Blackberry Case Study

Group - 1

Name – AKARSH SINGHAL

SAP ID – 500074705

Blackberry launch in 1999 laid for the development of smartphones. It is launch by RIM (Research in
Motion) Rim was founded in 1984.

Reasons for Blackberry to be initially successful:

 Blackberry laid the inspiration for smartphone in 1999.

 Qwerty Keypad – blackberry launch of qwerty keypad phone first to launch this type of phone
i.e. phone with complete keyboard which is easy for typing and the person for writing mails and
doing their work easily.

 Security – The security provided by the blackberry is the one the best successful advantage I.e.
they provide private messenger app BBM - Blackberry Messenger (it is safest mode of convey
the message that it is the most protected app)

 Design and usability – The design and feature provided blackberry is too good.

 Blackberry launches first smartphone that could have access to email and web browsing

 By 2006 Blackberry have 5 million subscribers worldwide

 Blackberry phone could also run MS-DOS i.e. play a vital role in business profession

 BB turned into the gizmo du jour incorporates inside the north America they have been so
famous that many main brands at that time offered it in massive numbers for its personnel.
 BB become usually related to the wireless network and used a few software’s for corporate
electronic mail server which became more custom designed for the company world.
 They used many advertising companies and co-branding, bundling and reselling with Compaq
AOL, Networks and so on.
 They had over a hundred wi-fi vendors in 2005 which become massive at that time.
 They were able to preserve a massive marketplace cap all through the sooner 2000s.
 Blackberry’s protection of network become a completely unique and key promoting point for it.
  They have been the first to launch a social media app known as BBM (Blackberry Messenger).
BBM become famous as it became encrypted and had an awesome amount of prolateness.
 By 2010 that they had over 270 networks in over one hundred ten international locations.
 Blackberry provides the security

Competitive advantages

 Blackberry were targeting professional and businesspersons and business community.

 BB have the good technology and have good software
 They had that innovative facet over their competitors .
 Their phones had been fantastically secure so secure that it turned into even used by the
President of USA.

Conclusion

Hence, in an international that turned into technologically backward, this is, the commonplace running
population, Blackberry turned into the begin for the entrance of smartphones into the ordinary life of
virtually entire globe. Thus, having being first, and positioning their product in a strategically correct
phase of the market helped Blackberry obtain the achievement in its initial days and a aggressive gain.
However, because of the development of generation, RIM not being flexible enough to trade their initial
method brought about the downfall of one of the benchmarks of smartphones access into the arena as
we are aware of it now.