In: Computers and Technology

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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 regardless of new marketing strategies and products. This assumption is made so that market shares can only grow. RIM has the ability to develop new types of products.

SWOT ANALYSIS Strengths  High customer loyalty to the Blackberry line creates a long lasting business relationship. The term “crackberry” is used to describe users’ addiction to the device. To date, there are…...

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Blackberry known for its line of Blackberry Smartphones. Mike Lazaridis who attended the University of Waterloo, and Douglas Fregin who attended the University of Windsor, grew up together in the city of Windsor, Ontario, and formed RIM in 1984. The company’s first contract was a $600,000 deal with GM that commissioned them to produce a network computer control display system. [Hicks, 2012] The company grew over the next 8 years and had success with everything from film technologies, to toothbrushes. The firm really wanted to make a push into wireless communications technologies, and they realized they would need to restructure RIM in order to achieve this goal. Jim Balsillie, a 31-year-old Harvard MBA graduate was the man called upon to help RIM. Balsillie invested $125,000 to gain a 1/3rd ownership of the company. [Waddell, 2010] Balsillie’s purpose was to make sales and run all business aspects, while Lazaridis focused on running the engineering aspect of the company. In 1996 RIM produced the Bullfrog, a small device capable of wireless email. This product was too ahead of its time to catch on with the masses as people were just starting to come to terms with cell phones, and were not interested in mobile data technologies. The Blackberry was introduced in 1999, and had minimal success. On the business side of things 1999 was a milestone as its shares were listed on NASDAQ. [RIM, 2006] By 2003 RIM was part of the NASDAQ-100 and the sales of its blackberry smartphones were taking......

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...BlackBerry is a line of mobile e-mail and smartphone devices developed and designed by Canadian company Research In Motion (RIM) since 1999. [2] BlackBerry functions as a personal digital assistant with address book, calendar, memopad and task list capabilities. It also functions as a portable media player with support for music and video playback and camera and video capabilities. BlackBerry is primarily known for its ability to send and receive (push) Internet e-mail wherever mobile network service coverage is present, or through Wi-Fi connectivity. BlackBerry is mainly a messaging phone with the largest array of messaging features in a smartphone today, including auto-text, auto-correct, text prediction, support for many languages, keyboard shortcuts, text emoticons, push email, push Facebook, Twitter and Myspace notifications, push Ebay notifications, push instant messaging with BlackBerry Messenger, Google Talk, ICQ, Windows Live Messenger, AOL Instant Messanger and Yahoo Messenger; threaded text messaging and a customizable indicator light near the top right of all Blackberry devices. All notifications and conversations from applications are shown in a unified messaging application which third party applications can access also. Many of these applications would have to be running in the background of other phones to be used. BlackBerry's push gives BlackBerry devices their renowned battery life. All data on the phone is compressed through BlackBerry Internet Service......

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