This presentation is a part of the marketing research internship under Prof. Sameer Mathur.

1. Research in Motion
Now Blackberry
Research in Motion
The roots of
present mobile
world.

2. A Canadian company which is widely
known for BlackBerry . It’s product mix
includes :
• Black Berry Smartphones and Tablets.
• Secure and High Reliability Software
• Technology Solutions

3. Main inventions
Important Innovations:
1997
Black Berry
2013
BlackBerry 10
2015
Priv

4. Notable AwardsNotable
Awards
• Emmy Award for Technical
Innovation 1994
• The KPMG High Technology
Award 1994

5. SPOD’s
• Highly secure system. Hence, it is
widely used in Government
offices .
• It has a wide range of applications
in Business field. Most of the
Businessmen use it.

6. AdvertisementsAdvertisements

7. The BlackBerry boys ad shows it’s attempt to
change from a mobile for businessmen to one for
everyone.

8. What led to it’s success ??
• …. Success factors
What led to it’s
success ??

9. Changed the way people communicate

10. End to end Solution provider
• It used it’s own hardware and OS.

11. Partnership with carriers
Wide range of
distributors
Available world-wide

12. What happened after 2008
How did it
fall then ??

13. • Increased Competition - Apple
Increased Competition

14. • Due to it’s brand name, Berry could easily surpass it

15. Apple fought back
• Decrease in sales

16. What led to the fall ??
The Result ??
• Was pressurized to launch products with
improved technology.
• Lack of proper Research before launching
• Products launched with many flaws.
• Believed in the same old OS

17. The result ??
• Finally decided to use Android in it’s latest products
• Launched Priv
Finally decided
to use Android
in it’s latest
products and
Launched Priv
in 2015

18. What next ??
By concentrating on it’s
strengths, it can gain
back it’s original
position.

19. • Has to drop down the mobile business.
• Can excel in providing IOT solutions
• Can concentrate on • Can excel in
providing IOT
and QNX
solutions .

20. • RIM started it’s journey in 1986
• It became the leader in technological innovations.
• It ‘s profits rose to the sky with the launch of BlackBerry in 1997.
• Later, Apple and Android gave a tough fight to RIM.
• At first, it could resist the competition.
• The sales went down due to a high competition.
• Developed QNX software to compete with Apple and Android and
launched BB Z10 and Q10.
• Finally decided to use Android in it’s latest phones and launched Priv
in 2015.
• As it has a strong grip on providing QNX and IOT solutions, it needs to
concentrate on them.
• Important innovations of RIM
• POD’s
• Advertisements of RIM
• Reasons for it’s success
• Reasons for it’s fall
• Possible future of BlackBerry.

21. Disclaimer
This is presented by Sindhu Madicherla (IIT
Guwahati) as a part of Marketing Research
internship under
Prof. Sameer Mathur,
IIM Lucknow