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Case Study - Research in Motion

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Case Study - Research in Motion (RIM)
Summary
"Research in Motion (RIM) is the company behind BlackBerry, the best-selling smart-phone brand in the United States. Today, the company is credited with launching the handheld smart phone craze and the obsession with 24/7/365 access to e-mail and the Intranet" (Kotler & Keller, 2012). In 1997 RIM went public and two years later they introduced the BlackBerry. After September 11, 2001 BlackBerry became known and popular due to the government using the product.
Analysis
RIM focused on a strategy of building the BlackBerry brand as the most reliable, secure, and efficient data device solution on the market. RIM continued to create and provide new generations of Blackberry's that featured: longer-lasting batteries, improved wireless Internet access, an organizer, calendar, and pager. "It took five years, but in 2003 RIM sold its one millionth BlackBerry. Only one year later it sold its two millionth device, and the BlackBerry's growth exploded. In 2005, PCWorld named the BlackBerry 850 the 14th greatest gadget of the past 50 years, and between 2006 and 2008, Fortune dubbed RIM the fastest-growing company in the world." (Kotler & Keller, 2012). By RIM creating BlackBerry, they changed the way communicate, worked, and lived. What the company did well and made them unique was the end to end solution; it developed and produced the hardware as well as the software and services that made BlackBerry work. "RIM successfully targeted its initial efforts at the business community, branding the BlackBerry smart phone a workforce "must have" and focusing it product and software innovations on meeting the needs of businesses" (Kotler & Keller, 2012). By riding the coattails of the iPhone launch, BlackBerry had many consumers try out their products. One thing that BlackBerry could have done differently is to offer the touch

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