Research in Motion is a Canadian telecommunications company best known for the BlackBerry brand of smartphones and tablets. It was founded in 1984 by Mike Lazaridis and Douglas Fregin. The company's first BlackBerry device was the BlackBerry 850 Pager. Through well-timed innovative products, a large product line, market testing, and an end-to-end solution partnered with carriers, the company saw early success. However, declining sales after 2010 and a failure to expand beyond the business community caused Research in Motion to lose its spot as an innovation leader in the smartphone industry.

1. RESEARCH IN MOTION
FROM BLACKBERRY TO CRACKBERRY

2. Research in Motion, a Canadian
telecommunication company, is
best known for BlackBerry brand
of smartphones and tables.

3. # Founded by Mike Lazaridis and Douglas
Fregin in 1984.
# Jim Balsillie joined as Co-CEO in 1992.

4. First BlackBerry
device :
The BlackBerry
850 Pager

5. Core Brand Values
•High security
•Essential business features
•Innovation leadership
•Wireless Internet access

6. ADVERTISING
CAMPAIGNS

8. BlackBerry Enterprise Server
(BES) for small and medium-
sized businesses

9. KEYS TO
SUCCESS

10. 1. Well-timed rollout of innovative products
identifying product market gaps

11. 2. Huge Product Line

12. 3. Market Testing

13. 4. Offering an end-to-end
solution

14. 5. Partnering with numerous
cellular carriers

15. LOSING THE
INNOVATION
TOP SPOT

16. Ignorance to the potential in
other market sectors, apart from
business community
MAIN REASON

17. Annual Rankings of 2012

18. BEFORE AFTER

19. Declining sales of BlackBerry from
the year 2010

20. SUMMARY
Founder
First BlackBerry device
Core Brand Values
Advertising Campaigns
BlackBerry Enterprise Server
Keys to success
Losing the innovation top spot

21. DISCLAIMER
Created by Mihika Daga, VNIT, Nagpur,
as a part of a Marketing Management
internship under
Prof. Sameer Mathur,
IIM Lucknow.