Compare And Contrast The Marketing Mix Of Blackberry

Even in 2008, we heard how candidate Barack Obama could not be without his Blackberry, and there would be a special high security frequency so he would not have to be separated from his beloved device.” (Collen, 2013). Blackberry has been pushed to the corners by overriding smartphone makers such as Apple Inc. and Samsung Electronics Co. “The difference between technology companies that survive and those that don’t is much simpler. It’s all about adaptability. If you can’t adapt, then you will be erased by history” (Author, 2013). This research will help us figure out how to make Blackberry more adaptable to its target market. Blackberry did have a convinced market that swore by its reliability, it was the majority of “serious” business people which is why Blackberry’s latest product was launched keeping the corporate world in mind which doesn’t really mean that it is not a risky bet

The operating system developed for BlackBerry devices was ( BlackBerry OS ) which is a proprietary multitasking developed by RIM. The operating system is designed for use of input devices such as the track wheel that makes you go up and down over the desktop in the screen ,track ball, and track pad of the phone. this system allows you to complete easily wireless activation and synchronization with exchange emails, time calendar, tasks should done, important notes and people contacts.

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.

This paper investigates two problems (a software and hardware) with at least five usability problems which are solely poor user experience knowledge, interactions and poor systems. As a result, this paper identified the following systems: 1. BlackBerry Operating System (OS) as a software problem and 2. BlackBerry Curve 9320 as a hardware device problem. This paper will furthermore describe both the issues in detail and provide possible solutions to the identified problems. The following table provides you with a summary of problems for each system identified in this

Primarily, RIM is well known for developing Blackberry, a cellular smart phone that was established in 1984. Blackberry is one of the very few cellular device companies that introduced and supplied people

Apple and Samsung are the major competitors in the smartphone field. We would, like to discuss why they’re leading and conclude which one is better. In the electronic industry these two companies fight are considered as the highest massive ever. They mainly clash for brand image and brand reputation but any consequences regarding this fight, the impact should be faced by both these companies in terms of brand reputation loss and also the loss of huge amount of money over the litigations We would like to discuss the following,

Apple partnered exclusively with AT&T to develop and market the iPhone, which the media quickly called a “BlackBerry killer.” Verizon Wireless, in turn, approached RIM with the idea of partnering on an “iPhone killer,” which came in the form of the company’s first touch-screen device, the BlackBerry Storm, released in November 2008. (De Cagna, 2014). The strategic partnership did not work out as either RIM or Verizon had envisioned. The Storm eventually came to market after many months of its original planned release date, and the underlying technology was still not as good as the iPhone. Although RIM has made positive public statements about the Storm, customers did not like it. Sales were poor, many devices were returned, and RIM abandoned

RIM should continue to compete in the current smart phone consumer mass market and implement a new set of specific actions to regain market share. This decision along with a new aggressive strategy will be critical to their long term survival. RIM is currently ranked 3rd in the U.S. Smart Phone Operating System market, and has significant potential to gain further market share. Revenue continues to grow showing a 74% increase between 2009 and 2011. The Blackberry brand is synonymous with quality, reliability and security. With a loyal core customer base, strong brand image, increasing revenue, and an established infrastructure, RIM is at a pivotal point to move forward and begin to regain consumer market share.

RIM, short for Research in Motion, is a Canadian company which made BlackBerry cell phones. They started out by selling it to the US Government for communication purposes. As the smartphone business started rising in 2005, they branched out to sell to business entities then moved to selling their phones, globally. However, countries overseas were not receptive to the idea of a BlackBerry phone, as it could have easily turned into a security threat.

Blackberry is well known in the enterprise market for security and mobility management. They have been the dominant player in secure messaging for years. Blackberry created secure messaging. As a tech company, Blackberry is full of industry leaders in innovation, programming, and security. Blackberry is still the leader in mobile device management. It created mobile device management and no one comes close to them on this. In the way forward, Blackberry will focus on their core competencies; “delivering enterprise-grade, end-to-end mobile solutions” (Allen, 2013).

In 2009 the company greatly improved usability by upgrading the screen on the phone and introducing a new user interface as well as improving web browsing controls. In 2009 RIM also announced the BlackBerry App World for easy purchase and downloading of BlackBerry compatible applications. (Research in motion, 2010)

PRODUCT RELATED ATTRIBUTES Functional Benefits                   Thumbwheel Trackpad 3G enabled Push mail QWERTY Key Pad Virtual real-time communication BlackBerry Messenger Application World GPRS Secured encrypted mail Mobile Voice System Browser BlackBerry OS7 Social Networking Tethered Modem Camera and Video Recording Music on BlackBerry BlackBerry MediaSync

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.

BlackBerry is a line of wireless handheld devices that was introduced in 1999 as a two-way pager. In 2002, BlackBerry was released, which supports push e-mail, mobile telephone, text messaging, internet faxing, web

BlackBerry successfully reached over 1.5 million students over fiscal 2012 to encourage their interest in (STEM) through programs such as the Canada Wide Science Fair, FIRST Robotics, and the BlackBerry Hands On Workshops (BBHOW) series. The BBHOW program teaches 11 to 17 year olds the science behind mobile technology and explores careers in technology. Fiscal 2012 saw the expansion of this program into the U.K., with employee volunteers delivering workshops to eager students. In all, more than 9,000 students were able to participate in this