Kim+K.+strategy+report

Kim K.

TO: Proximity Mobile Team FROM: Kihyun Kim DATE: March 1, 2010 SUBJECT: RIM Strategy Analysis

This is my RIM Strategy analysis. Even though RIM has many competitors, it is one of successful company. And their Blackberry smartphones has many advertising campaigns targeting the Gen- Y market.

 Research In Motion Limited (RIM) was founded in Canada, on March 7, 1984 by Mike Lazaridis, who serves as its co-CEO and president. Through the development of integrated hardware, software and services that support multiple wireless network standards, RIM provides platforms and solutions for access to information, including e-mail, phone, short message service, internet and intranet based applications. It operates offices in North America, Asia Pacific and Europe.
 * Profile **

The revenue of the company was $11.1 Billion in 2009. The Blackberry handheld units accounted for 82% of total revenue.


 * Competitive Landscape **

RIM’s Blackberry is currently the dominant smartphone in the world; however they have a lot of competitors. RIM’s principal competitors are Apple, Samsung, Nokia, and LG. These companies develop smartphones rapidly. Additionally, from 2007 to 2009, Apple Inc. launched iPhone that helped further stimulate consumer demand for smartphones, but also took market share from Blackberry. Blackberrys are less apps than iPhone, also Blackberrys are more expensive than other smartphones. Therefore, Blackberry series’ average selling price is will be decreased because of competitors. 
 * RIM’s Strategy **

RIM also develops a new product. people expect next Blackberry, even some picture came out on the web a few days ago. It is slider Blackberry smartphone which have a sliding keyboard. some people said it is Blackberry storm 3, and other people said it is rumor. RIM does not mention about this issue, but the issue shows that people expect new product.
 * Likewise, RIM will be figure out more efficiently method to developing attractive smartphone that customers want. **


 * Gen-Y Implications **

Gen-Y smartphone users want to enjoy with their phone, so they use applications for games and social networks. However, RIM does not have enough applications. Therefore, RIM has to develop more application for Gen-Y and for future users.

=**Refrences** = = = //RIM //. (n.d.). Retrieved Feburary 28, 2010, from Wikipedia: []

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