...MARKETING PLAN FOR THE MOBILE PHONE MANUFACTURING BUSINESS (BLACKBERRY) 1.0 EXECUTIVE SUMMARY This report provides an analysis and evaluation of the current and prospective profitability of BlackBerry, the strengths, weaknesses, opportunities and threats they have in the Trinidad and Tobago (T&T) market and how to overcome it. Bmobile, one of T&T’s mobile providers has been distributing BlackBerry for over 5 years and they have 6 main outlets but over 100 authorized partners throughout T&T. BlackBerry, T&T’s most popular Smartphone device has been chosen because of its traditional business appeal and product development in order to respond to the local pressures and sustain in a highly competitive business environment. Blackberry has been in the T&T market for 8 years and possess approximately 41% market share. Blackberry’s regional director Sean Killen recognised that they had a great customer base in the T&T market and couldn’t give customers what they needed and he said “loyal customers deserve the latest technology and hardware, the most modern and innovative navigation systems in a Smartphone. As such, in a bid to remain viable in the local mobile market, Bmobile carried out market research to determine the preference of consumers and their attitudes and perception of Blackberry. This brand of mobile phones is best known for its technological advancement and as a basis for investigation, PESTLE analysis, Porter’s competitive forces have been...
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...Research in Motion (RIM) is a designer, and manufacturer of BlackBerry wireless and e-mail services for the worldwide mobile communications market. RIM was founded in 1984 in Waterloo, Ontario, Canada by Mike Lazaridis and Douglas Fregin. With the development of integrated hardware, software and services, it provides platforms and solutions for all-in-one access to information, including e-mail, voice, browsing, instant messaging, short message service (SMS), Internet and intranet-based applications. It’s selection of products, services, and embedded technologies are used by thousands of organizations and millions of consumers around the world including the BlackBerry wireless solution, and the RIM Wireless handheld product line. RIM is also known as the inventor of the smartphones for business and government corporations. Some of the challenges that RIM face included Glenayre Technologies Inc. In August of 1991 Glenayre Technologies Inc. filed a patent infringement suit against RIM, regarding a patented process involving power generation from a dual battery source. Protecting intellectual property is one of the major security concerns of a company. There are many ways to implement the policy like blocking video camera of employee’s phones and ask them to register their phones. To be able to protect its intellectual property, RIM records all employee conversations using its domain. According to Robin Beinfait, former Chief Information Officer, RIM employees allow using the...
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...1. Identify, in a SWOT analysis, the critical aspects you have discovered from the application of your chosen models to the industry and to Blackberry. Strengths 1. Highly secure phones; The primary RIM’s competitive advantage is its very secure mobile phones. The company released its phones with secure encrypted network that allowed sending emails between phones without possibility of stealing the information. This became the USP (unique selling proposition) of Blackberries and was a very attractive feature for corporates and governments that other phones didn’t have. As a result, BlackBerry became no.1 choice for enterprises and governments 2. Strong focus on narrow customer segment; Unlike other mobile phones and smartphones companies, BlackBerry tries to appeal for a narrow customer segment – governments and corporates. The result is a more focused approach to satisfying the needs of this narrow segment, something that other businesses rarely do. Weaknesses 1. Inability to market the brand; BlackBerry’s brand was known for the market long before Apple’s iPhone launch or Samsung’s Galaxy success. When the iPhone was launched, RIM had a better quality BlackBerry phone in the market, enjoyed larger sales and greater brand reputation but was unable to build on that due to poor marketing efforts. It spent and continues to spend significantly lower amounts ($41.3 million) on marketing, about 10 times lower than Apple ($400 million) and 8 times lower than Samsung ($334...
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...Name | BlackBerry | Logo | | Industries served | Telecommunications equipment | Geographic areas served | Worldwide | Headquarters | Canada | Current CEO | Thorsten Heins | Revenue | $ 18.435 billion (2012) | Profit | $ 1.164 billion (2012) | Employees | 12,700 (2013) | Main Competitors | Apple Inc., Google Inc., Nokia OYJ, Samsung Electronics Co., Ltd. | SWOT BlackBerry SWOT analysis 2013 | Strengths | Weaknesses | 1. Highly secure phones 2. Strong focus on narrow customer segment | 1. Inability to market the brand 2. BlackBerry OS 3. Highly dependent on government and corporate contracts 4. Poor presence in the tablet market | | Opportunities | Threats | 3. Growth of tablet and smartphone markets 4. Strong growth of mobile advertising market 5. Increasing demand of cloud based services 6. Obtaining patents through acquisitions | 7. Rapid technological change 8. Saturated smartphone markets in developed countries 9. Increased competition for government contracts | Strengths 1. Highly secure phones. The primary RIM’s competitive advantage is its very secure mobile phones. The company released its phones with secure encrypted network that allowed sending emails between phones without possibility of stealing the information. This became the USP (unique selling proposition) of Blackberries and was a very attractive feature for corporates and governments that other phones didn’t have. As a result, BlackBerry became...
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...Case 1: Blackberry Benjamin Lieu Kari Morrison Jaskaran Sanghara Vivian Ou Calvin Sawyer Gloria Wong JK and the Implementers From Set 1K Buddy FMGT 1K MKTG 1102 Instructor: Jeff Collier 10/19/2009 INTRODUCTION In 1992, Research In Motion (RIM) introduced a two-way pager as their first product. Since then, RIM has released numerous devices, none more popular than their Blackberry product line. The Blackberry line boasted all-in-one capabilities. Partnered with voice and data transmissions, it became the mobile device that could do it all. However, existing mobile device companies are still in direct competition and RIM will need to continue developing their technology to win dominance in the Smartphone market. PROBLEM How can RIM develop Blackberry to overtake its competitors in terms of sales and market shares? KEY FINDINGS The first Blackberry was introduced in 1998 as a wireless hand held computer. In 1999, Blackberry's lines of products were equipped with voice and data transmission. This led to an explosive demand. RIM's employees grew from 1250 in 2001 to 7000 in 2009. They have a new and expanded target market. ASSUMPTIONS A prevalent assumption we’ve made is that RIM will continue to have enough capital and resources necessary to pursue new technologies and innovations. This is important because research and development requires large amounts of investments. Another is that existing RIM customers will continue to be loyal to the Blackberry brand...
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...Research In Motion Limited Company Profile Publication Date: 22 Jun 2011 www.datamonitor.com Europe, Middle East & Africa 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7551 9090 e: euroinfo@datamonitor.com Americas 245 5th Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfo@datamonitor.com Asia Pacific Level 46 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8088 7405 e: apinfo@datamonitor.com Research In Motion Limited ABOUT DATAMONITOR Datamonitor is a leading business information company specializing in industry analysis. Through its proprietary databases and wealth of expertise, Datamonitor provides clients with unbiased expert analysis and in depth forecasts for six industry sectors: Healthcare, Technology, Automotive, Energy, Consumer Markets, and Financial Services. The company also advises clients on the impact that new technology and eCommerce will have on their businesses. Datamonitor maintains its headquarters in London, and regional offices in New York, Frankfurt, and Hong Kong. The company serves the world's largest 5000 companies. Datamonitor's premium reports are based on primary research with industry panels and consumers. We gather information on market segmentation, market growth and pricing, competitors and products. Our experts then interpret this data to produce detailed forecasts and actionable recommendations, helping you create new business opportunities...
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...return to being the dominant leader in their market. There have been two CEO changes as firstly Thorsten Heins replaced then joint CEOs Mike Lazardis and Jim Balsillie in January 2012, only to be replaced himself less than two years later by John Chen in November 2013 (Blackberry Press November 2013). Senior positions such as Chief Operating Officer and Chief Marketing Officer as also seen changes during this time. This clearly shows the sign of an underperforming or even a declining business that needs such drastic changes to try and grow or even to stop the decline. RIM also decided to change its trading name from Research in Motion to Blackberry in January 2013 by then CEO Thorsten Heins (Blackberry Press January 2013). This was a clear ploy in trying to maximize the launch of their new Blackberry 10 product. The amount of employees once employed by Blackberry as also diminished due to the high amount of loss the company was earning. The biggest action of staff reduction came in September 2013 when they announced approximately 4,500 employees would be released (Blackberry Press September 2013). Currently in today’s economy, Blackberry is no longer the force it once was. According to Statista, Blackberry revenues plummeted from a high of US$19.9 billion in 2011 to US$6.8 in 2014 (2015). That’s a reduction of 66% in 3 years...
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...study investigated how well the external and internal changes in RIM and analysis the environment remote effects on the company transformation. The research design included literature review, data collection, data analysis and recommendation. It is no longer the era of BlackBerry, as one of famous company in Canada. Before the iPhone launched on, BlackBerry seems like a legendary brand in cell phone industry, since they create the convenience EMAIL push service. Likeness, just five years ago, “BlackBerry” was virtually synonymous with “Smartphone.” It was well on its way to becoming a generic trademark, like Kleenex or Band-Aid, that would seemingly forever be associated with its entire sector (Thierer, 2012). In order to research how the BlackBerry can be changed and manage the change, the paper as qualitative research to analysis the external and internal changeability. The process of writing paper is followed the Lincoln and Guba’ evaluative criteria (1985) that based on credibility, transferability, dependability and conformability. The data collections use searching journals, web source, and online library. The PEST analysis implement on data analysis. Background of the company BlackBerry Ltd (formerly known as Research In Motion Ltd) is telecommunication and wireless equipment company headquartered in Waterloo, Canada. It started operations in 1984 with a vision of communication that offered paging products and services. It was founded by Mike Lazaridis...
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...RESEARCH IN MOTION LIMITED - BLACKBERRY Research in motion limited was founded in the year 1984 by Mr. Michael Lazaridis,the company's President and Co-Chief Executive Officer, and Mr. Douglas Fregin(RIM-2009). The company then grew in to one of the leading designer and manufacturer of wireless solutions, the company product portfolios include the blackberry wireless solution and other software and hardware solutions. The major markets of the company include North America, Europe and Asia Pacific (RIM-2008). RIM generates most of its revenues through the blackberry wireless device with various features which provides a user friendly interface. Although the company has been growing since its inception. In early 1990s the company was focused on developing wireless data technology but by far the significant year for the company was 1999 when it introduces the blackberry solutions and in following years it has launched many advanced models of blackberry solutions in partnership with various service providers which includes Yahoo, AOL, MTN, Qtel etc. The company has recorded a revenue of US$14.935 million in the financial year 2010 which is an increase of 35% compared to FY 2009 with USA alone accounting for 57% of the revenue. The devices accounted for 81% of the revenue followed by service (14.4%),software (1.7%) and other (2.8%). Although the company is doing very well financially, it is not immune the pressure of external forces and following section highlights some of the external...
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...Management Principles and Practices Term Paper Blackberry Rosul Jasim Submitted to Catherine M.L. Pearl December 1, 2015 Table of Contents introduce & analysis of blackberry environment…………………………..…………...….. 2 -3 focal issue and analysis of issue………………...………..…...………………………………. 4 -6 recommendations ………………………………………………………………….……..…..... 7-8 self-reflection ……………………………………………………………………………….... 9 reference list…………………………………………………………………………………...10 appendices Introduction & Analysis of Blackberry Environment Blackberry also known as Research in Motion Limited (RIM) founded in 1984 and based in Waterloo, Ontario, RIM operates offices in North America, Europe and Asia Pacific is a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, SMS messaging, Internet and intranet-based applications. RIM technology also enables a broad array of third party developers and manufacturers to enhance their products and services with wireless connectivity to data.In this perper i setting to accomplish the potential combeback for the comanay. PESTLE analysis The economic factors plays a key role in the smartphone industry as the demand is...
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...operating loss of approximately $950 million to $995 million; loss includes a primarily non-cash, pre-tax inventory charge of approximately $930 million to $960 million resulting from the increasingly competitive business environment impacting BlackBerry smartphone volumes, and a pre-tax restructuring charge of $72 million Company expects to report revenue for the second quarter of approximately $1.6 billion; recognizes sales of approximately 3.7 million smartphones in the second quarter Company to refocus on enterprise and prosumer market, offering end-to-end solutions, including hardware, software and services Future smartphone portfolio will transition from 6 devices to 4; focusing on enterprise and prosumer-centric devices, including 2 high-end devices and 2 entry-level devices Company announces restructuring plans, including reduction of approximately 4,500 employees; targets reduction of its operating expenditures by approximately 50% by end of Q1 Fiscal 2015 Company sees increasing penetration of BlackBerry Enterprise Service 10 (BES 10) with more than 25,000 commercial and test servers installed to date, up from 19,000 in July 2013 Special Committee of the Board continues to evaluate strategic alternatives Waterloo, ON – BlackBerry Limited (NASDAQ:BBRY; TSX:BB), a world leader in the mobile communications market, today announced certain preliminary financial results for the three months ended August 31, 2013 and provided an update on business operations. Preliminary...
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...Date: A Marketing Plan for Blackberry Bold 9900 in the Hispanic Market Executive summary The population of the Hispanics in the United States is growing tremendously. In 2010, the population hit 50 million constituting of 16.3% of the total united state population. At that time, it became the second largest group in terms of population. The population grew by 43% since 2000 and projections for the trend are high in the coming years especially in Los Angeles, New York, Chicago, Miami and Texas. Economically, the contribution of Hispanics in the gross domestic product in United States rose by $338 billion from $862 billion in the year 2007 to $1200 billion in 2012. This growth increased their buying power by close to 10% of all the United States buying power. As at 2010, 31% of mobile consumers in United States owned a Smartphone. The demand for smart phones is likely to grow massively especially within the Hispanic market which accounted for 27% usage among the Hispanics by then. On Smartphone usage, apple accounted for 29%, android phones accounted for 27% and other mobile phone products accounted for 18% usage among the Hispanics. According to this data, it is conclusive to say that any marketer who does not recognize the potential of this target market is missing a great opportunity. Hispanics are educated and their lifestyle is modernized. They are therefore technology oriented and they consume upscale goods. This is a marketing plan for Blackberry Bold 9900 in the Hispanic...
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...Case Study ( Research in Motion (RIM) Richard Okusaga Ms. Kulic BOH 4M1-02 Friday May 5, 2011 I. Summary of the Facts • Research in Motion (RIM) is a multi-award-winning company that designs and produces hardware, software, and service solutions for wireless communications used by worldwide business and consumer markets (Case, 1). • RIM is a Waterloo-based company founded in 1984 by two University of Waterloo engineering students, Mike Lazaridis and Douglas Fregin. Today, Mike Lazaridis and Jim Balsillie, who joined the company in 1992, share the leadership role in the company as co-CEOs (Case, 1). • The first BlackBerry device came to market in 1999 (Case, 1). • In 2002, RIM was sued for patent infringement by an American company, NTP. The case was finally settled in 2006, with RIM paying NTP $612.5 million, the same year RIM had revenues of over $2 billion and a net income of $382 million, and having the board of directors still entirely made up of Canadians (Case, 1 & 3). • ‘“They're not seeing much demand for their high-end products because they've got so many new ones coming out and all of the competitive issues aren't getting any easier,” Robison said from San Francisco (Young).’ II. Statement of the Case RIM, through community contributions and succession in generating revenues, has the ability to continue to be a global leader in wireless innovation in a highly competitive business environment. ...
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...Legal Aspects of BLACKBERRY Takeover by FAIRFAX Legal Aspects of BLACKBERRY Takeover by FAIRFAX by by Anubhav Gaur SMBA12045 Section B Anubhav Gaur SMBA12045 Section B TABLE OF CONTENTS Acknoledgement Summary blackberry ltd. Section 1.1 : History Section 1.2 : Strategic Changes Section 1.3 : Success in Market place Section 1.4 : Changes in Financial Fortunes Section 1.5 : Financial Fortunes FAIRFAX LTD. Section 2.1 : Corporate Governance Section 2.2 : History Section 2.3 : Credit Ratings MERGERS & ACQUISATIONS Section 3.1 : Legal Structures Section 3.2 : Documentation Section 3.3 : Business Valuation TAKEOVERS Section 4.1 : Types Of Takeover Section 4.2 : Financing a Takeover Section 4.3 : Mechanics Section 4.4 : Strategies Section 4.5 : Agency Problems Section 4.6 : Pros & Cons Laws & Codes used during takeover Section 5.1 : City Code on Takeovers & Mergers Section 5.2 : Competetion Law Section 5.3 : Takeover Directives Section 5.4 : Companies ACT 1985 BLACKBERRY TAKEOVER REGULATORY APPROVAL COMPETETION COMMISION FOR TAKE OVER FCPA Section 8.1 : Provision & Scope Section 8.2 : History Section 8.3 : Requirements Section 8.4 : Application UK BRIBERY ACT TAKEOVER MECHANICS OF BLACKBERRY TAKEOVER CONCLUSION BIBLIOGRAPHY & REFERENCES ACKNOLEGDEMENT I take this opportunity to express my profound gratitude and deep regards to my guide Prof. Deepak Dayal for his exemplary guidance,...
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...2013 Blackberry, Then And Now Research In Motion (RIM) entered the mobile communications industry in 1984. The Waterloo, Ontario, company founded by Mike Laziridis, penetrated the market with two-way paging technology; developed as a substitute product for Motorola’s SkyTel. Following a series of financing in 1998, and a Co-CEO partnership with Jim Balsillie, the firm launched its first signature Blackberry device in 1999. The year following, RIM released its first smart-phone, the Blackberry Bold. This release marked the beginning of RIM’s journey, through the tumultuous and extremely volatile high technology industry. Initially, the firm’s iconic Blackberry device was riding the crest of the telecom wave. Its proprietary and unparalleled encryption technology made their device the globally preferred Smartphone amongst corporate clients and government agencies. The brand dominance soon permeated the individual consumer market. However, the company’s fortunes took a turn for the worst, as intense rivalry and innovative technology emerged. Competitors, such as Apple and Samsung entered the market in 2007, and soon became cultural phenomena. As their market share severely eroded, so did RIM’s share price. RIM’s shareholders lost almost 80% of their wealth in 2011 (Levy, 2011). Adding salt to the wounds, their world-renowned encrypted network experienced power outages in 2011, which affected millions of users for several days. Reeling from the new competition and network...
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