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Situational Analysis Rim Canada

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Submitted By lpengelley
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Principles of Marketing
Essay Assignment #1

Situational Analysis Report
Research in Motion

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Research in Motion Competitive Analysis

OEM Market Share
In September, 20.1 million Canadians ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.2 percent of mobile subscribers in Canada, followed by LG with 20.0 percent share and RIM with 14.3 percent share. Apple ranked fourth with 12.0 percent share of subscribers, while Nokia rounded out the top five at 10.1 percent. Top Mobile OEMs
September 2011
Total Canada Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+
Source: comScore MobiLens | | Share (%) of Mobile Subscribers | Total Mobile Subscribers | 100.0% | Samsung | 25.2% | LG | 20.0% | RIM | 14.3% | Apple | 12.0% | Nokia | 10.1% |
Smartphone Platform Market Share
8 million people in Canada owned smartphones in September 2011, representing 40 percent of the mobile market in Canada, a gain of 7 percentage points in the past six months. RIM ranked as the top platform with 35.8 percent of the smartphone market, followed by Apple at 30.1 percent. Google Android gained ground among the competition by doubling its market share to 25.0 over the past six months. Symbian ranked fourth with 4.2 percent share, followed by Microsoft with 3.2 percent. Top Smartphone Platforms
September 2011
Total Canada Smartphone Subscribers Ages 13+
Source: comScore MobiLens | | Share (%) of Smartphone Subscribers | Total Smartphone Subscribers | 100.0% | RIM | 35.8% | Apple | 30.1% | Google | 25.0% | Symbian | 4.2% | Microsoft | 3.2% |

Direct Competitor Comparison | | | RIMM | AAPL | GOOG | NOK | Industry | Market Cap: | 5.29B | 524.56B | 186.14B | 9.80B | N/A | Employees: | 16,500 | 60,400 | 33,077 | 122,148 | N/A | Qtrly Rev

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