Research in Motion Limited - Blackbberry Case Study

STRATEGIC MANAGEMENT PAPER

ENTS 625

ASHISH KAPOOR

109-44-0523

RESEARCH IN MOTION LIMITED (USA)

"ALWAYS ON, ALWAYS CONNECTED"

This report will focus on the analyzing the company (RIM) from a consultants perspective and provide recommendations based on SWOT analysis on effective strategy to maintain its strategic competitive advantage over the competitors.

Company Background

Research in Motion Limited (RIM), incorporated on March 7, 1984, is a designer, manufacturer and marketer of wireless solutions for the worldwide mobile communications market. Based in Waterloo, Ontario, & has offices in North America, Europe and Asia Pacific. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for access to time-sensitive information, including email, phone, short message service (SMS) messaging, Internet and intranet-based applications. RIM technology also enables an array of third-party developers and manufacturers to enhance their products and services with wireless connectivity to data. The Company's primary revenue stream is generated by the BlackBerry wireless solution. The BlackBerry wireless solution consists of wireless devices, software and services. It can provide users with a wireless extension of their work and personal email accounts, including Microsoft Outlook, IBM Lotus Notes, Novell GroupWise and many Internet service provider (ISP) email services.

BlackBerry Smartphones:-

BlackBerry smartphones are communication tools that incorporate wireless technology to deliver mobile communications access. Utilizing push-based technology that automatically delivers email and other data to a BlackBerry smartphone, as well as a mobile phone and fully integrated browser and organizer applications, BlackBerry products manage information and communications from a single, integrated device. BlackBerry smartphones are available from over 200 carriers and are designed to operate on a variety of carrier network types. The BlackBerry Curve is an addition to the BlackBerry smartphone family. The BlackBerry Curve offers features without compromising on core BlackBerry functionality. The BlackBerry Curve offers email, Web browser, text messaging, instant messaging, organizer applications, mapping and phone, as well as a two- megapixel camera, enhanced multimedia and expandable memory.

The BlackBerry 8800 Series is compact and slim with capabilities, including a screen with built-in, light-sensing technology, built-in global positioning system (GPS) and mapping, expandable memory, media player, tethered modem and a battery. The BlackBerry Pearl is a small smartphone designed to take BlackBerry beyond the enterprise market segment. The BlackBerry Pearl offers phone, digital camera, multimedia capabilities and expandable memory in addition to the full BlackBerry experience of email, Web browser, text messaging, instant messaging and organizer applications. The BlackBerry 8700 Series features Web browsing and attachment