the wrong turn HP had high hopes that its TouchPad could catch up to Apple's iPad in the tablet marketplace. But after putting the device out for $499, the company saw few sales. HP then slashed the price by $50. Still, no sales. Next, a $100 discount arrived at retail stores, yet still, the TouchPad couldn't touch the iPad.
Innovation A Canadian innovation that not only changed Canadian history, but the world history as will, the Blackberry. From starting off as a pager to becoming the fifth most popular cell phone manufacturer in the world. Blackberry controls about 20% of all Smartphone sales in world. The name Blackberry is one of the strongest name in the cell phone world as it unique design and features separates its self from other phones. The phone has a full Qwerty keyboard at the bottom and screen on the top, this design was such a success other cell phone companies started to copy the design.
(Exhibit). Whereas, the preceding marketing campaign, launched in October 2007 was unsuccessful to create the buzz to attract 10,000 subscribers and awareness for companies who were willing to advertise on Blue Orb’s website. The freeware/advertising-based revenue model for SwitchBlade did not achieve its goal. Thus, Mike Bowers (CMO) and Pete McAlindon (CEO) at Blue Orb are now considering a new marketing campaign for its first time SwitchBlade Pro paid subscription model. It is known that out of 70 million console and PC video game players
In 2007, 81 percent of the U.S. population owned a cell phone, a 20 percent increase compared to 2002.” In a current figures according to MSNBC Sullivan (2008), “The cell phone industry, ... has some 137 million paying customers in the United States…” The growth for phone ownership is off the charts and along with the enormous sales of the units, technology has kept pace. Cell phones of 2008 have gadgets integrated to make them more desirable and can be as powerful as a laptops with some accessories. Cell phones include a variety of useable devices ranging from cameras, GPS, text messaging, mp3 players and access to the internet. With all this built into a device that will fit into the palm, According to Compu-KISS (2008),
While the strategy for RIM as per their annual report is valid, it is susceptible to criticism because Blackberries are great for email and phone calls but the consumer is looking for a device that goes beyond these capabilities and enhances their productivity from a personal and professional standpoint. It fails to focus on the consumer’s requirements for a smart phone or tablet product. Challenges for RIM: 1. According to recent news reports, Black Berry maker Research In Motion Ltd. will avoid a trial with Visto Corp. after a Canadian court ruled the privately held California-based company infringed on three RIM patents. Redwood Shores, Calif.-based Visto "threw in the towel,'' Ronald Dimock, a lawyer for RIM, told Bloomberg News.
* Apple has the biggest online apps store for iPhones, iPods touch, iPad and Mac with over 585,000 apps for users. * The stage of iPhone 4S ’ s ‘product life cycle’ is growth. Because It has just came out to the market for only 6 months and with a lot of new software and features it might affect some applications that do not fit with the new changes. So Apple needs to update the firmware and improve the quality of performance for the phone, example: apple just release the update iOS 5.1 to increase the battery life and improved Siri by provide a new language for voice recognized: Japanese bring up to 6 different kinds of voice recognized languages: English, British English, Australian English, French, and German. * Our organization’s overall marketing strategy is in order to satisfy consumer and increase the market volume, we need to give them better quality and performance of products with lower price.
What is the product’s closest brand competitor? There are several competitors for this product market: Google Nexus 7, Kindle Fire, Samsung Galaxy, and the Apple I-pad. Explain why you chose this brand rather than the competitor’s brand. The reason I chose this brand is that I already have an iPhone and I was looking for a product that would do more than my phone. I felt that if I went with an iPad that I would just be getting a larger version of my phone.
The popularity of internet music distribution has increased and in 2009 more than a quarter of all recorded music industry revenues worldwide are now coming from digital channels. [12] However, as The Economist reports, "paid digital downloads grew rapidly, but did not begin to make up for the loss of revenue from CDs. "[9] The 2008 British Music Rights survey[13] showed that 80% of people in Britain wanted a legal P2P service, however only half of the respondents thought that the music's creators should be paid. The survey was consistent with the results of earlier research conducted in the United States, upon which the Open Music Model was based. [14] According to Nielson Soundscan, by 2009 CDs accounted for 79 percent of album sales, with 20 percent coming from digital downloads, representing both a 10 percent drop and gain for both formats in 2
Assessment Task 1: Identify marketing opportunities PART A 1. Market and business needs 1. Market share and competitors’ information Recent years have witnessed a fundamental shift in the structure and dynamic of the global smart phone landscape. Apple is a notable exception to this dynamic, but has nonetheless created an ecosystem in which its strength in content and services is helping to create industry-leading profit margins for its hardware. A third of the value of the smart phone market today is captured by Apple, which had a 28 percent operating margin in 2013, while the majority of other first- and second-tier manufacturers — with the exception of Samsung — hovered around the zero profit line.
TM583 7/25/12 Dr.Mikell Case Analysis 2- Research in Motion-RIM Research in Motion (RIM), a global leader in wireless innovation, revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999.RIM is a Canadian telecommunication and wireless equipment company headquartered in Waterloo, Ontario, Canada. It is best known as the developer of the BlackBerry smartphone. “Prior to the manufacture of the BlackBerry, RIM worked with RAM Mobile Data and Ericsson to turn the Ericsson-developed Mobitex wireless data network into a two-way paging and wirelesse-mail network. Pivotal in this development was the release of the Inter@ctive pager 950, which started shipping in August 1998. About the size of a bar of soap, this device competed against the SkyTel two-way paging network developed by Motorola”.