Research In Motion, the original name for the BlackBerry, was founded in 1984. Mike Lazaridis was an engineering student from the University of Waterloo and Douglas Fregin was an engineering student from the University of Windsor and together they found Research In Motion (RIM). When they released the first BlackBerry in 1999, it was a PDA with a paging function. It wasn’t until 2003 that they released the first BlackBerry smartphone, which supports email, mobile telephone, text messaging, Internet faxing, Web browsing and other wireless information services. It became an instant success, propelling RIM from being a small company on the fringes of the PDA market of being market leaders almost overnight. (SOURCE) Although BlackBerry was one
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One of BlackBerry’s top strength is its reputation amongst corporate users. Corporate users are extremely loyal to their brand of mobile because of another strength the company has, which relates to how secure the phone is. The security features placed in the devices are unmatched by their competitors. These strengths made it easy for many governmental agencies in the United States such as the FBI, CIA, The White House, and the State Department to choose BlackBerry. Since BlackBerries come with an encrypted military security, platform it is considered a great phone for agencies dealing with sensitive information. In addition, BlackBerry devices can be used around the world with any mobile carrier, which is very important regarding easy mobility and portability. BlackBerry also has a strong focus on product design, engineering and research and development capabilities. The goal for having strong product design, engineering and research and development capabilities is for BlackBerry to improve products that will allow the company to protect and enhance its market share in such a high competitive …show more content…
Since BlackBerry focused on one target segment, corporate users, they enhanced its security features as a Unique Selling Proposition. Although they had loyal corporate customers, they missed out on the everyday smartphone users, once BlackBerry realized how far they fell behind they were unable to keep up with their competition. Despite the fact small business owners used a BlackBerry, they had to install expensive enterprise software, which caused them to switch to competitors. In addition, BlackBerry offers limited applications on its app stores, which makes the company very unattractive. Since their competitors had simple and effective apps, they began taking away even more of the corporate customers of BlackBerry. In 2012, BlackBerry was one of the top declining brands out of the top 100 best global brands. Lastly, BlackBerry recorded weak financial performance. The company’s net revenues decreased from $18,423 million in FY2012 to $3,335 million in FY2015, this signifies a compound annual rate change (CARC) of 43% during
One of BlackBerry’s top strength is its reputation amongst corporate users. Corporate users are extremely loyal to their brand of mobile because of another strength the company has, which relates to how secure the phone is. The security features placed in the devices are unmatched by their competitors. These strengths made it easy for many governmental agencies in the United States such as the FBI, CIA, The White House, and the State Department to choose BlackBerry. Since BlackBerries come with an encrypted military security, platform it is considered a great phone for agencies dealing with sensitive information. In addition, BlackBerry devices can be used around the world with any mobile carrier, which is very important regarding easy mobility and portability. BlackBerry also has a strong focus on product design, engineering and research and development capabilities. The goal for having strong product design, engineering and research and development capabilities is for BlackBerry to improve products that will allow the company to protect and enhance its market share in such a high competitive …show more content…
Since BlackBerry focused on one target segment, corporate users, they enhanced its security features as a Unique Selling Proposition. Although they had loyal corporate customers, they missed out on the everyday smartphone users, once BlackBerry realized how far they fell behind they were unable to keep up with their competition. Despite the fact small business owners used a BlackBerry, they had to install expensive enterprise software, which caused them to switch to competitors. In addition, BlackBerry offers limited applications on its app stores, which makes the company very unattractive. Since their competitors had simple and effective apps, they began taking away even more of the corporate customers of BlackBerry. In 2012, BlackBerry was one of the top declining brands out of the top 100 best global brands. Lastly, BlackBerry recorded weak financial performance. The company’s net revenues decreased from $18,423 million in FY2012 to $3,335 million in FY2015, this signifies a compound annual rate change (CARC) of 43% during