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.