Assignment

Innovation in Mobile communications industry: An analysis Blackberry

Table of Contents
1.0 Introduction 1
1.1 Innovation 1
2.2 Types of Innovation 2
3.0 Types of Innovation Patterns 3
4.0 Innovative case: Blackberry 5
4.0 SCAMPER: Blackberry 6
5.0 The theoretical perspectives of innovation 8
6.0 Innovation Diffusion Theory 8
7.0 Social Shaping of Innovation Theory 9
7.0 Organizational culture: A Foundation for Innovation 10
8.0 Innovation and mobile telecommunication sector 10
9.0 PESTEL analysis: external environment 11
PESTLE analysis 11
Why PESTEL is important 11
How PESTEL helps to improve or develop the product 11
PESTLE analysis on Blackberry 12
10.0 Porter’s Five Forces Model: Industry Structure Analysis 15
Porter’s Five Forces: 15
Why it is important? 15
How Porter’s Five Forces Analysis help product 15
Porter’s Five Forces analysis on Blackberry 16
Recommendation 17
Conclusion 18
References 19
Appendices: 24
1.0 Introduction
Information and communication technology is one of the best podiums for innovation. Mobile communication sector is an example of that. The observation of this industry will easily clarify that, each and every day new innovation is coming to replace the old one. Considering the product life cycle of this industry, one may find that, in most case it has a small life span. Kotler and Armostrong (2010) stated Products Life Cycle (PLC) in a five distinct stage including Product development, Introduction, Growth, Maturity and Decline. In mobile communication industry most of the products complete PLC rapidly as new innovation makes that obsolete.
In fact, the market for mobile phones is being considered as the most dynamic sector in the world. Turnbull et al. (2000) asserted that, changes in technology, acceptance in the market, innovation of product is quiet astonishing in mobile communication sector. In the highly competitive industry, to survive a company should focus on the innovation and adaptation said Koski and

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