Amazon Phone

To: Marketing Consulting

From:

RE:

Date: August 10, 2012

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I appreciate the opportunity to research Nokia, Blackberry and Amazon’s strategic position in the marketplace. Each company offers a unique value to the customer, yet exists at different stages of their evolution. Per our discussion I’ve researched the key questions you raised on each company, and the memo below provides my recommendations on the move forward strategy.

From a marketing and customer value creation standpoint, what could Nokia and Blackberry have done better? Can either of them regain their past success? Why or why not?

Let’s begin the analysis by highlighting the advantages that each company possesses today. Nokia sells more phones than any other company in the world, shipping over 420 million phones in 2011. They have positioned themselves across the marketplace from high end smart phones to the very basic of phone. Their competitive advantage at this point is in the low end marketplace. However they are losing that quickly to Asian competition. For Nokia, they have to leverage their position in the low end space of the market, and drive exclusivity with their partnership with Mircosoft.

BlackBerry (RIM) was the pioneer of the smart phone, and a clear corporate smart phone leader. It takes care of handling emails and delivers them to your handset as soon as they are sent, relieving you of the burden of repeatedly pressing "check mail". BlackBerry has positioned itself as one of the most secure corporate devices an enterprise could get its hands on, and if RIM can find a way to really emphasize this strength, they could regain a lot of the market share they’ve lost.

Clearly both companies have taken similar paths to get to where they are today. Four years ago, both BlackBerry and Nokia were at the top of the cell phone market. However the first clear mistake each company made derived from not moving...