Blackberry Case Study Essay

Due to continuous innovation in technologies, cost of production has been reduced drastically and has caused the emergence of new devices in the global handset market and competition among companies have been increased heavily for survival. It has forced companies to change their business strategies. Few big companies acquired small companies to increase their market share, few followed a brand extension strategy by launching new products and hence increased their market penetration. For this reason, an integration between Microsoft and Nokia, two market leaders in their own rights, may create new opportunities to challenge the market.

Making hundreds of millions of dollars, RIM is blowing other competitors out of the water with huge demands for their products. Skipping almost a decade to 2007, when RIM’s subscriber base jumps to 8 million and revenues double to over $3 billion. That same year, RIM becomes Canada’s most valuable company, surpassing Royal Bank of Canada’s market worth on the TSX. BlackBerry’s innovation is what started the company and continues to improve it. Canadian inventions like the first telephone, Java programming language and the famous Canadarm required great innovation, like BlackBerry, to make them prominent and to stand out from the rest of the world. In conclusion, BlackBerry’s bold features and breakthroughs in telecommunications have shaped our mobile experiences we have

BlackBerry, previously known as Research in Motion (RIM), is a global company in the telecommunications industry. Founded in 1984, the company saw huge success in the early age of the smart phones. The company offers various cell-phone related devices as well as enterprise services, including security. Although BlackBerry’s cell phone success has dwindled in current years, its new CEO, John Chen, has made steps to improve profits and change the company’s focus to enterprise software suites and security.

In 1997, RIM went public with a listing on the Toronto Stock Exchange and raised $115 million from investors (Hempel, 2009). The following year, it made RIM made history again when it introduced the first Blackberry: The RIM 386. The first of its kind, it was a PDA organizer and had the ability to synchronize with corporate emails. This was beginning of their rule in the corporate world. Their products became synonymous with business electronics (“Research In Motion,” 2003). The following year after that, the company introduced its first BlackBerry brand e-mail device, a bulky rectangle with a narrow screen that ran off one AA battery (Hempel, 2009).

Incorporated in 1984, Research in Motion, Canada’s most successful and influential tech firm, used to be a market leader in mobile phone industry. However, the company seems to be overtaken by a series of deep-rooted dysfunction. RIM during the past years had grown unwieldy and unorganized. Conflicting opinions and a lack of clear direction worsened an already difficult situation. All of the evidence is showing that the management of RIM has failed: a number of high-level people left; the market shares keep falling; product delayed; investors became angry; and an internal chaos remained at this BlackBerry maker.

Research in Motion, (RIM), is “a global leader in wireless innovation, (which) revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999” [ (Research In Motion, 2011) ]. While RIM has no publically available mission statement [ (missionstudy, 2009) ], we can deduct the following:

Mike Lazaridis and Jim Balsillie, co-CEOs of Research in Motion (RIM) has been accosted with an inevitable crisis situation. In an article from Charles Arthur (2013) of The Guardian newspaper has stated that, “three days RIM engineers worked around the clock to fix the widespread technical outages from their server networks.” When a predicament situation arises management has to squash the circumstances that manifested from the problem. However, BlackBerry® executives were only providing a lack of concise statements to the public, causing frustration over the exacerbated circumstances, many consumers have become increasingly anticipated of the newly launch of the Apple iPhone 4. The CEOs have conferred the challenging situation of how RIM should

RIM was founded in Waterloo, Ontario, Canada by Greek Canadian Mike Lazaridis, a computer genius who at the age of 12 won a prize for reading every science book in his local library. Together with his RIM co-chief executive Jim Balsille, Lazaridis introduced the revolutionary BlackBerry wireless mobile device in 1999, and the results were electric. Celebrities Lady Gaga, Brad Pitt, Nicki Minaj and Kim Kardashian were pictured with their BlackBerry devices by their side. The rise of “CrackBerry Nation” seemed unstoppable. Until the Apple iPhone entered the market. Competition from the iPhone and later Verizon’s Droid Razr along with various other “smart phone” upstarts caused RIM to lose its business focus and its public relations edge.

RIM, one of world leaders in mobile communications market, stepped into the telecommunication industry with its pioneered BlackBerry products. The BlackBerry’s wireless platform and line of handhelds provides remarkable functions with fully integrated e-mail, browser and organizer applications which today made one of the leaders in wireless mobile communication.

BlackBerry is not just a phone, it is the power to do more and be more. The brand is the best available platform for mobilizing the business providing not just wireless email but business solutions to integrate mobile workers and important communications, information, business applications and back-end systems. In today‟s past faced life BlackBerry is the perfect tool to keep people connected to friends, family work as well as pursue their interests, all at the same time. BlackBerry products and services have been a significant contributor to the productivity enhancements ultimately reflected by the increase in profitability.

The secondary market targets high school, college, and graduate students. For this market, it seems that the once popular iPod is now being replaced with the iPhone (1). We will examine the marketing mix: product, price, promotion, and place, to see if Apple is delivering the intended value to target customers. When researching the company’s environment, we will study the economic, political, cultural, technological, and natural forces in the company’s microenvironment (71). By researching all these aspects, we will get a better idea of how Apple continues to grow and market itself into a prosperous technological company. Apple’s iPhone interests us because it seems to be the cell phone that has the latest technical advancements, and can do more than just the average cell phone. By studying this company’s market perspective, we can get a better understanding of how Apple can continue to have the highest sales in the cell phone market.

Objective Regain blackberries 20% lost market share, and improve overall net profit vs. last year by 13%

BlackBerry Limited, started out as a company known as Research In Motion Limited. It was founded in a Canada in 1984. Although Research in Motion’s best known brand of telecommunication and wireless equipment is Blackberry, and eventually renamed the company as such, they are also known for secure and high reliability software.

▪ BlackBerry product first launched in 1999 ▪ Wide range of Wireless Service Providers (AT&T, Verizon, Sprint and all major global providers) ▪ 41 Million units sold in 2009 ▪ 80+ Million units currently in use globally

On April 24, 2012, the Company launched BlackBerry 7 smartphone, the BlackBerry Curve 9220, for customers in Indonesia. April 18, 2012, it launched BlackBerry 7 smartphone, the BlackBerry Curve 9220, for customers in India. On April 17, 2012, it announced availability of the BlackBerry Bold 9790 smartphone in Spain. On April 3, 2012, it launched BlackBerry Mobile Fusion, and launched four BlackBerry smartphones powered by the BlackBerry 7 operating system (OS) in Cambodia, which included BlackBerry Bold 9900, BlackBerry Bold 9790, BlackBerry Curve 9360 and BlackBerry Curve 9380. On April 2, 2012, it announced the availability of BlackBerry App World, the official application store for BlackBerry smartphones in Brunei, and it announced availability of the BlackBerry Bold 9790 and BlackBerry Curve 9380 smartphones for Cell C customers in South Africa. On March 27, 2012, it launched of the BlackBerry solution in Benin Republic. On March