...Towson University | Blackberry | Consumer Profile Analysis | | Anna Chapman, Tyra Enoch, Bradford Bauer, David Stup | 12/13/2011 | Executive Summary Recently, Blackberry has fallen short in their technology innovation. This has allowed competitors to enter the market with newer innovations and better research to please consumers. By initially only targeting the business professional, Blackberry eliminated their appeal to a large chunk of the market. The new proposed target market of young professionals, 18-25, was evaluated through focus groups. The focus groups allowed insight into consumer demands, which included reliability for use in everyday life. The launch and creation of the Blackberry Sport can meet the consumer demands in style as well as technology advancement, which ultimately may make Blackberry the top smartphone once again. Table of Contents Executive Summary1 Blackberry Introduction3 Company Overview4 Current Target Market; Benefit Segmentation4 Identification of New Target Market6 Focus Group Research7 Analysis of New Target Market10 Common Consumption Behaviors10 Target Market Decision Making Process12 Product Modifications and Recommendations14 Works Cited19 Blackberry Introduction Research in Motion, the forefront of enterprise mobile communications in this decade was founded with the business professional in mind. Founded in 1984 the company was based off a product called Blackberry. Charging a fee for a pager like device...
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...only one clear message - that the BlackBerry smartphone is not a toy. The underlying message that I see is that RIM is telling the consumers that the BlackBerry smartphone is not what their competitors’ phones are - toys. There is no actual reference to Apple or Android or any other competitor, but the fact that their message “It’s not a toy” is repeated 3 times in their 29 second commercial and thing that is said, it is obvious to me what the unspoken message is. Communications strategy I believe that the maker of this commercial was trying to appeal to the humorous side in their choice to open up with the Jack in the Box toy and end with the very colorful xylophone. At the same time, I also felt that RIM wanted the reach both the consumers’ logical side and emotional side. When I see this commercial, as a BlackBerry smartphone user, I see that RIM’s phones are logical and for the more mature adult user. I also see that it reaches out to me emotionally and how I feel about their phone. I love their phone and the fact that it is not a “toy” is one of the things I personally like about the phone. I feel like consumers who want to play games and play around with applications all day long, can be happy with the “toy” smartphone that Apple and other competitors offer. I know that I want the BlackBerry phone to be the one that is set apart from the rest, for the serious business person, but that can also provide “fun” for those BlackBerry users who also may want those features...
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...1 Problem Statement RIM’s iconic product, Blackberry, has lost its lead in the smartphone market and continues to decline. Now RIM faces the decision of whether they should continue with their focus on business users or enter a new market segment that has been growing: users of useful, yet entertaining smartphones. How can Blackberry stop declining and become competitive again? 2 Situation Analysis In 2003 RIM launched the Blackberry. RIM gave users the first way to take the internet with them everywhere on their cell phone. They were pioneers leading the market. By 2008 RIM had 45% of the US smartphone market share and became the most popular smartphone in the USA.1 Blackberry targeted business professionals and government clients. RIM intended to provide the user with a useful interface that could synchronize computers to phones and simplify work regardless of where you were working from. They also offered a messaging system that was superiorly secure. Blackberry’s main competitors are Apple’s iOS and Google’s Android platform. Apple required all App’s for the iPhone to be sold through their store. Android, being free source, could be modified by any programmer. In 2012 Blackberry’s App World Store had less than a 5th of the selection compared to the Apple AppStore (Exhibit 1). The iPhone and Android phones had a touch screen interface which provided a novel interaction and a much larger screen. This, added to the attractive designs, hundreds of apps offered, and...
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...and nondiscretionary access controls, they are a large company and will need someone to be in charge of each control because not everyone have the same access. 4. Backordered parts are a defense contractor that builds communications parts for the military. All employees communicate using smartphones and email. They would need Discretionary, content-dependent and rule-based access control, they have a group of people who contain sensitive data that need to be controlled. They communication parts need to be safe. 5. Confidential Services Inc is a military-support branch consisting of 14,000,000 computers with internet access and 250,000 servers. All employees must have security clearances, and they communicate mainly using BlackBerry devices and email. They would need Mandatory, Discretionary, role-based, rule-based, content-dependent, nondiscretionary. They have many individuals all who need different access, so they need someone...
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...Blackjacking Security Threats to BlackBerry® Devices, PDAs, and Cell Phones in the Enterprise Daniel Hoffman Wiley Publishing, Inc. Blackjacking Blackjacking Security Threats to BlackBerry® Devices, PDAs, and Cell Phones in the Enterprise Daniel Hoffman Wiley Publishing, Inc. Blackjacking: Security Threats to BlackBerrys, PDAs, and Cell Phones in the Enterprise Published by Wiley Publishing, Inc. 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com Copyright © 2007 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada ISBN: 978-0-470-12754-4 Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: The publisher and the author make...
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...study investigated how well the external and internal changes in RIM and analysis the environment remote effects on the company transformation. The research design included literature review, data collection, data analysis and recommendation. It is no longer the era of BlackBerry, as one of famous company in Canada. Before the iPhone launched on, BlackBerry seems like a legendary brand in cell phone industry, since they create the convenience EMAIL push service. Likeness, just five years ago, “BlackBerry” was virtually synonymous with “Smartphone.” It was well on its way to becoming a generic trademark, like Kleenex or Band-Aid, that would seemingly forever be associated with its entire sector (Thierer, 2012). In order to research how the BlackBerry can be changed and manage the change, the paper as qualitative research to analysis the external and internal changeability. The process of writing paper is followed the Lincoln and Guba’ evaluative criteria (1985) that based on credibility, transferability, dependability and conformability. The data collections use searching journals, web source, and online library. The PEST analysis implement on data analysis. Background of the company BlackBerry Ltd (formerly known as Research In Motion Ltd) is telecommunication and wireless equipment company headquartered in Waterloo, Canada. It started operations in 1984 with a vision of communication that offered paging products and services. It was founded by Mike Lazaridis...
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...Porter’s Five Force Model There are some different approaches available when measuring the profitability in a market, or industry. I choose to use the model by Michael E. Porter, where the profitability potential of an industry, described as the long run return on investment, is reliant on the degree of competition in the selected industry. The five forces that Porter mentions are; threat of entry, supplier power, buyer power, threat of substitutes and industry rivalry. Threat of entry The threat of new entrants into the market segment dominated by RIM is quite high. All the established companies in the mobile industry are possible entrants to the diversified communication services industry of RIM. Although RIM has up-to-now been able to take full advantage of its technological dominance in the market , there still remains the possibility of new companies to enter using older versions of the technology in a modernized and revamped way. A recently entrant to the market is Apple corp. with its iphone. Because of the dominance of RIM in its own lucrative segment it will always face the threat from new entrants. Supplier power The bargaining power of suppliers in the manufacturing face is considerably low in this industry, for instance, processors of the same architecture used by RIM is produced by many companies such as Intel, Freescale Semiconductor, Texas Instruments, Royal Philips Electronics, Samsung and STMicroelectronics. However, as I mentioned earlier there are...
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...group, Im Md shihab Alam khan, then…..well today the topic of our presentation is how blackberry does it. So here we will discuss on blackberry’s history, features, advantages, market share etc. before that I would like to talk a bit on the emergence of smartphones. Emergence of smartphones: Who introduced smartphone first apple, rim, htc, nokia. Actually IBM was the first organization offered consumers a highly advanced mobile phone. In 1993, the company introduced what could be considered the world's first smartphone - simply called Simon. This first smartphone featured an amazing array of features - email, address book, clock, calendar, note pad, and even the ability to send and receive faxes. During the mid-90's, Nokia began to heat things up by introducing its first line of smartphone - the Nokia 9000 series. This phone was not only the first in a series of popular smart phones manufactured by Nokia, they were also the most expensive, coming in at 20-40% more costly than its rivals. The Nokia 9210 was indeed the first real and true smartphone due to its open operating system. After that company like Rim, HTC and apple started producing smartphones. History of BlackBerry: BlackBerry is a line of wireless mobile devices developed by Canadian company Research In Motion popularly known as RIM. In the picture we can see Jim balsilli and mike lazaridis, maker of the world renowned Blackberry wireless solution. previously it was a computer science consultancy firm in 1984. Although...
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...and Personal Care products. This global giant is known for its ability to leverage products and brands throughout the world by tailoring them to local conditions and for its commitment to top-quality management. Unilever recruits its managers from all over the world and carefully trains them to serve as a unifying force for its operations. In March 2004, Unilever's senior management ordered the company's thousand top executives to be equipped with mobile handheld devices to increase their productivity. The devices had to provide both voice and data transmission, operate on different wireless networks, be able to view e-mail attachments, such as Word files, and run on battery power for more than four hours. The company selected BlackBerry 7100, 7290/ and 8700 handhelds from Research in Motion because they were the leader in their category and they worked with heterogeneous e-mail servers and multiple wireless network standards, including CDMA and Wi-Fi. Selecting the handheld was the easy part. The hard part was making sure Unilever's handhelds were secure. Wireless handhelds are easy to lose or steal because they're so portable, and they are penetrable by hackers and other outsiders. PDAs and smart phones, especially those used by senior executives, often store sensitive corporate data such as sales figures, social security numbers, customer names, phone numbers, and e-mail addresses. Unauthorized users may be able to access internal corporate networks through these...
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...(RIM) commonly known as RIM is an Canadian company is the primarily maker and provider of BlackBerry wireless devices and e-mail services (Roberto, 2010). In 1984, Research in Motion Ltd. (RIM) is founded by Mike Lazardis. The headquarters of the company are in Waterloo, Ontario, Canada (RIM, 2012). Slogan Following is the slogan of RIM: “Love what you do” (BlackBerry, 2012). Company Overview "Research In Motion Limited (RIM) is the company behind the BlackBerry product line" (RIM, 2012). RIM is a designer, producer and marketer of wireless solutions in the worldwide mobile communications market and revolutionized the mobile industry with launch the BlackBerry smartphone in 1999 (RIM, 2011). The company was founded by Mike Lazaridis and RIM was established in 1984, while Lazaridis was studying at the University of Waterio, Ontario (RIM, 2011). There are approximately 16.000 employees in the company and the company's approximately 5000 employees work in the R&D department, in Europe, Canada and the U.S (RIM, 2011).Since 1996 the company has been developed and grown and RIM the world's fastest growing company became the cover on the Fortune magazine in August 2009 (RIM, 2011). Approximately 150 million BlackBerry smartphones sold in 2011 (RIM, 2011).Blackberry smartphones are the top-selling smartphones in the US (Maisto, 2012). Mission Statement RIM's mission is to make BlackBerry smartphones and other products became the most popular around the world (Roberto, 2010). Improve...
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...development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for seamless access to time-sensitive information including email, phone, SMS messaging, Internet and intranet-based applications. The maker of the BlackBerry Smartphone, Research In Motion Ltd. (RIM) is facing a rather hard situation from an investor to change its leadership to improve the management. External Environment Economic: The economic factors plays a key role in the smart phone industry as the demand is fairly elastic and it is mostly based on consumer income but the recent economic downturn has had an impact as people are not willing to spend on a product unless the price is right and it offers the promised values but the smart phone industry is expected to grow at fairly steady pace and the developing economies of India, China, Latin America provides a platform for RIM. Since the sales of blackberry are made throughout the world the exchange rates will also have an impact on RIM as the fluctuation in exchange rates can suddenly make blackberry competitive or prohibitively expensive. The exchange rate fluctuation can have a profound on blackberry especially in price sensitive markets like India and China. RIM has stock options in various countries and exchange rates directly affect the realized return on an investment portfolio with overseas holdings social Socio-Cultural: The communication industry is entangled greatly with...
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...BlackBerry is a line of mobile e-mail and smartphone devices developed and designed by Canadian company Research In Motion (RIM) since 1999. [2] BlackBerry functions as a personal digital assistant with address book, calendar, memopad and task list capabilities. It also functions as a portable media player with support for music and video playback and camera and video capabilities. BlackBerry is primarily known for its ability to send and receive (push) Internet e-mail wherever mobile network service coverage is present, or through Wi-Fi connectivity. BlackBerry is mainly a messaging phone with the largest array of messaging features in a smartphone today, including auto-text, auto-correct, text prediction, support for many languages, keyboard shortcuts, text emoticons, push email, push Facebook, Twitter and Myspace notifications, push Ebay notifications, push instant messaging with BlackBerry Messenger, Google Talk, ICQ, Windows Live Messenger, AOL Instant Messanger and Yahoo Messenger; threaded text messaging and a customizable indicator light near the top right of all Blackberry devices. All notifications and conversations from applications are shown in a unified messaging application which third party applications can access also. Many of these applications would have to be running in the background of other phones to be used. BlackBerry's push gives BlackBerry devices their renowned battery life. All data on the phone is compressed through BlackBerry Internet Service (BIS)...
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...Adjusted EPS 0.27 0.47 0.20 Sales 7.8 Million 7.4 Million 0.4 Million It is apparent that RIM if at all it starts progressing again after BB10 release will need a long time to reposition itself back to glory days. But blackberry have had so much to deliver to its customers from “PUSH-Technology” to end-to-end security to now placement and integration of fuel cells in its devices which enables the blackberry to recharge itself. These amazing features are unique. Even more unique is the fact that not a single blackberry phone has been hacked till date which makes Blackberry the safest smart-phones among its competitors. Aware consumers have high expectations from BB10 which even provides multi-language support in a single text message. Recommendations: Rim must work on 3 areas to help position itself back to zenith days: Internal Management, Timeline adherence, new innovations and patents. For investors, it is the perfect time to invest in RIMM shares, either the company stand high again or it will be taken over and in both cases investors can expect huge profits ranging from +50% to +150%. For blackberry admirers & users, it is high time to keep eyes on release of OS BB10. As Heins said that, carriers have committed to pushing BlackBerry 10 and have noted that the...
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...population of 1.1 billion are under 25. Roughly 31% of the population in India are under 14 while 40% are under 14 in Nigeria. Middle class and young people have large spending power, so these developing Asia and Africa countries are the future market we should be in the next five year. A Citigroup economist made a prediction that Nigeria’s economy will grow at an average rate of 6.9% until 2050. The need of mobile phones is explosive since there’s almost no land-line phone, not all the family has computers, laptops. Also, the Internet access is expensive, so mobile phone is one of the few options that Nigerians have to communicate with their friends and family. There are roughly four million Smartphone in Nigeria, but only 50% of them are Blackberries. The market there is competitive but has lots of potential. Given Nigeria’s growing demographics, as long as RIM can maintain its current market share, it will grow anyway. The largely undeveloped market is getting bigger, richer and also shifting to higher-value Smartphone all at the same time. The same assumption for the future five years applies to India, Mexico and Indonesia, too. Although Apple doesn’t open a store in Nigeria yet, it is trying to tap this market. Recently some local retailers have been reached by Apple and...
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...Week 3 Reflection Summary BIS/220 Week 3 Reflection Summary In last week’s materials, my teammate and I have gained some useful and interesting knowledge about the wireless devices, smartphones, we use every day. We have learned what allows us to send emails, text messages, and pictures to our friends, family, co-workers, and classmates. In our summary of week three’s information, we will discuss how our smartphones work using transmission media and artificial intelligence. Also, we will mention how we use these devices throughout our everyday lives. The first ever smartphone was the blackberry which some people still use today, but technology has reached a new high. Today, we use our smartphones to keep in touch with friends through text messaging and family. We also send emails to our co-workers and classmates. Another advantage of having a smart phone is being able to take pictures no matter where you are and send them to far away loved ones or a friend down the street. We can even use the internet to do research on products and information for school or work. We know how to use these features but what makes them work? Signals sent through waves of media transmission answers that question. There are four different types of media transmission in which will be discussed. The first is microwave transmission which is used for high-volume, long distance, line-of-sight communication. Next, we have satellite transmission which makes use of communication...
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