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 * Smart People, Smart Phones **
 * Final Group Project **

**Prof: Max Evans**
 * TA: Catalin Bidian**
 * Citation Style: MLA**


 * March 31st, 2009**

**Group Members:**

Timur Khamitov (995666989) timur_kt@hotmail.com Tarek El Saad (994959365) wierd30@hotmail.com Maggie Ngo (994830634) maggie_ngo@hotmail.com Tina Dang (995446637) tinana.dang@gmail.com Michael Mckerracher (995444988) hu_gas@hotmail.com


 * Table of Contents **

Part 1: Situation Analysis Introduction and an Overview of Historical Background………………………... 2 How the BlackBerry is Used…………………………………………………….... 3 The California Transplant Donor Network using the BlackBerry………………..4 Major Players of Blackberry success……………………………………………... 4 Competition, Displacement………………………………………………………. .7 User Strategy, Tactics, Goals, and Objectives………………………………… .10

Part 2: SWOT Analysis Strength…………………………………………………………………………......11 Weaknesses………………………………………………………………………..13 Opportunities…………………………………………………………………….....14 Threats……………………………………………………………………………....15

Matching Exercise……………………………………………………………………… 17 Preliminary Recommendations……………………………………………………….… 17

Part 3: Recommendations Current state of BlackBerry........................................................................18 Further Discussion on tactics/goals/objectives............................................19 Five Recommendations............................................................................19 Impact on users lives................................................................................27 Conversion Exercise................................................................................30 Summary and conclusions.......................................................................30

References………………………………………………………………………………. 31

**Introduction and an Overview of Historical Background** The introduction of the BlackBerry smart phone brought a new era of productivity for businesses both large and small. We chose the BlackBerry email function with links to the QWERTY keypad as our technology of focus. The capability to send e-mails wirelessly with the built-in QWERTY keyboard, allows for business users to interact with each other within the organization and externally, all over the world. The BlackBerry is a hand-held wireless device introduced in 1999 as a two-way pager but in 2002 released the BlackBerry phone that was heavily compatible with many important and upcoming technologies such as internet browsing, email and internet faxing to name a few. The smart phone became a key convergent technology whose main strength was the e-mail function. Emailing has become an essential human communication method used by all corporations. The developer of the BlackBerry, Research in Motion has created a rather unique and effective software ('BlackBerry Connect') used for the email function on the phone, this software has now been spread to other phones besides the BlackBerry, for example, the Palm Treo. The ability to dominate in the e-mail sphere has however been partly brought about due to the hardware aspect of the BlackBerry; the 'thumbing' QWERTY keyboard as well as the roller ball have made e-mail and browsing feasible on a hand held device. BlackBerry's initial target/strategy was to create packages for corporations that would incorporate the BlackBerry e-mail function through the BlackBerry Enterprise Server (BES). This enabled the organizations to implement information systems by connecting through the BlackBerry as well as their regular computer work stations. Corporations that implemented the BlackBerry were able to exchange emails instantly their staff which improved response time and drastically increased efficiency. The BlackBerry also created a wave of reliability to its users who would perform most communicative functions through the phone. The term 'Crackberry' was used to signify this new reliance also known as an addiction to the smart phone technology.
 * PART A – SITUATION ANALYSIS **

The BlackBerry is more than just the phone; the BlackBerry OS offers business users a service to increase their productivity. It is a communications device allowing users to bring their work outside of the office and the most important function of the BlackBerry OS is the email support. The BlackBerry offers an extensive email client supporting up to ten of the following clients: Internet Message Access Protocol (IMAP) and Post Office Protocol (POP3) as well as Exchange email support ( [|http://na.BlackBerry.com/eng/devices/features/] ). The OS also offers a full HTML browser, as well as support for cloud applications (internet-based apps). The calendar application offers business users a simple and clean interface to view upcoming appointments and meetings. The phone’s database for contacts is thorough, offering users the ability to put sort contacts by; email address, two work numbers, two home numbers, a mobile number, pager, fax, and other phone number. As well as home and work addresses, birthdays, anniversaries, and notes about the contact. Both the calendar and contact options will synchronize either with BlackBerry’s desktop software or with Microsoft Outlook. On the hardware side, a full QWERTY keypad makes text entry easier and smoother than a traditional T9 (number pad) phones. Many of the new, BlackBerry’s offer the ability to roam on both CDMA and GSM networks, and it incorporates 1x EVDO, HSDPA, Edge, North American, European/Asian GSM bands, and Dual Band CDMA( [|http://na.BlackBerry.com/eng/devices/features/] ). These features allow the globetrotting executive to have access to their important data, with almost full worldwide coverage. The advancement and continued refinement of the BlackBerry OS and hardware have shaped the device into the business Swiss Army Knife of the 21st century. “By developing and integrating hardware, software and specific services, the BlackBerry is distinctive in that it provides end-to-end solutions for users seeking access to email, voice, messaging, and both internet and intranet applications(Baines, Fill, & Page. __BLACKBERRY: Lessons in Strategic Positioning__).” This device is used by many different types of organizations mostly it attracts enterprise users and prosumers (ambitious, driven, career focused people) (Baines, Fill, & Page. __BLACKBERRY: Lessons in Strategic Positioning__) as well a government officials. Specifically President Obama changed security measures put in place by the N.S.A to keep his BlackBerry(Buchanan, Matt. "The President's Email”)
 * How is the BlackBerry Used?**

The California Transplant Donor Network (CTDN) implemented the functionality of the BlackBerry. CTDN is one of the top non-profit organizations in the U.S. committed to organ and tissue donation. It is a small to medium enterprise of 140 employees based in California. Everyday, people are looking for and are in desperate need of organ and tissue donors. This organization has a team of dedicated Transplant Coordinators who works around the clock and enters in and out of hospitals and institutions where they don’t directly work for. Since they travel from hospital to hospital, it is difficult for the coordinators to communicate with people while on the go. The coordinators expressed a need for a wireless device instead of using a laptop, wireless cards, etc. They wanted a simple yet, multifunctional device to perform as a phone, SMS text messaging, Internet, calendar, document reading, and up-to-date medical references. CTDN considered a wireless handheld approach and decided to go with the Palm Treo and the BlackBerry smart phones. Note that both phones have email and QWERTY keypad features. IT Supervisor, Ben Chau claimed that after using both technologies for two years, BlackBerry topped Treo with higher reliance and overall, the BlackBerry device was it was a more dependable product. Concentrating on e-mail, Transplant Coordinators are able to email information about potential donors using their BlackBerry smartphones to Transplant Surgeons right at their finger tips – thumbs to be exact. This kind of communication saved money, time and people’s lives. “From an IT perspective, we are able save a lot of money and time supporting one type of wireless handheld,” says Chau. “And because the BlackBerry Enterprise Solution is much more reliable compared to Palm Treo, we’ve been able to effectively support the handhelds using fewer resources”. Which ultimately lead CTDN to deploy the PEPID RN Critical Care Nursing Suite. This application provides health care professionals up-to-date, comprehensive, and authoritative clinical point-of-care reference materials, and medical/drug information. The PEPID application was designed for the BlackBerry smart phone by PEPID Medical Resources who is also a BlackBerry Alliance Member. In addition to e-mail, Transplant Coordinators who were also Registered Nurses were able to retrieve medical documents and critical care topics in which are essential during the donation process. This application can perform and calculate IV drip rates, review treatment protocols and, find and prevent potential adverse drug interactions. “ One of our goals in the Information Technology Department was to create a system that allows our staff to maintain communication with our central office. PEPID has helped our clinical coordinators a lot when managing our donors”. Instead of paper references or notes that may be out of date, PEPID stays current is updated frequently. With information constantly updating, this allows the employees to do their job more efficiently and to address any problem properly without ever leaving the donor or patient’s side. The donation process is easily put into practice with the BlackBerry e-mail and PEPID because it collectively identifies the donor, receive notifications, sending details, coordinate hospital resources and surgeons, manage patient care and most importantly, ensure surgical success. When identifying a potential donor, an email or SMS text message of the donor’s profile, for example can be sent and allow notifications in the middle of the night. It also enables this information to be stored and reopened which saves time and effort. Email attachments of the donor’s case cuts down time consuming phone calls and case transfer. When the case progresses, time-saving emails can notify and alert between Transplant Coordinators, surgeons, nurses, etc. for hospital resources. The PEPID application on the BlackBerry can arrange tests, order medications and check for drug interaction and protocols. The details of these tests and descriptions of the medication can be pulled up to aid Registered Nurses when managing a patient. To ensure surgical safety, the speakerphone feature and emailing are used during surgery to allow doctors and coordinators to communicate throughout the process and ensure a successful operation. The all-in-one functionality of the BlackBerry that the employees at California Transplant Donor Network needed along with the PEPID application has drastically benefited the non-profit organization by allowing them to doing their job better, faster and at more confidence. Major Players BlackBerry Success The Blackberry OS was co-developed by: **Jim Balsillie:** Since 1992, Jim Balsillie has been co-CEO at Research In Motion (RIM), maker of the world-renowned BlackBerry wireless solution. At RIM, Jim is responsible for driving corporate strategy, business development, marketing, sales, and finance. **Mr. Lazaridis:** is known in the global wireless community as a visionary, innovator, and engineer of extraordinary talent. He traces his passion for his work to his hometown of Windsor, Ontario where his love of science and fascination with electronics were nurtured in supportive family and school environments. At the time of implementation, the wireless industry had not really developed the wireless data infrastructure. In 2002 when the first Blackberry was introduced the main business handheld was the Palm, which had limited functions outside of being a glorified day planner. The developers planned on implementing a system that would allow for users to access email on their wireless devices in a manner that was quick and convenient, Overtime they refined this “Push” email system into what is now the modern Blackberry OS. As of today the two co-founders are working in the organization heading up different divisions of the company. The Blackberry device mostly is a means by which to access email, calendars and user contacts. The system in place gives users the ability to bring the office-working environment to the outside world. Where ever the user may be, if they can get access to a wireless signal they are ready to access all of their work on the go. Currently the Blackberry team has been developing the hardware aspects of the device, improved screen resolution, better keypads, implementation of 3G wireless technologies and improvement to the graphical user interface (GUI).
 * California Transplant Donor Network**

Given the rapid penetration of BlackBerry into the business market, many competing technologies have emerged to cut into BlackBerry’s market share. Namely, phones loaded with Windows Mobile Apple’s IPhone, Google’s Android OS, and Nokia’s open sourced Symbian OS. Each of these technologies interacts with end users in different ways. Windows Mobile is geared to make Smart Phones more windows-esq, by bringing a familiar GUI, and file system (Microsoft.com) Apple prides itself with easy of use and high quality design, both of which are at the forefront of the IPhone’s OS(apple.com/iPhone). The Android is a bottom-up type of information system, by providing an open platform for developers Google is hoping to have an OS with a robust set of third part applications ( google.com.Android). Similarly, Nokia’s Symbian is designed to coax developers to create applications for their devices, increasing their market share in Smart Phone field (symbian.com). The market place for smart phones is becoming increasingly over populated. With so much competition, BlackBerry has had to adapt, by improving user interfaces and focusing on the design of the body of the phone. Recently the market has seen the introduction of the BlackBerry Storm, which uses a touch interface to try to draw in the more tech-savvy customers. All of these services offer the same core features, email support, web browsing, calendar applications, the real differences lie within the GUI of the device and marriage of hardware and software. Android and Windows mobile are both OS’ designed without a particular piece of hardware in mind. Where as BlackBerrys, the IPhone, and Nokia’s Symbian all have a distinct advantage by building an OS around specific types of hardware, thusly creating more reliable and less buggy devices. It is hard to say if this technology has displaced any technologies or is merely the evolution of several devices. The BlackBerry started out as a two pager, and has since evolved to a full-fledged business tool. It is a culmination of pagers, cell phones, and an array of formerly computer only services. Its biggest advancement is removing the shackles once placed on the computer only email access. We suspect that for some users it has likely completely displaced their desktop emailing client; however, the BlackBerry is not really designed as an alternative to it but rather a compliment to email services such as Microsoft’s Outlook. What the future holds for this technology is difficult to assess. With faster mobile processors, improved wireless data transfer speeds, and overall better devices it is entirely possible that emailing and calendar services move entirely to the smart phone. This would however depend entirely on several different industries making vast improvements to their technologies and infrastructures. ** User Strategy, Tactics, Goals, and Objectives ** ** Strategies & Tactics ** : For the Blackberry to continue and maintain its reputation with the business community it will need to continually update and maintain its mail servers to deliver the much-needed email to the end users. Similarly release newer versions of the Blackberry OS to provide a seamless experience and avoid any problems that users may encounter in their experiences with the OS. Going forward it will be necessary to see where both the wireless technology as well as where the competition are going. Some examples of this could be the heavier use of touch screen technology in smart phones, which saw RIM release its own touch screen phone, similarly 3G (EVDO rev A, and HSDPA) smart phones are now the dominant technology in the line up of Blackberry’s however recent advancements in two new wireless standards LTE and Wimax known to the public simply as 4G technologies will be the next major wireless shift. These new technologies require a new fundamental approach to how the device works and to the way in which users interact with the information being presented to them. The best way to maintain a lead over the competition would be to invest heavily in Research and Development, as this is a time where new technologies and wireless standards are being released. The second step would be to work with the phone companies over the world. Namely the larger ones worldwide, (Sprint, Verizon, AT&T, Vodaphone, O2, Ningbo Bird, etc). Lastly, Blackberry should take strides to improve the overall design of their smartphones. The design should be seamlessly easy to use, afford holding and adaptable to the latest trends or create new ones. Blackberry should also consider accessibility friendly design/use. The outcome of these tactics will give Blackberry a competitive advantage. The overarching goal for the Blackberry is to make it be best and most user-friendly device for business users. Blackberry also strives to gain a competitive advantage by incorporating new features and technology to their smart phones. Some minor and specific goal to help achieve their main goal would be enhanced cooperation with phone providers. This integration will provide users with a superior service and phone. Blackberry is always looking for new and coming trends in services and design. One of the trends Blackberry keeps their eye on is ensuring Blackberry smart phone can adapt to all platforms for mobile services/applications making the users personal and business functions available in the palm of their hands (aside from the Internet, mobile office, messenger features already offered).
 * Competition and Displacement**
 * Goals & Objectives ** :

BlackBerry has an exceptional security system: The BlackBerry Enterprise Solution protects the integrity, privacy and accuracy of corporate information. This is carried out by its strong encryption, allowing transits between the BlackBerry Enterprise Server and BlackBerry smartphones. This exceptional security system is built in all BlackBerry phones, giving them a competitive advantage over companies like Palm who requires users to pay for their expensive security system. The BlackBerry Enterprise Solution has always considered data sensitive information in corporations. It features an end-to-end security model designed to seamlessly protect your corporate information from attack, as users send and receive email and access data wirelessly (BlackBerry Security 2009). In a series of test BlackBerry RIM was compared to Microsoft Direct Push. Researchers found BlackBerry remain significantly more efficient in its network usage than their competitors, Microsoft Exchange Server (using Window Mobile 5). They found lower network loading when using the operator of Window Mobile 5. Also the BlackBerry had a better user experience with e-mails and attachments. They were available much faster and had improved battery life (Rysavy Research 2008). BlackBerry offers multiple email account integration, this means you can add up to 10 different email addresses in the BlackBerry smartphone. The convenience with the push delivery and mailbox synchronization will allow you to use popular Internet base email accounts. Getting your mail updated automatically on the go will become increasingly easy with this email synchronization. The email services will allow you to open any attachments for viewing purposes. BlackBerry also offers the text message service of SMS and MMS where you can send out messages quickly. This is a great substitute for emailing on the BlackBerry. Multimedia Message (MMS), allows you to record voice notes, sending them through attachments in an email. The BlackBerry also improves communication by allowing all your emails and text messages to be spellchecked for errors. It also provide a copy and paste option. The full Qwerty keyboard is helpful for organizations to send messages quickly either through email or text messages anywhere they may be. The BlackBerry also offers you instant messaging application; this provides an easy integration for new users of the BlackBerry to still use their most popular IM on their smartphones. The dependence of BlackBerry email communication in organizations can create a weakness. BlackBerry has already been through outage due to software upgrade and technical issues. Business people were left with no email access for hours, some people felt BlackBerry was unreliable and other thought their competitors were the superior smartphone (Mayerowitz 2007). Privacy issues are also a concern for BlackBerry users. All the data sent out and to a smartphone goes through the BlackBerry enterprise server database. This maybe a great concern to business sensitive and private information. For example, the lawsuit involving CIBC management were using the BlackBerry email service to message PIN numbers, it was uncovered that this information was not kept private and shows how BlackBerry innovative platform for communication has increase privacy concerns. If a corporation has increase sensitive information, using the BlackBerry as a medium of data transfer may not be wise, as it may expose the private information (Vijayan 2005). A weakness of Blackberry’s does not necessarily pertain to the Blackberry alone, but to smart phones in general. As physical size deterrents limit the complexity of the device, in their current form smart phones will not be a replacement for desktop computing. Stationary computers will always have the benefits of beefier CPU, more memory and a bigger power supply. The device will always have this inherent flaw limiting the range of capabilities of smart phones like the Blackberry. A major weakness in the context of the smart phone market that the BlackBerry faces is it's applications; namely, the domination of the iPhone of this sphere. This is a significant weakness since phone applications are the next 'big thing'. It also, in essence presents a key to the non-corporate market. The BlackBerry has an edge over their competitors as there lack of an enterprise tech-support group at Apple. These tech-support groups can help small businesses if faced with any problems with the device. Competitors like Apple do not have a department to help with business solutions, which gives RIM a competitive advantage over their competitors. By focusing on this aspect and improving it, RIM can ensure they can capture a good portion of the market as their closest competitor is falling behind in that category. This will help control a segment of the market, which can be very profitable for the company. On top of the built in security service already available on BlackBerrys (e.g. e-mail encryption) SMoblie Systems has launched a ”Security Shield” for blackberries which puts them ahead of their competition. Not just only do users have the basic security system (which is not provided in Microsoft’s palm device) users (more importantly business users) have more control over the information on their systems. If the device is stolen the “Security Shield” can ensure that sensitive data is still safe (with a tool, which enables stolen/lost phones to have their memories erased, along with sensitive data and contacts) it also backs up the information so that none of the important information is lost forever. LifeInPocket is a software, which can be installed on a BlackBerry, which allows users to have GPS on their device (which was previously only available on the IPhone). It also enables users to sync with their email accounts and other devices. This helps tackle the problem from the IPhone, which helped it have a competitive advantage over BlackBerry’s. Due to the ever evolving wireless technologies opportunities constantly present themselves to the Blackberry development team. There will always be a better CPU, higher resolution screen, or faster wireless standard. Therefore an opportunity will always be present to advance the device for the consumers to make faster, better and easier to use. Opportunities will be presented either through R&D done at RIM, from the Phone companies, or by the competition. It will be dependant on the Blackberry team to ensure their device remains competitive. A major opportunity for BlackBerry is to improve the intercompatibility between the BlackBerry hard/software and other smart phones devices. An example of such an expansion is making the BB messenger compatible with other messengers. BlackBerry’s are not the only smart phones available on the market. RIM has competition from big corporations like Microsoft and Apple, which also have their own smart phones with some features, which cannot be found on BlackBerry’s. One example is the fact that IPhones support WiFi while BlackBerry’s still do not. This gives IPhone an edge over BlackBerry's as users who are on the go may find this as the decider of using the product. The IPhone also has a larger and higher quality touch screen on the device, which enables users to view documents and PowerPoint presentations. This allows the user to view documents easily, which is useful for a businessperson on the go, especially if they are at a meeting away from the office. It also enables them access to these documents on the go, which would enable them to be more efficient compared to their competitor. Apple is starting to target corporate users after securing a good portion of the consumer market. Apple has included a host of new features in the new IPhone which cater to corporate users needs, namely access to Microsoft Exchange Active Sync which will provide them with secure over the air e-mail, contacts, calendars and global address lists. IPhone has also announced that it will soon also support Cisco IPsec VPN, which will ensure high levels of IP-based encryption for transmission of sensitive corporate data. These two features can cause problems in the future for RIM, as they would lose the edge, which they had over IPhones. Security issues have occurred in the past with BlackBerry devices. Even with security measures already in place in BlackBerrys, they have to keep on being updated, as this can become a future threat to the company. If a crack is found in the security system, this can cause problems for the company as business users may not trust the company anymore. Even though BlackBerry’s do already have highly secure devices, it is important to mention security issues as a future threat. the reasoning for this is that it is always a possibility of a security breach. Security should be one of the major concerns for RIM as it can be a feature, which can make or break the acceptance of the device. Strength = Security. Opportunity = built in security feature. One of RIM strength is that it has included a highly secure security system free with every blackberry. This gives RIM an advantage over its competitors, as they do not have this service. Security is a big concern especially for corporations. By having the security features available free companies would be more inclined to use the product as they are getting more value for money and also getting a very important feature for free. Strength = Multiple Email accounts. Opportunity = LifeInPocket With the use of this third party software users can easily sync the different emails and send out different messages easily from different accounts, this adds to the productivity of a corporate user. By having this feature available, users of this software, (in particular Blackberry users) can work a lot more effectively and wont have to do time consuming tasks like sign in and out of each email account to send the same message.
 * __PART 2 – SWOT ANALYSIS__**
 * Strengths (Internal factor) **
 * Weakness **
 * Opportunities **
 * Threats **
 * Matching Exercise **

**Preliminary Recommendations** By admission of Jim Balsillie (RIM’s C.E.O) Blackberry’s new reality is that of a beta culture (  Buchanan, Matt. "BlackBerry Maker CEO”) . This is not necessarily a bad thing for consumers, as Information system and technologies are far from perfect. They have a great number of areas in need of improvements to truly make them a replacement for desktop computing. RIM already has a solid system for their “Push” email system, as long as they can ensure safe and reliable access to the servers, users will have a hassle-free way of accessing their information when and where they need it. Blackberry needs to continue to develop and refine their operating system to ensure that it fully meeting the needs of the ever-changing consumer base and technological environment. Our recommendation to RIM would be to develop the physical hardware more. While the experience is head and shoulders above the technology from 5 years ago, it is by no means a perfect system. Typing long messages, on a cramped keypad with a display no larger that 2 inches becomes a cumbersome experience. The only way for a device such as this to be truly revolutionary is for it to act as an extension of the body, rather than a foreign object. As can be seen by early demonstrations of Palm upcoming Pre and their Web OS, these ideas are already becoming a reality; it is up to the developers of Blackberry, now to expand the capabilities of these devices in order to make it more competitive. ** Current **** State ** Currently the Blackberry, in its various models, faces a very competitive landscape. It is however for this reason that the Blackberry has developed to its current technological state. To differentiate itself from competing smart phones on the market RIM has tried to position the Blackberry as the quintessential business tool. Many of the advances that the Blackberry has seen are in physical design and ergonomics. There have been however recent advancements in the Graphical User Interface (GUI), which Blackberry OS 4.0.6.134 brought (Blackberry Bold Gui Preview) In its current form the device is still a highly attractive option for business to use. Despite the development of competing smart phones, in regards to basic navigation, email, internet browsing, call quality, and networking Blackberry’s have remained on top because of their robust email support and general business friendly OS. Other than this Blackberry has improved the technology in the device to support 3G wireless technologies (3G enables the phone to run dual voice and data streams simultaneously [What does 3G mean?]). Going forward the North American wireless market is on the cusp of 4G wireless technologies. This is an exciting time for smart phones like the Blackberry because wireless speeds will finally be comparable to wired Internet speeds. Having a Blackberry with these kinds of speeds opens the door to a whole host of new possibilities. Better Internet based applications and improved cloud computing could revolutionize the way the device is used. Similarly existing applications such as Internet browsing and connection to the email servers will be vastly improved. The kinds of cloud applications that would become possible for the device to runs could be a fundamental shift mobile computing. It may be possible to run applications on your computer and stream them to your phone. This technology would have the possibility to make the computer and smart phone interchangeable. The current status of the Blackberry hardware and software appears to be following some of strategies, tactics, goals and objectives. The development team at RIM has been very successful at marinating the Blackberry as a technological leader in the wireless industry. Through their aggressive development cycle and cooperation with the wireless providers the world over the term Blackberry has become synonymous with all things business and smart phone. By offering innovative products that offer the users a host of features while making a once complex device accessible to the masses they have continually attained their goal of being the best and most user-friendly business phone. The only notable exception to this would be the Blackberry Storm. While it is not an utter failure it has strayed from what makes a Blackberry, a Blackberry. The touch screen technology in the phone was not the revolution they had hoped for being the phone for both busniess and regular phone users. The buggy firmware launched on the device goes on to further illustrate how this Blackberry was released in an almost beta form. The design of smart phones are not ergonomically pleasing for end users, Blackberry has let to create a new model that consider this feature. Some of the features Blackberry incorporates into their phone include third party services like twitter and facebook. These features become attractive to end users, joining the Blackberry community. __ Recommendation 1: __ Our recommendation here would be to offer users a new way of using the device through cloud computing. We chose this particular weakness because the limitation of mobile hardware keeps smart phone, and Blackberry’s specifically from becoming a truer replacement for the business user. Currently the computer is still the hub for all personal and business information however cloud computing can offer the user a versatile feature set that can rival that which is found on a desktop PC. By incorporating newer 4G technologies into the design of the phone the Blackberry would be able to offer a new array of features. Faster Internet speeds would bring cloud computing to the table. The cloud refers to Internet, therefore cloud computing would involve Internet based computing. For obvious reasons the size of the device limits the level and complexity of technology that can be packed into a single device. “The underlying hardware and software of networking is of course still there but there are now higher level service capabilities available used to build applications (Haritg, Kevin” What is Cloud Computing?”).” What this would mean for the user is that they would now be able to run more CPU or GPU intensive tasks while the hardware remains on the server end rather then in the palm of the user. For the Blackberry to be able offer this service it would require a update to the physical hardware in the phone to be able to work with 4G technologies and enhancements to the exchange servers so that they can support these cloud computing services. Two technologies that come to mind when discussing cloud computing and it capabilities would be the PSP and its connectivity with the PS3 to stream movies, music, or even PS3 games to the PSP device despite the limited hardware capabilities of the PSP ( Crenente, Brain. "PS3: Play Lair on Your PSP."). The other example would be the upcoming Palm Pre, which sport the Web OS. This new OS allows its users to run applications on the server end of the operation allowing for a much lighter allocation of resources on the phone end. The only real downside moving the Blackberry OS to the cloud would be that it would lose functionality in the event of a failure of the wireless network, and when a user moves out of a fast 4G area and into a 3G or 2.5G area the applications on the device would run slower or it could possibly lose some functionality. __ Recommendation 2: __ This recommendation is coupled with the cloud, but it has other aspects to it other then just incorporating 4G. Its not necessarily a weakness but it can become one if proper R&D techniques utilized. The development team can not only look at what the competition is doing, because then they will simply be playing a game of catch up. They need to stay a step above the competition so that they remain the darling of the business world. The obvious recommendation would be to make future devices 4G capable to be able to utilize the functionalities mentioned in the cloud computing recommendation section. Other improvement will also be needed to make the device more functional, such as a faster CPU, an improved GPU, as well as beefier battery to run a device, which will be constantly connecting with the cloud. Other improvements on the hardware side which can improve it usability would be the inclusion bigger and higher resolution screens, as well as improvements in to the existing keyboard, which has been called by some as the perfect mobile keyboard (Goldman, Kenny. “Blackberry Bold Hands On”). It is hard to see example of this, as the technology has not yet been implemented, looking back at the Blackberry you can see they have been relatively quick to adopt new technologies as they became available. Obvious challenges that the Blackberry team will face will be the costs associated with the R&D for new technology, as well as the problems that arise when launching new products, such as the case with the launch of the Storm. The beta culture ( Buchanan, Matt. "Blackberry Maker CEO”) as Jim Balsillie has said will forever be a problematic occurrence, as it will likely frustrate existing users and turn away future customers. To tie in with this recommendation a support system to help patch bugs with the firmware and hardware in the device. This support system will also be to aid customers experiencing difficulties with the newer Blackberry devices.
 * __ PART 3 – RECOMMENDATIONS __**
 * Further Discussion on Tactics/Goals/Objectives **
 * Five Recommendations **

**__Recommendation 3: Improvement of Application design and support: __**
This recommendation targets a threat that was established in the SWOT analysis and namely the threat from competition as well as an established weakness; the applications.Currently the biggest smart phone technology war is the iPhone vs. BlackBerry. This paragraph establishes how the two stand in relation to 'in-phone' applications. This aspect (applications) is an issue that has been emphasized recently due to the release of the iPhone which has flooded the market with great applications. The BlackBerry has definitely already lost the battle to the iPhone in this respect for a number of reasons. The biggest reason is Apple’s active development in the application field which they took by storm through the successful launch of the Apple Application store, the release of their own Software Development Kit and the success of their Application Programming Interface. //“On the flipside, we have Apple who as you all should know, finally released their own SDK and have launched the App Store. Not looking at distribution for the meantime, we can honestly say that the iPhone is the easiest device to develop applications for.” (The Boy Genuis 2008)// Creating applications for the BlackBerry is extremely difficult for external application developers due to the lack of SDK’s which explains why the best BlackBerry applications (Facebook for e.g) are ones developed internally. //“Even though there are more people using Nokia, RIM, and Microsoft phones today than there are [|iPhone]users, Apple has essentially run away with the downloadable software market by linking the storefront to its iTunes software and music store. Developers have flocked to the Apple App store and there are currently more than 25,000 applications in the App Store.” (Reardon 2009)// To further indicate how far behind BlackBerry is in terms of application and most importantly application support; the first BlackBerry app store was only announced in October 2008 as compared to Apple who by this date already have the first steps of an entire infrastructure in this respect. Another major reason for Apple’s intentional conquest of this market niche (Application) is the fact that Apple have a major infrastructure; Mac’s, iPod’s, iTunes etc. This gives them some keys competitive advantage over the BlackBerry through: - A significant amount of loyal Apple users that create a guaranteed revenue to Apple. - Creation of an established culture and system to accommodate online purchases directly from the company: iTunes, Apple stores and now App Stores. - Larger overall operations and therefore greater access to economies of scale, larger financing and retained earnings allowing for more research, design and marketing. There are a number of steps that Blackberry has already taken in this respect; - Announced the opening of a BlackBerry App Store. -Announced that it will take only 20% of income from externally developed Applications unlike Apple who take 30%. - Promised loyal developers better SDK’s in the near future. Our recommendations: - Significantly improve the software development tools, procedures and invest time/money into related research and development for future in order to stay competitive. - Release API's such as OpenGl to allow for perhaps less control, but more volume of external application developers. -Improve distribution of Applications; desktop loading and OTA loading isn't the best way to go. Compared to an entirely OTA,online, self-sufficient Apple application installation process, the BlackBerry one requires the knowledge of terminology, procedure and often a connection to a computer. - Enable Wi-Fi to be used through the BlackBerry.

Purpose of recommendation: The recommendations will influence a wave of application designers to target the BlackBerry phone as an effective way to make more money than they would with iPhone. It would also enable them to have a larger market share and overall larger revenue. Since applications are the next trend, it is important for BlackBerry to take this opportunity.

**__Recommendation 4: Expansion of proprietary Blackberry messenger __**
One of the key features of the BlackBerry is its blackberry messenger which has established itself as a rather distinct feature in itself. The BB messenger connects BB users to each other through a distinct pin number. This enables all BlackBerry users to have unlimited and 'free' text communications between each other; one of features that corporations found particularly attractive during RIM's early stages. In relation to the SWOT analysis, this suggested improvement stems from the opportunity for further inter-compatibility with other devices. Currently, BlackBerry has established itself as an almost elite, corporate service provider that has created its own infrastructure that doesn't link to other similar networks effectively. By allowing BB messenger users to connect to their MSN or Skype contacts, BlackBerry users will receive the best of both worlds and have all their contacts in one place. A specific approach to do this, could be a step that would relate a BB pin to a windows live ID and therefore allow MSN users to communicate with BB messenger users. This would have to be an intentional move by both MSN and BB in order to facilitate the merger.

Our Recommendation: - Create a system to link BB Pins to Windows Live/Skype/AOL messenger. - Allow a compatible interface that would allow effective communication between the BB and other messengers. - Allow BB users to access VoIP messengers such as skype or freecall to make cheap international calls. This intercompatibility will be very favoured by all users.

Purpose of recommendations: The recommendations outlined above will allow BlackBerry to significantly expands its market and the number of products it sells. By embracing the modern wave or intercompatibility, BlackBerry will be able to effectively compete with its immediate competition such as the iPhone effectively. Since the e-mail and messenger functions are currently BlackBerry's biggest strengths; it only makes sense to capitalize on them further. __ Recommendation 5 – Improve Keypad Design __ A recommendation for the BlackBerry smart phone is to improve design of the keypad to a more human centered design. The BlackBerry does not have the easiest pick up and play interface. Therefore, there are difficulties in transitioning from a regular phone to a BlackBerry smart phone. Although, the buttons on the keypad affords users to press them, the BlackBerry has certain keys that usually cause confusion for first time users. These keys are the menu, alternative and escape key. It is not natural for a new user to think that the BlackBerry symbol located beside the track ball would be a key. Let alone, it would not occur to them that it’s key for the menu screen. Without prior experience with the device or reading the user manual, it would be easy for a novice user to overlook this key. In the BlackBerry Pearl 8130, the alternative key symbol consists of two arrows going in opposite directions. This character does not indicate that it is an alternative key. This can be a frustrating experience for a user trying to type numbers or the symbols in the text entry field. The escape key also located by the track ball poses the same problem as the menu key. The character on the key confuses novice users on what that arrow actually does. Although the escape key affords the user to exit applications, the arrow symbol does not communicate to the user that it is an escape action. Compared to a keyboard on a computer, the escape key on the keyboard is “ESC”. User would have to adapt to this new arrow character. Therefore, it would be not be natural for users to pick up the BlackBerry and think the escape key would be consist of an arrow. While a more user friendly key placement will make text entry feel more natural, changing the symbols that existing users have become accustom to using will likely cause frustration. The basic affordances of the environment are perceivable without excessive learning (Szigeti, 2009). Users should be able to operate naturally without thinking. The transition between the old and new keyboard present interesting difficulties for the user. However by adopting this mentality, the device will be viewed by the public as a user experience orientated device similar to the way Apple develops its products. It is difficult to compare it to an existing product, as each device operates for a different purpose. They can structure their research and development teams in a manner like that found at Apple. This has always been an area where Apple has excelled and as a result won over some market share. While it will be a while before the iPhone will penetrate into the business world, if Research In Motion can successfully incorporate better use of cognitive mapping and affordances in its design it will solidify its place as the king of the smart phone market. The blackberry may impact my personal life in many ways, but most importantly it will help me become more efficient when tackling a task. On a personal level the blackberry can help with networking to help in furthering my persons career. For example if I meet someone while out at a gathering who I find as a useful contact for work I can easily save their information and make a note to call them later. The next day I can easily send that person an email from my device wherever I am, meaning I do not have to drive to work or go to a computer to send them an email and keep in contact. This may help in making or breaking a deal and possible even bring in a new customer to the business. This would make my value towards the company rise. It not only helps with my networking but also it leaves a good impression on people in upper management especially if a client was gained. By having the feature of being able to make a personal note about a person, confusion can be reduced when sending that person an email. Information that can be easily forgotten such as full name, position or company. This information can easily be stored as a note so that when I do send a message I can remember key information and not make a mistake like misspelling a name or entering a wrong number. The blackberry also makes it easy to keep in contact with colleagues; this may help ease tension in the work environment as employees can communicate easily creating a relationship and possibly increasing how well a team works together. On a professional level the device can help with efficiency. By being able to view e-mails while on the go and having the ability to reply makes it easy for me to always in contact. So incase if someone needs important information fast from me it can be easily relayed to them without me having to drop everything I’m doing and still effectively relay the important information, we can both work from wherever we are without the hassle. The blackberry simply becomes a portable workstation. Take a scenario whereby I am at a meeting and my computer crashes with all the information needed on it. Another employee who has the documents saved on their blackberry can easily send that information quickly with the use of the email feature. I can then go ahead with the meeting like nothing had happened which would show professionalism as I had a backup plan. This would also reflect well on the company and in turn save the meeting. If I did not have the device I would have to face the embarrassment of rescheduling the meeting increasing my workload (decreasing efficiency) and increasing stress levels, which may lead to a bad delivery at the rescheduled meeting. This would reflect bad on the companies image (and more importantly me) and may lead to that business not working with me or my company again. The blackberry can also help keep the employees connected and informed at all times. Since DMS and CRMs can be used on these devices employees can communicate more efficiently and have access to real time information. By being able to use these software’s while on the go employees can multitask easily and work efficiently Finally the device can help when trying to broker a deal between two people. Say for example an acquaintance asks me for a contact in the flour industry which I just happen to have. I can easily communicate between both of them with my blackberry and setup a meeting with just the touch of a button. If I get some money out of the deal it was a quick buck and if not I have just networked between two people who would most likely help me if I need it. Over all the black berry can help in many personal and work orientated aspects. It can ease stress by having information there at the users fingertips, increase networking by being able to send messages easily and help in personal lives by easily helping broker a deal with minimal effort. A downfall for the Email application from the BlackBerry Smartphone is that users are unable to edit original messages in forwarded emails. Since users cannot edit the original message, it causes a problem for users to send lengthy and pointless messages. It also poses a problem of privacy if email addresses in the original message are shared. Users cannot send without the unwanted text or email address in the body with the attachment included. Users are forced to select and copy the wanted to text into a brand new email (Removing original text when forwarding emails, 2007). After that, users are required to save the attachment onto their device and reattach it to the brand new email. This makes it really tedious and frustrating for users who are forced to this alternative. Therefore, an opportunity for the BlackBerry smart phone to implement the ability to remove original messages when forwarding emails. By enabling this ability to edit original messages with attachments will be more realistic and workable for users who switched from emailing on their desktop computer to their BlackBerry device.
 * __ Impact of User’s life __**
 * Conversion Exercise **
 * Conclusion  **

"Android." __Google Code__. 10 Feb. 2009 < __[]__ >.
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