ivth sem - strategic management project report - blackberry

7/28/2019 IVth SEM - Strategic Management Project Report - BlackBerry

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ACKNOWLEDGEMENT

I hereby take the opportunity to express my profound sense of reverence andgratitude to all of them who have helped me in successful completion of this training.It was a privilege for me to work with RIM, BlackBerry, Lucknow.

I wish to express my sincere gratitude to Mr. Namit (Sales Executive), atREDINGTON, LUCKNOW and all employees of RIM for their guidance andvaluable support rendered to me in solving my problems and difficulties that I facedin completion of this task.

Most importantly, I would like to thank my Parents for helping me out for everypossible thing that they could. Also Mr. Jatin Srivatava (Incharge of Managementof Depatment, BBDNITM, Lucknow), all the Faculty Members and My Guidefor this Project Mr. K.K Pandey without whom all this would have beenimpossible.

Thank you GOD for giving me a light of sincerity and excellence.

Moreover the crux of knowledge, care and support of all who have enabled me togain this memorable practical experience will keep me learning all through my life.

Regards:-Pranjal Verma

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PREFACE

BlackBerry accounts for 15% of mobile device sales in India in 2011, makingits manufacturer RIM the most popular device maker (25% of mobile devicesales are smartphones). The consumer BlackBerry Internet Service is available in 91countries worldwide on over 500 mobile service operators using various. As ofOctober, 2011, there were seventy million subscribers worldwide to BlackBerry.

This project deals with:

The Sales Strategy of Research In Motion Ltd. In Indian Market.

Consumer Survey of BlackBerry Smartphones to analyze its demand inLucknow, and further in the whole country.

The report embodies the result of the project entitled Sales Strategy of ResearchIn Motion Ltd., BlackBerry In Indian Market and find communication strategy toincrease its penetration in India. We deem it as a matter of great fortune to gettraining at REDINGTON (BlackBerry), which is a pioneer name in itself spells out a

Saaga of valued managerial traditions work culture and professional cannons canmake anyone by any reason to be proud of being its part in one way or another.

The training was quite inspiring, satisfying, knowledge gaining and academicallyrewarding.

CONTENTS

Acknowledgement

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Preface

Executive Summary 4-5

Organization Profile 5-19

Product Profile 20-32

Sales Strategy in India 33-44

Research Methodology 45-48

Findings, Analysis and Interpretations 49-61

Learning 62-63

Suggestions 64-65

Conclusion 66-67

Appendix : 68-72

1. Consumer Response Questionnaire

Bibliography 73-74

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I, the student of BABU BANARASI DAS NATIONAL INSTITUE OFTECHNOLOGY & MANAGEMENT, LUCKNOW, batch of 2011-12 conducted adetailed study on behalf of REDINGTON INDIA LTD.

On

1) Consumer Survey of BlackBerry Smartphones to analyze its demand inLucknow, and further in the whole country.

2) The Sales Strategy of Research In Motion Ltd. In Indian Market.

The training program started in REDINGTON (BlackBerry), Lucknow Branch

from 17th JANUARY, 2012 to 15th FEBRUARY, 2012 (4 weeks).

My project at REDINGTON would help the organization :-

To analyse the demand estimation of BlackBerry Smartphones in Lucknow

and further in the whole country.

To understand the Sales Strategy of Research In Motion Ltd. In IndianMarket.

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ORGANIZAT

IONPROFILE

ORGANIZATION PROFILE

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INTRODUCTION

RIM is a Canadian multinational telecommunications company headquartered inWaterloo, Ontario, Canada, that designs, manufactures and markets wirelesssolutions for the worldwide mobile and telecommunications market. RIM providesplatforms and solutions for access to information, including e-mail, voice, instantmessaging, short message service (SMS), Internet and intranet-basedapplications and browsing. RIMs portfolio includes the BlackBerry wirelesssolution, the RIM Wireless Handheld product line, software development tools andother software and hardware. It was founded by Mike Lazaridis, who currentlyserves as its vice chair of RIM's Board and Chair of the Board's new InnovationCommittee. The company is listed on the NASDAQ stock exchange in the USA in

addition to the Toronto Stock Exchange in Canada.

OBJECTIVE

Though RIM is renowned around the world for its innovative and leading edge inwireless technology, our Employees have matched this innovation and lead thecontinued growth of the enterprise. Across the America, Asia and Europe, this teamdrives our remarkable results, developing long term strategic relationships withcustomers, clients and associates that are built on trust and a strong businessunderstanding of their commercial needs.

As we continue to grow and move forward, we are always looking for talented peopleto join us on this exciting journey. We have a great product, so we are responsiblefor doing it justice with our marketing strategies and practices.

Functioning of Redington:

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In this Corporate office, Redington plans for the products to be sold, quantity of

each product and strategy to sell the same. At present, BlackBerry and Apple are

the only brands marketed by Redington in India. The two areas, which are

given special attention are -'customer focus' and after sales service.

.

Size and Hierarchy Chart of Redington:

8

InternalAudit

Accounts Marketing HR InformationSystems

QualityAssurance

Corporate Office

Redington

Purchase Commercial

Function

Product

Management

Commodities AdvertisingLogistics


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Managing Director

CGM

GM

AGM

Manager

Deputy Manager

Asstt. Manager

Sr. Executive

Executive

Junior Executive

STAFF (150) Field Sales Representative

Clerks (150)

Peons

Organizational Structure of Redington:

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EXECUTIVES(450)

Total Employees => 750 (100%).Executives => 450 (60%)

Field Sales Representatives => 150(20%)


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HISTORY OF BlackBerry

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Board of Directors(Also includes nominees and

invitees)

CHAIRPERSON

Branch Officers(47)

To cover the maximum area theyare strategically placed, 2 in all

states and Corporate Office is inChennai.

Zonal Officers(4)

Chennai, Kolkata, Mumbai andGurgaon.

Selection through

advertisement

De facto members from themember Unions and the invitees

(e.g. NDDB Chairperson)

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The first BlackBerry device, the 850, was introduced in 1999 as a two-waypager in Munich, Germany. The name BlackBerry was coined by the marketingcompany Lexicon Branding.

In 2003, the more commonly known smartphone BlackBerry was released, which

supports push email, mobile telephone, text messaging, Internet faxing, Webbrowsing and other wireless information services. It is an example of a convergentdevice. The original BlackBerry devices, the RIM 850 and 857, used the DataTacnetwork.

BlackBerry first made headway in the marketplace by concentrating on email. RIMcurrently offers BlackBerry email service to non-BlackBerry devices, such as thePalm Treo, through its BlackBerry Connect software.

The original BlackBerry device had a monochrome display, but all current modelshave color displays. All models, except for the Storm series and the all-touch Torch

9850/9860 had a built-in QWERTY keyboard, optimized for "thumbing", the use ofonly the thumbs to type. The Storm 1 and Storm 2 include a SureType keypad fortyping. Originally, system navigation was achieved with the use of a scroll wheelmounted on the right side of phones prior to the 8700. The trackwheel was replacedby the trackball with the introduction of the Pearl series which allowed for 4 wayscrolling. The trackball was replaced by the optical trackpad with the introduction ofthe Curve 8500 series. Models made to use iDEN networks such as Nextel andMike also incorporate a push-to-talk (PTT) feature, similar to a two-way radio.

HISTORY OF RESEARCH IN MOTION (RIM):

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Prior to the manufacture of the BlackBerry, RIM worked with RAM Mobile Dataand Ericsson to turn the Ericsson-developed Mobitex wireless data network into atwo-way paging and wireless e-mail network. Pivotal in this development was therelease of the Inter@ctive pager 950, which started shipping in August 1998.About the size of a bar of soap, this device competed against theSkyTel two-way

paging network developed by Motorola.

RIM's early development was financed by Canadian institutional and venture capitalinvestors in 1995 through a private placement in the privately-held company.Working Ventures Canadian Fund Inc. led the first venture round with aC$5,000,000 investment with the proceeds being used to complete thedevelopment of RIM's two-way paging system hardware and software. A total ofC$30,000,000 in pre-IPO financing was raised by the company prior to its initialpublic offering on the Toronto Stock Exchange in January, 1998 under the symbolRIM.

Since then, RIM has released a variety of devices running on GSM, CDMA, andiDEN networks. The ubiquity of these BlackBerry devices in the corporateenvironment and the compulsive use of its ability to quickly send and receive e-mailhave earned it the nickname "Crackberry" in a reference to crack cocaine asusers feel they cannot live without it.

In 2006 Research In Motion and Information Appliance Associates reached alicensing agreement whereby RIM would offer the complete version of PocketMacfor BlackBerry to Macintosh users free of charge.

In October 2008, RIM was named one of "Canada's Top 100 Employers" byMediacorp Canada Inc., and was featured in Macleans newsmagazine.

RIM announced in February 2009 that they were expanding their global operationsby opening an office and training facility in North Sydney, New South Wales,Australia. Just across the Harbour Bridge, ten minutes from the Sydney CBD, thenew RIM offices were formally unveiled by Mr Thomas A. MacDonald, ConsulGeneral of Canada, at a ceremony attended by dignitaries from the New SouthWales Government and North Sydney Council, as well as RIMs partners andcustomers. The new office features training facilities, a research and developmentcentre, a strategic partner marketing centre and technical support services. Total

workforce provides 12,000 jobs world wide.

In June 2009 RIM has announced they were acquiring Dash Navigation, makers ofthe Dash Express. In August 2009, RIM acquired Torch Mobile, enabling theinclusion of a Webkit-based browser on their Blackberry devices.

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On August 18, 2009, Fortune Magazine named RIM as the fastest growingcompany in the world with a growth of 84% in profits over three years despitethe recession.

On March 26, 2010, the company announced acquisition of BlackBerry

applications developer Viigo, a Toronto-based company. Terms of the deal werenot disclosed.

RIM reached an agreement with Harman International on April 12, 2010, for RIM toacquire QNX Software Systems. "RIM is excited about the planned acquisition ofQNX Software Systems and we look forward to ongoing collaboration betweenHarman, QNX and RIM to further integrate and enhance the user experiencebetween smartphones and in-vehicle audio and infotainment systems," said MikeLazaridis, President and Co-CEO at RIM. "In addition to our interests in expandingthe opportunities for QNX in the automotive sector and other markets, we believe theplanned acquisition of QNX will also bring other value to RIM in terms of supporting

certain unannounced product plans for intelligent peripherals, adding valuableintellectual property to RIM's portfolio and providing long-term synergies for thecompanies based on the significant and complementary OS expertise that existswithin the RIM and QNX teams today."

On September 27, 2010, RIM announced the long rumoured BlackBerryPlayBook tablet computer. The BlackBerry PlayBook was officially released toUS and Canadian consumers on April 19, 2011.

As of May 2010, RIM OS held 10.4% of the smartphone operating systemmarket.

On June 30, 2011, an investor push for the company to split its dual-CEO structurewas unexpectedly withdrawn after an agreement was made with RIM. RIMannounced that after discussions between the two groups, Northwest & EthicalInvestments will withdraw its shareholder proposal before RIM's annual meeting.

In September 2011, RIM decided to build assembly factory (hardware) inMalaysia rather in Indonesia, but Indonesia will become the Blackberry'sapplication and market research centre (software).

On October 10, 2011, RIM experienced one of the worst service outages in thecompany's history. Tens of millions of BlackBerry users in Europe, the MiddleEast, Africa, and North America were unable to receive or send emails andBBM messages through their phones. The outage was caused as a result of acore switch failure, "A transition to a back-up switch did not function astested, causing a large backlog of data, RIM said." Service was restoredThursday 13 October, with RIM announcing a $100 package of free premium apps

for users and enterprise support extensions.

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On January 22, 2012 RIM announced that Co CEOs Jim Balsillie and Mike

Lazaridis have stepped down as CEOs and announced the new CEO to beThorsten Heins.

In March 2012 it was announced that RIM awarded a patent for placing fuel cellbehind mobile phone keyboards. Through the system, which RIM has beenregistered as a patent in 2009, the mobile phones would be able to recharge itself.

On March 29, 2012, RIM announced a strategic review of its future businessstrategy - A plan to refocus on the enterprise business and leverage on its

leading position in the enterprise space. The RIM Chief Executive, ThorstenHeins said, "We believe that BlackBerry cannot succeed if we tried to be everybody'sdarling and all things to all people. Therefore, we plan to build on our strength." Aspart of the management shake-up, it was also announced that the former co-chiefJim Balsillie has resigned from RIM's board along the departure of David Yach, CTOfor software, and Jim Rowan, COO for global operations.

Mike Lazaridis

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Lazaridis at the BlackBerry Bold launch party in London, England

Born: March 14, 1961 (age 51)Istanbul, Turkey

Residence: Bamberg, Ontario, CanadaAlma mater:University of Waterloo (dropped out in 1984, honorary degree in 2000)

Occupation: Vice Chairman, RIMNet worth: $800 million (2011)

MIKE LAZARIDIS

Mihalis "Mike" Lazaridis (born March 14, 1961, Istanbul, Turkey) is a GreekCanadian businessman, founder and Vice Chairman of Research In Motion (RIM),

which created and manufactures the BlackBerry wireless handheld device. He isalso a former chancellor of the University of Waterloo, and an Officer of the Order of

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Canada. With an estimated net worth of $US 800 Million (as of June 2011), Lazaridiswas ranked by Forbes as the 17th wealthiest Canadian and 651st in the world.

Personal, education, and career history

Born in Istanbul, Turkey, to Greek parents (specifically Pontic), Lazaridis was fiveyears old when his family moved to Canada in 1966, settling in Windsor, Ontario. Atage 12, he won a prize at the Windsor Public Library for reading every science bookin the library. In 1979, he enrolled at the University of Waterloo in electricalengineering with an option in computer science. In 1984, Lazaridis responded to arequest for proposal from General Motors to develop a network computercontrol display system. GM awarded him a $600,000 contract. He dropped out

of university that year, just two months before he was scheduled to graduate.The GM contract, a small government grant, and a $15,000 loan fromLazaridis's parents enabled Lazaridis, Mike Barnstijn, and Douglas Fregin tolaunch Research In Motion. One of the company's first achievements was thedevelopment of barcode technology for film. RIM plowed the profits from that intowireless data transmission research, eventually leading to the introduction of theBlackBerry wireless mobile device in 1999, and its more well-known version in 2002.

Donations

On October 23, 2000, Lazaridis founded the Perimeter Institute for TheoreticalPhysics with $100 million of personal funds, along with $10 million contributionsfrom fellow RIM executives Jim Balsillie and Douglas Fregin.

On April 30, 2004, Lazaridis and his wife together donated $33.3 million to theUniversity of Waterloo for its Institute for Quantum Computing.

On May 3, 2005, Lazaridis gave an additional $17.2 million to the University ofWaterloo, primarily to aid the construction of a new building jointly shared by theInstitute for Quantum Computing and the Waterloo Institute for Nanotechnology

On June 4, 2008, a further donation of $50 million to the Perimeter Institute forTheoretical Physics was announced.

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As of June 5, 2009, by contributing a new gift of $25 million,Lazaridis and hiswife have donated over $100 million to the Institute for Quantum Computing atthe University of Waterloo.

Awards and accolades

On October 21, 1999, Lazaridis received an honorary Doctor of Engineering degreefrom the University of Waterloo, and in June 2003, he became its eighth chancellor.He was named Canada's Nation Builder of the Year for 2002 by readers of TheGlobe and Mailnewspaper. In 2006, he was made an Officer of the Order of Canadaand a member of the Order of Ontario.

He received a Science and Technical award from the Academy of Motion Picture

Arts and Sciences in 1998.

Business positions:

Preceded by:

Company Founded 1984

Research in Motion Co-CEO (with Jim Balsillie)

1984-2012

Succeeded by:Thorsten Heins

Research In Motion (BlackBerry)Executive Team

Thorsten Heins (President and CEO) Robin Bienfait (Chief Information Officer) Brian Bidulka (Chief Accounting Officer) David Yach (Chief Technology Officer, Software) Jim Rowan (Chief Operating Officer, Global Manufacturing & Supply Chain)

Current devices Bold Curve

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PlayBook Torch

Discontinued devices Charm Electron Pearl Quark Storm Storm 2 Style Tour

Services App World

Enterprise Server Internet Service Messenger (BBM)

Annual Revenue - $14.95 billion (2010)

Employees - 12,000+

Stock symbol - NASDAQ: RIMM, TSX: RIM

Values

It is said strong values are substitute for formalization in the organizational structure.

Its really true as we found in GCMMF. The organization has a rich history, the great

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architect being Dr. Varghese Kurien, the father of white revolution in India. The

organization has the following core values:

Customer Orientation

Commitment to Producers

Integrity

Co-operation

Excellence

Leadership

Quality

Innovation

Growth Orientation-New Products

Belongingness

Pride in Organization

Employee Satisfaction

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PRODUCTPROFILE

PRODUCT PROFILE

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Operating system

The operating system used by BlackBerry devices is a proprietary multitaskingenvironment developed by RIM. The operating system is designed for use of inputdevices such as the track wheel, track ball, and track pad. The OS providessupport for Java MIDP 1.0 and WAP 1.2. Previous versions allowed wirelesssynchronization with Microsoft Exchange Server email and calendar, as well aswith Lotus Domino email. OS 5.0 provides a subset of MIDP 2.0, and allowscomplete wireless activation and synchronization with Exchange email, calendar,tasks, notes and contacts, and adds support for Novell GroupWise and Lotus Notes.The BlackBerry Curve 9360, BlackBerry Torch 9810, Bold 9900/9930, and Torch9850/9860 feature the most recent BlackBerry OS 7 as of October 2011.

Third-party developers can write software using these APIs, and proprietaryBlackBerry APIs as well. Any application that makes use of certain restricted

functionality must be digitally signed so that it can be associated to a developeraccount at RIM. This signing procedure guarantees the authorship of an applicationbut does not guarantee the quality or security of the code. RIM provides tools fordeveloping applications and themes for BlackBerry. Applications and themes canbe loaded onto BlackBerry devices through BlackBerry App World, Over TheAir (OTA) through the BlackBerry mobile browser, or through BlackBerryDesktop Manager.

Supported software

BlackBerry Messenger

BlackBerry devices use the proprietary BlackBerry Messenger, also known asBBM, software for sending and receiving encrypted instant messages, voice notes,images and videos via BlackBerry PIN. Some of the features of BBM include

groups, bar-code scanning, lists, shared calendars, BBM Music and integration withapps and games using the BBM social platform.

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Third-party software

Third-party software available for use on BlackBerry devices includes full-featureddatabase management systems, which can be used to support customerrelationship management clients and other applications that must manage largevolumes of potentially complex data.

In March 2011, RIM announced an optional Android player that could playapplications developed for the android system would be available for theBlackBerry PlayBook, RIM's first entry in the tablet market.

On August 24, 2011 Bloomberg News reported unofficial rumors that BlackBerrydevices would be able to run Android applications when RIM brings QNX and the

Android App Player to BlackBerry. On October 20, 2011 RIM officially announcedthat Android applications could run, unmodified, on the BlackBerry tablet andthe newest BlackBerry phones, using the newest version of its operatingsystem.

CPU

The latest Blackberry devices such as the Bold 9900/9930, Torch 9810,9850/9860 feature a Qualcomm Snapdragon MSM8260 CPU clocked at 1.2 GHz.Entry-level models, such as the Curve 9360, feature a Marvell PXA940 clocked at800 MHz. Previous Blackberry devices, such as the BlackBerry 9000 series, were

equipped with XScale 624 MHz processors. The BlackBerry Curve 8520 featured a512 MHz processor, while the Bold 9700 featured a newer version of the Bold 9000'sprocessor, but is clocked at the same speed. Early BlackBerry devices, such asthe BlackBerry 950, used Intel 80386-based processors. BlackBerry 8000 seriessmartphones, such as the 8700 and the Pearl, are based on the 312 MHz ARMXScale ARMv5TE PXA900. An exception to this is the BlackBerry 8707 which isbased on the 80 MHz Qualcomm 3250 chipset; this was due to the PXA900 chipsetnot supporting 3G networks. The 80 MHz processor in the BlackBerry 8707 meantthe device was often slower to download and render web pages over 3G than the8700 was over EDGE networks.

Connectivity

BlackBerry Enterprise Server

BlackBerry smartphones can be integrated into an organization's email systemthrough a software package called BlackBerry Enterprise Server (BES). Versions of

BES are available for Microsoft Exchange, Lotus Domino and Novell GroupWise.Google has made a Connector for BES which makes BES available for Google Apps

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as well. While individual users may be able to use a wireless provider's emailservices without having to install BES themselves, organizations with multiple usersusually run BES on their own network. Some third-party companies provide hostedBES solutions. Every BlackBerry has an ID called a BlackBerry PIN, which is used toidentify the device to the BES. BlackBerry now provides a free BES software called

BES Express (BESX).

BES acts as an email relay for corporate accounts so that users always have accessto their email. The software monitors the user's local Inbox, and when a newmessage comes in, it picks up the message and passes it to RIM's NetworkOperations Center (NOC). The messages are then relayed to the user's wirelessprovider, which in turn delivers them to the user's BlackBerry device.

This is called push email, because all new emails, contacts, task entries, memopadentries, and calendar entries are pushed out to the BlackBerry device automaticallyand instantaneously (as opposed to the user synchronizing the data manually or

having the device poll the server at intervals). BlackBerry also supports polling email,through third party applications. The messaging system built in to the BlackBerryonly understands how to receive messages from a BES or the BIS, these serviceshandle the connections to the user's mail providers. Device storage also enables themobile user to access all data off-line in areas without wireless service. When theuser reconnects to wireless service, the BES sends the latest data.

An included feature in the newer models of the BlackBerry is the ability for it toquickly track your current location through trilateration without the use of GPS, thussaving battery life and time. Trilateration can be used as a quick, less batteryintensive way to provide location-aware applications with the co-ordinates of theuser. However, the accuracy of BlackBerry trilateration is less than that of GPS dueto a number of factors, including cell tower blockage by large buildings, mountains,or distance.BES also provides handhelds with TCP/IP connectivity accessed througha component called MDS (Mobile Data System) Connection Service. This allows forcustom application development using data streams on BlackBerry devices based onthe Sun Microsystems Java ME platform.

In addition, BES provides network security, in the form of Triple DES or, more

recently, AES encryption of all data (both email and MDS traffic) that travels betweenthe BlackBerry handheld and a BlackBerry Enterprise Server.

Most providers offer flat monthly pricing for unlimited data between BlackBerry unitsand BES. In addition to receiving email, organizations can make intranets or custominternal applications with unmetered traffic.

With more recent versions of the BlackBerry platform, the MDS is no longer arequirement for wireless data access. Starting with OS 3.8 or 4.0, BlackBerryhandhelds can access the Internet (i.e. TCP/IP access) without an MDS formerlyonly email and WAP access was possible without a BES/MDS. The BES/MDS is still

required for secure email, data access, and applications that require WAP fromcarriers that do not allow WAP access.

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BlackBerry Internet ServiceThe primary alternative to using BlackBerry Enterprise Server is to use theBlackBerry Internet Service. BlackBerry Internet Service, or BIS is available in 91countries internationally. BlackBerry Internet Service was developed primarily for theaverage consumer rather than for the business consumer. BlackBerry InternetService allows POP3 and IMAP email integration for an individual personal user.However, the integration features only one-way synchronization; changes tomessages on the device are not reflected back to the email server. BlackBerryInternet Service allows up to 10 email accounts to be accessed, including proprietaryas well as public email accounts (such as Gmail, Hotmail, Yahoo and AOL).

BlackBerry Internet Service also allows for the function of the push capabilities invarious other BlackBerry Applications. Various applications developed by RIM forBlackBerry utilize the push capabilities of BIS, such as the Instant Messaging clients(like Google Talk, Windows Live Messenger and Yahoo Messenger). The MMS, PIN,interactive gaming, mapping and trading applicationsrequire data plans like BIS (notjust Wi-Fi) for usage.

Phones with BlackBerry email client

Several non-BlackBerry mobile phones have been released featuring the BlackBerryemail client which connects to BlackBerry servers. Many of these phones have fullQWERTY keyboards

AT&T Tilt HTC Advantage X7500 HTC TyTN Motorola MPx220, some models Nokia 6810 Nokia 6820 Nokia 9300 Nokia 9300i

Nokia 9500 Nokia Eseries phones, except models Nokia E66, Nokia E71

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Qtek 9100 Qtek 9000 Samsung t719 Siemens SK65 Sony Ericsson P910 Sony Ericsson P990 Sony Ericsson M600i Sony Ericsson P1

BlackBerry Smartphones for use at a museum in Canada.

Models

BlackBerry OS7 Devices:

BlackBerry Bold series (2011): BlackBerry Bold 9900/9930/9790 BlackBerry Torch series (2011): BlackBerry Torch 9810 BlackBerry Torch series (2011): BlackBerry Torch 9850/9860 BlackBerry Curve series (2011): BlackBerry 9350/9360/9370/9380


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BlackBerry Torch series (2010): BlackBerry Torch 9800 BlackBerry Curve series (2010): BlackBerry Curve 9300/9330 BlackBerry Style 9670 (2010) BlackBerry Pearl series (2010): BlackBerry Pearl 3G 9100/9105 BlackBerry Bold series (2010-2011): BlackBerry Bold 9780/9788


BlackBerry Bold series (2008-2010): BlackBerry Bold 9000/9700/9650 BlackBerry Tour series (2009): BlackBerry Tour (9630) BlackBerry Storm series (2009): BlackBerry Storm2 (9520/9550) BlackBerry Storm series (2008): BlackBerry Storm (9500/9530) BlackBerry Curve series (2009-2010): BlackBerry Curve 8900

(8900/8910/8980) BlackBerry Curve series(2009): BlackBerry Curve 8520/8530

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Blackberry OS4 and earlier Devices:

BlackBerry 8800 series (2007): BlackBerry 8800/8820/8830 BlackBerry Pearl series (2006): BlackBerry Pearl 8100/8110/8120/8130 BlackBerry Pearl Flip series (2008): BlackBerry Pearl Flip 8220/8230 BlackBerry Curve series (2007): BlackBerry Curve 8300

(8300/8310/8320/8330/8350i)

Early pager models: 850, 857, 950, 957 Monochrome Java-based series: 5000, 6000 First color series: 7200, 7500, 7700 First SureType phone series: 7100

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BlackBerry PIN

BlackBerry PIN is an eight character hexadecimal identification number assigned toeach BlackBerry device. PINs cannot be changed manually on the device (thoughBlackBerry technicians are able to reset or update a PIN server-side), and are lockedto each specific BlackBerry. BlackBerrys can message each other using the PINdirectly or by using the BlackBerry Messenger pplication. BlackBerry PINs aretracked by BlackBerry Enterprise Servers, and the BlackBerry Internet Service, and

are used to direct messages to a BlackBerry device. Emails and any othermessages, such as those from the BlackBerry Push Service, are typically directed toa BlackBerry's PIN. The message can then be routed by a RIM Network OperationsCenter, and sent to a carrier, which will deliver the message the last mile to thedevice. Example 2732E6DB

RIM patent infringement litigation

In 2000 NTP sent notice of its wireless email patents to a number of companies andoffered to license the patents to them. NTP brought a patent-infringement lawsuit

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against one of the companies, Research In Motion, in the United States DistrictCourt for the Eastern District of Virginia. This court is well known for its strictadherence to timetables and deadlines, sometimes referred to as the "rocketdocket", and is particularly efficient at trying patent cases.

The jury eventually found that the NTP patents were valid, that RIM had infringedthem, that the infringement had been "willful," and that the infringement had costNTP $33 million in damages (the greater of a reasonable royalty or lost profits). Thejudge, Jame R. Spencer, increased the damages to $53 million as a punitivemeasure because the infringement had been willful. He also instructed RIM to payNTP's legal fees of $4.5 million and issued an injunction ordering RIM to cease anddesist infringing the patents. This would have shut down the BlackBerry systems inthe US. RIM appealed all of the findings of the court. The injunction and otherremedies were stayed pending the outcome of the appeals.

In March 2005 during the appeals process, RIM and NTP tried to negotiate a

settlement of their dispute; the settlement was to be for $450 million. Negotiationsbroke down due to other issues. On June 10, 2005, the matter returned to the courts.In early November 2005 the US Department of Justice filed a brief requesting thatRIM's service be allowed to continue because of the large number of BlackBerryusers in the US Federal Government.

In January 2006 the US Supreme Court refused to hear RIM's appeal of the holdingof liability for patent infringement, and the matter was returned to a lower court. Theprior granted injunction preventing all RIM sales in the US and use of the BlackBerrydevice might have been enforced by the presiding district court judge had the twoparties been unable to reach a settlement.

On February 9, 2006, the US Department of Defense (DOD) filed a brief stating thatan injunction shutting down the BlackBerry service while excluding governmentusers was unworkable. The DOD also stated that the BlackBerry was crucial fornational security given the large number of government users.

On February 9, 2006, RIM announced that it had developed software workaroundsthat would not infringe the NTP patents, and would implement those if the injunctionwas enforced.

On March 3, 2006, after a stern warning from Judge Spencer, RIM and NTPannounced that they had settled their dispute. Under the terms of the settlement,RIM has agreed to pay NTP $612.5 million (USD) in a full and final settlement of allclaims. In a statement, RIM said that all terms of the agreement have beenfinalized and the litigation against RIM has been dismissed by a court order thisafternoon. The agreement eliminates the need for any further court proceedings ordecisions relating to damages or injunctive relief. The settlement amount is believed

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low by some analysts, because of the absence of any future royalties on thetechnology in question.

Certification

A first generation BlackBerry Bold BCESA (BlackBerry Certified Enterprise Sales Associate, BCESA40 in full) is

a BlackBerry Certification for professional users of RIM (Research In Motion)BlackBerry wireless email devices.

The Certification requires the user to pass several exams relating to the BlackBerryDevice, all its functions including Desktop software and providing technical supportto Customers of BlackBerry Devices.

The BCESA, BlackBerry Certified Enterprise Sales Associate qualification, is the firstof three levels of professional BlackBerry Certification.

BCTA (BlackBerry Certified Technical Associate) BlackBerry Certified Support Associate T2

More information on certifications is on the Blackberry.com website.

The BlackBerry Technical Certifications available are:

BlackBerry Certified Enterprise Server Consultant (BCESC)

BlackBerry Certified Server Support Technician (BCSST) BlackBerry Certified Support Technician (BCST)

Use

The advanced encryption capabilities of the BlackBerry Smartphone make it eligiblefor use by government agencies and state forces alike.

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President Barack Obama's use

The President of the United States, Barack Obama, became known for hisdependence on a BlackBerry device for communication during his 2008 presidentialcampaign. Despite the security issues, he insisted on using it even afterinauguration, becoming the first President of the United States to use mobile email.This was seen by some as akin to a "celebrity endorsement," which marketingexperts have estimated to be worth between $25 and $50 million.

The use by government forces

An example is the British police, which has allowed the increase in the presence ofpolice officers along the streets and a reduction in public spending, given that each

officer could perform the work desk directly via the mobile device, as well as inseveral other areas and situations.

Organized crime use

The Italian criminal group known as the 'Ndrangheta was reported on February 2009to have communicated overseas with the Gulf Cartel, a Mexican drug cartel, throughthe use of the BlackBerry, since the texts are "normally difficult to intercept".

Competition

The primary competitors of the BlackBerry are smartphones running Android, the

Apple Phone and Windows Phone. BlackBerry has struggled to compete againstAndroid and Apple and its market share has plunged in recent years, leading tospeculation that it will be unable to survive as an independent business. However, ithas managed to maintain significant positions in some markets.

Nicknames

BlackBerry is widely referred to as "CrackBerry" in the United States, which alludesto its excessive use by its owners and is a reference to the addictiveness of crackcocaine. Use of the term CrackBerry became so widespread that in November 2006

Webster's New World College Dictionary named "crackberry" the "New Word of theYear."

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Criticism

In October 2011, BlackBerry users could not connect to the BlackBerry servers dueto a major failure. The services were interrupted for almost 3 days in many parts ofthe world. RIM had announced that it would give all its users free apps worth $100 inan attempt to express apology for its service disruption.

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SALESSTRATEGY

ININDIA

SALES STRATEGY IN INDIA

RIM Plans First BlackBerry Store In TheMiddle East, in latest International SalesPush:

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Will Blackberry maker RIM go the Kodakway?

Its a spectacular fall from grace for the iconic company, which just a few years ago

was worth $70 billion. Now, its worth less than $10 billion and its shares haveplunged to eight-year lows.

The company that invented the email smartphone has struggled in the face of stiffcompetition from Apple and a slew of snazzier devices operating on GooglesAndroid platform.

India, the bright spot

At the moment, only one thing is going right for the company: its doing pretty well inemerging markets, especially India, where more than a million people use thedevice. As a recent Reuters report notes, RIM has established a strong, but notdominant, foothold in the price-sensitive market thanks largely to its cheap models.

A large corporate user base that relies on its enterprise email system, the hugepopularity of RIMs BlackBerry Messenger platform among young people andcompetitive pricing mean it outsells Apples iPhone by around five to one in India, thestory noted. In fact, estimates suggest that by the end of 2011, Blackberry willhave grabbed about 20 percent of the smartphone market, up from 6 percent atthe start of 2010, according to this Forbes report.

The question is, in an ever-changing tech world, how long will that popularity last?

According to latest data, RIM lags significantly in the apps race as it falls adistant third with about 43,500 apps. In comparison, Apple boasts close to600,000 apps, while Android has about 320,000 of them.

STRATEGY TO PUSH THE SALES UP:

RIM slashed Playbook rates by over 50% in India

DEC 28, 2011:Research in Motion (RIM) the Canada based makers of BlackberryPlaybook is offering the tablet at a highly discounted rate of over 50% in India.

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The 16 GB model can be bought at Rs.13,490 ($254) in the Indian market insteadof Rs.27,990 ($527) as it was originally priced. The 32 GB model is available forRs.15,990 ($301), the 64 GB model is being offered for Rs.24,490 ($461) againsttheir regular prices of Rs.32,990 ($401) and Rs.37,990 ($462) respectively.

This could be the much needed push towards gaining a part of the market share inemerging markets like India where Apple products like iPhones and iPads are justbeginning to make their presence felt. RIM has just been able to sell 800,000Playbooks globally during the first 9 months of its launch which is dismal whencompared to Apple, which sold over 11 million iPads till September. With a growingmiddle class having a disposal income, gadget shopping is fast becoming thefavourite pass time of Indians.

BlackBerry PlayBook

RIM slashed BlackBerry Smartphone prices by up to 26% :

BlackBerry-maker Research in Motion today slashed prices of its handsets by up to26 per cent as it looks to grab a bigger share of the smartphone market in India.

The reduction in prices of handsets comes after the Canadian company cut prices ofits tablet PC PlayBook in December last year. RIM as a brand has moved from just

an enterprise device to as a more consumer device. Be it our services or theproduct, we have seen a strong uptake by the youth and therefore, to get the devices

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into more hands, we are cutting the prices", according to RIM India ManagingDirector Sunil Dutt.

The move will help us tap a wider base of the large market that India is, he added.

While the price of entry-level model - Curve 8520 - has been reduced by over18 per cent to Rs. 8,999 from Rs. 10,990, the price of Torch 9860 has beenreduced by over 26 per cent to Rs. 21,990 from Rs. 29,990 earlier.

The retail price of Curve 9380 and Curve 9360 has been reduced to Rs. 16,990and Rs. 18,990, respectively. The handsets were earlier available for Rs. 20,990(Curve 9380) and Rs. 19,990 (Curve 9360).

However, market analysts said mobile handsets are generally available at aprice lower than MRP.

"These four handsets comprise a bulk of sales in the country, it is 60 per centof the business from India," Dutt said.

According to a CyberMedia study, smartphone shipments touched 11.2 million unitsin calendar year 2011, recording a year-on-year growth of 87 per cent.

While Nokia was the leader in the smartphones segment with 38 per centshare, Samsung followed with 28 per cent share in CY 2011. RIM stood at thirdplace with a 15 per cent share.

Dutt said the company aims to further enhance its presence and leverage thedemand for its products.

"The focus is not just on reducing prices, but we want to address a larger number ofpeople and give them the overall experience of BlackBerry. We will continue to

focus on bringing locally relevant products, services and applications to Indianconsumers," he said.

In December last year, RIM had slashed the price of its PlayBook by more than half

to Rs. 24,490 for the 64GB version under an offer from the original price Rs. 37,990.This was further reduced to Rs. 19,990 earlier this month.

A report released by Cybermedia Research indicates 21 per cent market share forBlackBerry PlayBook in India, he added.

The price of the 16GB version was however raised marginally to Rs. 13,990 from Rs.13,490 (available under the offer). The device was originally launched at Rs. 27,990.

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Facing stiff competition from the iPhone andAndroid smartphones, RIM may further

reduce prices of its Blackberry handsets inIndia.

Sunil Dutt, MD, RIM India, who took over the company a few months back spoke toTimes of India, stating that further price cuts are on the cards, helping RIM garneringthe benefits of economies of scale via increased sale volumes. To quote Dutt,

The objective is to reach out to more consumers and, therefore, make ourdevices affordable for both the consumer segment as well as for ourenterprise customers.

This is quite in contrast to the policies adopted by the market leaders Nokia andSamsung who, instead of favoring price cut as a business model, are constantly

looking to widen their product portfolios. The TOI report has quoted industry expertsand analyzers who believe that the average price of Rs. 21,000 of a BlackBerrysmartphone was rather too high, as compared to some of the other more popularbrands in the country. G Rajeev, the senior market analyst, Mobile Devices &Tablets, IDC India was quoted as saying:

The price cuts will give them volumes but it is unlikely to have any impact onmarket shares. There is room to further lower prices as well as broaden itsportfolio specifically in the Rs 10,000-15,000 range and also in the sub-

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Rs 10,000 segment, which boasts of multiple domestic vendors such asMicromax, Karbonn and Lava, which have already launched low-costsmartphones in a bid to drive future demand as they attempt to move up thevalue chain from low-cost feature phones.

RIM OFFICE IN TORONTO, CANADA

Samsung, for example, has 17 models in the smartphone segment, out of which,there are 6 devices in the sub-Rs. 10,000, 7 in the Rs. 10,000-20,000 range and only4 models over Rs. 20,000. Research In Motions BlackBerry, in contrast, has only 1model in the sub-Rs 10,000 range- the BlackBerry Curve. And the huge success ofthe BlackBerry curve in India highlights RIMs failure to tap into the sub-Rs.10,000 market in India.

Further, Dutt added, We are increasing our investment on the brand,distribution, products and on people here.

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TARGETING THE YOUTH:

RIM as a brand has moved from just an enterprise device to as a more consumer device. Be

it our services or the product, we have seen a strong uptake by the youth and therefore, to get

the devices into more users, we are cutting the prices and this move will help us tap a wider

base of the large market that India Is., saidSunil Dutt, Managing Director at RIM India.

All leading Indian cellular network providers show enormous growth of BlackBerrysubscribers past 8months & the latest BBM exclusive plans released recently results to be the

best deal in mobility for countrys youth. No other smartphone can provide suchaffordable yet classy solution to stay connectedsays Abhilash, a local law student. RIMseeks to gain high stakes in India leaving behind the worries of trolling market in the west.

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Blackberry followed its tradition of offering its smartphones only to the BigBoys i.e., to the business people for enterprise use and business and so has

always been famous as the best Business Phone of the world. Although,carrying this image in the Indian Market hasnt been too successful for thisCanadian Technology giant. Therefore, to spread it to the Indian masseswhich mainly consists of young generation, Blackberry not only cut down itsprices but also introduced prepaid services for youth which enabled almosteveryone to enjoy a BlackBerry smartphone in the hands and in the pockets.

Postpaid Plans have 3 types of services:

Blackberry Services (Instant Messaging & Emails) for Rs. 299/month.

BlackBerry Internet Services (IM, Emails, Unlimited Browsing & Downloading) forRs. 499/month.

BlackBerry Enterprise Services (IM, Emails, Unlimited Browsing & Downloading &Enterprise Emails and Solutions) for Rs. 899/month.

Therefore, these services werent affordable for the young generation soBlackBerry introduced Prepaid Plans:

Blackberry Services (Instant Messaging & Emails) for Rs. 199/month.

BlackBerry Internet Services (IM, Emails, Unlimited Browsing & Downloading) forRs. 399/month.

This gave additional benefit of Rs. 100 without the Enterprise Plans.

In April, 2012, BlackBerry introduced BBM at just Rs. 5/ day in prepaidexclusively with Vodafone.

TELECOM COMPANIES OFFERINGBLACKBERRY SERVICES:

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BlackBerry provides internet services with the following telecomcompanies:

KATRINA KAIF LAUNCHES THENEW BLACKBERRY CURVE

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In order to increase the sales of BlackBerry Smartphones in India,BlackBerry Indias Managing Director Sunil Dutt pulled in the BollywoodQueen Katrina Kaif to launch the new BlackBerry Curve 9220 in Delhi.

This brand new launch of BlackBerry Curve supports the new OS7.1 which

supports Android Market, has a 2 megapixel camera and also a Radio featurethat makes this model different from other variants of BlackBerry. The priceat which the new Curve 9220 would be available in the market is Rs. 10,990.

With this Sales Strategy, RIM is quite confident that there will be aconvincing rise in the sales of their BlackBerry Smartphones.

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RESEARCHMETHODOLO

GY

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RESEARCH METHODOLOGY

This section include following things:

1. Research Objectives

2. Research Duration

3. Sample Size

4. Sample Unit

5. Data Collection Method

6. Data Analysis Method

7. Area of Survey

Research Objectives:

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1. To estimate the market potential, demand & perception towards

BlackBerry Smartphones.

2. To know the Sales Strategy of BlackBerry Smartphones in

India.

3. To know the awareness & problem among the retailers for the

BlackBerry Smartphones.

4. To do market analysis in order to study the usage pattern and buying

behavior of BlackBerry Smartphones.

5. To know the awareness level of the consumers for the BlackBerry

Smartphones.

Research Duration:

Approximately 4 week

Size of Sample:

150 Retailers 300 Consumers

Sampling unit:Retail shops and consumers

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Data collection method:

Primary data(Direct Interview through Questionnaire)

Data analysis method:

Graphical method(Frequency table and pie chart)

Area of survey:

Lucknow city

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Findings,Analysis

&Interpretat

ion

Data Interpretation and Analysis

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This section includes Data Interpretation and Analysis of Consumer Response.

Q1. DO YOU USE BlackBerry?

YES : 10%

NO : 90%

Frequency on consumption:

FrequencyConsumecy Percent Valid Percent

CumulativePercent

Valid Y 30 10.0 10.0 10.0

Pie Chart of Consumption:

ANALYSIS: Out of 300 consumers, 10% of them use BlackBerry i.e., 30 consumers.

Q2. WHAT TYPE OF SMARTPHONE DO YOU USE?

ANDROID: 50%

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QWERTY: 23%

BAR: 27%

Type of Use:

Frequency Percent Valid PercentCumulativePercent

Valid Android 150 50 50 50Qwerty 69 23 23 73Bar 81 27 27 100.0Total 300 100.0 100.0

Pie chart on Type of Use:

Android50%

Bar

27%

Qwerty

23%

ANALYSIS: Out of 300 consumers, 50 % of consumers use ANDROID, 23% useQWERTY and 27% use BAR phones.

Q3. HAVE YOU HEARD ABOUT BlackBerry?

Yes : 100%

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FUN: 30%

Frequency on usage form:

Frequency PercentValidPercent Cumulative Percent

Valid Business 210 70 70 70Fun 90 30 30 100.0Total 300 100.0 100.0

Pie chart on usage form:

70%

Business

30%

Fun

ANALYSIS: Out of 300 consumers, 70% of them used for Business and 30% for Fun.

Q6. WHAT DO YOU LOOK FOR IN A BlackBerry?

A. SOUND QUALITY: 15%

B. CAMERA QUALITY: 10%

C. PRICE FACTOR: 30%

D. SECURE BROWSING & EMAILING: 45%

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Frequency on attributes in butter milk:

Frequency Percent Valid percent

A. SOUND 45 15 15

B. CAMERA 30 10 10

C.PRICE FACTOR 90 30 30

D. BOWSING 135 45 100

Pie chart on attributes:

30%

Price

45%

Browsing

10%

Camer

15%

Sound

ANALYSIS: Out of 300 consumers , 45% want BROWSING, 30% want PRICE, 15%want SOUND and 10% want CAMERA while purchasing a BlackBerry.

Q7. DO YOUR NEIGHBOURS HAVE A BLACKBERRY?

A. YES: 18%

B. NO: 82%

Frequency on point of Neighbors having it:

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Frequency Percent Valid Percent Cumulative Percent

Valid

Yes54 18 18 18

No 246 82 82 100Total 300 100.0 100.0

82%

No

18%

Yes

ANALYSIS: OUT OF 300 PEOPLES NEIGHBOURS, 18% HAVE ABLACKBERRY SMARTPHONE.

Q8. WHAT IS THE POINT OF PURCHASE?

A. SECURITY: 25 %

B. TYPING: 10%

C. TECHNOLOGY: 15%

D. STATUS SYMBOL: 50%

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Frequency on point of purchase:

Frequency Percent Valid Percent Cumulative Percent

Vali

d

Security

75 25 25 25Typing 10 10 10 35Technology 45 15 15 50StatusSymbol

150 50 50 100

Pie chart on point of purchase:

50%

Status

10%

Typing

15%

Technology

25%

Security

ANALYSIS: Out of 300 consumers, 50% want it for STATUS SYMBOL, 25% want itfor SECURITY, 15% for TECHNOLOGY and 10% for TYPING.

Q9. ARE YOU WILLING TO PURCHASE IT?

A. YES : 99.7 %

B. NO : 0.3 %

Frequency of willingness to purchase:


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Valid NO 1 .3 .3 .3YES 299 99.7 99.7 100.0Total 300 100.0 100.0

Pie chart on Willingness to Purchase:

ANALYSIS: Out of 300 consumers, 99.7 % of them are willing to purchaseBLACKBERRY SMARTPHONES which means 100 % of them are willing to purchase.

Q10. IF YES, PRICE OF BLACKBERRY SMARTPHONES IS MORE THAN THE

PRICE OF OTHER SMARTPHONES AVAILABLE IN THE MARKET. ARE YOU

WILLING TO PURCHASE IT NOW?

A. YES : 96.3 %

B. NO : 3.7 %

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Frequency on willingness after price:

Frequency Percent

Valid

Percent Cumulative PercentValid NO 11 3.7 3.7 3.7YES 289 96.3 96.3 100.0Total 300 100.0 100.0

Pie chart on willingness after price:

YES

96%

NO

4% 0%0%

ANALYSIS: Out of 300, 96.3% of people are willing to purchase it, and 3.7 of themare not willing to purchase it.

Q11. WHAT IS THE MOST APPROPRIATE SOURCE OF AD IN YOUR OPINION ?

A. NEWSPAPER : 39%

B. MAGZINES : 7.3%

C. TELEVISION : 19.7%

D. HOARDINGS : 13%

E. OTHERS : 21%

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Frequency on ads:


Valid Hoardings 39 13.0 13.0 13.0Magazines

22 7.3 7.3 20.3

Newspaper

117 39.0 39.0 59.3

Other 63 21.0 21.0 80.3Television

59 19.7 19.7 100.0

Total 300 100.0 100.0

Pie chart on ads:

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ANALYSIS: Out of 300 consumers, 39% of them are using newspapers as source ofadvertisements for knowing about BLACKBERRY SMARTPHONES, 21% of them

are using other source, 19.67% of them are using TV, 13% of them are using hoardings

and 7.33% of them are using magazines.

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LEARNING

LEARNING

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My Training proved to be a very fruitful lesson for me. I learnt a lot during my

Training at REDINGTON INDIA. By doing it, I got an opportunity to apply the

theoretical concepts of Management to real life of Corporate World. The demand

analysis, market estimation and Sales Strategy of BlackBerry has been very

helpful in enhancing my analytical skills. Since my Training is even related to face

to face conversation with consumers, so it has definitely increased my confidence

level, convincing power and query handling.

To learn about the working of RIM.

Able to know how a commodity market works.

Learn how to deal with consumers and retailers.

Learn the demand process.

Learn how to make profit at very low margin product.

Learn the mindset up of consumers & retailers.

Learn the consumer behaviour.

Learn the advertising, promotion and sales strategy to establish in and

capture a new market.

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SUGGESTIO

NS

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SUGGESTIONS

On the basis of the findings of my study, I want to give following recommendations tothe organization:-

There should be increase in the market of BlackBerry Smartphones.

Good and timely distribution of smartphones to the retailers.

Commission rate of retailers should increase.

Should advertise more of this product targeting the youth.

Should bring in more useful apps in order to beat the competition from

Windows, Nokia Ovi, Apple Inc. and Android.

Should check on regular basis that there should be no problems among

retailers with distributors.

After sales service should improve.

Try to give more low cost schemes to telecom companies in order to

increase sale.

Improve distribution line and channel of distribution of smartphones.

Should provide 3G services for prepaid users and cut down the price

of 3G services for postpaid users.

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CONCLUSIO

NS

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CONCLUSIONS

From the survey it was found that everyone has heard about BLACKBERRY

SMARTPHONES (100%).

The price of the product is high as compare to its competitors.

Smartphones with front camera should be there in market.

Generally people buy the product because of better quality and brand name

which enhances their status symbol.l

Advertisement should be given to increase the level of awareness and sale of

the product.

From the consumers view, people will buy this product more if prices of the

data services are reduced.

From the retailers view, their commission if increased, they will try to increase

its sale.

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During the survey it was found, most of the people who use BlackBerry

Smartphones belong to Business class, i.e 53%.

After Sales Service of Redington should improve a lot.

App Store should be improved with more apps to reduce competition from

Apple Inc., Android and Nokia Ovi Store.

APPENDIX68


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APPENDIX

Consumer Response On BlackBerry Smartphones:

This section includes Consumer response on BlackBerry Smartphones. It includes:

Questionnaire based on Consumer response.

Sample of questionnaire:

Name: ................................................. Date:..................

FamilySize: .................... Area: .................................................

Telephone: ............................ Socio Economic Class: .......................................

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Sex: Female.............. Male...............

Consumer response :-

Q1. DO YOU USE BLACKBERRY?

C. YES............. B. NO.........................

Q2. WHAT TYPE OF SMARTPHONE DO YOU USE?

A. QWERTY.......... B. ANDROID........

C. NO SMARTPHONE..........

Q3. HAVE YOU HEARD ABOUT BLACKBERRY?

A. YES..................... . B. NO...................

Q4. HAVE YOU TRIED IT?

A. YES ........................ B.NO..............................

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Q5. FOR WHAT WOULD YOU USE A BLACKBERRY?

A. BUSINESS....................................... B. ENTERTAINMENT.................

Q6. WHAT ARE THE ATTRIBUTES THAT YOU LOOK IN A BLACKBERRY?

A. SOUND QUALITY.......... B. CAMERA QUALITY................... C. PRICEFACTOR.................. D. TELECOM SCHEMES......................................

E. SECURE BROWSING & EMAILING....................

Q7. DOES YOUR SURROUNDINGS HAVE A BLACKBERRY?

A. YES........ B. NO...........

Q8. WHAT IS THE POINT OF PURCHASE?

A. SECURITY.................. B. TYPING..................

C. TECHNOLOGY...........D. STATUS SYMBOL................................

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Q9. ARE YOU WILLING TO PURCHASE IT?

A. YES................. B. NO..................

Q10. IF YES, PRICE OF BLACKBERRY IS MORE THAN OTHERSMARTPHONES IN THE MRKET. ARE YOU WILLING TO PURCHASE ITNOW?

A. YES.................. B. NO.................

Q11. WHAT IS THE MOST APPROPRIATE SOURCE OF AD IN YOUR OPINION ?

A. NEWSPAPER.................... B. MAGZINES..........................

C. TELEVISION................ D. HOARDINGS........................

E. OTHERS........................

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BIBLIOGRAPHY

1. www.rim.com

2. www.thenextweb.com

3. www.wikipedia.org

4. www.in.blackberry.com

5. www.firstpost.com

6. www.hindustantimes.com

7. www.phonearenaindia.com

ivth sem - strategic management project report - blackberry

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