RIM was launched in 1997 and developed the Blackberry smartphone, known for its security and availability across networks. It saw early success but lost market share as competitors copied its concepts and expanded offerings. While RIM tried innovations, they failed to appeal widely. The document suggests RIM should refocus on business phones and better manage the ideation and development process through techniques like mind mapping to regain leadership.

2. Presentation by
Akhil Satish Mukundan
RV College of Engineering,
Bangalore,
India

3. Research in Motion (RIM) was
launched in 1997 and develop
innovative business
communication devices. The
primary product is the
blackberry

4. The Blackberry device
which is credited for
initiating the
smartphone obsession.

5. • Initial success of RIM was due to
the well-timed rollout of innovative
products
• Robust security platform, thus best
suited for govt. agencies.
• Product was available to all the
cellular services.

6. But what made them different?
RIM targeted
key market
influencers to
launch its
original product
line

7. Try before you buy with
wall street bankers

8. “It was a puppy dog
sale,”
Lazaridis says. “Take a
puppy dog home, and if
you don’t like it, bring it
back”. They never come
back.”

9. Blackberry's major advertisement
campaign in 2012

10. Obama is
BERRY
attached
too…

11. what went wrong?
• The early success of the RIM
product line has been lost as
many other market competitors
have taken the concepts
established by RIM and expanded
with new offerings.
• Should have focused more on
commercialization.

12. When? Where?
Towhom? How?
commercialization

13. Is Blackberry still a leader?
The figure shows the
sales in the year 2013,
Blackberry has only 2%
market share and this
has drastically reduced
from 19% in 2010.

14. Then?
RIM tried to reach out to their
customers by coming up with
various innovations and enter the
other sectors with the same
product line.
But sadly…
These offerings did not appeal to
the vast majority of the public
sector as necessary or relevant.

15. Should
Blackberry
do..

16. Innovation!

17. Blackberry should focus in a particular
segment.
Business phones

18. Blackberry should work on their ideas
and manage them.
Generating
ideas(new
models)
Interacting
with
employees
Interacting
with
outsiders
Studying
competitors
Adopting creativity
techniques
Attribute listing
Mind mapping
Morphological
analysis

19. Summary
About RMI and their key of success.
RMI should have focused on.
Is RMI still a leader?
What strategy they should follow in
the future?

20. Kotler, P., & Keller, K. (2012). Marketing Management (14th ed.). Upper Saddle River:
Prentice Hall.
Lyons, G. (2013). 2013 Mobile Market Share [Infographic]. Retrieved March 22, 2015,
from http://connect.icrossing.co.uk/wp-content/uploads/2013/01/Global-mobile-
statistics1.png
Rocha, E., & Sharp, A. (2014). BlackBerry cuts loss and sees rising sales; shares jump.
Retrieved March 22, 2015, from http://www.reuters.com/article/2014/09/26/us-
blackberry-results-idUSKCN0HL13J20140926
Zeis, A. (2013). Research In Motion Limited OFFICIALLY renamed to BlackBerry
Limited. Retrieved March 22, 2015, from http://crackberry.com/research-motion-
limited-officially-renamed-blackberry-limited
https://www.google.co.in/search?q=rvce&biw=1366&bih=599&tbm=isch&source=
lnms&sa=X&ved=0ahUKEwjij8eW9sjNAhUJxYMKHXbfDWwQ_AUICCgD#tbm=is
ch&q=blackberry+be+bold&imgrc=p_PcclNlkc-4KM%3A

21. Disclaimer
Created by Akhil Satish
Mukundan, RV College of
Engineering, Bangalore,
during a marketing
internship by Prof. Sameer
Mathur, IIM Lucknow