Blackberry Essay

4674 words - 19 pages

Towson University |
Blackberry |
Consumer Profile Analysis |
Anna Chapman, Tyra Enoch, Bradford Bauer, David Stup |
12/13/2011 |

Executive Summary

Recently, Blackberry has fallen short in their technology innovation. This has allowed competitors to enter the market with newer innovations and better research to please consumers. By initially only targeting the business professional, Blackberry eliminated their appeal to a large chunk of the market. The new proposed target market of young professionals, 18-25, was evaluated through focus groups. The focus groups allowed insight into consumer demands, which included reliability for use in everyday life. The launch and ...view middle of the document...

Furthermore, it is obvious that Research in Motion (RIM) has been ignoring trends in consumer behavior. When analyzing recent trends in the Smartphone industry, one is able to grasp the gravity of the problems and downfalls that RIM is facing. The reason being, innovation is what drives revenue in this day in age, and RIM has been falling behind the curve. RIM’s first Smartphone was introduced in 2002, and RIM initially had an enormous foothold in the market, yet it appears that after the initial release of Blackberry’s Smartphone, they got comfortable and let their guard down allowing several competitors to enter the market and essentially "catch up" to Blackberry.
In a market such as the Smartphone industry, a market in which, according to, a market share researching firm, is expected to double within the next three years, innovation and improvement become key component’s in a company’s survival. While RIM may not be taking advantage of this information, many of RIM’s top competitors including Apple, Google, Microsoft, and Nokia, are taking full advantage of this upcoming boom and are blazing the trail towards a new era in the Smartphone industry.

Company Overview, Current Target Market and Benefit Segmentation
RIM’s Blackberry was one of the original smartphones. It helped to pioneer a booming market for these new cellular phones. In addition to traditional cellular phone functions such as making phone calls and sending text messages, smartphones have the benefits of allowing users to send and receive emails, sync calendars and appointments, run applications, and browse the internet. Within the smartphone market, arrays of products have each developed their own market segments. These market segments differentiate themselves mainly based upon benefit segmentation. In general terms, benefit segmentation can be described as a form of market segmentation based on the differences in specific benefits that different groups of consumers look for in a product. In the smartphone world, three brands reign supreme: RIM’s Blackberry, Apple’s iPhone, and Google’s Droid. Each of these brands has its own unique target market. Blackberry’s target market is middle aged business, professional, and government workers interested in the utilitarian benefits of a smartphone.
It is a commonly held belief that Blackberry is the professional’s phone. That belief is supported by the numbers. Blackberry leads US workers, capturing 42 percent of the market. Apple’s iPhone grabs 22 percent, and the Droid grabs 26 percent (Hamblen). Blackberry has been the government’s main provider of smartphones since 2001, with at least $395 million in sales over the last decade and additional $84 million in sales for 2011 (Francis).
It can be argued that Blackberry gained its market share by being one of the first smartphones to offer business based solutions, while its competition offers consumer based solutions. These business based solutions can...

Other assignments on Blackberry

Reliance Essay

7204 words - 29 pages | | | |]| | |  | |  | |[pic] | |[pic] | | | | | | | | | |[pic]Mobile :  [pic]CDMA  |  GSM | |[pic]BlackBerry

Marketing Essay

1759 words - 8 pages captured 38% market share for biscuits in India and 90% market share for glucose biscuits against its competitors like Sunfeast and Britannia amongst others.  The Product Concept • The Product concept holds that consumers will favor products that offer the most in quality, performance and innovative features. Hence this marketing strategy focuses on making continuous product improvements. • An example for this can be the Blackberry phones


1820 words - 8 pages , Etisalat offers a range of innovative services to help the individual and the enterprise! In 1982, Etisalat was the first telecom operator in the region to introduce mobile phone service, and was one of the early adopters of GSM technology, introducing it to customers in 1994.Since then it has established itself as a regional pioneer by introducing both 3G and MMS in 2003, and most recently, the Blackberry service in 2006. Mobile users enjoy the


855 words - 4 pages access Dropbox on my mobile device? The Dropbox App is available for iPhone, iPad, Android, and Blackberry. To install Dropbox on your mobile device, visit You can also get to your Dropbox at any time by visiting from your phone.

Competitive Analysis

764 words - 4 pages шифрования AES-256. Cтандарт AES-256 применяется в банках для обеспечения безопасности данных клиентов. Можно ли пользоваться службой Dropbox на мобильном устройстве? Программа Dropbox доступна для iPhone, iPad, Android и BlackBerry. Чтобы установить ee на мобильное устройство, посетите сайт Кроме того, вы сможете загрузить программу Dropbox прямо с телефона, открыв сайт

Principle Of Population

855 words - 4 pages access Dropbox on my mobile device? The Dropbox App is available for iPhone, iPad, Android, and Blackberry. To install Dropbox on your mobile device, visit You can also get to your Dropbox at any time by visiting from your phone.

Market Structure

855 words - 4 pages mobile device? The Dropbox App is available for iPhone, iPad, Android, and Blackberry. To install Dropbox on your mobile device, visit You can also get to your Dropbox at any time by visiting from your phone.

Argument Essay

4964 words - 20 pages these services. The occasional disruption 12 in communication services such as RIMs BlackBerry service will send users scouring for information online about the disruption to find out how long it will take before the service will be reinstated. Another example is when United Arab Emirates threatened to block BlackBerry services and did finally shut down service for several hours forcing RIM to reconsider the Kingdoms request for information to be

Mobile Computing

2173 words - 9 pages cards. Every time we use one of these devices information goes into a data warehouse for businesses to use. There are two ways that geo-location data is collected active which is user-device based and passive which is data-lookup-services. The technology that is involved in the collection of active are assisted GPS, Wi-Fi, 3G/4G, and mobile applications such as iPhone, Android, and Blackberry. On the other end is passive which uses IP location

Effects Of Smart Phones In The Society

1218 words - 5 pages (Apple), Windows mobile (MS), Blackberry OS (RIM), and S60 (Symbian). These operating systems allow their customers to use different applications for their needs. Smartphone users have an access to the internet. This means that extremely many things can be done by a small device that is portable and one can carry it around everywhere. The users have internet on their pockets (Reed, 2010). The Smartphone is more than a phone and more than a

Textbooks Not Texting

1140 words - 5 pages instant messaging like MSN and BlackBerry Messenger. Statistics show that 57% of teens view their cell phone as the key to their social life. Cheating As technology continues to grow it gets more sophisticated and complex. Students nowadays are devising ingenious ways to cheat on tests with the help of their cell phones. Cheating on tests has occurred even before the invention of the cell phone. As time has gone by, cheating in classrooms has

Similar Documents

Blackberry Repositioning Strategy Essay

2506 words - 11 pages Blackberry – Brand repositioning strategy. Through this short paper, I would like to further comprehend and propose Blackberry’s strategy towards repositioning in the present potential market. In 2009, Fortune magazine declared Blackberry as one of the fastest growing brands in the world, but within a period of 3-4 years, there market share dropped to 2%. As previously discussed, some main reasons were late entry into consumer/lifestyle segment

Swot Analysis Of Rim

3595 words - 15 pages threat for RIM that they can take away its target customers. RIM also has very few products which is the star in present but there is no other cash cow product which can back up its stars. TOWS Analysis of Blackberry Posted by Neni Manize When Research In Motion Ltd. brought the BlackBerry to the market, much of the way business used to be done is now anything but the same old, same old. Also, with its acceptance into business came its

Research In Motion Essay

1164 words - 5 pages INTEGRATED CASE STUDY Research in Motion Have you ever seen people walking distractedly down the street staring at their hands? Have you ever been waiting in an airport, and the person beside you is typing quickly on a tiny keyboard? Have you ever used a Blackberry? Research in Motion (RIM) is a multi-award-winning company that designs and produces hardware, software, and service solutions for wireless communications used by worldwide

Essence Kit Paper

600 words - 3 pages $10.00 each, a Bogle from California, a Spier from South Africa and a French Hob Nob. The Bogle Merlot is described as concentrated and full-bodied, with dark plum fruits and brighter summer cherry notes. The Spier is expressed as a medium-bodied, soft wine with notes of dark cherry, mint and spices. Finally the Hob Nob is presented as a full, rich wine with distinct notes of blackberry, plum and licorice. I decided that I would place them in the