The document outlines the history and challenges faced by Research In Motion (RIM), the developer of the BlackBerry smartphone, from its founding in 1984 through its peak and subsequent decline due to competition from Apple and Android. Key milestones include the launch of the first BlackBerry device in 1999, rapid growth in market share, and eventual struggles leading to significant layoffs and a drastic drop in stock prices. The document concludes with recommendations for RIM to adopt holistic marketing and focus on innovation to improve its competitive position.

1. The Mobile OS Platform War
Source:
Harvard Business Review 9-613-001
Rev : February 25, 2013

2.  Case Summary
 Main Issue
 Problem Statement
 Analysis
 Reccomendation

3. Research in Motion History
1984: Origins
The company is founded in Waterloo by a pair of Canadian
engineering students: Mike Lazaridis from the University of Waterloo
and Douglas Fregin from the University of Windsor. Focus is on
wireless technology, including point-of-sale terminals, wireless
modems and pagers. Jim Balsillie joins the company in 1992.
1997: Initial Public Offering
RIMM goes public with a TSE listing, raises $115 million in IPO.
1998: First BlackBerry Device
RIM 850 the initial BlackBerry device is released with e-mail and
paging (no voice).
1999
RIMM is listed on Nasdaq.

4. Research in Motion History
2002
BlackBerry-branded 5810 released, with both voice and data support.
Stock in doldrums, dips as low $1.57.
2003: Smartphones Begin Gaining Steam
RIM launches new BlackBerrys targeting professional consumer
market, along with color-display models.
BlackBerry platform FIPS 140-2 security certified, making BlackBerry
ideal for government applications and boosting corporate adoption.
2004
BlackBerry surpasses 2 million subscribers globally.
Balsille and Lazaridis named to Time magazine’s “Time 100” list.
November 2004, stock surges to $29.66.

5. Research in Motion History
2006
BlackBerry surpasses 5 million subscribers globally.
2007
RIMM hits $124.51, and with market cap of $67.35 billion RIM
becomes Canada’s most valuable company.
June, Apple (NASDAQ:AAPL) releases original iPhone.
Jim Balsillie on the iPhone: “It’s kind of one more entrant into an
already very busy space with lots of choice for consumers…. But in
terms of a sort of a sea-change for BlackBerry, I would think that’s
overstating it.”

6. Research in Motion History
2008: RIMM Focuses on Enterprise Over Consumer
Stock passes $138 for historical high in May. BlackBerry hits 19.5%
worldwide smartphone market share to iPhone’s 10.7%.October, first
Android-powered smartphone is released. Mike Lazaridis on
touchscreen phones: “The most exciting mobile trend is full Qwerty
keyboards. I’m sorry, it really is. I’m not making this up.” Reacting to
iPhone popularity, RIM releases its first touchscreen phone, the
BlackBerry Storm in November. It’s not a hit with customers.
RIM gets a PR boost with election of President Barack Obama, a
dedicated (and public) BlackBerry user.
2009: The Pinnacle of BlackBerry
BlackBerry hits 20.7% worldwide smartphone market share in Q3.
iPhone is at 17.1% and Android at 3.5%.

7. Research in Motion History
2010: Android and iOS Take the Lead
RIM buys QNX Software to provide basis for a new, modern
BlackBerry operating system.
BlackBerry drops to 14.8% worldwide smartphone market share in
Q3. iPhone is at 16.7%, and Android surges to 25.5%.
Jim Balsillie on the upcoming BlackBerry PlayBook tablet: “I think
the PlayBook redefines what a tablet should do.

8. Research in Motion History
2011: BlackBerry Falls Behind Amid Delays
- February 2011, stock at $66.20, and it’s all downhill from there.
- April, RIM releases PlayBook tablet to so-so reviews and poor sales.
Jim Balsillie failing to inspire confidence about RIM’s plans: “No other
technology company other than Apple has successfully transitioned
their platform. It’s almost never done, and it’s way harder than you
realize. This transition is where tech companies go to die.”
- July, 10% of RIM workforce (2,000 workers) laid off.
BlackBerry world market share at 11.5%.
- October, major outage takes out millions of European, Middle Eastern
and African BlackBerry users for two days.
- December, Balsillie and Lazaridis announce new BlackBerry phones
will be delayed until late 2012.
Q4 BlackBerry drops to 8.8% worldwide smartphone market share.
- iPhone is at 23.8%, and Android leads with 50.9%.
Stock closes out December at $14.50.

9. Research in Motion History
2012: Dark Days in Waterloo, But Hope Appears
- January, Balsillie and Lazaridis out as co-CEOs, Thorsten Heins
becomes new RIM CEO.
- June, company reports first net loss in eight years, lays off 5,000
employees and Heins announces new BlackBerry phones are delayed
until late early 2013. Stock drops below $10 for first time since 2003,
while market cap dips under $5 billion.
BlackBerry phones remain generations behind the competition with 640
x 480 displays and slow CPUs. RIM’s only release of note is a $2,000
Porsche Design model — still sporting 2010-era hardware specs.
- September, stock hits low of $6.30.
Q3 BlackBerry drops to 5.3 % worldwide smartphone market share.
iPhone is at 13.9%, and Android pulls away with 72.4%.
U.S. government agencies increasingly dropping BlackBerry.
- October, stock rally begins as BB10 launch date revealed, new
handsets teased, media campaign starts.
December, BlackBerry U.S. market share slips to 1.1%.

10. Research in Motion History
2013: Do or Die
BlackBerry App World relaunched as BlackBerry World, includes
multimedia content to compete with iTunes, Google Play and
Amazon (NASDAQ:AMZN).
RIM announces a BB10 Superbowl commercial (perhaps trying to
draw inspiration from Apple’s legendary 1984 Superbowl ad).
RIM stock was at $16.18 at Monday’s close (down nearly 8% in the
day’s trading), giving it a market cap of $8.3 billion. The company
just announced news of new music and movie partners for
BlackBerry World.

11. The Mobile OS Competition

12. The Mobile OS Competition

13. Blackberry was
launched
2003 Apple was
launched
iPhone
2007
Blackberry
gain 45% US
Market Share
2008 RIM
prepared to
release next
generation
OS
2010
2011
The stock of RIM
falling down
February $70
December $ 12.45
As we see on time flow above, after Its competitor Apple
and Blacberry launched their product on 2007 and 2008,
the market share of RIM dropped drastically. It affected
directly to rapid drop of their stock price in 2011.

14. Company Strategic Advantage
It’s open source, lead its huge penetration
around the world.
- It owned exclusive app store
- provided hundred of thousands of app
available to customer
CAN RIM SURVIVE? SHOULD IT STAY THE
COURSE OR FIND NEW WAY?
ANDROID
APPLE
RIM

15. Holistic internal marketing

16.  On the former time, RIM tend to abandon
their concern on holistic marketing. The main
focus is to take gross margin. Their not
improve their device interface and other
valuable creating value to customer. As per
telecommunication has short life cycle, RIM is
lack of innovation to lead the market.

17. 1. In order to survive RIM should improve their
company use holistic marketing as point of
view.
2. The owned database system is their
strength point. This could be point start to
start make a plan to revive.
3. Since, telecommunication has a fast speed,
RIM also should consider put their resource
on R&D and Innovation to win the
competition

18. Thank You....