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Blackberry

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Marketing concepts mktg-1126 | Blackberry | Group 4, Deliverable 1 | | | 1/24/2011 |

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Blackberry Blackberry smartphones are manufactured by the company Research in Motion, more commonly known as RIM. The Blackberry line was launched by R.I.M in 1999. RIM was founded in 1984 by Mike Lazaridis and CEO Jim Baisille. Its software aims to ease mobile access to email, applications and virtual real-time communication so users can stay in touch with important people and information. The headquarters for RIM are located in Waterloo, Ontario and there are offices located in North America, Asia and Europe. BlackBerry products are sold worldwide, available in over 90 countries on over 500 different mobile service operators (Blackberry). Canada, Spain, Austria and the Bahamas are only a few of the many countries where their products are sold. RIM has a commanding 56% share of the $12 billion U.S. smartphone market. And its sales are still accelerating (CNN: Money). Apple’s iPhone is blackberry’s largest competitor, with the Android smartphones being the second largest. In 2007 RIM spent over $27 million on television ads and by2009 had increased their advertising expense to an annual $337 million dollars (Elmer-Dewitt). Since BlackBerry’s creation, their target consumers have been businessmen and women. Advertisements focus on how versatile, sleek and simple to use BlackBerry’s are and how there are many applications available to assist people in doing business. BlackBerry's share in the smartphone market went from 14.8% in 2007 to nearly 50% in 2010 (Marketing Charts: Charts and Data for Marketers in Web and Excel Format). BlackBerry just launched a new flip phone called the Style, targeting a younger generation of customer. RIM claims that they were producing the smart phone before most people even knew what a smartphone was (Research In

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