Rivals Target BlackBerry Service Business—Wall Street Journal (Sept. 11, 2013)

Current Topic Paper: Rivals Target BlackBerry Service Business—

Wall Street Journal (Sept. 11, 2013)

Will Connors in the article 'Rivals Target BlackBerry Service Business' indicates of the manner in which BlackBerry is facing competition, especially to the area of BlackBerry's Enterprise Server, with the addition of new customers in the rival companies of mobile management such as MobileIron Inc. and Airwatch. BlackBerry is trying to keep the corporate clients it currently has and also to add new ones, and this Enterprise Server was an effort in this direction and a strategic innovation to bring the company to the demands of the industry. On the other hand, the article suggests that new companies have raised their finances and are taking advantage of the trend that employees in the current times bring their own phones to work, and hence with an increase in their markets, it pose a threat to BlackBerrys and BlackBerry software.

The article has a lot to offer in terms of some of the marketing concepts. One of the most important marketing concepts that the article deals with is innovation. Innovation is a marketing strategy which is significant for a sustainable position in the market and for the achievement and for maintaining of a competitive advantage in the fast paced technological market. The article suggests of the importance that BlackBerry places on innovation and in evolving to meet the demands of the industry so that it continues its position as a market leader and BlackBerry Enterprise Server 10 was a mobile-device management tool that it offered for this purpose. It can be seen from the article that new competition has emerged and is posing a threat to the sales of BlackBerry, as more and more customers are drawn towards other startups such as MobileIron and Airwatch and hence requires from BlackBerry to innovate further or look for strategic alternatives.

Another important marketing concept that the article deals with is strategic alternatives and finding and exploring new markets. By increasing the funding and with the help of additional growth capital, MobileIron, sensed that they could expand to new markets such as in Asia and hence acquire a place in this market where mobile-device management is set to take off in the next few months. This strategy of capital growth is primarily for maximizing capital and for entering new markets which ultimately helps in the ...