Value Chain on Black Berry - Essay Example

?Value Chain on Black Berry Introduction: A value chain activity includes various steps that create a clear and accurate value for a product or service. The aim of the value chain is to generate value that surpasses the cost of manufacturing the product, or providing service, consequently making a profit margin. For a product to be it successful in the market and to be it profitable, value chain activities are highly necessary. In this research paper, we discuss the value chain on BlackBerry. The aim of this paper is to recognize the viewpoint and aspect of both the customer and the product, and then judge how these values relate and reflect on the value chain functions for the organization and its products. Further details and information regarding value chain on blackberry is discussed and analysed in the coming sections. 2. Proforma A 2.1. Name of the Company: Research in Motion is the company name and it develops software and hardware service and solutions for wireless networks. Research in Motion is well known in the marketing of BlackBerry Smartphone’s. “RIM is best known for creating the BlackBerry® smartphone and providing solutions that allow seamless, mobile access to time-sensitive information through email, phone, text messages, the Internet and applications” (Company 2012). The brand name “BlackBerry” is very famous all over the world, and it has a variety of smartphones that has innovative features in it. The BlackBerry smartphones are mostly prefered by the business people, because it has lot of business assisting softwares, applications and features. Not only business people, but also the young generation prefers BlackBerry phones, especially college students. 2.2 Name and Description of Product: The product we have chosen is BlackBerry Smartphone, and the discussion is on a particular phone model that is BlackBerry bold. Bold is a variety product of BlackBerry, which is leading in the technology. It is faster performing, with a very long lasting battery back up, and ofcourse it is a 3G phone as well. It has BlackBerry messenger also. BlackBerry Bold is in many ranges, there are around four different blackberry bold models, such as “Bold 9780, 9700, 9650, and 9000” (Professional Priorities 2012). The main feature of this phone model is that, it gives more focus to the professional choice, as it is mentioned earlier Blackberry phones are well known for business uses as it includes many business features and applications that are really helpful for businessmen. Another main feature of this phone is that it is helpful in multitasking; customers can use additional features at same time, with no hang ups for the phone. Social networking is very easy and elabaorated in this phone, there are many options in social networking sites. Web experience is faster and it would be a new experience for the customers. Both Wi-fi and 3G connnectivities are available in this phone; 3G creates a fantastic experience for the customers who use it. It has a powerful connectivity option, wi-fi connectivity helps to shop online, browse, open mails etc very fastly. GPS feature is also an important factor that creates unique value to the product. Camera and video recording has fine quality and the phone provides a 5 mega pixel camera. Media player also is of superior quality. 2.3 Value of the Product/Service to the Customer: “The value of a product reflects the owner(s)'/buyer(s)' desire to retain or obtain a product. The individual's level of desire to retain or obtain a product depends on how much the product details and/or its performance agree with the value system of the individual. To an individual, therefore, value of a product includes cost and a subjective part associated with cost” (Neap & Celik n.d.). Blackberry started of mainly as a business phone but it is trying to influence a larger audience by adding new features and simpler user-interfaces. BlackBerry Smartphone be able to work with BlackBerry Enterprise Server software, this facility allows a businessman to exchange data and emails with their peer group and server computer. The important aspect that distinguishes it from its competitors is the data security aspect given to its users. With BlackBerry Messenger application, one can send messages to your acquaintances and family members in an encrypted form. Only the sender and the user can view the message in the original form. With its strong built made of high quality material, it is highly durable in nature. The email software incorporated within the device uses less data bandwidth than others and its battery performance is also better. It provides excellent service with both strong and weak carriers in all countries. Good arrays of applications are also available to the users on their web site, which helps them in customizing their uses. Most Blackberries’ have a user friendly QWERTY keyboard. BlackBerry Desktop Software detects the Bluetooth or USB connection and automatically sends data between ones computer and Smartphone. Using this software, it is now possible to exchange data between remote desktop and user’s blackberry set. As intangible service, it is a status symbol in the society. 2.4 Key Product Features and Service Attributes: ?       Secure data transfer through blackberry messenger ?       Durability of both the product and the consumer data ?       Fully integrated application downloads service ?       Better battery performance ?       Status value of product ownership ?       Sending and receiving emails is more swift ?       Provides virtual keyboard by using sure short technology 2.5 Types of Research Undertaken: This project has utilized both primary and secondary research to reach the conclusions written at the end of the report. Primary research was conducted through questionnaires which have provided adequate quantitative data. Individual interviews were also conducted with the present and potential customers to gather qualitative data. The methods and techniques used have been added in the later part of the report. 2.6 Purpose of the Research: The main purpose of the research is mainly to find out what adds value for the customer in relation to Black berry offers. Secondly, to consider how well Black berry has controlled to address the supposed values of the customer in practice. The research must finally address the stage of communication among the perceived costs of the consumer, and the product, and Black berry internal value chain. 2.7 Post Research Review: Totally, the research carried out has given an important insight into the values of Blackberry as a product, and the supposed values of the customer compared with the product thus creating a valuable contribution to the subject. If the researcher were to perform the project once more it is considered with the purpose of it would be supportive to spend a better level of time researching BlackBerry’s value chain in detail which gives top priority for the use on the customer side of the project in this portfolio. 2.8 Conclusions: There are a lot of conclusions that are possibly drawn from the research conducted. However the points possibly surmised in the reflection is that the Smartphone as a physical product offers a portable Server software, which allows a business to organize its communication data, restraining connections and email wirelessly among the business servers, user's Blackberry Smartphone and computers. The value of the Blackberry may be seen as mostly related to the intangible advantages connected with the product, which contain a general consideration that the product as well as the way in which the product is incorporated into Blackberry has wider value chain. 3. Performa B 3.1 How is consumer value understood and met by service/product provider? Mobile phones have turned out to be an inevitable resource for the people in modern era. The new generation is using various types of mobile phones for communication. From telephones to the iPhones, this system has altered the vision of the users. In many methods the accomplishment of BlackBerry Bold Mobile in common may be seen as the efficiency of organization’s interpretation and understanding of customer values in a method which is dissimilar to that of its participants. Simultaneously, incumbent players in the marketplace may be seen as giving attention to wrong customer values. For example, Lynch (2008) specifies those in the customary recorded division had focused on the defense of intellectual property and allocation in the course of customary opening and allocation channels, for example music stores in high street. In contrast those contributions that may be seen as participant products to the Bold Mobile in the type of the various facilities, also adopted a dissimilar interpretation of worth to that of BlackBerry. Blackberry, in contrast, has taken a dissimilar approach to the interpretation of consumer values. It has identified that the customer value in the product is only partly as a telephone service and that a large amount of value derived for the customer is because of the thought that the merchandise as a fashion accessory. Blackberry is susceptible to the complex attacks, and leakage of private information, or misuse of it. For this, the code and signing keys can be obtained at cheaper rates. The consumer could be merely deceived by sending very exclusive messages by a function that creates to bond to the internet for legal intention. These are highly subjected to the harassments of SMS that permit all the hackers to send various SMS in the course of the instrument being contaminated and acquire the entry to code that provide them open internet access, but the individual has to pay for these. These signed purposes can send even emails and be able to read the inbox. They can also add, erase or modify the get in touch with details, and can unlock the TCP/IP links. Another consideration in the manner in which Blackberry has construed customer value is to believe that of how the Blackberry fits into the wider set of value chain. In recent times, there was an assault that offered the strangers straight admittance to structures of business and network information in the course of a connected Blackberry or new individual digital assistant, avoiding each applied outside contact obstructions. Some of the states like United Arab Emirates have imposed a forbid on the use of Blackberry in the country. They were not capable to trace the calls from the Blackberry. Anyone can use this opportunity and it enhance the terror environment in the state thereby it easy for terrorists to plan and carry out attacks. Countries like India asked the Blackberry owners to start their network tracking scheme in those nations itself to obtain the details. Based on the survey of Trend Micro, some Smartphone owners have previously encountered the hacking of bank details. 3.2 Is consumer value considered in product material/service elements? It may be defining the features of the Blackberry Bold Mobile. While the other companies   introduce the similar technology products, it encompasses the same value of the consumer in the physical product, such as the design Bold gets touch screen, and retains the QWERTY keypad design for new Blackberry Bold Smartphone’s. The Bold feels very nice in the hands with a solid brush metal edge, and the glossy pattern back side. The Bold series is always identified as the most fashionable Smartphone of the Blackberries. The Blackberry Bold offers Near Field Communication support (NFC), the company making progress involves seeing the supporting elements and services associated with the channel of distribution which is in fact the key to success for the product.   3.3 Is customer value considered in product package/service presentation? The presentation of BlackBerry Bold Smartphone may be largely depending upon the value of the consumers of the product. The Blackberry comes in the contemporary style. Introducing the new Blackberry Bold packages as the part of innovative form of Value Added Services, is especially designed for the targeted customers. These packages of Blackberry Bold Smart phones are targeted to the customers; they desire flexibility in the use of Blackberry Bold Smartphone. The product package is user friendly in nature, and it simply attracts the targeted customers. The package contains the sequence regarding the product, such as the description of the product, and technical specifications. 3.4 Does product/service provider have any mechanism to measure customer satisfaction? The Blackberry Bold smart phone provides better customer services. The basic support is that, customers can contact BlackBerry Technical Support; and the complaints are submitted electronically through the Blackberry support centre. The Blackberry provides the web based product or services to the customers. The customers can register the incidents to the Blackberry Expert service centre; the incidents are verified electronically or by phone. The advantage and the standard, enhanced, elite and premium support can be provided through the blackberry technical support. This system can exhibit phone number, and also the support feature link on the expert support centre website. These facilities are aimed to enhance the satisfaction of customer, and to also advise the technical support. 3.5 Customer Satisfaction Survey: The customer satisfaction survey of Blackberry Bold Smartphone is essential for the survival of the businesses. They use various methods to measure the satisfaction of targeted customers. The customer is very important in the business, Blackberry Bold to conducts customer satisfaction survey mainly through the questionnaire. The questionnaire includes the various aspects of customers needs for the entire products, and the level of satisfaction required etc. The company uses various other methods in measuring customer satisfaction, for example, the use of Customer Relationship Management (CRM). The CRM applications are maintained in the company website, this facility increases the satisfaction of the customers. 4.0 Impact upon Value Chain Activities – Pro-forma C: The value chain is a chain of various activities in an organization. It includes: Primary activities- It involves production, inbound and outbound logistics, sales and marketing, and services. Secondary activities. It involves human resource management, finance, research and development, and procurement. 4.1 Sales: As a mass producer of high priced mobile phones, black berry sells its products worldwide in 91 countries. The company sells about 25% of the smart phones, which helps them take an effective place in the mobile phone industry. The sales of the blackberry mobile phone are made through mobile provides and carriers. The main service providers are: Idea, Tata Indicom, Reliance GSM, Aircel, BSNL, Bharti Airtel, Vodafone Essar, Tata Docomo, Loop Mobile, MTNL. The distribution channel is not an effective one, and therefore the company should concentrate on implementing a channel that distributes the products in the international market. For adding customer value, they need to choose a different carrier which satisfies the demand of both urban and rural users. By meeting the customers’ needs, the sales can be increased. With the varying movement in the behavior and shopping style of the customers, the mobile phone service providers and producers need to be alert on adopting multi channel marketing ways to target the market and improve their knowledge on shopping, and to raise sales.  4.2 Billing and Accounts: With the help of Research in Motion, a company behind the invention of Blackberry products, it is functioning to provide consumers in a trusted and suitable way, to disburse payment for applications directly from Blackberry smart phones. The more complex the applications, the higher is the total cost involved. In 2011, in order to increase the sales, many retail outlets of Black berry discounted their prices. The cost varies from place to place, stores to store based on different tax rates. Black berry has implemented the value chain to operate on a pre-paid account basis. It provides a star hub’s value added service to its prepaid customers in accessing the e-mail. There is no monthly payment and customers can use it for long time. With the market penetration, they need to implement a suitable pricing strategy. 4.3 Customer Information: Black berry is seen to be facing a problem with consumer information, which the company desires to offer in relative to its product.  As a scientific product, it involves lot of applications, and the company needs to provide its consumers proper information so as to guarantee that the product meets the customer’s requirements. The company needs to distribute the information in a useful way. The connection with Research in Motion Company, has helped Black berry in providing internet access service to the customers, for answering their queries, and solving their technical problems. The impact of customer value is seen by a large number of users using the site to get information about the new innovative products. Through establishing a wireless communications, the company can collect and distribute information to the customers in remote area. In this way the company can restructure the customer information in a more suitable and helpful way. 4.4 Procurement and Production: BlackBerry smart phone customers can buy and download applications utilizing the BlackBerry App World storefront. BlackBerry Smartphone users using a Wi-Fi connection should also have an active data connection to the wireless facility provider's network when using BlackBerry App World. Procurement and production depends on the relationship between consumer values and blackberry’s value chain. While on the one hand customers have verified a wish for attributes in the product which are not connected to price Blackberry, has none the less used production and procurement methods which are mainly aimed at lowering the industries costs as far as possible. As such, the industry has been criticized for the use of labor from aboard in improper situations, and the use of weak quality materials. As a product which is marketed as a premium product with high costs passed on to the consumer for contemporary theology this would emerge to be a poor strategic decision on the behalf of Blackberry, for which the only purpose may be viewed as acquiring temporary profits. 4.5 Customer Support: Blackberry may be seen as offering sustainability for the smart phone product in a number of techniques. In the first case, Blackberry offers customary considerations connected with customer support. As it suits a touchy, feely tool likes the blackberry play book, it is indicative of the communication between mortals and the machine by including includes a huge deal of sliding and tapping on icon. Blackberry playbooks, with lots of the icons are quite clear: a trashcan as a position to delete a file or a covering as home for messages. The information may not make sense to users, other than it can be sent routinely from tablet to blackberry customer support if it has a processing e-mail link, or it can copy the logs over to a laptop or personal computer and send to RIM method. BlackBerry Desktop Software detects the USB connection or Bluetooth and automatically sends data between the computer and the Smartphone. We can also use BlackBerry Desktop Software to maintain the media files on the BlackBerry, synchronized with the computer. BlackBerry Desktop Software also controls firmware and software updates on the device, in addition to making full backups of the data on the BlackBerry Smartphone. As a intangible facility, it is a status symbol in the society. Appendix of Research: Research Design: There are two research methodologies which are generally used for the purpose of the study is to the primary and the secondary researches. The topic of the exploits of smart phones is more of a topic which can be qualitatively researched. Research design is a framework in which the research situation is analyzed so that the appropriate research method can be adopted. Research design is either quantitative, or qualitative or mixed. Designing an appropriate research method according to the research topic is an extensive study, and needs careful analysis and stated facts. Developing a Research Plan: The research plan is a significant ingredient that has to be developed after selecting the research design and the research problem. The research plan of the any study should comprise of the research on objectives, problems, concepts and obtaining the details of various techniques that are involved in the successful completion of it and most appropriate findings of the particular study as well. Research plan is, by far the most significant aspect of any research study in the case of big as well as small researches. The contextual background is identified and the priority areas are discussed for the purpose of the research. Qualitative Research: Qualitative research leads to the detection of complicated issues in a research, and this type of research requires a lot of time for analysis. Qualitative research is less structured compared to Quantitative research. Qualitative research is done by conducting interviews and reviewing case studies. The deficiency of qualitative research is that it does not have an accurate data. Qualitative research is descriptive in nature. Among the many Qualitative research methods the most important qualitative research methods are interviews, group discussions and observations, review of case studies etc. Sampling: The samples of around 150 of the population were selected and the research was conducted based on the certain features like the design, product, brands and the sales. The sampling was designed in such a way that the sample was taken for the distribution of the questionnaire and the survey. The questionnaire was distributed irrespective of the gender basis, and the respond rate and the answering was tabulated during the final analysis. Survey Method: The survey method is a very efficient method in identifying the customer needs, wants, purchase behavior, and the purchase power parity. The survey can be conducted by analyzing various behaviors that they exhibit in the market including the social, cultural, and, psychological needs. Questionnaire Design: Questionnaires are the most common and efficient methods in conducting research. Questionnaires are used for taking up the structured interviews, written surveys, and email and internet surveys. Based on the concepts from the theory and the objectives of the study, an exhaustive structured questionnaire is designed. It consists of both open and close ended questions so as to gather more suggestions, as well as to get the responses of the respondents into ordered categories. Appropriate techniques of sealing have also been incorporated in the questionnaire. (NOTE: Questionnaire in annexure) Data Collection: The mode of data collection is through the personal interviews, this method is chosen because of the researcher’s ability in meeting the respondents, and clearing the doubts and in obtaining the specific data. The personal interview methods score above all the other methods because of the ease in handling. Objections or refusals for answering would result in the loss of reliability and validity of the data. Annexure: Questionnaire Section: Section 1: What is your name? ________________ Your age. ___________ Gender. [ ] Male [ ] Female what’s your job/title? _______________________ Residential address. _______________________ Section 2: 1. Are you aware of brands. [ ] Yes [ ] No 2. What kind of brands do you prefer? [ ] Reputed [ ] middle [ ] Neutral 3.Your present mobile used are. [ ] More than one year [ ] Less than one year [ ] New [ ] Do not know 4. What do you first notice in an advertisement? [ ] Design [ ] Features [ ] Celebrity [ ] Messages 5. What are factors prompting you to get a mobile? [ ] Brand [ ] Essentiality [ ] Neutral [ ] As all others have 6. Are you happy with your mobile? if so why? [ ] Quality [ ] Features [ ] Design [ ] Durability 7. Why do you want to go for branded mobiles? [ ] Durability [] Accessibility [ ] Features [ ] Design 8. Which factor do you notice during a mobile purchase? [ ] Cost [ ] brand [ ] Design [ ] Durability 9. How has the advertisement influenced in buying the mobile? _________________________________________________ 10. Any other comments: _____________________________ Analysis: The analysis was done after the data collection in the study, the data collection was done and they were sorted in the various manners they give the percentage of the people dealing with the various kinds of the choices provided by the questionnaire. The answers were obtained from the various ways of the study incorporated.The analysis shows the value chain preferences of the product blackberry. According to the questionnaire the questions were based on the various attributes like the uality, brandimage, accesability, cost and the reputation.The study was conducted and the tastes and the preferences of the people vary from the various groups. According to the respond rate, the answering of the total was classified and the 55% of the population was male and the 45% of them was female. As per the questionnaire the criteria of the certain process was judged based on the criteria like the brand, design, quality, accesability and the cost. According to the study 30% of the respondents preferred the brands as the preference, the 25% of the population prefer the acessability and the quality of the products, and the 15% of the respondents prefer the design and the 10% for the quality. The graph below shows the response rate of the people in the study. Graphs: Reference List Company. 2012. Blackberry. [Online] Available at < http://in.blackberry.com/company.jsp> [Accessed on 19 March 2012] Neap, HS & Celik, T n.d. International Journal of Value-Based Management. SpringerLink. [Online] Available at < http://www.springerlink.com/content/q806ht5x26415gp5/> [Accessed on 19 March 2012] Professional Priorities. 2012. Blackberry. [Online] Available at [Accessed on 19 March 2012] Read More