‘Smartphone' Sector

BlackBerry

Submitted by:

Purti Chaturvedi-78 (PR)Esha Raja- 19 (AD)

Anushree Bhardwaj-110 (AD)

Mobile Phone Sector in India

• India is one of the fastest growing markets for the mobile industry.

• 2006 - India witnessed sales of 69 million handsets, doubling from the32 million mark reached in 2005. (Source: The Times of India Jan ’07)

• India added close to 20 million cell-phone subscribers insecondquarter 2007, taking the total to close to 185 million. (Source:

Telecom Regulatory Authority of India)

• Major players in India:o Nokia

• Sony Ericsson

• Motorola

• Reliance

• Tata Indicom

• Samsung

• LG

• Maintaining growth in the business arena

• Convergence

• Latest applications for the business user

• Opportunity within the under 25

• Demographic

• Style and applications

• Needs of the urban consumer’s lifestyle

• High end camera

• music

• web access etc.

• Users may not be able to afford a mobile phone

• Price is a factor but not the definitive

• Battery Life is important than web features

• Shared Mobile Phone offered in local villages

• Network expansion

• Low tariffs

• Strong second hand market

• Government subsidising roll-outs of mobile services in rural markets

• Limited availability of fixed-line services has made mobile telephony the only source of telecoms service

Intense competition – benefits vs. volume

Diversity – The need for smart phones with Indian language capabilities

Demands of a Differentiated Society

Smartphone Sector in India

• What is a ‘Smartphone’?

Mobile + Personal Computer = Smartphone

• 2006 – IDC’s Multi-Client study and survey of Smartphonesubscribers across five countries revealed :o Top global brands are in demand not only in developed countries, but also

in emerging countries like India and China.

o The relative influence of brand on product choice suggested that manyconsumers seek out global brands and the prestige that they carry.

o High-end products like the iPhone, BlackBerry, etc. do well because theyshow off how wealthy and successful an individual is.

o Users tend to be loyal to the Smartphone brands they carry.

o 69% of respondents in India are likely to recommend their Smartphonebrand to others. (Source: IDC Survey)

• 2009 - Worldwide mobile sales declined by 6%, butSmartphones continued to rise with an escalating growth of27%.

Smartphone Market Share in India in 3rd Quarter of ‘09

Situation Analysis

• The leading Smartphone manufactures together share more than 75% of the Smartphone market in India.

• 25 % is shared by smaller players and Shanzhai manufactures, whose presence is significant in this region.

• More than 5% of the phones sold are Smartphones.

Major Smartphone Brands in India

• Nokia Corporation

• Apple Inc.

• BenQ-Siemens

• HTC

• LG Mobile

• Mitsubishi

• Motorola

• Panasonic

• Philips

• Research In Motion (RIM)

• Samsung

• Siemens

• Sony Ericsson

• Toshiba

Competitor Analysis

• Nokia was the 1st foreign player to enter the Indian market in 1995.

• Gained its foothold by offerings basic mobile phones in affordable priceranges.

• Recently, Nokia launched its latest range of touchscreen and hi-endphones, which are getting quite popular with Smartphones lovers ofIndia.

• Brand Focus:o Gaming options

o Multimedia

o GPRS

o Faster Internet options

• 2001 – Sony Ericsson enters the Indian market

• Introduced affordable Smartphones in the market such as hi-techmultimedia features, camera phones, design phones, music phones,and web and email phones.

• Motorola Smartphones are mainly focussed on data communicationand mobile entertainment features with its new range that includes theAura, A1600 and WX series.

• Apple iPhone is a revolutionary mobile device

• One of the modt hyped devices in historyo Complete web experience, wi – fi

o SDK. Creative apps

o iTunes marketplace

o Slick UI, Touchscreen

• AT&T

BlackBerry – The Brand

• BlackBerry is a line of wireless handheld device developed by theCanadian company, Research In Motion (RIM).

• 1999 – Introduced as a two way pager. that was introduced in as a two-way pager.

• 2002 - The more commonly known Smart Phone BlackBerry wasreleased.

• The Smart Phone supports the following features:o Push e-mail

o Mobile telephone

o Text messaging

o Internet faxing

o Web browsing

o Multi-touch interface

o Other wireless information services

• BlackBerry first made headway in the marketplace by concentrating on e-mail.

• BlackBerry PIN is an eight character hexadecimal identification number assigned to each BlackBerry device. PINs cannot be changed and are locked to each handset device.

• BlackBerrys can message each other using the PIN directly or by using the Blackberry Messenger application.

• Blackberry models in India include:o BlackBerry 8300 Series (Curve)

o BlackBerry Pearl

o BlackBerry 8800

o BlackBerry 8700g

o BlackBerry 7100g, etc.

Target Market Segment

• 25+ years

• Both males and females

• SEC A1 and A2

• Tier I cities

• Cosmopolitan Professionals

• Attracts attention from diverse range of businesses including, but not limited to:o Finance

o Legal

o Professional services,

o Retail

o Construction

o Manufacturing

Print Ads

• http://www.youtube.com/watch?v=yEhGaZVodts

• http://www.youtube.com/watch?v=stzqLqBUECc

• http://www.youtube.com/watch?v=gCSwgfmvbJw&feature=related

• http://www.youtube.com/watch?v=bVO8o_PKvVg

• http://www.youtube.com/watch?v=MvjoMHZK6TU

• http://www.youtube.com/watch?v=N8vqqgqrQ3Q&feature=PlayList&p=7F3E5C00C677E647&index=0&playnext=1

• http://www.youtube.com/watch?v=zgFF6UHM03U&feature=PlayList&p=7F3E5C00C677E647&index=1

• http://www.youtube.com/watch?v=UjPybzMA-bA&feature=PlayList&p=7F3E5C00C677E647&index=5

BlackBerry Ads

• http://www.youtube.com/watch?v=XvMITVn4ILA&feature=fvw

• http://www.youtube.com/watch?v=IqONSAe81sE

• http://www.youtube.com/watch?v=LKtM3EcZ0hE

• http://www.youtube.com/watch?v=aNzZyGn4344

• http://www.youtube.com/watch?v=xuEerMCAlx0

• http://www.youtube.com/watch?v=JqKEe_JEObg

Viral Videos

Objective:

• To create awareness about the BlackBerry brand in the youth market segment.

• Positioning Blackberry as the ‘Smartphone’ of choice for the youth and young professionals.

• Highlight BlackBerry’s beyond email capabilities.

Disruption Strategy for BuzzBerry

Introduce BuzzBerry, for the new market segment

Brand personality

BuzzBerry Appeal

• SEC A1 and A2

• 18-24 years• Tier I cities• Youth and young professionals • Cool; cosmopolitan lifestyle;

imaginative, dreams and aspirations.

• lifestyle;

• imagination;

• liberty regained;

• innovation;

• dreams and aspirations;

• power-to-the-people through technology.

• All the features of the parent brand • Funkier in look and display.• Available in youthful colors.

Disruption Strategy for BuzzBerry

Target Market Segmentation

User Profile:

• Karan who is 20 years old, studies Economics in St. Xaviers, Mumbai. In his free time he likes playing basket ball or jamming with his friends as he loves playing the guitar. He enjoys rock music and watching realistic cinema.

• In the evening he likes catching up with his friends over a game of pool or snooker. His favorite eateries are KFC, Café mocha, La Pizzeria etc

• He recently went for a holiday with his friends to Bangkok. He loves the play station and possesses an 8 GB touch I pod. He updates his phone every 6 months with what’s new in the market and for him, the brand and the look are important while making the choice!

Positioning BuzzBerry

Gap analysis suggested aposition of a smart phonefor the youth.

Blackberry’s serious image vis-à-vis Buzzberry’s cool, funky image.

Cool features, great lookand low price..Buzzberry isthe way to go!

SID – The Techie

Advertising

PR & Publicity

Event Marketing

New Media

Direct Marketing

Communication Plan

Communication Plan for BuzzBerry

Communication Plan for BuzzBerry

1. Public Relations and Publicity:

o Create a fictitious character/mascot, Sid – The Techie, who would represent the following characteristics: tech- savvy, young, peppy, rebellious, responsible, traditional, positive, and confident. Sid would represent today’s tech-savvy youth, and would be used in various communication material - ad campaigns/ posters/TVCs etc.

o Engage a youth icon, Ranbir Kapoor, as the Spokesperson and endorser for the brand. The target audience would be able to relate to a young endorser and this would leverage the positioning of the brand.

o RIMs young officials would also serve as the spokesperson for the brand.

o Create a lot of ‘buzz’ amongst the youth by employing the youngster as Buzz Agents in colleges and youth clubs. The buzz agents would promote the brand through online viral campaigns and word of mouth.

o Advertorials and articles about the brand in leading technical and youth publications.

2. Event Marketing:

o Launch Event: Launch the campaign with a youth cultural event, inviting school and college students from across India.

o Sponsor engineering college fests such as Mood Indigo (IIT Mumbai’s Annual Festival), which focus on technology, to reach to the niche tech-savvy target audience.

o Sponsor cultural college fests like Malhar (St. Xavier’s Annula Cultural Festival), to reach out to a wider target audience.

o Sponsor and conduct the industry specific workshops for young professionals.

3. New Media:

o Communities and forums on social networking sites like Orkut, Twitter & Facebook.

o Interactive Website – www.buzzberry.in .

o Banner ads on social networking sites, sites frequented by the youth (www.torrentz.com), and so on.

o Web articles and advertorials on the technological and electronic gadgets sites.

4. Direct Marketing:

o Posters & handouts/leaflets would be distributed in schools & colleges during the launch event, and a database would be made of the participating students.

o Set up kiosks in the technical fairs and workshops to display the BuzzBerry and create a database of the attendees.

o Reach the prospects on the database through various direct marketing channels such as Direct Mailers, Catalogues, Direct Response TV commercials, Direct Response Print ads, etc.

5. Advertising:

o Hoardings near schools, colleges, BPOs and Corporate parks.

o Advertisements in magazines like JAM, JLT, tech magazines, etc.

o A print/poster campaign showing Sid in various aspects of life using and enjoying his BuzzBerry.

o Commercials on television channels which are most viewed by the youngsters, like MTV, Channel V, Star Movies, Zee Café etc. The campaign would have Sid in various aspects of life using and enjoying his BuzzBerry.

THANK YOU!