research in motion
TRANSCRIPT
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THE RISE, THE FALL AND
THE STRUGGLE
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1992 •FOUNDED
1996 •ESTABLISHED ITSELF AS AN INNOVATION LEADER
1997 •INITIAL PUBLIC OFFERING
1998 •INTRODUCED BLACKBERRY
A CANADIAN TELECOMM COMPANY
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TARGETD CONSUMER SEGMENT
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“MUST HAVE FOR A WORKFORCE”
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WHAT CONTRIBUTED TO THEIR RISE?
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LEADERS
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“There is a great depth and breadth to what we do. It’s more than just the BlackBerry. We develop silicon, operating systems, operating design; we manufacture. We run our own network. RIM is an industry unto itself.”
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STRATEGIC DECISION TO PARTNER WITH NUMEROUS CARRIERS
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WELL POSITIONED AND GREATLY VALUED
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WHY DID THEY FALL?
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Advent of Apple. Ineffective target-market prospects.Lack of proper Conjoint Analysis.
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SETTING THE FOOT AGAIN
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“BlackBerry boys” BlackBerry Priv
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Company’s insight.Brand Values.Targeted Segment.What contributed to their rise?Why did they fall?What they did for comeback?What is the way forwards?
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This presentation is created by Mehul Jain, Indian School of Mines as a part of internship under Professor Sameer Mathur, IIM LUCKNOW.