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Dr.Dinesh Shende
Mr.Swapnil Jadhav


 
   
 
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’ azaridis, a dropped out of Waterloo university in

1984 along with a management consultant
Balsillie gave a way to their dream of becoming a
billionnaire by incorporating Research in Motion
(RIM) in 1992.
’ RIM went public with listing on Toronto Stock
exchange in 1997 and raised $ 115 Mn. from
investors.
’ In 1999, introduced its first ever black berry brand
E-Mail device
’ urrently the most popular brand in in US
Smart phone market
’ Every 3rd smart phone bought in US is
Blackberry.
’ Strong new entrants like Dell, Acer, Motorola
, etc are trying to shake the position of existing
players like RIM, Apple, Nokia, Panasonic Etc.
’ Market now is consumer centric asking for vivid
applications day in & day out.
’ RIM faces the challenge of sustaining its
leadership in smart phone Business.


   


STRENGTH
 pioneer in smart phones
 41 % market share (Q1 2009)
Strong customer base in US (3/5)
and presence all over the world
Strong brand Equity
High skilled employees growing
from 8000 to 12000
WEAKNESS
 less Applications compare to
Apple
 Extreme volatile market
¦
 


OPPORTUNITY
 Entry into Price sensitive
markets
 Geographical expansion by
mergers and acquisitions
To enter Tablet market where all
other smart phone players are
present
THREATS
 cut throat competition
 rapid change in technology
Most dynamic consumer behavior
¦






 

’ Technology
’ New Applications

’ Added features

’ After sale service

’ Market research for tracking constantly

changing needs.
’ ong term relationship with suppliers

 

 
 
share

13

basic Phones
smart Phones

87

 

 
 
share

basic Phones
smart Phones

80
  



 m


 
 
Market share

11%

41%
28% RIM
Apple
Nokia
Panasonic
20%
  mm



’ Nokia loosing ground

’ Apple the biggest gainer

’ Users preferring Google·s ¶Android· operating

system which received comparatively good
reviews from techies
’ Nokia in tie up with Microsoft for operating
systems
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’ 3 years average EPS growth of 84%
’ Revenue Growth of 77 %
’ Market capitalisation increased 125%
(from $ 96mn to $42 Bn)
’ 56% market share in US of $12Bn market
’ 41% market share in worldwide
’ No. 1 fortune 500 list in 2009 as a fastest
growing co.
m 


 


’ Reducing market share (49% in 2006 to 41% in

2009 Q1)
’ omparatively less Applications leading to
switching by customers
’ Apple Apps ² appr. 65,000

’ RIM ² appr. 2000


 
   


’ oncentric diversification in Tablets ( Tabs )

’ Awarding software

’ Entry into cost sensitive, less tech savvy to

create entry threat to apple
’ Target different segments differently

’

 





Short term Medium Term ong Term

 Increase application base  Penetrate the markets  Mergers and acquisition to
by starting with new portal which are more price consolidate extreme
-et developers post their sensitive and less tech competitive market.
applications savvy.
-et ideas Flow
-- give adequate
remuneration and
recognition even to new
developers
-an replicate Wal-Mart T ²
Mobile contact model
worldwide
 Exclusive strategic alliance
with ´facebookµ which is
third largest population in
the world.
¦
 


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