Blackberry was the leader for enterprise customers in 2004, but they wanted to expand their business into the consumer and prosumer spaces.
Overlaying the type of user/purchaser with their individual characteristics lead to a visual representation of distinct personas. We were able to identify several gaps in their target verticals and propose new opportunity areas. These in turn were used extensively by the internal design team at RIM to solidify positioning with marketing and offer inspiration to the designers. It ultimately lead to the development of the highly successful Blackberry Pearl.
