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THE RISE, THE FALL AND
THE STRUGGLE
1992 •FOUNDED
1996 •ESTABLISHED ITSELF AS AN INNOVATION LEADER
1997 •INITIAL PUBLIC OFFERING
1998 •INTRODUCED BLACKBERRY
A CANADIAN TELECOMM COMPANY
TARGETD CONSUMER SEGMENT
“MUST HAVE FOR A WORKFORCE”
WHAT CONTRIBUTED TO THEIR RISE?
LEADERS
“There is a great depth and breadth to what we do. It’s more than just the BlackBerry. We develop silicon, operating systems, operating design; we manufacture. We run our own network. RIM is an industry unto itself.”
STRATEGIC DECISION TO PARTNER WITH NUMEROUS CARRIERS
WELL POSITIONED AND GREATLY VALUED
WHY DID THEY FALL?
Advent of Apple. Ineffective target-market prospects.Lack of proper Conjoint Analysis.
SETTING THE FOOT AGAIN
“BlackBerry boys” BlackBerry Priv
Company’s insight.Brand Values.Targeted Segment.What contributed to their rise?Why did they fall?What they did for comeback?What is the way forwards?
This presentation is created by Mehul Jain, Indian School of Mines as a part of internship under Professor Sameer Mathur, IIM LUCKNOW.
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