Blackberry  Essay example
Masters
Essay
Marketing
Pages 10 (2510 words)
Download 0
Blackberry Marketing Programme and Environment Author : Course Title : Tutor’s Name : 1. Introduction Blackberry is a major player in the smart phone and mobile email markets around the world. The brand was designed and developed by the Canadian firm Research in Motion (RIM) and has been operational in the smart phone markets since 1999 (RIM, 2012)…

Introduction

Typical Blackberry devices support many instant messaging features including the Blackberry Messenger. 2. Macro and Competitive Environments For the fiscal year 2011, Blackberry sales accounted for 3% of all mobile device sales around the world. This makes RIM the sixth most popular device manufacturer in the world, as 25% of all mobile devices manufactured in the world are smart phones (Gartner, 2011). The trademark Blackberry Internet Service is offered in 91 countries through some 500 mobile service operators who provide differing mobile technologies (Blackberry, 2010). An estimate from October 2011 places the number of global Blackberry subscribers at 70 million (Colapinto, 2011). The greatest market penetration of Blackberry smart phones is in the Caribbean and Latin America with market penetration levels of up to 45% in the region (Nation News, 2011). However, the market penetration of Blackberry devices is decreasing around the world especially in the North American market. The last quarter of 2010 saw a three percent decrease in Blackberry sales from 19.7% to 16.6% in the United States market. ...
Download paper
Not exactly what you need?

Related papers

marketing report
Initially started as just the tool for making and receiving calls, this industry has now developed such cut throat products that could act not only as mere tools of communications but also as the personal assistants to their holders. Such products are more commonly referred to as smart phones, as they are like small networked computers in the form of cell phones, which are high-end,…
External Analysis of Blackberry
The present 9000 series has extended the capabilities of blackberries (Baldauf and Stair, 180). The series is now able to receive RSS feeds, display full HTML web pages, and other networking abilities. This short paper will deal with the threats and opportunities of the Blackberry Company. Major threats faced by Blackberry The company faces a myriad of threats in which the leading is competition…
Swot analysis of RIM BlackBerry
Especially, having a BlackBerry is perfect for professional and business – minded people. As suggested by Morisy in 2008, its features catering for business world are its strength as BlackBerry is a phone highly recommended by IT professionals.2 Product Features – BlackBerry has an easy – to – use QWERTY keyboard. Apart from that, BlackBerry has coverage in lots of countries, hence used…
Blackberry Smartphones and Other Competitors
Consumers are attracted to the features that a smartphone brand exhibits such as touch screen capability, music, fast internet speeds, camera and expansive storage. The opinions that consumers of smartphones provide reveal that there are psychographics that determine the smartphone they prefer such as its popularity among peers. It is therefore reflective that competitive advantage and improved…
Buyer Behaviour
Buyer Behaviour Name Professor Class Date University 1. Fisbein Analysis of Online downloadable film services a. Based on the research rating information given above construct an Attitude toward the Object (Fishbein) analysis for each of the movie download services. Please note that a good answer to this question should contain a discussion about the Extended Fishbein model and also a critique of…
A MICRO AND MACRO ANALYSIS OF THE MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY
As Husso (2011, p. 79) points out in his research, scholars have taken a key note of the change in the dynamic mobile environment that has threatened to push most organizations out of the market. Currently, most researchers have established that new market entrants, change of technology, and development of new government regulations have all heightened the competition. Consequently, the…
MOBILE INDUSTRY ENVIRONMENT USING THE PESTEL ANALYSIS. A CASE STUDY OF BLACKBERRY
Commonly known as Research in Motion, the company started in 1984 and took the world by storm in 1999 with the introduction of blackberry solutions. It continued to produce advanced models of blackberry solutions while partnering with technological and telecommunication companies such as MTN, Yahoo, AOL among others. Blackberry has proved a superior communication device especially during the 9/11…