry?
Blue Ocean Strategy
Before only cell phone and pagersNew technology developed
First mobile email devicePush email
SecureEnterprise segment
StrengthsUnique offering &
strategyWell designed softwarePowerful brandOffering Carrier
friendly
WeaknessesScalability & Global
coverageBlackbery architectureTotal cost of ownershipBusiness Model not
carrier friendlyThreatsTougher competitionNew technology
OpportunitiesExtend third party applicationDifferent offerings
SWOT Analysis
Scenario Analysis
Basic trends
1. Feature-rich device becomes standard
Camara3GWi-FiMusic playerGPS are standard
2. Location based & Augmented reality
3. App download increase
Year No of App storesBefore 2008 32008 82009 382010 till February 48
Year Revenue Downloads
2009 $4,23 2.5
2010 $6.67 4.5
2013 $29,47 21.6
4. Cloud-computing
5. Telco ARPU declines Data ARPU increases
6. Growth
7. Android & iPhone O.S.
Symbian is loosing market to new playersRIM will keep worldwide no. 2 positionAndroid grows quickly
7. Open-source
Uncertainties
1. Market players
2. 2. Consumer expectations
3. Technology
4. Infrastructure
framework
The axis
Y: Degree of convergenceX: No of players
Scenario framework
After the BoomFew companies drive innovationNo common standardsEnd-to-end integrating players ruleOpen platforms have advantageRevenue increase, convergence
The playgroundCommon standardsLow pricesInnovation is keySpecialized playersRevenue increase depends on adaption to convergence
Cost CuttingHigh competition, few playersLess innovationSurvival depends on efficiencySaturated marketProfits around 4-5%
Overcrowded garden pondPush for innovationHigh level of competitionDifferentiation by Niche marketsNot very profitableRisk of price warsConsolidation of players
1
3 4
2Low
High
Low
High
After the Boom
Warning bellsMarket highly receptive to new technologyMany companies entering & leavingNew technology like LBS and AR gain prominence in daily life
ScenarioFour main playersClosed vs. OpenHTC/GoogleBargaining power suppliers
StrategyFocus on consumer marketAlso focus on professional marketInnovateDigital HomeKeep platform closed to keep quality
Few playersHigh level of convergence
the Playground
Warning bellsMany players enteringEveryone makes profitHighly segmented market
ScenarioOpen source wins battle of standardsSeparation hardware, software, appsSpecializationHighly competitiveSuccess depends on ability to adapt to convergence
StrategyFocus on core marketIntegrated customized enterprise solutionsSell a service
Many playersHigh level of convergence
Cost cutting
Warning bellsCompanies can either spun-off or soldPromising technologies turn out to be a fadIndustry focus on cost efficiency
ScenarioMature marketLittle innovationFew players in the marketTough competition Phones become (fashion) statements
StrategyFocus on enterprise marketCustomized & standard productsSharing risk with customer
Few playersLow level of convergence
Overcrowded garden pond
Warning bellsHigh level of competitionPrice-warsSpecialization on niche segmentsConsolidation of players WINTELOKIA
ScenarioSmall marketFocus on nicheLow profitabilityPlayers with sufficient back up or other competitive advantage will survive
StrategyConsolidationRIMBMBuild on key capabilities
Many playersLow level of convergence
Questions?