Research in Motion

Research in MotionNow Blackberry

Research in Motion

The roots of present mobile world.

A Canadian company which is widely known for BlackBerry . Its product mix includes :

Black Berry Smartphones and Tablets.Secure and High Reliability SoftwareTechnology Solutions

Main inventions

Important Innovations:1997 Black Berry

2013BlackBerry 10

2015 Priv

Notable Awards

Notable AwardsEmmy Award for Technical Innovation 1994

The KPMG High Technology Award 1994

S

PODsHighly secure system. Hence, it is widely used in Government offices .

It has a wide range of applications in Business field. Most of the Businessmen use it.

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Advertisements

The BlackBerry boys ad shows its attempt to change from a mobile for businessmen to one for everyone.

What led to its success ??. Success factors

What led to its success ??

Changed the way people communicate

End to end Solution providerIt used its own hardware and OS.

Partnership with carriersWide range of distributorsAvailable world-wide

Partnership with carriersWide range of distributorsAvailable world-wide

11

What happened after 2008

How did it fall then ??

Increased Competition - Apple

Increased Competition

Due to its brand name, Berry could easily surpass it

Apple fought backDecrease in sales

What led to the fall ??

The Result ??Was pressurized to launch products with improved technology.

Lack of proper Research before launchingProducts launched with many flaws.

Believed in the same old OS

The result ??Finally decided to use Android in its latest productsLaunched Priv

Finally decided to use Android in its latest products andLaunched Priv in 2015

What next ??

By concentrating on its strengths, it can gain back its original position.

Has to drop down the mobile business.Can excel in providing IOT solutions Can concentrate on

Can excel in providing IOT and QNX solutions .

RIM started its journey in 1986It became the leader in technological innovations.It s profits rose to the sky with the launch of BlackBerry in 1997. Later, Apple and Android gave a tough fight to RIM.At first, it could resist the competition.The sales went down due to a high competition.Developed QNX software to compete with Apple and Android and launched BB Z10 and Q10.Finally decided to use Android in its latest phones and launched Priv in 2015.As it has a strong grip on providing QNX and IOT solutions, it needs to concentrate on them.

Important innovations of RIMPODsAdvertisements of RIM Reasons for its successReasons for its fallPossible future of BlackBerry.

DisclaimerThis is presented by Sindhu Madicherla (IIT Guwahati) as a part of Marketing Research internship underProf. Sameer Mathur,IIM Lucknow