BLACKBERRY LIMITEDResearch In Motion Limited (RIM)

TEAM韋榮威 ‧ 張睿宏 ‧王奕心

INTRODUCTION

Founded ： 1984 (as BlackBerry in 2013) Founders ： Mike Lazaridis Headquarters ： Waterloo, Canada Current CEO ： John S. Chen, Hong Kong 程守宗NASDAQ Stock Market ： BBRY

VISION AND MISSION STATEMENT

We are one of the world’s leading designers, manufacturers and marketers of solutions for the mobile communications market.

BlackBerry aims to inspire the success of our millions of customers around the world by continuously pushing the boundaries of mobile experiences.

BLACKBERRY(1/3) The name BlackBerry was

coined in 1999 because of the resemblance of the device’s black keys to a berry’s drupelets.

RIM 850 ,launch in 1999

RIM 8100,launch in 2006 surpassed the 5 million subscriber

Blackberry10, (Q10& Z30) ,launch in 2013

BLACKBERRY(2/3)

A popular choice for business people Physical Keyboard-QWERTY keyboard

Purpose built for security

Blackberry Enterprise Server

BlackBerry Messaging and e-mail

BLACKBERRY(3/3)

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

80,000,000

90,000,0001-Dec-12; 80,000,000

1-Jun-13; 72,000,000

BlackBerry subscribers globally

TIMELINE

BlackBerry Limited Stock Chart

Great Recession

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

changes name to BlackBerry, launched BlackBerry 10 13/1

first net loss in years12/3

Founders resigned as the CEOs of the company

12/1

New tablet launched11/4

Apple users passed BlackBerry (in US)11/4

iPhone is launched 07/1

RIM pay NTP US$612.5 million for patent

06/3

1 million users in US

04/5

SUCCESSFUL STRATEGY QWERTY KEYBOARD &PUSH MAIL

Easy to type especially for business users.

System navigation was achieved with the use of a scroll wheel mounted on the right side of device models

All new emails, contacts…are pushed out to the BlackBerry device immediately

PUSH MAIL

PUSH MAIL

SUCCESSFUL STRATEGY  BES SYSTEM

Blackberry enterprise server ,BES BES provides network security.

BES feature is to relay email from a corporate mailbox to a Blackberry handheld device .This feature is known as push email.

BES

ADVANTAGE BEFORE 2008

3G not yet widespread

relaying email immediately and remaining network security for Business Uses

QWERTY keyboard

However, these functions have gradually been replaced by a 3G smart phone

FAILED STRATEGY TOO SLOW TO ADAPT

QWERTY Keyboard + Push Mail

Product + Marketing

QWERTY KEYBOARD + PUSH MAIL

Touch-Screen SmartphoneKeep the QWEntry Keyboard ?

Change to the prevalent touch-screen ?

Q10

Z10

Current

Trend

QWERTY KEYBOARD + PUSH MAIL

Push

Mail

defeat

PRODUCT + MARKETING

Q10 Z10

PRODUCT + MARKETING

CONCLUSION

2007 2008 2009 2010 2011 2012 20130

50

100

150

200

250

300

Android (Google)

iOS (Apple)

BlackBerry

Historical sales figures (in millions of units)

Differentiation

Advantage may become disadvantage someday.

The develop of technology could be your wing or barrier.

stick to knitting V.S. diversification

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