Blackberry in indonesiaCommunal activation in new wave marketing

o AndreasNataniel o Hermanto o M.Taufiq MF o Sovia MerryCS o Syatria Kumala Putra

(29111438) (29111471) (29111470) (29111472) (29111484)

Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

Research in Motioncompany profile

Didyouknow? Foundedin1984 HeadquartersinWaterloo,Ontario,Canada OfficesinNorthAmerica,AsiaPacificandEurope In1999,RIMlaunchedthefirstBlackBerrysmartphone(850series)in MunichGermany as2waypager In2003,itwasstartingtointroducepushemail,mobiletelephone,text messaging,Internetfaxing,webbrowsingandotherwirelessinformation services Productlines: Smartphones(Curve,Torch,Bold,etc) Tablets(PlayBook) Software(messenger,appworld,BlackberryOS) Currently,ledbyPresidentandCEOThorstenHeinsSyndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

Blackberry in indonesiabeginning of a new era

IntroduceonDec2004by Indosat&Starhub andlater onbyTelkomselandExcelcom. UsageforIndonesian subscribers: Chatting(BBM) Unlimitedbrowsing(also applicableforroaming) Socialnetworksites Connectedapps/appworld Pushemail

Acrossallsegments(young adult,executives,housewife, kids,maids)Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

Source:StatCounter.com ;Frost&Sullivan June2011

New wave marketingFROM PLACE to COMMUNAL Activation

Communityactsasanaccess,allowingcompanyandcustomers toactivateeachothers. Membersofthecommunityinviteseachothertojoin thusit actsasmarketingchannel Maindrivingforces: Blackberrymessenger Socialnetworkingsites Connectedapps Developercommunity Otherforums&communities

Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

Whats the difference?Different from legacy marketing LegacyMarketing(Place): Onewayapproach fromproducertoconsumer Advertisementpushfromproducertoconsumertocreateawareness Producertargetscertainsegments(B2B,B2C,etc) Emphasizeonfeaturesasdifferentiation Heavilydependentonchannels Producerneedstodesignagoodchannelmanagement(forexample authorizedretailers,bundlingwithtelecommunicationoperators, etc) Youonlyhavesecondstoimpresstheconsumerwiththedisplay

CommunalActivation: Potentialconsumerwouldliketogetconnectedtotheirfriends&families, regardlessofthefeatures/itsmainfunction Hence,itcreatesatwowaysrelationship inordertobepartofthe community,consumersneedtohaveblackberrysmartphone(creatingthe need). Yourconsumerisyourmarketer!However,yourreputationalsocanfallwithin secondsSyndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

Low

budget

high impact

Sofar,thereisnomassive advertisementofblackberryinTVor printedmedia However,itcreatesaverylongqueue duringthefirstblackberrylaunchin PacificPlace Nov2011

Ridingontopofsocialmediabooming inIndonesia GiventhefactthatIndonesiaisthe2nd largestnationforFBand3rd largestfor Twitter. Usethewordsocial tofulfillthe desiretogetconnected

ConsumerenthusiasmofBlackberry werestillhighevenwithoutasingle servicecenterinIndonesia(notuntil July2009)Syndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

In the long run Blackberry in Indonesia

Competitionisfierce! Apple&Androiddevicesarecatchingup Allofthemareofferingconnection tosocialmedia/tocommunities Developercommunityforapprichness

Goingforward(recommendation): Continueusingcommunitiesasbaseofmarketing Offeringcommunitybasedfeatures(Blackberrymessenger,etc)to non blackberrydevices tappedtoothercommunitiesSyndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12

T HANK Y OUSyndicate 1 | Marketing Management | BLEMBA 11 | 2012-05-12