Research in Motion (Blackberry) Case
CASE: Research in Motion (RIM)
Introduction
Research In Motion (RIM) is the company behind BlackBerry, one of the best-selling smartphone brands in the US. RIM first went public in 1997 and introduced BlackBerry as a paging device that allowed user to read emails. Soon, BlackBerry evolved into a full blown smartphone: a call, text, email capable organizer. It first gained ground in the business community and government, with its high-se curity and essential business features. BlackBerry was the most reliable, secure and efficient communication device. By 2003, RIM was the innovation leader in the smartphone category, providing consumers with a no-frills way to surf and email. It was the perfect communication device, with its software and hardware made by RIM itself. By partnering with many global networks, BlackBerry made itself available to business customers everywhere. After its first mass marketing campaign in 2008, subscription skyrocketed, with the BlackBerry as the new “cool” gadget. BlackBerry has tried to keep up with the competition and add more consumers than business customers by giving their phones multimedia capabilities as well as adding models with touch screens and offering BB Messenger, but now it finds itself struggling to gain ground against Apple and Samsung.
Marketing Problem
How can RIM reinvent itself in order to recapture customers or stay relevant?
Market Area Blackberry has been one of the leading brands that produces cellular phones, tablets and smartphones (both of which RIM competes in), worldwide. The industry is very competitive, with the other popular brands such as Apple, Samsung, LG, HTC and Sony contending for users. Today, rivals such as Apple and Samsung holds 52% of the smartphone sales. RIM, with 6.0% shares of the market, now has been finding ways to be more competitive and bring back loyalty.
Market Analysis
Strengths
Weaknesses
High-security softwares
Partnership with the U.S. enterprise and government
Introduction
Research In Motion (RIM) is the company behind BlackBerry, one of the best-selling smartphone brands in the US. RIM first went public in 1997 and introduced BlackBerry as a paging device that allowed user to read emails. Soon, BlackBerry evolved into a full blown smartphone: a call, text, email capable organizer. It first gained ground in the business community and government, with its high-se curity and essential business features. BlackBerry was the most reliable, secure and efficient communication device. By 2003, RIM was the innovation leader in the smartphone category, providing consumers with a no-frills way to surf and email. It was the perfect communication device, with its software and hardware made by RIM itself. By partnering with many global networks, BlackBerry made itself available to business customers everywhere. After its first mass marketing campaign in 2008, subscription skyrocketed, with the BlackBerry as the new “cool” gadget. BlackBerry has tried to keep up with the competition and add more consumers than business customers by giving their phones multimedia capabilities as well as adding models with touch screens and offering BB Messenger, but now it finds itself struggling to gain ground against Apple and Samsung.
Marketing Problem
How can RIM reinvent itself in order to recapture customers or stay relevant?
Market Area Blackberry has been one of the leading brands that produces cellular phones, tablets and smartphones (both of which RIM competes in), worldwide. The industry is very competitive, with the other popular brands such as Apple, Samsung, LG, HTC and Sony contending for users. Today, rivals such as Apple and Samsung holds 52% of the smartphone sales. RIM, with 6.0% shares of the market, now has been finding ways to be more competitive and bring back loyalty.
Market Analysis
Strengths
Weaknesses
High-security softwares
Partnership with the U.S. enterprise and government