...Introduction: 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 currently used by over 77 million customers around the world. Founded in 1984 and based in Waterloo, Ontario, RIM operates offices in North America, Europe, Asia Pacific and Latin America. RIM’s common shares are listed on the NASDAQ Global Select Market and the Toronto Stock Exchange ((RIM Annual report, 2012). In order to analysis RIM`s corporation strategy, we will analysis RIM from external, internal, business level strategy and Corporate-level Strategy four part, and find key issue of RIM facing now , what is the way out. (RIM, 2012) http://www.blackberry.com/select/get_the_facts/pdfs/rim/rim_history.pdf Research In Motion (RIM), a Canadian company, introduced their new phone BlackBerry 850 in 1999 which creating the wireless email market, and also introduced a Software package called the BlackBerry Enterprise Server which help people access to work email even they are not in the office, people start to use BlackBerry as a corporate mobile phone.in 2007, the RIM became the Canada`s most valuable company, and in 2009 the global smartphone market share held by RIM is almost 20.1% (statista, 2013). http://www.statista.com/statistics/263439/global-market-share-held-by-rim-smartphones/ Key issue: The company is deteriorating http://www.theguardian...
Words: 697 - Pages: 3
...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, and administrative expenses increased from 493 million dollars to 589 million dollars; and according to RIM’s 2011 Annual Report, the majority of...
Words: 629 - Pages: 3
...Motion Case Study Report MKTG 1102 – Set K Anne Marie Webb-Hughes The Zen Group (Group B) Allysa Bikowski Sam Bryant Sarah Crossin Jeron Dillon Kevin Giles Theresa Lawson David McConville October 22, 2009 0 Problem Identification Research in Motion (RIM) will face considerable challenges moving forward. The most relevant questions at hand for the company are, “How can RIM successfully gain a more significant market share of the consumer market?” and, “How will RIM maintain its brand dominance within the business market?” Key Findings RIM, founded in 1984, is the pioneer of smartphone technology and the developer, manufacturer and marketer of the most popular portable communication device in the world, the Blackberry. Unveiled in 1998, the BlackBerry is a truly innovative product that has changed the face of business. In August 2009, Fortune Magazine named RIM the fastest growing company in the world and according to British Broadcasting Corporation, RIM profits have increased by 84% and revenues by 77% in the last three years (Fortune Magazine, 2009). Furthermore, Schonfeld (2009) reports that 56% of all smartphones in the United States are Blackberries and the bestselling smartphone of 2009 is the Blackberry Curve. Despite this success and growth, RIM faces significant challenges. The greatest challenges currently confronting RIM are maintaining its market dominance in the business market and increasing their market share in the consumer market. While RIM holds a good position...
Words: 2369 - Pages: 10
...Motion Case Study Report MKTG 1102 – Set K Anne Marie Webb-Hughes The Zen Group (Group B) Allysa Bikowski Sam Bryant Sarah Crossin Jeron Dillon Kevin Giles Theresa Lawson David McConville October 22, 2009 0 Problem Identification Research in Motion (RIM) will face considerable challenges moving forward. The most relevant questions at hand for the company are, “How can RIM successfully gain a more significant market share of the consumer market?” and, “How will RIM maintain its brand dominance within the business market?” Key Findings RIM, founded in 1984, is the pioneer of smartphone technology and the developer, manufacturer and marketer of the most popular portable communication device in the world, the Blackberry. Unveiled in 1998, the BlackBerry is a truly innovative product that has changed the face of business. In August 2009, Fortune Magazine named RIM the fastest growing company in the world and according to British Broadcasting Corporation, RIM profits have increased by 84% and revenues by 77% in the last three years (Fortune Magazine, 2009). Furthermore, Schonfeld (2009) reports that 56% of all smartphones in the United States are Blackberries and the bestselling smartphone of 2009 is the Blackberry Curve. Despite this success and growth, RIM faces significant challenges. The greatest challenges currently confronting RIM are maintaining its market dominance in the business market and increasing their market share in the consumer market. While RIM holds a good position...
Words: 2381 - Pages: 10
...CASE SYNOPSIS Business 478 Prepared by: Aswin Kumar Candice Woods Giorgio Budolig Lucas Segars Qasim Nathoo Prepared for: Jerry Sheppard March 20, 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, ...
Words: 3231 - Pages: 13
...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...
Words: 983 - Pages: 4
...Bradlow ruminated on the fate of Research In Motion, a key partner for his company. According to an industry trade publication, Bradlow told the crowd that if he were running RIM, he would "go to the 43rd floor and find a window." He went on to say the most likely outcome for RIM is a sale. A Telstra spokesperson told Canadian Business that Bradlow "immediately apologized unreservedly" for his remarks, but the damage was done. RIM has fallen so far that not even its carrier partners can resist making jokes at its expense. And RIM keeps giving its detractors more fodder. On June 28, the company announced an incredibly bleak set of earnings, including its first quarterly loss in more than seven years. BlackBerry shipments plunged 41% from the year before. Nearly one-third of its workforce-5,000 employees-will be laid off. CEO Thorsten Heins delivered one more bombshell, too: BlackBerry 10, the operating system that will supposedly revive the company, will be delayed yet again, until early 2013. RlM has experienced an incredible and bewildering fall from grace. The company's share price provides the most visceral evidence: it peaked in 2008 at $149.90, and has since crashed by 95%, dropping to less than $8 at press time. There is no doubt that a series of poor decisions and missed opportunities led RIM to this point. Former co-CEOs Mike Lazaridis and Jim Balsillie underestimated the significance of the iPhone when it debuted in...
Words: 3612 - Pages: 15
...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...
Words: 301 - Pages: 2
...NEW PRODUCT DEVELOPMENT On Apple’s New Product Development Strategy Posted on January 1st, 2010 by daniel Michael Malone from ABC News wrote an interesting article on Apple’s iPhone and its overall new product development strategy, with interesting strategic lessons for new product development and business in general. Google Nexus Offers Little Competition to Apple iPhone Why Google’s New Smartphone Won’t Knock Apple Off Its iPhone Throne COLUMN By MICHAEL S. MALONE, ABC News Jan. 1, 2010 Whether the marketplace is ready or not, the Big Guns in consumer electronics are about to make their move at the dawn of the New Year. Next Tuesday, Google is expected to announce its long-rumored Nexus One smartphone. It is undoubtedly designed to run the Google Android operating system for cellphones, which the search giant introduced more than a year ago. Android was envisioned as a major breakthrough in cellphones because it offered an "open" operating system i.e., one that other companies could use and design applications for. At the time, this strategy was compared to that of Microsoft Windows, which broke the market hegemony of Apple’s decidedly non-open OS in the mid-1980s and within a decade, turned Apple into a niche company. This time around, the new Android phones were supposed to break the hegemony of the Apple iPhone. So far, it hasn’t quite worked out that way with Android. A number of cell phone companies notably Motorola, HTC, and Samsung have adopted Android...
Words: 7979 - Pages: 32
...1/28/2015 What were some of the challenges that RIM faced to protect its intellectual property, and how did RIM handle those challenges? In 1984 Mike Lazaridis and Douglas Fregin founded RIM. Rim is wire based Telecommunication Management Company and its head quarter is bases in Waterloo, Canada. RIM is best known as developer of smart phone for business and government usage. In 2000 RIM faced great challenges from NTP (New Technology Products) ,a patent holding company which focused on field of Radio frequency antenna design and wireless email. NTP notified RIM of their patent that its wireless email services infringed, and licensed. RIM argued their headquarter is in Canada so there’s no infringement. NTP filed law suit and it continued for six years. This impact on US Government so US Supreme Court have to involve. A risk of shutdown blackberry motivated not only in US business but also in defense department. RIM finally agreed to pay amount of $612.5 million to NTP. And this settlement gives instant increase of 15% in RIM shares. Another one is, in 1999 Glenayre Electronics filed a infringement suit against RIM and claimed interactive pager line used Glenayre’s power generation. And this cause delay in RIM’s contract reneal with BellSouth company. Also quarterly earnings report was lower than expected . Then RIM signed agreement with Dell computers and Dell started selling Blackberry at large corporate accounts. On 2001 RIM take revenge, filed suit against Glenayre for...
Words: 1013 - Pages: 5
...------------------------------------------------- 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...
Words: 4686 - Pages: 19
...Principles of Marketing Essay Assignment #1 Situational Analysis Report Research in Motion Table of Contents Research in Motion Competitive Analysis OEM Market Share In September, 20.1 million Canadians ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.2 percent of mobile subscribers in Canada, followed by LG with 20.0 percent share and RIM with 14.3 percent share. Apple ranked fourth with 12.0 percent share of subscribers, while Nokia rounded out the top five at 10.1 percent. Top Mobile OEMs September 2011 Total Canada Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+ Source: comScore MobiLens | | Share (%) of Mobile Subscribers | Total Mobile Subscribers | 100.0% | Samsung | 25.2% | LG | 20.0% | RIM | 14.3% | Apple | 12.0% | Nokia | 10.1% | Smartphone Platform Market Share 8 million people in Canada owned smartphones in September 2011, representing 40 percent of the mobile market in Canada, a gain of 7 percentage points in the past six months. RIM ranked as the top platform with 35.8 percent of the smartphone market, followed by Apple at 30.1 percent. Google Android gained ground among the competition by doubling its market share to 25.0 over the past six months. Symbian ranked fourth with 4.2 percent share, followed by Microsoft with 3.2 percent. Top Smartphone Platforms September 2011 Total Canada Smartphone Subscribers Ages 13+ Source: comScore MobiLens | | Share...
Words: 1579 - Pages: 7
...BlackBerry Jim Balsille The inventor/ innovator of blackberry is Jim Balsille. He was born in Seaforth, Ontario. After high school Jim went to University of Toronto to pursue Business of commerce degree. After he did his masters at Harvard University and he did his PhD at Wilfrid Laurier. In 1992 Jim made a company called Research in Motion (RIM), this wireless technology that revolved communications with the development of blackberry. Balsille serves as Rim’s Chairman and Co- chief executive officer. Rim shared offices with a guy named Mike Lazaridis and they both ran Rim and Blackberry. They were successful businessmen in Canada and had a successful business which ran for a long time. Rim released Rim 900, the first device that is capable of using a keyboard. Rim helped blackberry to add voice calling capabilities and helped blackberry to release a colour screen. In the early 2000’s Blackberry was the most common cell phone, this cellphone was ahead of other cell phones in the market. This cell phone created many buzzes throughout the business world because most of gadgets on the phone was helpful. Some of the gadgets that were built into his phone are text messaging, push email, web browsing, internet faxing, and multi touch interface. Blackberry gave their Email service to many companies after becoming successful in the cell phone market. Many stockbrokers and celebrities were purchasing blackberries. Blackberry...
Words: 974 - Pages: 4
...10/1/2012 Submitted to : Prof. Daniel Atiff RIM has been facing massive problems ranging from top executives leaving the company to patent suits. Instead of washing its dirty lien in public has taken a stand to remain silent and progress among all chaos. To revive the company’s reputation, Thorsten Heins took over as CEO in Jan. 2012. After he declared the Earnings report & announced the release of OS BB10 on 25 September’2012, the company’s shares have started to increase in value again. Expected Actual Difference Revenue $2.47 Billion $2.9 Billion $43 Million(+) Adjusted EPS 0.27 0.47 0.20 Sales 7.8 Million 7.4 Million 0.4 Million It is apparent that RIM if at all it starts progressing again after BB10 release will need a long time to reposition itself back to glory days. But blackberry have had so much to deliver to its customers from “PUSH-Technology” to end-to-end security to now placement and integration of fuel cells in its devices which enables the blackberry to recharge itself. These amazing features are unique. Even more unique is the fact that not a single blackberry phone has been hacked till date which makes Blackberry the safest smart-phones among its competitors. Aware consumers have high expectations from BB10 which even provides multi-language support in a single text message. Recommendations: Rim must work on 3 areas to help position itself back to zenith days: Internal Management, Timeline adherence, new innovations and patents...
Words: 514 - Pages: 3
...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 and ideas. Our series of company, industry and country profiles complements our premium products, providing top-level information on 10,000 companies, 2,500 industries and 50 countries. While they do not contain the highly detailed breakdowns found in premium reports, profiles give you the most important qualitative and quantitative summary information you need - including predictions...
Words: 3096 - Pages: 13
