Blackberry 's Downfall Of Canadian Market

The device commonly regarded as the first to realise widespread success in the smartphone market was the Blackberry. However the handset, referred to as the ‘crackberry’ (Middleton, 2007) after the feeling of addiction many users felt towards it, was quickly joined in the market by companies such as Apple and Samsung. The intriguing market seems to be constantly evolving and is still an emerging market subject to multiple market forces. Many economic theories can be applied to this market including Monopolistic Competition, Platform Competition along with Network Effects and Tipping Points. The market has seen the evolution of smartphones from a keyboard based device with closed operating systems into thin, touch

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.

BlackBerry gained market share in the mobile industry by concentrating on email. BlackBerry began to offer email

Along with expanding the target market, BlackBerry has announced their new phone Z10 which is mainly for people who are into games. A big success for BlackBerry has been realized after this new phone is on the market. Moreover, in the firs quarter of the current year, BlackBerry has sold 4 millions Z10 phones. On the other hand, the new phone Q10 that is mainly targeting business people have a sale record of just below 1 million phones (Quintaro, 2013).

RIM business model – BlackBerry sells purely through operators which can be time consuming and costly.

The most positive strength of Blackberry’s is highly secure phones. RIM released its phones with secure encrypted network that allowed sending emails between phone without possibility of stealing the information. This has become the company’s unique selling point. As a result, Blackberry became the number one choice for governments and enterprises.

BlackBerry is a line of wireless handheld devices ¬designed and marketed by BlackBerry Limited, formerly known as Research In Motion Limited (RIM). The first BlackBerry device, an email pager, appeared on the market in 1999. (1) The two-way pager is almost never used anymore, which is a good demonstration of just how fast the technology has been developed. The pager was considered a novel product since most of handheld devices up until then had only one way communication. The original BlackBerry allowed the person who was receiving the message to respond to the sender by using a keypad.

Keeping up with the industry and consumer tastes is especially important in rapidly changing industries such as the technology industry, as without staying at the forefront of development and innovation, it will be very hard for businesses in this industry to stand a chance of competing. In the technology industry as with biological species, it’s all about adaptability. If you can’t adapt, then you will be erased by history. A perfect example of this is Blackberry, which in June 2008 boasted shares topping $144 that are now only worth $6.50. BlackBerry’s failure to keep up with Apple and Google was a consequence of errors in its strategy and vision. First, after growing to dominate the corporate market, BlackBerry failed to anticipate that consumers — not business customers — would drive the smartphone revolution. Second, BlackBerry was blindsided by the emergence of the “app economy,” which drove massive adoption of iPhone and Android-based devices. Third, BlackBerry failed to realise that smartphones would evolve beyond mere communication devices to become full-fledged mobile entertainment hubs. BlackBerry insisted on producing phones with full keyboards, even after it became clear that many users preferred touchscreens. When BlackBerry finally did launch a touchscreen device, it

Unlike today, the absence of e-commerce in the early 2000’s when Blackberry became consumer-focused partially led to the inability to offer a direct-to-market sales model where consumers can purchase an unlocked phone directly from Blackberry themselves. Therefore, exporting was not a main concern for Blackberry before when they faced strong demand. One way or another, carriers and other middle agents would be motivated to figure out a way to get Blackberry devices into the hands of consumers since they could get a nice piece of the huge profit pie as well. Manufacturing of Blackberry was outsourced for a while to factories across the U.S, Mexico, and Europe in order to meet the huge demand they faced at their peak. Blackberry formed strategic alliances with numerous Electronic Manufacturing Suppliers (EMS) including their major ones Elcoteq, Jabil Circuit, Multi-Fineline Electronix Inc., Qalcomm Inc., and Marvell Technology Group who thereby took on manufacturing and distributing roles for Blackberry. Blackberry’s Research and Development has also been globalized with operations in China, Germany, Britain, and the U.S aside from its main original location in Waterloo. RIM had a significant head start in shipping methods, a larger carrier distribution network, and extensive customer support allowed it to remain ahead of Apple and Android devices for some time before succumbing to the

In smartphones & tablets, Research in Motion (NASDAQ: RIMM) is following this path with Blackberry 10.

After 2004 the company started to fall shortly. The revenues from the business unit dropped from $28billion to $12billion in a period of 2006 to 2008. The number of mobile phone sold during the period dropped from 217 million to 100 million. Apple iPhone became the dominating brand. Recession of 2008 led to excess and useless inventory.

Blackberry; also known as Research in Motion, was founded in 1984 by Mike Lazardis. The business was created with financial assistance from friends, eventually resulting into more than one million dollars in sales by the early 1990s. Within the 90s, Research in Motion produced wireless devices. Eventually, they created applications that would perform with Mobitex wireless system (Marqueses, 2013). RIM received an academy award and gained some success along their journey. The company attempted to increase interests in consumers and introduced the pager in 1996. It allowed consumers to send emails and faxes. Blackberry has worked to raise awareness competing with competitive brands such as Apple. They changed mobile communications inventing applications and other features that smart phones use. They also looked at new ways to improve their product but nothing seemed to be successful.

volume growth and capital efficiency ratios for Blackberry one year before the introduction of the iPhone.

BlackBerry Limited, formerly known as Research In Motion Limited (RIM),[3][4] is a Canadian telecommunication and wireless equipment company best known to the general public as the developer of the BlackBerry brand of smartphones and tablets, but also well known worldwide as a provider of secure & high reliability software for industrial applications and Mobile Device Management (MDM). BlackBerry's software and hardware products are used worldwide by various government's agencies and by car makers and industrial plants throughout the world, much of this activity being unseen by the public. The company is headquartered in Waterloo, Ontario, Canada. It was founded by Mike Lazaridis, who served as its co-CEO along withJim Balsillie until

According to my project I am going to explain two companies; which one of them is successful at producing and selling Smartphone and one of them is, can not success at production and sale of Smartphone. Firstly I am going explain Nokia which is leader of communication industry but going to fail at Smartphone sector and after that, I am going to explain Apple, that is best at producing Smartphone and proved its quality in last 4 years. I am going to explain briefly Nokia’s history and position in industry and explain marketing strategy deeply. Soon, I’m going to explain Apple and its product Iphone and how being successful at communication industry with explaining marketing