RESEARCH IN MOTION (RIM)

Research In Motion (RIM)

Table of Contents

Introduction3

Strategic Business Unit3

Blackberry4

Current Business Environment affectingthe telecom industry4

PESTLE analysis of the industry6

Please find this part at the endof appendix6

Porter's Five Forces Analysis6

Opportunities and Threats8

SWOT Analysis8

Strength & Weaknesses of RIM9

Dynamic Capabilities Value9

Analysis of Strategic Capabilities11

Market Segmentation and Positioning Strategy11

Strategy for Smartphone Supremacy11

Entrance of Blackberry in Tablet Market12

Niche Marketing Proposed for Blackberry12

Branding Strategy13

How RIM Can Achieve Competitive Advantage13

Value Chain Analysis14

Core Activities14

Support Activities15

Evaluation of possible future strategies16

Implementation of Strategic Changes16

Conclusion17

Recommendations17

PESTLE analysis of the industry30

Political30

Economic30

Social30

Technological31

Legal factors31

Environmental Factors32

Research In Motion

Introduction

Research In Motion (RIM) is a society Canadian specializes in the design, manufacture and marketing of wireless solutions for the mobile communications market. In addition, it operates a system of electronic messaging wireless system who's most visible is the BlackBerry.

Mike Lazaridis founded Research In Motion in 1984 to Waterloo in Ontario (for detailed history see appendix 1). In 2009, Jim Balsillie, and he has been co- CEO. Principles of Research In Motion as a developer was given in 1995 with funding of 5,000,000 Canadian dollars from Canadian institutions of capital.

Prior to device fabrication Blackberry, RIM worked with RAM Mobile Data Company and Ericsson to develop wireless data network called Mobitex, with features such as paging and dual wireless system email. Central to this development was the release of data Pager Inter @ ctive pager 950 which was launched in August 2000. With the size of a bar of soap that would compete with Skytel device developed by Motorola and was also a dual data system or two-way.

RBC Capital Markets and JP Morgan Securities are at the present supporting RIM in analysising its financial performance and business, to recommend the business on its potential prospects.

Strategic Business Unit

Each strategic business unit of RIM performs independently. Each unit is a profit centre, clearly responsibility and duties. Each unit performs the different tasks, and they can support each other. BlackBerry is a product of the Canadian company Research In Motion. BlackBerry devices wirelessly transmit data through the network operator's mobile phone or Wi-Fi. BlackBerry has contributed to progress in the market of mobile devices, the first focusing on e-mail. Used here for the first time the method of push e-mail allowing continuous connection of the terminal with a BlackBerry and receive email in real time. What distinguishes the BlackBerry is the BlackBerry OS operating system (Robinson 1991 pp. 144-147).

Blackberry

BlackBerry is a product of the Canadian company Research In Motion. BlackBerry devices wirelessly transmit data through the network operators mobile phone or Wi-Fi. BlackBerry has contributed to progress in the market of mobile devices, the first focusing on e-mail. Used here for the first time the method of push e-mail allowing continuous connection of the terminal with a BlackBerry and receive email in real time. What distinguishes the BlackBerry is the BlackBerry OS operating system. Not used by other manufacturers and a bit hostile when it comes to entertainment, but most of all BIS (BlackBerry Internet Service) or - for business customers - BES (BlackBerry Enterprise Server) (see appendix 1) - premium services allowing ...