RIM's Marketing Strategy

Daljinder G.

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RIM's Marketing Strategy

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Abstract

RIM or Research in Motion is now known as Blackberry, a world-renowned name in wireless technology, which has transformed the cellular phone industry with its innovative line of products. The company has more recently launched a new mobile handset, the Z10 and claims to overhaul the user's Blackberry experience.

Upon using the behavioral division method, that separates consumers based on usage of the products, the target market for mobile devices can be categorized into two major types of users. The first target market is a business professional. Researches have indicated that RIM is a well-situated brand for this particular target market. The second main target market is the consumer market. RIM seems to have a smaller market share of this segment, but attempts to improve its place in this area. Furthermore, RIM will try to uphold its strong situation in the business market and target to control a more substantial portion of the consumer market.

Introduction
The behavioral division method
Product development strategy
Products and their respective product lines
Cloud technology
Promotional contemplations
Conclusion

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[...] RIM is certainly not the lowest price maker like Wal- Mart or Amazon; their focus is more on quality than price. The different products and their respective product lines include BlackBerry Play Book tablet, the BlackBerry smartphones, and software for businesses and accessories. The power of the BlackBerry platform in the enterprise goes beyond the smartphone to connect all facets of a traditional office and mobilize it. With the BlackBerry smartphone at the hub of the mobile office, real-time information and unified communications are pushed to the device so workers can be in the office virtually anywhere. [...]

[...] The second main target market is the consumer market. RIM seems to have a smaller market share of this segment, but attempts to improve its place in this area. Furthermore, RIM will try to uphold its strong situation in the business market and target to control a more substantial portion of the consumer market. RIM's main marketing strategy involves a product development strategy, a market development decision, and a market penetration idea. The first marketing strategy of RIM is to develop a multidimensional array of products. [...]

[...] RIM also desires to add more variety to its wide array of products. In its effort it has built the Play Book tablet in 2011. This seems to be a crucial test of RIM's ability to grow in the future and so far RIM has disappointed many people. Distinct from Apple's first notice of the iPhone, the Play Book release didn't show much functionality that looked essentially new compared to the competition. The competition was all about enabling the knowledge base rather than consumer benefits. [...]

[...] IPhone Makes Up 50 Percent of Smartphone Web Traffic In U.S., Android Already 5 Percent. Retrieved June from TechCrunch: http://www.techcrunch.com/2009/03/24/iphone-now- 50-percent-of-smartphone-web-traffic-in-the-us/. RIM. (2009, April 2). Research In Motion Reports Fourth Quarter and Year- End Results for Fiscal 2009. Retrieved June from http://press.rim.com/release.jsp?id=2248. Wauters, R. (2009, May 20). Report: iPhone Applications Are Getting Cheaper. Retrieved June from TechCrunch Magazine: http://www.techcrunch.com/2009/05/20/report-iphoneapplications-are-getting- cheaper/. [...]

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