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 the 32 million mark reached in 2005. (Source: The Times of
India Jan 07)

India added close to 20 million cell-phone subscribers in second quarter 2007, taking the total to close to 185 million.
(Source: Telecom Regulatory Authority of India)

Demands of a Differentiated Society

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

Smartphone Sector in India

What is a Smartphone ? Mobile + Personal Computer = Smartphone 2006 IDC s Multi-Client study and survey of Smartphone subscribers across five countries revealed :
o Top global brands are in demand not only in developed countries, but also o o o o

in emerging countries like India and China. The relative influence of brand on product choice suggested that many consumers seek out global brands and the prestige that they carry. High-end products like the iPhone, BlackBerry, etc. do well because they show off how wealthy and successful an individual is. Users tend to be loyal to the Smartphone brands they carry. 69% of respondents in India are likely to recommend their Smartphone brand to others. (Source: IDC Survey)

2009 - Worldwide mobile sales declined by 6%, but Smartphones continued to rise with an escalating growth of 27%.

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

Smartphone Market Share in India in 3rd Quarter of 09

What is a BlackBerry?

BlackBerry is a wireless handheld device introduced in 1999 by RIM (Research in Motion). Its main features are: y Push Email y Mobile Telephone y Text Messaging y Internet Faxing y Web Browsing 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 The Brand

BlackBerry is a line of wireless handheld device developed by the Canadian company, Research In Motion (RIM). 1999 Introduced as a two way pager. that was introduced in as a twoway pager. 2002 - The more commonly known Smart Phone BlackBerry was released. 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

Company Overview

Research In Motion (RIM) was founded in 1984 by Mike Lazaridis, who currently serves as its co-CEO along with Jim Balsille (since 1992). RIM is a leading designer, manufacturer and marketer of innovative wireless solutions. Quick Facts: y Type: Public (NASDAQ: RIMM) (TSX: RIM) y Headquarters: Waterloo, Ontario, Canada y Products: BlackBerry and Inter@active pager y Employees: 6000 (Q1 2007) y Capital: 63.27B y Slogan: Always On, Always Connected y Website: www.rim.com

BlackBerry Products

BlackBerry Touch 9930 BlackBerry Touch 9900 BlackBerry PlayBook BlackBerry Style 9670 BlackBerry Torch 9800 BlackBerry Curve 3G 9330 RIM BlackBerry Curve 3G 9330 BlackBerry Curve 3G 9300 BlackBerry Pearl 8120 BlackBerry Pearl 8110 BlackBerry 7130v

BlackBerry Touch 9930

Specifications and Features

COST :

2G Network: GSM 850 / 900 / 1800 / 1900 CDMA 800 / 1900 3G Network: Dual-Band HSDPA CDMA2000 1xEV-DO Announced: 2011, May Status: Available Dimensions: 115 x 66 x 10.5 mm Weight: 130 g Screen Size: 640 x 480 pixels, 2.8 inches Color Depth: TFT capacitive touchscreen Keyboard: QWERTY keyboard, Touch-sensitive controls Available Color(s): Black Camera: 5 MP, 25921944 pixels, autofocus, LED flash Video: Yes, 720p Call records: Yes Speakerphone: Yes Ringtone Type: Vibration, MP3 ringtones Vibrate: Yes Internal Memory: 8GB storage, 768 MB RAM External Memory: microSD, up to 32GB

BlackBerry Touch 9900

Specifications and Features

2G Network: GSM 850 / 900 / 1800 / 1900 3G Network: Tri-Band HSDPA Announced: 2011, May Status: Available Dimensions: 115 x 66 x 10.5 mm Weight: 130 g Screen Size: 640 x 480 pixels, 2.8 inches Color Depth: TFT capacitive touchscreen Keyboard: QWERTY keyboard, Touchsensitive controls Available Color(s): Black Camera: 5 MP, 25921944 pixels, autofocus, LED flash Video: Yes, 720p Call records: Yes Speakerphone: Yes Ringtone Type: Vibration, MP3 ringtones Vibrate: Yes Internal Memory: 8GB storage, 768 MB RAM External Memory: microSD, up to 32GB

COST :

Specifications and Features

BlackBerry PlayBook

COST :

Announced: 2010, September Status: Dimensions: 194 x 130 x 10 mm Weight: 425 g Screen Size: 600 x 1024 pixels, 7.0 inches Color Depth: TFT capacitive touchscreen, 16M colors Keyboard: Multi-touch input method, Accelerometer sensor for auto-rotate Available Color(s): Black Camera: 5 MP, 25921944 pixels, autofocus Video: Yes, 1080p Call records: Speakerphone: Yes, with stereo speakers Ringtone Type: Internal Memory: 16/32/64 GB storage, 1 GB RAM External Memory: No

BlackBerry Style 9670

Specifications and Features

2G Network: CDMA 800 / 1900 3G Network: CDMA2000 1xEV-DO Announced: 2010, October Status: Available Dimensions: 96 x 60 x 18.5 mm Weight: 131 g Screen Size: 360 x 400 pixels Color Depth: TFT, 65K colors Keyboard: QWERTY keyboard, Touchsensitive optical trackpad Available Color(s): Steel Grey, Royal Purple Camera: 5 MP, 2592 1944 pixels, autofocus, LED flash Video: Yes, VGA Call records: Yes Speakerphone: Yes Ringtone Type: Vibration, MP3 ringtones Vibrate: Yes Internal Memory: 512 MB External Memory: microSD, up to 16GB

COST :

Specifications and Features

BlackBerry Torch 9800

COST :

2G Network: GSM 850 / 900 / 1800 / 1900 3G Network: HSDPA 800/ 850 / 1900 / 2100 Announced: 2010, August Status: Available Dimensions: 111 x 62 x 14.6 mm Weight: 161 g Screen Size: 360 x 480 pixels, 3.2 inches Color Depth: TFT capacitive touchscreen, 16M colors Keyboard: QWERTY keyboard, optical trackpad, Multi-touch input method, Proximity sensor for auto turn-off Available Color(s): Black, White, Dark Orange Camera: 5 MP, 2592 1944 pixels, autofocus, LED flash Video: Yes, VGA@24fps Call records: Yes Speakerphone: Yes Ringtone Type: Vibration, MP3 ringtones Vibrate: Yes Internal Memory: 4 GB storage, 512 MB RAM, 512 MB ROM External Memory: microSD, up to 32GB

Location setup
Asia -Pacific

Europe

Africa Middle East

Location setup
Latin America North America

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

Competition

Many competitors are entering the Smartphone market, which is lowering Blackberrys sales and cutting off Blackberrys monopoly in that section of the phone market. Most of them have a lot of features that are found on the Blackberry: email, fast processors, web browsing, full keyboard. They are giving there products an edge, to keep them unique and give them an advantage over competitors.

Competition

Nokia E61

Motorola Q 9h

i-mate

iPhone by Apple SideKick

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 price ranges. Recently, Nokia launched its latest range of touch screen and hiend phones, which are getting quite popular with Smartphone's lovers of India. Brand Focus:
o Gaming options o Multimedia o GPRS o Faster Internet options

Nokia E61

2001 Sony Ericsson enters the Indian market Introduced affordable Smartphones in the market such as hi-tech multimedia features, camera phones, design phones, music phones, and web and email phones.

Motorola Smartphones are mainly focussed on data communication and mobile entertainment features with its new range that includes the Aura, A1600 and WX series.

Motorola Q 9h

Apple iPhone is a revolutionary mobile device One of the modt hyped devices in history
o Complete web experience, wi o SDK. Creative apps o iTunes marketplace o Slick UI, Touchscreen

fi

AT&T

iPhone by Apple

Disruption Strategy for BlackBerry

Introduce BlackBerry, for the new market segment

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.

Brand personality

BlackBerry Appeal

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

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, Caf 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 BlackBerry

Gap analysis suggested a position of a smart phone for the youth.

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

Cool features, great look and low price..Buzzberry is the way to go!

SID The Techie

Communication Plan for BlackBerry

Advertising

PR & Publicity

Communication Plan

Event Marketing

New Media

Direct Marketing

Communication Plan for BlackBerry

1.

Public Relations and Publicity:

o Create a fictitious character/mascot, Sid

o o

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. 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. RIMs young officials would also serve as the spokesperson for the brand. 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. 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 Caf etc. The campaign would have Sid in various aspects of life using and enjoying his BuzzBerry.

THANK YOU!