BlackBerry Success Story — Business Strategy Lessons & Crossing The Chasm

Mike Lazaridis, Co-founder, RIM — Image Source::NDTV.com

RIM, A Brief History

RED QUEEN EFFECT

1.0 BRAND POSITIONING — Category, Focus, Differentiation

CREATING A NEW CATEGORY

USER RESEARCH AND FINDING THE HIDDEN NEED

2.0 DESIGN FOR PERSUADING CUSTOMERS

Source:: Wikipedia

3.0 BLACKBERRY AND CROSSING THE CHASM

3.1 FOCUS

3.2 DESIGN FOR “EASE OF USE”

BLACKBERRY and EASE OF USE

BlackBerry 850, Launched in 1999 — Image Source:: CrackBerry.com
BlackBerry 957, Launched in 2000 — Image From TheTechjournal.com

3.3 NAMING OF THE BRAND

3.4 DESIGN FOR ANXIETY RELIEF

3.5 DESIGN FOR A NICHE MARKET

3.6 DESIGN FOR COMPATIBILITY/INTEGRATION

3.7 DESIGN FOR TRIALIBILITY

CONCLUSION

Secular Humanist, Business Growth Consultant, Design Thinker, India. Reach me at mmshah8@gmail.com. or https://www.shahmohammed.com