BlackBerry was founded in 1984 and released its first smartphone device in 1999. It gained popularity for its secure email services but has struggled recently against competitors like Android and Apple. It launched a new BlackBerry 10 operating system and devices in 2013 but sales have continued to decline, with questions around its ability to survive as an independent company. Key strengths included security and focus on business users but weaknesses included inability to market the brand, dependence on corporate contracts, and poor presence in tablets.

1. By
SURYADEV MAITY
Reg No – 1239710
Course - CB

2. Ownership type: Publicly listed
Private equity
investors:
No
Stockmarket: NASDAQ (USA)
Reuters Code: RIMM.O
Bloomberg Code: RIMM:US
Last full year
revenues:
USD 18,435.000 millions
Year end: March 2012
No. of employees: 16500
Key activities:
Handsets & Handheld Devices
Consumer Software & Services
Telecom equipment & infrastructure
Telecom Services
Founder and former co-CEO of BlackBerry - Mike Lazaridis
Profile :

3. • The first BlackBerry device, the 850, was introduced in
1999 as a two-way pager in Munich, Germany.
• In 2003, the more commonly known smartphone
BlackBerry was released.
• BlackBerry first made headway in the
marketplace by concentrating on email.
RIM currently offers BlackBerry email
service to non-BlackBerry devices, such as
the Palm Treo, through its BlackBerry
Connect software.
• On 30 January, the launches of the Z10 and
Q10 smartphones were officially
announced. Both models consist of touch
screens-the Z10 features an all-touch
design[10] while the Q10 combines a
QWERTY keyboard with touchscreen
features.
• During the second financial quarter
of 2013, BlackBerry sold 6.8 million
handsets and was beaten by sales of
Nokia's "Lumia" model for the first
time.
History :

4. LTE
Qualcomm Snapdragon
S4 Plus 1.5 GHz Dual-
Core CPU
Adreno 225 1.5-1.7 GHz
GPU.
GSM
ARM 7, 9,11 processor
1.2 GHz MSM8655
Snapdragon processor
768 MB stm memory
8 GB
Marvell PXA940 clocked
at 800 MHz.
512 MHz processor
80 MHz Qualcomm
3250 chipset
3G
EDGE networks
Intel 80386-based
processors
Hardware
• A new operating system, BlackBerry
10, was released for two new
BlackBerry models (Z10 and Q10) on
January 30, 2013. At BlackBerry World
2012, RIM CEO Thorsten Heins
demonstrated some of the new
features of the OS, including a camera
which is able to rewind frame-by-
frame to allow selection of the best
shot,[19] an intelligent, predictive, and
adapting keyboard, and a user
interface designed around the idea of
"flow".[20] Apps are available
for BlackBerry 10 devices through
the BlackBerry World storefront.
• BlackBerry recently announced that it is in
the process of shutting down its streaming
music service BBM Music,[21] which is in
active for almost two years since its launch.
BlackBerry Messenger Music will stop
working from 2 June 2013
Software

5. • In 2000 NTP sent notice of its wireless email
patents to a number of companies and
offered to license the patents to them.
• In March 2005 during the appeals process,
RIM and NTP tried to negotiate a
settlement of their dispute; the settlement
was to be for $450 million.
• In January 2006 the US Supreme Court refused to hear RIM's
appeal of the holding of liability for patent infringement, and
the matter was returned to a lower court.
• On February 9, 2006, RIM announced that it had developed
software workarounds that would not infringe the NTP
patents, and would implement those if the injunction was
enforced.
• On March 3, 2006, after a stern warning from Judge Spencer,
RIM and NTP announced that they had settled their dispute.
RIM patent infringement litigation

6. Usage
The advanced encryption
capabilities of the BlackBerry
Smartphone make it eligible for use
by government agencies and state
forces alike.
• President Barack Obama
• Use by government forces
• Use by transportation staff
• Other users

7. Competition
The primary competitors of the BlackBerry are smartphones running Android and
the Apple iPhone. BlackBerry has struggled to compete against both and its market
share has plunged since 2011, leading to speculation that it will be unable to survive
as an independent going concern.[62] However, it has managed to maintain significant
positions in some markets.
Number of BlackBerry
Subscribers Globally:
As Of:
534,000 March 1, 2003
1,069,000 February 28, 2004
2,510,000 February 26, 2005
4,900,000 March 4, 2006
8,000,000 March 3, 2007
14,000,000 March 1, 2008
25,000,000 February 28, 2009
41,000,000 February 27, 2010
70,000,000 August 27, 2011
77,000,000 March 3, 2012
79,000,000 December 1, 2012

8. 1. No new products until the summer
2. Upcoming leaked products are
boooooooring
3. The Playbook
4. Blackberry App World is a ghost town
5. Developers hate making BlackBerry apps
6. Financials are in ruins
7. Leadership is struggling
8. Even BlackBerry owners don't want
BlackBerrys
9. Enterprise interest is falling
10.Other companies are eating RIM's lunch
Ten Reasons Why BlackBerry Is Screwed

9. BlackBerry SWOT analysis
Strengths
1. Highly secure phones
2. Strong focus on narrow
customer segment
Opportunities
1. Growth of tablet and
smartphone markets
2. Strong growth of
mobile advertising
market
3. Obtaining patents
through acquisitions
Weaknesses
1. Inability to market the
brand
2. BlackBerry OS
3. Highly dependent on
government and
corporate contracts
4. Poor presence in the
tablet market
Threats
1. Rapid technological
change
2. Saturated
smartphone markets
in developed
countries
3. Increased
competition for
government
contracts

10. 5 lessons we can learn from the current BlackBerry/RIM saga
1. Know thyself and your market
Fully understand your strengths and
weaknesses. Figure out your niche
markets. To the extent you can, play
to your strengths and try to minimise
your weaknesses.
2. Don’t rest on your laurels
Do not sit in awe of your
accomplishments and be
complacent. Your competitors are
continually working on improving
their position in the market. Keep
your ear to the ground and try to
stay a step ahead, but the very
least, try not to fall too far behind.
3. Timing is everything
Deliver when and what you promise.
Tech markets are too dynamic and
with the level of competition that
typically exists, you may not have the
luxury of unduly delaying
product/service updates or launches.
4. Consider sharing
Emerging business models recognise the
input and support of customers and other
interests to enhance their own user
experiences. Although it is vital to figure out
what parts of the business you, as the owner,
must control, there is huge gains to be made
by sharing and facilitating win-win situations.
5. Know when to call it a day
While it might be interesting to see how
the BlackBerry/RIM saga plays out, for
start-ups, it always prudent to
continually gauge how viable your
business is and will continue to be.
When the going gets tough, it is crucial
to recognise when you might not have
the resources or support to ride out the
challenges, so that you are in a better
position to manage the fallout.