Rim-Case-Study-1-

By upgrading their brand, it will help to identify the qualities of the products that set it apart from the competition. They have to make the

RIM has a wide range of customers and established in many developed countries which can gain its brand image among its competitors. As RIM is responsible for innovation of high technology products, there is an effective R&D in RIM to make RIM stay competitive in smartphones industry. A strong relationship between RIM and its service providers showed one of RIM’s core capabilities.

- 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.

Another disadvantage is that the service user may not get feedback immediately which could cause problems if that service user is in great danger.

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.

A major disadvantage of this strategy is that by not obtaining personal information about their customers they are forfeiting their ability to send coupons and ad information about special discounts that may be of interest to their existing customers that could potentially encourage them to purchase items. They are also giving up the ability to track customer purchases to create a costumer profiles that would allow advertising targeted specifically for particular customer needs and interests.

BlackBerry has a lot of value—enterprise software suites. Many do not realize the company’s has a successful global reach. BlackBerry needs to revamp its brand to highlight its security expertise, including its new cybersecurity service following the acquisition of UK-based Encription Ltd. BlackBerry’s image should focus on appealing to the services it provides on an enterprise level. A rebranding will allow business customers and investors alike to see the value BlackBerry provides. See the

Save time and money and increase pricing competitiveness and productivity by utilizing automated features such as electronic forms.

Benefits: Communications both internally and externally with dealers and partners have been radically improved. Information is now hosted centrally on a web-based portal, allowing all parties to access real time, up to date information at any time.

Research In Motion (RIM) is a Canadian multinational telecommunications company that designs, manufactures and sells cellular phones and other communication devices. RIM’s success started in August 1998 when they launched the inter@active pager 950. In 2003 RIM became one of the most recognized brand names with the introduction of their most popular device the BlackBerry. In June 2011, RIM announced that

For any business to successfully add value they either do so through lower costs or superior benefits to the consumer by offering product differentiation (Singh 2012). Samsung was a late starter into the smart phone industry, while, this has not prevented them from successfully positioning their product at the forefront against those offered by their competition such as Apple. Gary Armstrong (2011) defines a product’s position as “the complex set of perceptions, impressions and feelings that consumers

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)

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 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

| ST Strategies: * Make innovations for being over the potential competitors. * Use their financial position for acquire new technology.