Here is a path to sparkle a new B2C product for a company that was once called "the fastest growing company in the world " by Fortune magazine. Have fun !

1. Stanislas THOMANN
January 2016
Looking for the iPod effect
Diplo featuring in Blackberry
commercials back in 2010 !

2. Why this
I used to be fond of Blackberry because of the user experience
• It was user friendly – no need to read a manual to exploit its full potential
• Everything was feasible from the trackpad
• It was super fast & efficient
It is just a shame to see this company dying
• Back in 2009, BlackBerry was named by Fortune magazine as the fastest
growing company in the world, with earnings exploding by 84% a year.
• It has then been outstriped by the iPhone and Android free OS
• Blackberry board failed to launch disruptive products on the market
It just reminds me another tech company
• Apple, back in 1997, was about to die
• It is now the first capitalisation in the world
I am convinced this company could reborn
• With smart products
• Some fancy marketing

3. The situation today
Dropped my Blackberry for an iPhone many years ago, because of
• The AppStore – billions of apps and a real ecosystem for app makers
• iOS – the best OS in the market (Android is a copycat)
Blackberry has less than 3% of mobile market share
• Design is no more distinctive as it used to be
• Android is a good move to slow the fall
• The board does not give any visibility about growth solutions
How to revive the company
• Let’s get inspired
• Let’s have a look to what Apple did when they were in the same situation

4. A way to stop the fall ?
Determination & hard work
Fatality happens if you believe it will
• You fail when you give up
• You succeed when you refuse the status quo

5. Step 1 (what Apple did back in 1997)
Emergency situation
Do something
• With you current assets (not the ones to come)
• Different – people must recognize you
• Now !
• With passion
• For your loyal customers
• A computer with regular technical skills
• Designed by (Sir) Jonathan Ives
• Easy transportable
• 1 single wire to plug plus a mouse connected to the keyboard
• 5 different colors
• Launched 6 months after Steve Jobs come back in 1997
• A bet for the company (no pain, no gain)

6. Step 2 (What Apple does since 1997)
Focus & keep shipping
Iterate
• One product (at least) every 6 months
• Learn from the mistakes
• Keep high quality = increase margin
• Listen to your customers
iPhone generations
iPad Air iPad Mini
iPad Pro

7. Blackberry, let’s do this !
Step 1
Emergency situation
Do something
• With you current assets (not the ones to come)
• Different – people must recognize you
• Now !
• With passion
• For your loyal customers

8. Top 5 Reasons to Buy a Blackberry
1- The physical keyboard
2- Sleek, timeless, and beautiful
3- The OS is extremely powerful
4- The size of your palm = comfortable
5- BBM and so many other great features
Techwik.com - May 20, 2012
User experience
Design
Efficiency
Design
Fun & efficiency
• Current assets
• Now !
• Loyal customers
• Current assets
• Now !
• Loyal customers
• Different
• With passion
• Current assets
• Now !
• Loyal customers
• Different
• With passion
• Current assets
• Now !
• Loyal customers
• Different
• With passion
• Too long & complicated to
refresh or rework on it
Matters Ability to handle

9. > A remedy ? (short term vision – features wishlist for loyal customers)
1- The physical keyboard
2- Sleek, timeless, and beautiful
3- The OS is extremely powerful
4- The size of your palm = comfortable
5- BBM and so many other great features
Techwik.com - May 20, 2012
User experience
Design
Efficiency
Design
Fun & efficiency
• Current assets
• Now !
• Loyal customers
• Current assets
• Now !
• Loyal customers
• Different
• With passion
• Current assets
• Now !
• Loyal customers
• Different
• With passion
• Current assets
• Now !
• Loyal customers
• Different
• With passion
• Too long & complicated
Matters Ability to handle

10. Wishlist for a new product
1- The physical keyboard
2- Sleek, (timeless), and beautiful = trendy
4- The size of your palm = comfortable
5- Great feature = creating value
Something launchable fast containing :

11. Abracadabra
A physical keyboard bundled with
a battery case
• It answers loyal customers 1st need (the keyboard)
• It is sleek and confortable
• It is usefull as you decide when to activate the safety battery
• Can be trendy with the help of designers
• A smart product easily recognizable
• Visibility to the brand
• Battery case is the most sold acessory for smartphone
Wishlist answered !

12. Details
Battery case is the accessory the
most sold for smartphones
• Safety battery can be activated with a lateral button
• Remaining power can be checked with micro leds
• Focus on iPhone cases – too many different android devices
Once a device is embedded, all you
see is a Blackberry product
• Blackberry brand is on both front & back side
• The product is distinctive by the keyboard & its design
• Devices become advertising for Blackberry
Lateral button for activating the
satefy battery
The keyboard give you more confort
& space on screen for texting
(the virtual keyboard do not have to
rise anymore)
Micro leds give
battery level

13. Hype & fancy marketing
Limited series designed by Supreme, Pharrell, Colette, Stark…
• Designers fame gives world wide visibility
• It makes the product more desirable
refreshed logo

14. Time to market
Back in June 2015, Blackberry won a juridical case against Typo thanks to its
patent regarding the keyboard
• Typo is a startup backed by TV anchor Ryan Seacrest
• It made the buzz when it released its first keyboard case for iPhone 5
• R. Seacrest was fedup to have a Blackberry for business and an iPhone for daily tasks
Buying Typo, Blackberry could launch its product (bundled with a safety battery)
in no time as it already exists and already desired
• Blackberry could also benefit from R. Seacrest influence
• 14 millions followers on Twitter
• 2,3 millions followers on Instagram
• TV exposure

15. A short term remedy ?
Will it have the same effect ?
• For sure it will make some free advertising for Blackberry (buzz)
• It will make the brand cool, distinctive & desirable again
• A short term solution for loyal customers

16. Step 2 – mid term vision
Software:
The app market
Focus & keep shipping
Iterate
• An app « business control » oriented gathering encrypted communications
• A way to secure your device when using a Blackberry case (privacy & security)
• A way to use the best of Blackberry software (assets)
• Freemium business model – example:
• Free for encrypted chat & email (Whatsapp-like, Slack-like service)
• 9,99$/month for encrypted productivity suite (shared calendar, big file transfer, confcall…)
• 19,99$/month for full ecrypted Blackberry Cloud Services
When using a Blackberry product
• Your device is secured
• Your privacy is guaranted

17. Step 3 – Long term vision
Disruptive products
• Team-up with creative people
• Provide an Android release made by Blackberry (as Xiaomi does)
• The « appstore » is no more a problem (welcome Google play !)
• Focus on products
• Be Bold – again !
Communication about
• Having fun while no compromise with privacy & security
• Efficiency & performance
Hard work & determination
• No pain, no gain
• Get the mojo back !

18. Stanislas THOMANN
January 2016
Looking for the iPod effect
Diplo featuring in Blackberry
commercials back in 2010 !