Blackberry 's Success And Popularity Before Their Setbacks

- There are plenty of hardware component manufacturers for cellphones but BlackBerry’s operating system is complicated therefore it limits the number of software developers that will work with them.

A management decision problem and a marketing decision problem. Management decision problem consists of questions that will help change and rectify the situation such as how to increase sales? While a marketing decision problem for Blackberry consists of How to make Blackberry in itself more appealing compared to its competitors such as IPhone and Nexus? What do the consumers want in a Blackberry when it comes to the applications and tools? How to make Blackberry more adaptable? What is the top priority in a smartphone that the target market wants to see and be able to use? What are the consumers’ expectations when it comes to a smartphone they prefer to use? Have consumers been affected by bad publicity or believe that Blackberry is not innovative anymore? One of the biggest problems might also include, as mentioned above, their change of target market to only corporation. Blackberry Ltd.’s last move to desert its consumer business and pay attention on selling products to companies is a risky bet that it can hang on to ground that is hurriedly eroding. Once consumers grew addicted to using other phones such as IPhones in their personal lives, they now wanted to be able to bring it and use it at work too, which again pushes Blackberry into the

Joseph Palenchar (2013) noted that “the old days saw BlackBerry’s market share in global smartphone shipments peak in 2009 at 20% and fall to 5% in 2012, marking the company’s lowest level since 2003.” (para. 3) “Increase the chances that BlackBerry can regain some of its lost market share during the make-or-break year of 2013” (para. 9) Revenue is declining because the market is becoming smaller. With Apple, Samsung’s products are growing deeply in customers’ impression, BlackBerry is standing in the behind position compare with those two brands. BlackBerry is not enough strong to attract those Apple and Samsung’s customers to choose its products even they produce the new products.

Now a day everyone have a phone that he can communicate with anyone around the world, whatever if its '' I phone or Black berry'' ,there's a huge difference between the shape and interior of the '' I phone and Black berry'' all that because everyone are from a different company that it created to the client also for the uses itself for their own needs. So, in my research I will Mention four different ideas, the phone shape, interior, companies, users.

BlackBerry’s Market Share has been reduced to less than 1%. In an industry dominated by two major companies, BlackBerry is highly unlikely to gain a larger percentage of the market,

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.

Hardware features: BlackBerry has a few good hardware features like durability and excellent battery life. Superior

* 2012 – Apple overtakes RIM on its own turf. According to new figures from IDC, RIM shipped 2.08 million BlackBerrys in Canada in 2011 compared to Apple’s 2.85 million iPhones. In 2010, RIM shipped half a million more BlackBerry devices than Apple did of its smartphone, while in 2008 the BlackBerry outsold iPhones by a factor of five to one.

“We always keep on pace with the demand of our end customers, delight them through continuing maintain a close relationship between manufacturing, ongoing Research and Development as well as working closely with supply chain and outsourcing partners, to provide cost-effective, high-quality Smart phone, wireless devices and software to our customers, internationally. Constant Training and Development program and strong culture practices are held to motivate the employees, also, to ensure infinite innovation and creation come out from them. Most importantly, offer attractive

In 2011, Apple increased their market share from 15.6% to 19% while RIM fell from 16% to 10.4% (Global Mobile Statistics, 2012). There are several different prospering smart phone brands that are negatively impacting RIM’s financial success. Not only are there a large number of competitors, but they are also well known companies such as Sony, Samsung, Google, and Apple to name a few. These are dominant companies in the electronics sector and all of which have large fixed costs so they must operate at economies of scale and produce near capacity. In turn, they have to sell all these products so that competition becomes more aggressive (Clegg pg.62). These companies all have the competitive advantage of offering their consumers another product lines whereas BlackBerry only offers phones and the new PlayBook which hasn’t been overly successful.

RIM has had a rash of bad press due to failures in its email system as well as its product and management strategy. RIM has suffered two major disruptions of service in 2009 and 2011 that have tarnished the touted reliability standard that has been a standard marketing tool for BlackBerry devices. In 2011 alone, RIM stock dropped more than 50% due to a series of product errors and profit warnings. (Sharp & Prodhan, 2011)

This case study analyzed why BlackBerry has recently suffered a bled market share in customer sector, which has resulted in dramatic losses of billions of dollars. The failure of its newest operating system, BlackBerry 10, was the direct reason that forced BlackBerry to implement significant changes in both senior management and target market. The study also elaborated on BlackBerry’s attempts of cutting costs, restructuring operations and maintaining customers. As a result, it pointed out that BlackBerry is still capable to tap on consumer market on a much smaller scale.

Apple could make future strides in the smartphone industry, if it can figure out a way to steal away some market share from BlackyBerry users. Many business users prefer the BlackBerry to all other smartphones in the industry.

Engineering students Mike Lazaridis, from the University of Waterloo, and Douglas Fregin, from the University of Windsor founded a company called Research In Motion, an electronic and computer consulting company in 1984. For a long time, they were not sure about what to specialize in. Then came the invent of a secure, easy and effective way to send and receive electronic mails. They called this the "BlackBerry". People were now able to send and receive emails even outside their office. The software soon became the go-to of every business official, government executive and celebrities. RIM grew in size and market capture and were soon one of the most valuable tech companies in the world. Research In Motion 's BlackBerry, once a giant in the smartphone industry, were always ahead of time in their supply chain management system. Although they aren’t where they were predicted to be in terms of market position, their initial rise to the number one position in the smartphone industry was partly due to their efficient system of supply chain. Unfortunately, just like their rise being a result of good supply chain, their fall from the position can be accredited to improper use of resources and a failure of the supply chain to keep up with the latest trends.

▪ 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