BLACKBERRY LIMITED Research 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
BLACKBERRY(3/3)
TIMELINE BlackBerry Limited Stock Chart Great Recession changes name to BlackBerry, launched BlackBerry 10 13/1 first net loss in years 12/3 Founders resigned as the CEOs of the company 12/1 New tablet launched 11/4 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 s, contacts…are pushed out to the BlackBerry device immediately
PUSH MAIL
SUCCESSFUL STRATEGY BES SYSTEM Blackberry enterprise server,BES BES provides network security. BES feature is to relay from a corporate mailbox to a Blackberry handheld device.This feature is known as push .
BES
ADVANTAGE BEFORE 2008 3G not yet widespread relaying immediately and remaining network security for Business Uses QWERTY keyboard However, these functions have gradually been replaced by a 3G smart phone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 Smartphone Keep the QWEntry Keyboard ? Change to the prevalent touch-screen ? Q10 Z10 Current Trend
QWERTY KEYBOARD + PUSH MAIL Push Mail defeat
PRODUCT + MARKETING Q10Z10
PRODUCT + MARKETING
CONCLUSION 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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