Mini Case on Research In Motion

Presentation byAkhil Satish MukundanRV College of Engineering,Bangalore,India

Research in Motion (RIM) was launched in 1997 and develop innovative business communication devices. The primary product is the blackberry

The Blackberry device which is credited for initiating the smartphone obsession.

• Initial success of RIM was due to the well-timed rollout of innovative products

• Robust security platform, thus best suited for govt. agencies.

• Product was available to all the cellular services.

But what made them different?

RIM targeted key market influencers to launch its original product line

Try before you buy with wall street bankers

“It was a puppy dog sale,”Lazaridis says. “Take a puppy dog home, and if you don’t like it, bring it back”. They never come back.”

Blackberry's major advertisement campaign in 2012

Obama is BERRY attached too…

what went wrong?

• The early success of the RIM product line has been lost as many other market competitors have taken the concepts established by RIM and expanded with new offerings.

• Should have focused more on commercialization.

When? Where?

To whom? How?

commercialization

Is Blackberry still a leader?The figure shows the sales in the year 2013,Blackberry has only 2% market share and this has drastically reduced from 19% in 2010.

Then?RIM tried to reach out to their customers by coming up with various innovations and enter the other sectors with the same product line.

But sadly…These offerings did not appeal to the vast majority of the public sector as necessary or relevant.

Should Blackberry do..

Innovation!

Blackberry should focus in a particular segment.

Business phones

Blackberry should work on their ideas and manage them.

Generating ideas(new models)

Interacting with

employees

Interacting with

outsiders

Studying competitor

s

Adopting creativity

techniques

Attribute listing

Mind mapping

Morphological analysis

SummaryAbout RMI and their key of success.

RMI should have focused on.

Is RMI still a leader?

What strategy they should follow in the future?

Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River: Prentice Hall.Lyons, G. (2013). 2013 Mobile Market Share [Infographic]. Retrieved March 22, 2015, from http://connect.icrossing.co.uk/wp-content/uploads/2013/01/Global-mobile-statistics1.png Rocha, E., & Sharp, A. (2014). BlackBerry cuts loss and sees rising sales; shares jump. Retrieved March 22, 2015, from http://www.reuters.com/article/2014/09/26/us-blackberry-results-idUSKCN0HL13J20140926 Zeis, A. (2013). Research In Motion Limited OFFICIALLY renamed to BlackBerry Limited. Retrieved March 22, 2015, from http://crackberry.com/research-motion-limited-officially-renamed-blackberry-limitedhttps://www.google.co.in/search?q=rvce&biw=1366&bih=599&tbm=isch&source=lnms&sa=X&ved=0ahUKEwjij8eW9sjNAhUJxYMKHXbfDWwQ_AUICCgD#tbm=isch&q=blackberry+be+bold&imgrc=p_PcclNlkc-4KM%3A

Disclaimer Created by Akhil Satish Mukundan, RV College of Engineering, Bangalore, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow