Blackberry Marketing Research

Topics: BlackBerry, Mobile phone, E-mail Pages: 2 (499 words) Published: March 17, 2012

Description of the Product

Blackberry is a line of Smartphone developed and designed by Canadian company Research In Motion (RIM) since 2002. Blackberry can serve as a personal digital assistant with push e-mail, calendar, memo pad, and task list capabilities. Blackberry possesses an easy navigating interface and is famous for its easy-to-use QWERTY keyboard along with the intuitive trackball. In recent years, facing the fierce competitions from Apple and Nokia, RIM improves Blackberry’s multimedia functions such as music and video playback, and, camera and video capabilities.

Target Market

Since its launching in 2002, Blackberry has been targeted to business professionals who focus mostly on push e-mail and calendar features. Blackberry is not priced or developed for every day cellular users and 66 percent of its annual sales go to corporate users. The phone is preloaded with the mobile version of Microsoft Office that is able to edit documents directly on the device. So some large enterprises even provide Blackberry to its executive officers as an internal communication device in order to receive and send corporate emails anytime, anywhere.

Market Share

In 2010, RIM sold 47.5 million mobile phones to end users. It is an increase of 38.2 percent compared to its sale of 34.3 million mobile phones in 2009. In the fourth quarter of 2010, RIM had a strong sales record particularly in Indonesia, U.K., and Netherlands, based on the aggressive price prepaid offering and the increased subscriptions of the Blackberry Messenger Service. However, by counts of operating system, RIM’s market share declined from 19.9 percent in 2009 to 16.6 percent in 2010. At the end of 2010, RIM announced that its media tablet, the PlayBook, will be released to strengthen its sales.


Despite losing market share to Apple and Android, RIM showed strong sales and profits in 2010. The revenue in 2010 is $15 billion, an increase of 35 percent from $11.07...
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