Yoseph+Strategy+report

Yoseph M

To: Proximity Mobile team From: Mahlet Yoeph Date: March 3, 2010 Subject: Rim Strategy analysis

Below you will find my strategy report. Rim is one of the major manufacturers of wireless products on the market. even though Rim has so many competitors companies that have been producing Smart-phones for years, RIM has found a way to stay relevant with its Blackberry line of Smartphones. It has been apdated its hardware and software to attract its Gen-Y users.


 * Profile**

Founded in 1984, Research in Motion (RIM) is one of the major manufacturers of wireless products on the market. Best known for its Blackberry™ mobile device, RIM also develops the communication software and various business applications found in its mobile devices. Offered by all the major cell phone carriers, including Verizon Wireless, Sprint, and AT&T, RIM was able to generate revenues of more than $11 Billion in calendar year 2009. That amount is almost double the companies 2008 revenue amount of $6 Billion.


 * Competitive Landscape **

The mobile competitive landscape is shaped by two forces:

__Rivalry among Existing Competitors__. Along with new entrants such as Apple and Google, RIM has been competing with companies such as Palm and HTC which have been producing Smart-phones for years. All three companies produce phones with web and multimedia features. Since features among the various phones will become similar over a short period of time, the different manufacturers will resort to price wars to attract new customers.

__Threat of new entrants__. RIM has been threatened by the entry of two major forces into the mobile devices market: A few years ago, Apple entered the cellular phone market with its popular iPhone device. Recently another major technology company, Google, decided to diversify into a new market and entered its G1 into the cellular phone market.


 * RIM's Strategy**

Research in Motion has been quick to respond to its rivals’ phones and software programs. It has come out with sleek touch screen models to attract customers drawn to the design of the iPhone and the Droid. It has also improved its software to make its phones more user-friendly. According to a February 2010 PC World article "...faced with consumer pressure, Research in Motion bought Torch Mobile last year, a browser-design firm, to pursue its competitors in the race for the best mobile browser." RIM recently changed its browser’s engine to WebKit. WebKit is the engine behind Apple's Safari web browser. ( PC World )


 * Gen-Y Implications**

With the ever increasing supply of Smartphone’s by various companies, RIM has found a way to stay relevant with its Blackberry line of Smartphone’s. It has been able to update its hardware and software to provide a product which can compete with its rivals. As Gen-Y is entering the workforce, RIM can sell its phones by marketing what they are known for and that is a reliable phone capable of keeping a professional connected. However, more and more phones offer web browsing, email and multimedia features, RIM needs to show that its phones can be about more than business.

Reference

Ionescu, Daniel. "PC World." //RIM Intros New BlackBerry Browser to Rival IPhone Safari//. 16 Feb. 2010. Web. 02 Mar. 2010. <http://www.pcworld.com/article/189449/rim_intros_new_blackberry_browser_to_rival_iphone