Research in Motion (RIM) was founded in 1984 and launched the first Blackberry device in 1996. It dominated the business smartphone market with the secure Blackberry network. However, RIM struggled in recent years as the iPhone and Android gained popularity. Losing market share and facing financial losses, RIM laid off over 2,000 employees in 2011 as its stock price dropped significantly. The company hopes its new products and leadership can help it transition successfully in the increasingly competitive mobile market.

1. Presented By:
Mobile and Wireless Reda Sabbah
Network Industry

2.  Founded in 1984
 First Wireless
Technology
Information Developer
 Started by two
engineering students
from Waterloo
 Financed by various
independent venture
capitalists

3.  Started as a wireless
communications
developer in the late
1980’s
 First form of “text
messaging” launched in
1996
 First Blackberry launched
in 2001
 Received numerous
awards in the early
2000’s
 Developed a very secure
business network

4. ◦ Mike Lazaridis –
Founder
◦ Thorsten Heins –
President and Chief
Executive Officer

5.  Blackberry Smart Phones
 Blackberry Playbook Tablet
 Various Exclusive Applications
 Desktop and Smart Phone Software
 Secure and Reliable Network until 2011

6.  Large Corporations Depend on Secure
Networks
 Business People
 BBM: Ages 19 – 35

7.  Demand increased dramatically in poorer
nations between 2006 & 2010
 Demand of landlines decreased/Supply of cell
phones increased
 Demand for text message increases/Demand
of cell phone increases
 New models release annually (Product
Differentiation)
 BBM is exclusive and popular – Blackberry
demand increases

8.  2011 a sinking year for RIM
 Over 2000 employee laid off
 Stock sinks over 400%
 Unhappy employee letters ignored by execs
 Steve Jobs on blackberry:
“They must move beyond their area of strength and
comfort, into the unfamiliar territory of trying to
become a software platform company”
Read more:
http://techland.time.com/2010/10/19/steve-jobs-
disses-blackberry-google-7-inch-
tablets/#ixzz1ru8FSK00

9. RIM Playbook Tablet - $200.00
Blackberry Bold 9900 - $549.95
Blackberry Bold 9700 - $259.99
Blackberry Curve 9300 - $199.99
Blackberry Torch 9810 - $299.99

10. Year 2011 2012
Sales/ 19,915.00 18,456.00
Revenue
Gross 8,833.0 6,600.00
Income
Net 1,164.00 3,411.00
Income
Cost of 11,082.00 11,856.00
goods
Sold
•Information retrieved from personal
Bank of Montreal Investor Line account

11.  Fixed Costs:
◦ Lease on all buildings and offices
◦ Utilities
◦ Executive and other employee salaries
◦ Insurance
 Variable Costs:
◦ Maintenance costs
◦ Research costs (Panels, surveys, 3rd Party)
◦ Hourly wages
◦ Overtime pay
◦ Cost of Goods Sold
◦ Cost of over all labor

12. Let’s put things in perspective:
Apple and Google are Research In Motion’s
largest competitors!
Apple Shares……………………… $600.00/Share
Google Shares……………………..$620.00/Share
RIM Shares……………………….. $13.00/Share

13.  Blackberry’s are addictive
 Can be referred to as “Crackberry”
 People are hooked on the blinking red light
 People are addicted to the clicking new the
keypad makes
 A high percentage of business require the use
of blackberry (secure network)
 BBM (Blackberry Messenger) – Like Facebook

14.  Sinking Company
 Requires major make over
 Still carries a popular product
 They should listen to their customers
 New CEO seems promising
 Legendary Organization

15.  http://www.topnews.in/companies/rim
 www.rim.com
 http://www.webdesignerdepot.com/2009/05/th
e-evolution-of-cell-phone-design-between-
1983-2009/
 http://gadgetcrave.com/blackberry-bold-9650-
and-pearl-3g-leaked-a-litte-early/6731/
 http://www.flickr.com/photos/67596892@N00/
2701858174/
 http://articles.cnn.com/2010-08-04/tech
 www.shopbot.ca
 http://gadgetsteria.com