Positioning the Blackberry

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Positioning the BlackBerry Pearl
by Mahima Hada & Arvind Rangaswamy
1. Before beginning any case, students should familiarize
themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are

designed to work with the OfficeStar examples, which are located in the My Marketing Engineering directory, usually installed in My Documents during software installation.
The data required for this case are located in one file in the My Marketing Engineering directory (usually located within My
Documents): BlackBerry Pearl (Positioning).xls
RIM Introduces the BlackBerry Pearl
In September 2006, Research In Motion (RIM) introduced an extension to its best-selling BlackBerry phone, the “BlackBerry Pearl,” with the hope that it could move the original BlackBerry beyond the boardroom and executive suites and into more consumers’ hands. It is the first BlackBerry that comes equipped with the usual features of high-end smartphones, as well as a camera and media playback, yet still provides all the e-mail functions that made Blackberry a hit among executives.

Background
Research In Motion (RIM) launched the BlackBerry wireless, handheld device in 1999. The BlackBerry heralded the launch of smartphones for business users by supporting push e-mail, mobile telephone, text messaging, Internet faxing, Web browsing, and other wireless information services. BlackBerry made headway in the marketplace by first concentrating on e-mail and capturing the “Boardroom” market segment.

Although it included the usual PDA applications (e.g., address book, calendar, to-do lists), as well as telephone capabilities on newer models, the BlackBerry’s reputation grew primarily because of its ability to send and receive e-mail anywhere it has access to an appropriate wireless network of...
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