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Blackberry 2012
Blackberry's goal is to provide mobile access to email, applications, media and the internet via its smartphones. It commands over 20% of the global smartphone market, available in over 91 countries through over 500 carriers. Blackberry has sold over 100 million devices, outpacing iPhone sales since its launch. With the new Blackberry Torch, Blackberry continues to progress and dedicate significant resources to research and development to build its brand strength across demographics. International expansion presents both opportunities and challenges as Blackberry must establish new distribution relationships and customize its strategy for each region's unique market dynamics.
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Blackberry 2012
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- 9. “The company’s goaland vision is clear: “to provide solutions for the worldwide mobile communications market, including the software that allows the BlackBerry Smartphone to provide mobile access to email, applications, media and the Internet. Since the creation of Blackberry, it commands over 20% of the world’s Smartphone sales, available in over 91 countries on over 500 mobile service operators. Blackberry has sold over 100 million devices and still trumps the IPhone is sales since its development. With the development of the New Blackberry Torch we see the progress that Blackberry has made. Not only does Blackberry dedicate so much time and funds to research and development, but they have successfully built the brand strong and have reached different demographics in the past 5 years than any other company. There is no doubt that Blackberry has been, and will continue to be, the leader in research and development in wireless realm”. Page 9
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- 24. International expansion. Considering thelack of market saturation. (in respect to the smartphone niche. International market differences. Chinese market flood with clones manufactured. Cect (QXMC, Ltd.) such as the “HiPhone” and the “BlockBerry.” Competitors will have to deal with the state owned manufacturing companies. In India and Europe the dynamics are completely different but still not similar to the North American market. This strategy will have major impact on the company as they will have to establish relations with new distributors for South America, research the proper international strategy for the firm as well as each demographic, and negotiate new contracts with diverse types of network carriers. Given the diverse range of market dynamics, RIM must expands on their current market development and product development strategies aggressively. Complimentary but less major strategies include marketing bandwidth savings to new international customers and developing special forecasting unit(s) to assist with growth. Page 24
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