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Research in Motion - Case Study Example

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Research in Motion Case Study
Executive Summary
Research in Motion (RIM) is the name of the company behind the world renowned telecommunication device that goes by the name BlackBerry. …
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Research in Motion

These devices revolutionized mobile telecommunications in the world due to their touted initial addictive nature. RIM’s success is cited to have ushered in the in the era of the smartphone industry in the world. A key factor to RIM’s success with their BlackBerry brand was the enhanced emailing capabilities that came with the mobile device. This aspect combined with its long battery life and significant security features made the device a must have mobile devise for business executives, government personnel and other professionals. RIM’s success is attributed to several key factors including its long standing commitment to security and reliability of the service. BlackBerry’s operating system, server system and its carrier infrastructure also add to the device’s superiority in the market. The device is also recommended for its smart features that are characterized by its ruggedness, simple graphical user interface and long battery life. Issues Success for RIM has not been without challenges posed by competitors like Nokia and Motorola, which the company has been able to outmaneuver through innovation and competent leadership. The primary issue or challenge facing RIM and its brand, BlackBerry is change. This is an aspect that been embodied by BlackBerry’s competitors most notably Apple’s iPhone and Samsung. The entrance if these two brands into the telecommunications industry led to the emergence of new platforms and devices. This has resulted in a drastic fall and decline for both of RIM’s share price and market share, an aspect that has been seen as an indicator of RIM’s declining relevance in the telecommunications sector. 1. A critical issue that needs addressing at RIM in order to get back on track to its former solid footing is transitioning to a new operating system. This is the only way that BlackBerry will be able to offer any substantial and significant competition to the current market leaders Google and Apple. BlackBerry needs to develop a new operating system to match the capabilities and features that are being provided by its competitors. 2. The second most important issue that needs to be addressed by Blackberry in order to get back into the ‘game’ is to review it top management strategies. In the final stages, RIM’s decline in the telecommunications industry was characterized by drastic erosion of management protocols. This led to massive resignations and loss of morale and direction for the company, which negatively impacted its attempts of delivering innovations to the market to counter their competitors’ advances. Issue 1 According to Watson (4), BlackBerry’s top leadership and management failed to address a potentially disruptive new trend. This is because they did not recognize the threat posed by the new smartphone revolution introduced by Apple and Google products. BlackBerry believed that these new introductions could not have a meaningful impact on their core business customers. This was because they lacked some key features that were considered essential in a smartphone like the QWERTY keyboard, which can be concluded to mean that BlackBerry dismissed these products as mere other consumer products. The emergence of these new products in the market eroded RIM’s market share to significant low levels. BlackBerry’s repeated failures to honor its pledges to deliver new products to the market that would match the new entrants’ capabilities spoiled BlackBerry’s reputation and credibility to their customers and clients (Watson 11). Blackberry’s operating system became redundant with the introduction of Apple’s iSO and Google’s Android operating systems, which provided broader functional and ... Read More
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