RIM was launched in 1997 and developed the Blackberry smartphone, known for its security and availability across networks. It saw early success but lost market share as competitors copied its concepts and expanded offerings. While RIM tried innovations, they failed to appeal widely. The document suggests RIM should refocus on business phones and better manage the ideation and development process through techniques like mind mapping to regain leadership.
5. • Initial success of RIM was due to
the well-timed rollout of innovative
products
• Robust security platform, thus best
suited for govt. agencies.
• Product was available to all the
cellular services.
6. But what made them different?
RIM targeted
key market
influencers to
launch its
original product
line
11. what went wrong?
• The early success of the RIM
product line has been lost as
many other market competitors
have taken the concepts
established by RIM and expanded
with new offerings.
• Should have focused more on
commercialization.
13. Is Blackberry still a leader?
The figure shows the
sales in the year 2013,
Blackberry has only 2%
market share and this
has drastically reduced
from 19% in 2010.
14. Then?
RIM tried to reach out to their
customers by coming up with
various innovations and enter the
other sectors with the same
product line.
But sadly…
These offerings did not appeal to
the vast majority of the public
sector as necessary or relevant.
18. Blackberry should work on their ideas
and manage them.
Generating
ideas(new
models)
Interacting
with
employees
Interacting
with
outsiders
Studying
competitors
Adopting creativity
techniques
Attribute listing
Mind mapping
Morphological
analysis
19. Summary
About RMI and their key of success.
RMI should have focused on.
Is RMI still a leader?
What strategy they should follow in
the future?
20. Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River:
Prentice Hall.
Lyons, G. (2013). 2013 Mobile Market Share [Infographic]. Retrieved March 22, 2015,
from http://connect.icrossing.co.uk/wp-content/uploads/2013/01/Global-mobile-
statistics1.png
Rocha, E., & Sharp, A. (2014). BlackBerry cuts loss and sees rising sales; shares jump.
Retrieved March 22, 2015, from http://www.reuters.com/article/2014/09/26/us-
blackberry-results-idUSKCN0HL13J20140926
Zeis, A. (2013). Research In Motion Limited OFFICIALLY renamed to BlackBerry
Limited. Retrieved March 22, 2015, from http://crackberry.com/research-motion-
limited-officially-renamed-blackberry-limited
https://www.google.co.in/search?q=rvce&biw=1366&bih=599&tbm=isch&source=
lnms&sa=X&ved=0ahUKEwjij8eW9sjNAhUJxYMKHXbfDWwQ_AUICCgD#tbm=is
ch&q=blackberry+be+bold&imgrc=p_PcclNlkc-4KM%3A
21. Disclaimer
Created by Akhil Satish
Mukundan, RV College of
Engineering, Bangalore,
during a marketing
internship by Prof. Sameer
Mathur, IIM Lucknow