Blackberry Case Study

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BlackBerry is a line of wireless handheld devices ¬designed and marketed by BlackBerry Limited, formerly known as Research In Motion Limited (RIM). The first BlackBerry device, an email pager, appeared on the market in 1999. (1) The two-way pager is almost never used anymore, which is a good demonstration of just how fast the technology has been developed. The pager was considered a novel product since most of handheld devices up until then had only one way communication. The original BlackBerry allowed the person who was receiving the message to respond to the sender by using a keypad. The most recent (2013) BlackBerry devices are the Q10, Q5, Z30, and Z10. Most of the models had relied on a physical QWERTY keyboard, while newer generations have featured a multi-touch screen and virtual keyboard. BlackBerry devices can take photos, shoot video, and play music. They also provided key features such as instant messaging, web-browsing, email messaging, and the proprietary Internet-based instant messenger and video calling. Smartphones have quickly become part of the modern culture. In the second quarter (Q2) of 2011, worldwide sales of mobile devices to end users totaled 428.7 million units, a 16.5% increase from Q2 of 2010 according to Gartner. BlackBerry accounts for 3% of the sales, making its manufacturer the sixth most popular device maker after Nokia, Samsung, LG, Apple, and ZTE. (2)There were eighty million subscribers worldwide to BlackBerry in 2012. (3) In the United States, BlackBerry was also known as "CrackBerry", suggested its addictiveness similar to crack cocaine. However, the end of RIM is imminent as BlackBerry owners know it. The mobile device that created the always-on mobile culture is facing some grim c... ... middle of paper ... ... producers. Innovation is now required to stay ahead in the fast-moving technology market. BlackBerry failed to recognize early that consumers desires were changing. RIM won favor in the early days due to the security of features such as the company's email and BlackBerry Messenger. While they could satisfy the corporate market, new features offered by Apple and Google quickly took precedence over software security for an average consumer. RIM could not adapt to the market in which consumer's expectation for a smartphone is beyond phone functionality. Looking at the rise and fall of RIM in the market with this dynamic, it is worth asking: How long will Google's Android and Apple last? The question sounds absurd now considering their respective success. Yet asking the same question about RIM just a few years ago would have also evoked similar howls of laughter.

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