bb analysis

3. RESEARCH IN MOTIONTHE RISING SUN
In 1999, after years of innovation, testing and hard work
RIM launched its very first device under the brand name of
Blackberry.
The name Blackberry was not an idea of the founders of
RIM but it was a creative outcome of Lexicon Branding.
California’s President DAVID PLACEK brain who right from
the bringing wanted to keep the name of the product fruity
and ended up choosing the name Blackberry.
The first RIM product which was Blackberry 850
was a simple paging device with no voice
support.

4. RISE OF THE CRACK BERRY
Reinvented the QWERTY Keyboard and aimed to move
on to the next level of technology.
Aspired to take the undisputed king of mobile phones
– NOKIA
Blackberry 5810 which supported both voice and data
but lacked very basic functions of inbuilt microphone or
a speaker
Blackberry 7230 supported colour screen and more
importantly international roaming capabilities.

5. THE BERRY FALLS
It failed to compete well with IPhones
Its situation became worse when Google launched
Android Cupcake which later on became a commercial
hit.

6. CAUSES LEADING TO CURRENT
SITUATION
Not willing to embrace new hardware formats
 Not recognized much earlier that consumer desires
were changing.
Could have made more fundamental changes to its
operating system.
Did not recognize the shift
Low amount of Apps
Dependence on Corporate and Government
Contracts
Poor presence in the tablet market

7. SOLUTIONS
The play store in Samsung and app store in apple has
better applications and games as compared to the
blackberry app world. A Lot of well known applications like
instagram etc. are not compatible with the blackberry
phone which serves as a major drawback to users who are
tech friendly.
With an exception of os10 the
rest of the BlackBerry OS do not
have a lot of applications like
Skype etc.

8. SOLUTIONS
Battery life of the BlackBerry needs major
improvement and a feature of battery saver mode
would help it survive in the market.
Quality improvement of the track pad or the trackball
is needed because it spoils easily.
The charger of the blackberry Q5, Z10, Q10 is
very small and people are not content with
the same.

9. 3RD PARTY APPS WOULD SAVE
BLACKBERRY
The major ones that are all ready available on multiple
platforms would anyway. I have read that some people
would claim that a BlackBerry in the phone world is what a
BMW is within the auto industry. That may be true, and if it
is great, than that would mean that native 3rd party apps is
gasoline to our BlackBerry bmws. No matter how awesome
the car is if you don't put gas in your beautiful BMW it will
lose most of its functionality.
A lot of people on here state that they don't need apps, or
they are happy with the apps that are available which is nice
to know, but over 90% of the market find native 3rd party
apps important when choosing a phone.

10. THE Z10 ISSUE
The price of the Z10 should have come
down way before.
There's already too much competition
in the market, from both Android and
Windows. Smartphones like iPhone—
with exciting and compelling features
are already there in the market at this
price-point and hence it is going to be
really challenging for Q10 to compete.
BlackBerry needs a quality device at the
price tag of around Rs 30,000,"

12. BY GOING PRIVATE, BLACKBERRY
MAY BUY TIME TO FIX ITSELF
 A tentative deal to take BlackBerry Ltd private will not
necessarily resolve challenges that pushed the
smartphone maker into a corner in the first place, but it
gives the struggling company some breathing room.
 "It potentially buys the company time."What it doesn't
solve is, what's the long-term strategy for Blackberry."
BlackBerry virtually created a lucrative professional
market for email devices, but rivals have muscled in and
Apple Inc's iPhone has set a new gold standard for
consumers.

13. STORAGE MADE EASY
(SME)
 BlackBerry launches Better Business Hub to support
SMEs a new online portal providing small and
medium businesses with support and unique insight
across multiple business disciplines to help them to
do better business.
 The SME community is incredibly important to
BlackBerry, representing a significant proportion of our
total 80 million-strong customer base.

14. SME
 Dan Sloshberg, Regional Manager, Small Medium Business
Marketing EMEA at Research In Motion (RIM) said : “We’ve
always worked closely with small businesses to create best
practice advice on how they can apply not only the latest
mobile, digital and social technology but also new techniques
and tactics to many business processes. The Better Business
Hub brings all of this knowledge and insight together in one
place to deliver practical and actionable advice to SMEs
whenever they need it.”
 Although SMEs are enthusiastic adopters of technology,
BlackBerry recognises that technology is just one factor in an
SME’s business performance The Better Business Hub reflects
this, covering the full spectrum of business challenges
including recruiting the best talent, networking tips,
developing new teams within your business, integrating social
media into your communications strategy and advice on the
latest technologies and how they can boost productivity,
profitability and customer acquisition .