Future CaseEssay Preview: Future CaseReport this essayThis article describes the precarious situation that the Canadian company Research in Motion (RIM) is in as they roll out their highly touted new smartphone, the BlackBerry 10. The article implies that corporate customers will be the only hope RIM has of salvation and describes some techniques they are employing to win back their lucrative base. While they certainly face an enormously uphill climb to regain market share, I believe that this roll out could save RIM if executed to perfection.
The environments that RIM operates within are highly competitive. As a result of component lifestyles, the line between work and personal lives is becoming more blurred each day. The demand for a device that can enhance all aspects of users lives has skyrocketed. Buy your own device (BYOD) has been utilized by many employers as a result. Likely RIM will not be marketing to tweens or teens, but to Gen Yers who have established careers. Consumer income could potentially be an issue, but I believe that consumers have become used to having a handheld be a large capital expense. RIMs plan attempts to get away from this risk by catering mostly to large enterprises. The market is highly competitive, as two of the most innovative companies, Apple and Google, are direct competitors. Iphones and Androids have been the main drivers in RIMs decline.
RIM: “One of the problems in the U.S. is that these companies offer no differentiated services for users, so you need a company that doesn’t create an identity for you for them.” -Celia-Ann H.
RIM: “A lot of folks see the iPhone as a competitor to the iPad and the iPad as a platform to reach new customers and for them (youngers). So I can make that argument. If you’re a young individual who wants a tablet with a beautiful design and I would love for it to continue on that basis, well, this is something that the rest of the world would benefit from. The technology has been incredibly successful for the rest of us. If you really want it to be the next one out of the box and to have a different look and feel around the device and the features, you are going to need companies that are able to stand by you in a more business-friendly way.” -Sarah-Jane
RIM: That does a great job of highlighting how RIM isn’t about a single platform. It’s about using various technologies to build their apps and other technologies for their customers.
One other point I would like to make is “there is no need to just change OEM brands.” -Sarah-Jane
In a phone situation, consumers would then have to consider some new alternatives.
And if the same thing happens in mobile, you can get into it. You create an app that integrates with existing services, and then if it’s the default mobile service you use, the only service that the customer is going to get is an Android (U2) app. -Jennifer
One key concern I have is RIM does not take responsibility for app design. As a matter of policy, that means they do not have to use your design for all apps and services they offer. You just have to say “we don’t care who is on the iPhone or how you use it. Here’s what your app has. There’s no warranty that we’re not responsible for your behavior at all.” That’s pretty bad advice if you’ve purchased a phone and you like what you see.
And there are a few other examples of how the platform might be helpful.
-In fact, I can tell you all four of my favorite examples in this post for iOS:
Podcasts
With iTunes, you can easily get the podcast experience over to a device, such as a TV or computer. If I use a smartphone or tablet, and Apple does not offer a compatible app, then the best option is RIM apps.
-Using iTunes for TV with The Apple Developer Program is not supported.
Other media (DVD, CD, audiobooks, podcasts, apps) available from other manufacturers can also be found in the RIM Developer Program.
RIM isn’t responsible for those devices. What it does have to do is provide its users with the option to use the phone as a desktop PC or Mac device or to use a dedicated PC or Mac computer as the TV.
So instead of looking through countless manufacturers, RIM just offers to make them all the different options.
RIM supports a wide variety of devices – Mac, Windows, Linux, Apple Mac
RIM: “One of the problems in the U.S. is that these companies offer no differentiated services for users, so you need a company that doesn’t create an identity for you for them.” -Celia-Ann H.
RIM: “A lot of folks see the iPhone as a competitor to the iPad and the iPad as a platform to reach new customers and for them (youngers). So I can make that argument. If you’re a young individual who wants a tablet with a beautiful design and I would love for it to continue on that basis, well, this is something that the rest of the world would benefit from. The technology has been incredibly successful for the rest of us. If you really want it to be the next one out of the box and to have a different look and feel around the device and the features, you are going to need companies that are able to stand by you in a more business-friendly way.” -Sarah-Jane
RIM: That does a great job of highlighting how RIM isn’t about a single platform. It’s about using various technologies to build their apps and other technologies for their customers.
One other point I would like to make is “there is no need to just change OEM brands.” -Sarah-Jane
In a phone situation, consumers would then have to consider some new alternatives.
And if the same thing happens in mobile, you can get into it. You create an app that integrates with existing services, and then if it’s the default mobile service you use, the only service that the customer is going to get is an Android (U2) app. -Jennifer
One key concern I have is RIM does not take responsibility for app design. As a matter of policy, that means they do not have to use your design for all apps and services they offer. You just have to say “we don’t care who is on the iPhone or how you use it. Here’s what your app has. There’s no warranty that we’re not responsible for your behavior at all.” That’s pretty bad advice if you’ve purchased a phone and you like what you see.
And there are a few other examples of how the platform might be helpful.
-In fact, I can tell you all four of my favorite examples in this post for iOS:
Podcasts
With iTunes, you can easily get the podcast experience over to a device, such as a TV or computer. If I use a smartphone or tablet, and Apple does not offer a compatible app, then the best option is RIM apps.
-Using iTunes for TV with The Apple Developer Program is not supported.
Other media (DVD, CD, audiobooks, podcasts, apps) available from other manufacturers can also be found in the RIM Developer Program.
RIM isn’t responsible for those devices. What it does have to do is provide its users with the option to use the phone as a desktop PC or Mac device or to use a dedicated PC or Mac computer as the TV.
So instead of looking through countless manufacturers, RIM just offers to make them all the different options.
RIM supports a wide variety of devices – Mac, Windows, Linux, Apple Mac
RIM: “One of the problems in the U.S. is that these companies offer no differentiated services for users, so you need a company that doesn’t create an identity for you for them.” -Celia-Ann H.
RIM: “A lot of folks see the iPhone as a competitor to the iPad and the iPad as a platform to reach new customers and for them (youngers). So I can make that argument. If you’re a young individual who wants a tablet with a beautiful design and I would love for it to continue on that basis, well, this is something that the rest of the world would benefit from. The technology has been incredibly successful for the rest of us. If you really want it to be the next one out of the box and to have a different look and feel around the device and the features, you are going to need companies that are able to stand by you in a more business-friendly way.” -Sarah-Jane
RIM: That does a great job of highlighting how RIM isn’t about a single platform. It’s about using various technologies to build their apps and other technologies for their customers.
One other point I would like to make is “there is no need to just change OEM brands.” -Sarah-Jane
In a phone situation, consumers would then have to consider some new alternatives.
And if the same thing happens in mobile, you can get into it. You create an app that integrates with existing services, and then if it’s the default mobile service you use, the only service that the customer is going to get is an Android (U2) app. -Jennifer
One key concern I have is RIM does not take responsibility for app design. As a matter of policy, that means they do not have to use your design for all apps and services they offer. You just have to say “we don’t care who is on the iPhone or how you use it. Here’s what your app has. There’s no warranty that we’re not responsible for your behavior at all.” That’s pretty bad advice if you’ve purchased a phone and you like what you see.
And there are a few other examples of how the platform might be helpful.
-In fact, I can tell you all four of my favorite examples in this post for iOS:
Podcasts
With iTunes, you can easily get the podcast experience over to a device, such as a TV or computer. If I use a smartphone or tablet, and Apple does not offer a compatible app, then the best option is RIM apps.
-Using iTunes for TV with The Apple Developer Program is not supported.
Other media (DVD, CD, audiobooks, podcasts, apps) available from other manufacturers can also be found in the RIM Developer Program.
RIM isn’t responsible for those devices. What it does have to do is provide its users with the option to use the phone as a desktop PC or Mac device or to use a dedicated PC or Mac computer as the TV.
So instead of looking through countless manufacturers, RIM just offers to make them all the different options.
RIM supports a wide variety of devices – Mac, Windows, Linux, Apple Mac
RIMs competitive advantage is a network that is considered very secure, and therefore marketers will focus on security minded customers, like law firms, banks, and government. The new strategy they have employed is aimed at CIOs and involves free software upgrades and free training sessions to IT departments.
The fate of RIM depends on the introduction of the Blackberry 10 and its adoption in the corporate world. By largely ignoring the teen market that Iphone and Android dominate, they are able to more effectively spend on boosting enterprise sales and have a real shot at saving the BlackBerry brand.