...MK100- Principles of Marketing February 3, 2013 Research in Motion (RIM) - Blackberry in Decline Week 4 Assignment #1 Blackberry Cell phones have been an established brand and product offering on a global scale by Research in Motion (RIM). Research in Motion (RIM), a global leader in wireless innovation, revolutionized the mobile industry with the introduction of the BlackBerry® solution in 1999. BlackBerry products and services are used by millions of customers around the world to stay connected to the people and content that matter most throughout their day. Research In Motion Limited, (2013) RIM directly competes with several Smartphone companies like Apple, Nokia, and Google’s Android for market share. RIM’s product offerings include the same product that Apple, Nokia, and Google offer the consumer. The BlackBerry product line includes the BlackBerry® PlayBook™ tablet, the award-winning BlackBerry Smartphone’s, and software for businesses and accessories. Research In Motion Limited, (2013) RIM’s blackberry devices were well known for their security and reliability as an email device. The demographics of the current Blackberry target market is composed of mid to upper class buyers aged 30-55 in the professional, executive, and industrial segments. Blackberry devices served the business world with a sturdy, reliable device that offered the business consumer a device that performed many types of business functions. One of these...
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...| RIM and Organizational Change | [Type the document subtitle] | | MGMT 419 | 10/15/2011 | | Research in Motion Research in Motion (RIM) began as an electronics and computer science consulting business started by Mike Lazaridis (current Co-CEO) and Douglas Fregin in 1984. Within 4 years of inception RIM became the first wireless data technology developer in North America. While RIM started out working with pages its focus changed to two-way wireless communication around the same time that Jim Balsille (current co-CEO) joined the company in 1992 (RIM, 2011). Since Research in Motions beginnings in 1984 there have been various organizational changes. This paper will analyze these changes based on internal and external pressures, the various types of changes that occurred, management’s role in these changes, the resistance to these changes and the consequences of the entire change process. This paper will conclude with a summarizing flowchart showing how these changes progressed. Organizational Changes at Research in Motion The period of time that this paper will discuss ranges from January 2010 to present. It is important to note that not all the consequences of the decisions made have become apparent so when looking at results there will be some items that serve as possible outcomes. In January of 2010 Research in Motion had a stock value of $69.30. At this time competitors like Apple were announcing new products such as the iPad. In light of Blackberry’s...
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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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...Research in motion was founded in 1984 by University of Waterloo engineering student Mike Lazaridis and University of Windsor engineering student Douglas Fregin. Research in Motion (RIM) is one of the leading designer and manufacturer of wireless mobile technology. RIM is a pioneer in the handheld E-mail technology and RIM has been very successful with the sales of blackberry wireless platform, the blackberry wireless handheld and software development . Blackberry is widely adopted by corporations for their employees. RIM has also been very successful with Blackberry because of the security of the platform and its encryption. RIM has done a good job so far to protect its intellectual property from its competitor but in the recent years, RIM has faced some challenges. In fact, RIM had been pressured by some countries like Saudi Arabia, Qatar and India to let government of those countries to monitor the Blackberry E-mail platform for potential cyber crimes. (This is a big challenge for RIM because it will be a threat to their intellectual property. This fight is ongoing because RIM absolutely protects their intellectual property and their security advantage over its competitors. RIM has seen some of the competitors take a huge portion of its customers. Companies like Apple with iPhone and Google with Android platform have seriously challenged RIM. The iPhone from Apple is the main rival of Blackberry and according to Geller (2009), “in two years Apple has practically matched...
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...Professor Jake Johnson Full Sail University Blackberry’s Pay Per Click Proposal This proposal will present Research In Motion (RIM) with a Pay Per Click (PPC) campaign for the Blackberry product line. The goal of this proposal is to increase Blackberry’s website traffic, use the Pay Per Click campaign to target the consumer segment, and maximize the Return on Investment for Research In Motion. Finally, this proposal will present the results of implementing the Pay Per Click campaign. Company Profile Research in Motion (RIM) is the company behind the Blackberry product line. RIM’s product line includes the Blackberry smartphones, the Blackberry playbook tablet, and software for business, accessories, and Blackberry applications. RIM designs, manufactures, and markets wireless solutions for the mobile communications market (rim.com, 2012). Proposal Before the introduction of Apple’s iPhone in 2008, Research In Motion’s (RIM) was the leader in the mobile communications market. However, in 2012 Apple and Google are outperforming RIM (Yarrow, 2012). In an effort to regain market share and reposition within the mobile communications marker, RIM has decided to pursue the consumer segment in addition to maintaining the enterprise market (blogs.blackberry.com, 2012). According to Research In Motion’s (RIM) 2011 annual report, the company invested 2.4 billion dollars in selling, marketing, and administrative spending. The selling, marketing,...
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...------------------------------------------------- History Mike Lazaridis - Founder and former co-CEO of BlackBerry The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager in Munich, Germany. The name BlackBerry was coined by the marketing company Lexicon Branding. The name was chosen due to the resemblance of the keyboard's buttons to that of the drupelets that compose the blackberry fruit. In 2003, the more commonly known smart phone BlackBerry was released, which supports push email, mobile telephone, text messaging, Internet network. BlackBerry first made headway in the marketplace by concentrating on email. RIM currently offers BlackBerry email service to non-BlackBerry devices, such as the Palm Treo, through its BlackBerry Connect software. The original BlackBerry device had a monochrome display, but all current models have colour displays. All models, except for the Storm series and the all-touch Torch 9850/9860 have a built-in QWERTY keyboard, optimized for "thumbing", the use of only the thumbs to type. The Storm 1 and Storm 2 include a Sure Type keypad for typing. Originally, system navigation was achieved with the use of a scroll wheel mounted on the right side of phones prior to the 8700. The track wheel was replaced by the trackball with the introduction of the Pearl series which allowed for 4 way scrolling. The trackball was replaced by the optical track pad with the introduction of the Curve 8500 series. Models made to use iDEN networks...
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...RESEARCH IN MOTION Research In Motion (RIM) had a modest beginning with an ambitious vision. Today, more than 20 years later, that ambition and vision has translated into success. RIM is one of the world’s Leading designers, manufacturers and marketers of solutions for the mobile communications market through development and integration of hardware, software and services. Research in Motion Ltd. is known primarily as the maker and provider of BlackBerry wireless devices and e-mail services. These always-on devices have proven popular with corporations who use them for field service representatives and other mobile employees. RIM’s portfolio of award-winning products now includes the BlackBerry wireless platform, the BlackBerry Wireless Handheld product line, software development tools, radio modems and software and hardware licensing agreements. BlackBerry's service delivers e-mail messages from corporate servers to handheld BlackBerry devices. Some models also have voice capabilities and can function as cell phones. Other advanced features include the ability to visit specific web sites and conduct Internet searches. Key Dates: 1984: Research in Motion Ltd. (RIM) is founded by Mike Lazardis. 1988: RIM begins working on wireless data-only applications . 1996: RIM develops a PCMIA plug-in card for computer-enabled wireless e-mail. 1997: RIM goes public and is listed on the Toronto Stock Exchange. 1999: RIM introduces the BlackBerry personal digital...
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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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...Research In Motion Ltd. (RIM) is a company known primarily for its BlackBerry devices and e-mail services. Throughout the early years of its career, RIM has faced many patent infringement suits regarding their wireless devices but one of them that lasted from 2001-2006 stands out among the herd. This specific case was the one between NTP (New Technologies Products) owner Mr. Campana and RIM’s owner Mr. Lazaridis over wireless e-mail patents. This ongoing battle between companies could have ended as soon as it began, but RIM’s actions dug them into a financial hole and put their customers in a state of panic. Research in Motion was founded in 1984 in Waterloo, Ontario by Mike Lazaridis who always had a passion for inventing (International Directory of Company Histories). Lazaridis from the early age of 8 gravitated toward technology constructing a pendulum clock out of Legos and in high school, built a working computer (Mckenna, Waldie, & Avery). Even in college he was focused and seemed mature for his years. He eventually dropped out of college, however, and started RIM with the backing of friends and family. Their first contract came from General Motors of Canada and for years after that moved from contract to contract. In the early 90’s, RIM became interested in digital wireless devices when Rogers Cantel Mobile Communications Inc, a paging and cellular telephone operator, contracted with them (International Directory of Company Histories). From this point on, RIM...
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...In this case we will be talking about the company RIM (Research in Motion) and some of the Challenges they faced to protect their Intellectual Property. Research in Motion is best known as the developer of the Blackberry smartphone. Research in Motion was involved on several Patent Litigation with the different competitors. On 1999 Glenayre Technologies (formerly known as Glenayre Electonics) filed a patent infringement suit against RIM claiming that the Inter@ctive pager line used Glenayre’s power-generation from dual battery process. This litigation caused a delay on RIM’s contract renewal with the BellSouth company and also their quarterly earnings report came with lower than expected results. In order to get new customers RIM signed an agreement with Dell Computer and Dell started selling Blackberry to large corporate accounts. On 2001 RIM replied back to Glenayre filing a suit against them for infringing on RIM’s “Single Mailbox Integration” patent. Research in Motion won this patent and allowed them to collect royalties from other mobile device makers that were planning on utilizing this technology. On 2002 Research in Motion filed the first of four suits against Good Technology for misappropriation of trade secrets, this dispute continued until 2004 where they settled an agreement. Good Technology agreed to pay a sum of money and quarterly licensing fees. Another legal dispute was the patent for the keyboard design against Handspring for its Treo device but...
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...Case Analysis 2 - Research in Motion - RIM 1. What were some of the challenges that RIM faced to protect its intellectual property, and how did RIM handle those challenges? Research In Motion (RIM), a global leader in wireless innovation, revolutionized the mobile industry with the introduction of the BlackBerry® solution in 1999. There are multiple examples of the challenges RIM faced to protect its Intellectual Property as well as how those challenges were handled. One such example is RIM vs Glenayre Technologies, Inc. This claim, a response to an earlier suit brought forth by Glenayre, insisted that Glenayre blatantly imitated BlackBerry technology and marketing. Later in 2001, Glenayre's initial 1999 patent suit against RIM was dismissed. In early 2002 RIM and Glenayre agreed to drop their remaining lawsuits and work together to develop a wireless e-mail device that would incorporate Glenayre's messaging software. During this same time, RIM also obtained a U.S. patent called the BlackBerry Single Mailbox Integration patent, which covered technology that gave users the ability to have a single e-mail address on both wireless and desktop systems (http://www.answers.com/topic/research-in-motion-ltd-usa). The patent applied to the system and method that RIM pioneered for redirecting information between a host computer system and a mobile communications device. Another instance in which RIM was forced to protect its Intellectual Property is RIM vs. Handspring (makers...
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...Marketing concepts mktg-1126 | Blackberry | Group 4, Deliverable 1 | | | 1/24/2011 | | Blackberry Blackberry smartphones are manufactured by the company Research in Motion, more commonly known as RIM. The Blackberry line was launched by R.I.M in 1999. RIM was founded in 1984 by Mike Lazaridis and CEO Jim Baisille. Its software aims to ease mobile access to email, applications and virtual real-time communication so users can stay in touch with important people and information. The headquarters for RIM are located in Waterloo, Ontario and there are offices located in North America, Asia and Europe. BlackBerry products are sold worldwide, available in over 90 countries on over 500 different mobile service operators (Blackberry). Canada, Spain, Austria and the Bahamas are only a few of the many countries where their products are sold. RIM has a commanding 56% share of the $12 billion U.S. smartphone market. And its sales are still accelerating (CNN: Money). Apple’s iPhone is blackberry’s largest competitor, with the Android smartphones being the second largest. In 2007 RIM spent over $27 million on television ads and by2009 had increased their advertising expense to an annual $337 million dollars (Elmer-Dewitt). Since BlackBerry’s creation, their target consumers have been businessmen and women. Advertisements focus on how versatile, sleek and simple to use BlackBerry’s are and how there are many applications available to assist people in doing business...
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...Research In Motion (RIM) commonly known as RIM is an Canadian company is the primarily maker and provider of BlackBerry wireless devices and e-mail services (Roberto, 2010). In 1984, Research in Motion Ltd. (RIM) is founded by Mike Lazardis. The headquarters of the company are in Waterloo, Ontario, Canada (RIM, 2012). Slogan Following is the slogan of RIM: “Love what you do” (BlackBerry, 2012). Company Overview "Research In Motion Limited (RIM) is the company behind the BlackBerry product line" (RIM, 2012). RIM is a designer, producer and marketer of wireless solutions in the worldwide mobile communications market and revolutionized the mobile industry with launch the BlackBerry smartphone in 1999 (RIM, 2011). The company was founded by Mike Lazaridis and RIM was established in 1984, while Lazaridis was studying at the University of Waterio, Ontario (RIM, 2011). There are approximately 16.000 employees in the company and the company's approximately 5000 employees work in the R&D department, in Europe, Canada and the U.S (RIM, 2011).Since 1996 the company has been developed and grown and RIM the world's fastest growing company became the cover on the Fortune magazine in August 2009 (RIM, 2011). Approximately 150 million BlackBerry smartphones sold in 2011 (RIM, 2011).Blackberry smartphones are the top-selling smartphones in the US (Maisto, 2012). Mission Statement RIM's mission is to make BlackBerry smartphones and other products became the most popular around the world...
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...Research in Motion Company limited (RIM) Introduction of the organization Research in motion limited (RIM) (TSX: RIM, NASDAQ: RIMM) is company founded in Canada that deals with telecommunication and wireless devices and has been known for the outstanding developing of Blackberry Smartphone. The company has it is headquarter in Waterloo, Ontario in Canada and they are the main sponsor of RIM park that is situated in the northeast of the city. The company was founded by Mike Lazaridis who until January 23, 2012, was the company co-CEO. He worked alongside Jim Balsilie, who also stepped down from the co-CEO position on January 23, 2012. Before the company produced Blackberry, it was working with RAM Mobile Data and Ericsson in turning Mobitex wireless date into a two-way paging and wireless e-mail network. During their work with the Eriksson Company, they developed Interactive pager 950 that started functioning in 1998. This device was a size of a bar soap and competed very well with Sky Tel two-way paging network that had developed by the Motorola Company (BlackBerry.com, 2010). The Canadian institution and venture capital investors funded its early development in 1995. It did this through placing it in the privately held company. Working Ventures Fund Inc. made a step by investing in the company with five million Canadian dollars. This was to be used to complete the company development of the two-way paging system hardware and software. RIM floated...
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...Research in Motion’s Blackberry: an Innovation or Communication Crisis? This report deals with Research in Motion (RIM) a global leader in innovative wireless technology, who revolutionized the Smartphone industry in 1999 with the introduction of the Blackberry. (RIM, 2012)The specific product that will be the focus of this report is their new offering, the Blackberry Torch 9810. (RIM, 2012) 1.0 Marketing Issue Research In Motion (RIM) has failed to capitalize on the BlackBerry market share to employ an effective marketing strategy. This was evident when Torch 9810 was released to compete with iPhone and Android phones; the lack of a consistent strategic marketing direction resulted in a dismal sales performance of the model (Goldfayn, 2012). RIM was unable to effectively market the technical advantages (Brodkin, 2011) of Torch 9810. Furthermore, it may have alienated BlackBerry users by RIM’s failure to have an effective integrated marketing communication (IMC) campaign to inform customers as to what and why such features were present in Torch 9810 (Dvorak, 2011). As a company that deals in products of dynamically continuous innovation, the Torch 9810 could have been such if it was marketed more effectively (Rubin, 2012). 2.0 Target Market An effective target segmentation for an organisation in order to satisfy consumers needs and wants should include demographic, psychographic and behaviour (West, Ford and Ibrahim, 2010). RIM should target consumers’ evaluation criteria with...
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