Blackberry Case

Topics: Smartphone, Android, Windows Mobile Pages: 18 (3740 words) Published: October 15, 2014


BlackBerry Limited:

"Should Blackberry switch to Android?"

Abstract
With its introduction in 1999, Blackberry was a cutting-edge mobile company who changed the very industry that it struggles to stay afloat within today. Every so often we hear the question, should BlackBerry drop their current operating system and use Android as a replacement? Initially it may sound like a good idea, after all Android is the number one smartphone operating system globally. And with BlackBerry’s platform struggling, why not go with the leader? Well, that answer may simply boil down to security, yes security. BlackBerry has always offered a platform that is secure end-to-end. In a June 26, 2014 press release, it was announced that Google will adopt part of Samsung’s KNOX as a security platform for Android which is a business-oriented security solution that will keep work and personal data separate and secure on a single device. BlackBerry’s CEO Chen says that it is a step in the right direction for Android but Samsung KNOX he says “is a fort built upon an insecure foundation” and he also points out the fact that there are tens of millions of secure BlackBerrys and only a few million phones with KNOX. And though that may be true there will be many more soon. How much longer can BlackBerry stay afloat in an Apple, Android, and Windows dominated market? BlackBerry got touchscreens wrong, they got apps wrong, and now all they have left is security. It’s a nice feature, but is it enough? Tables of Contents Chapter I – BlackBerry Limited at First sight………………………………………. ?-? Chapter II – Decisions BlackBerry is Facing……………………………. ……………… ?-? Chapter III – Analysis: Android Success…..…..…………………………………… ?-? Chapter IV – Analysis: What is BlackBerry Doing Now………………………….. ?-? Recommendations..………………………………………………………?-? Chapter V – Summary ……………………….………………………………………… ?-? References………………………………………………………………………………?-? List of Figures

Chapter I: BlackBerry Limited at First sight
“A global leader in mobile communication, Blackberry Limited is known for revolutionizing the mobile industry when it was introduced in 1999. Today the company aims to inspire the success of millions around the world by continuously pushing the boundaries of mobile experiences.”

-Blackberry.Com
Blackberry Historical Beginnings
In 1984, two engineering students Douglas Fregin (University of Windsor) and Mike Lazaridis (University of Waterloo) founded an electronics and computer science consulting company name Research In Motion or RIM (Brady, Gilletter & Winter, 2013). In the beginning the company focused on helping with the development of products for Mobitex wireless packet-switch data communication networks. These products were often used by military, police forces, firefighters, and ambulance services (Global News, 2013). For years the company focused on helping out with developments of other companies until deciding to focus on what would be known as breakthrough technology. In the early 1990s the founders of the company decided to focus on an easy, secure, and effective device that allowed workers to send and receive e-mails while away from the office (Brady, Gilletter & Winter, 2013). In 1996 the company released the Interactive Pager, also known as the RIM 900, the first keyboard-based service. Over the next few years the company hit many major milestones. In 1997, RIM went public on the Toronto Stock Exchange. The following year the company introduced the RIM 950, a dramatically slimmed down two-way pager (Global News, 2013). RIM would accomplish its biggest milestone in 1999 when the stock symbol RIMM was added to Nasdaq and the FCC approved the request to begin selling its products in the United States. The first device that the company put on the market in the United States was the Blackberry 850 (Global News, 2013). The...


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Zacks Equity Research
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