PowerPoint Presentation

RESEARCH IN MOTION

FROM BLACKBERRY TO CRACKBERRY

Research in Motion, a Canadian telecommunication company, is best known for BlackBerry brand of smartphones and tables.

# Founded by Mike Lazaridis and Douglas Fregin in 1984. # Jim Balsillie joined as Co-CEO in 1992.

First BlackBerry device : The BlackBerry 850 Pager

Core Brand ValuesHigh securityEssential business featuresInnovation leadershipWireless Internet access

ADVERTISING CAMPAIGNS

BlackBerry Enterprise Server (BES) for small and medium-sized businesses

KEYS TO SUCCESS

1. Well-timed rollout of innovative products identifying product market gaps

2. Huge Product Line

3. Market Testing

4. Offering an end-to-end solution

5. Partnering with numerous cellular carriers

LOSING THE INNOVATION TOP SPOT

Ignorance to the potential in other market sectors, apart from business communityMAIN REASON

Annual Rankings of 2012

BEFOREAFTER

Declining sales of BlackBerry from the year 2010

SUMMARYFounderFirst BlackBerry deviceCore Brand ValuesAdvertising CampaignsBlackBerry Enterprise ServerKeys to successLosing the innovation top spot

DISCLAIMERCreated by Mihika Daga, VNIT, Nagpur, as a part of a Marketing Management internship under Prof. Sameer Mathur,IIM Lucknow.