Category: Blackberry

Introduction

New Smartphone technology made it possible for consumers to send e-mail while, at the same time, make phone calls. There are several convenient phone features incorporated within BlackBerry which reinforces its quality within international market. Such features include unique mobile operating system as well as appealing appearance. In addition, the phone has inbuilt sensors connected to the physical QWERTY keyboard, such uniqueness provides convenience to consumers in terms of usage (Kotler, 2006).

Blackberrys buyer decision making process for shifting to the new smartphone technology and key factors leading to their success within the market

BlackBerrys demand within international market increased owing to its features supporting mobile computing services making it capable of speeding up internet processes. The gadgets entertainment technology system also added to its success within international market including despite lacking desktop capabilities. Provision of internet Protocol-based network within the smart phones enabled users to access internet-based applications.

Such cases include Wi-Fi networks providing services through visitor fees instead of old technology based on provider-lock in users. Smartphones Wi-Fi system has the capability of using all available internet browsers for the purposes of accessing various applications such as websites and search engines. The phones ability to provide Google Maps directions as well as rich HTML email client enables its services to be preferred by most customers (Kotler, 2006).

Despite all these features, shifting to new smartphone technology was prompted by a number of buyer decision programs. For example, BlackBerry runs on a 3G network device making the technology quite different from that of iPhone not applicable within technologically advanced regions such as Japan and Korea since it operates only on Cingular network (Egan, 2007).

Factors affecting a consumers behavior as related to the case and reasons as to why people shifted from BlackBerry to iPhone.

Social factors include peoples status, reference groups, social class and personal factors such as lifestyle and perception all affect consumer purchasing behavior. The iPhone technology distinguishes itself from other competitor companies based on the user interface application where they use multi-touch screen (Kotler, 2006).

Consumers relate this to social class whereby iPhone represents a more convenient phone easily utilized for office purposes compared to BlackBerry. Many application programs make the phone be associated with multi-tasking hence only suitable for those with intensive business schedules. Such attraction is based onphone softwaregranting the ability of incorporating all application programs hence allowing convenient user interactions.

Despite its functionality appeal to most buyers, prices seem higher than that of Blackberry phones making the phone to be associated with upper social class. Ability of the phone to provide simplified lifestyle makes it a suitable referral for most consumers compared to other technologies within the market. For example, within students set-up, they are always willing to make comparisons concerning three important dimensions within modern society and these include technology, management as well as humanity (Kotler, 2006).

Recommendations to change the business buying process of the company

Various challenges are experienced within the market which at times acts as barrier towards fair global competition. RIM should consider developing various market channels and structures used by current managers. Local as well as international consumer needs, should be considered based on appropriate paradigms.

Incorporation of system flow paradigm is of important use within the global market since it involves restructuring of the supply chain management strategies. For the success of designed marketing strategies supply flow should incorporate efficient communication mix between customers and suppliers, the case of BlackBerry requires direct business transactions between manufacturers and customers.

Divergent views on categorization of products involve application of different opinions and perceptions of consumers concerning particular goods. BlackBerry phones should be assorted based on satisfaction of the diversified global needs and demand. This calls for building of relationship paradigm down the supply chain capable of harmonizing activities of various players from manufacturers through to consumers (Kotler, 2006).

There is a need of incorporating value equation for the purposes of ensuring that RIM Company is positioned in a way capable of delivering value-added products. This acts as reliable adviser since RIM marketing team is capable of retrieving vital information from consumers in a dependable manner.

Value equation on BlackBerry should incorporate prices equivalent to benefits obtained from the product. Establishment of short-term goals and actions would generally assist in making right choices on marketing principles. Such strategies should be tested before application so as to establish the level of effectiveness based on company objectives.

RIM Companys knowledge on current customers would assist in unveiling consumers preferences as well as buying patterns. This enables easy access to potential customers within various regions. The art of differentiating markets provides companies with easy decisions on identifying purchasing power alongside customer needs which ultimately defines product qualities (Kotler, 2006).

Major influences on business buyer behavior and their importance on Blackberrys case

Major influences on consumer buyer behavior include cultural, social, personal and psychological. It is important for BlackBerry to understand major impacts for the purposes of developing marketing mix strategies capable of appealing to the preferences of intended target market.

Resulting purchase decision is basically influenced by cultural, social, personal as well as psychological characteristics. Nature of the modelssold to consumers determines the level of outside influences of others especially on purchase decisions. Built-in functions involving personal digital assistant provides horse power capable of running complex software applications.

Smartphone streamlining applications on internet and third generation communications network is in line with current innovative needs of the world population. Users require phones which would enable them handle almost all daily activities in their hands. Understanding of major influences on business buyer behavior would enable RIM to adopt new ways of keeping pace with constant changes within the IT environment.

Consumers taste is currently being transformed from hardware to software calling for new survival techniques. It would enhance consolidations of appropriate manufacturing, operating systems and content market in the marketing processes.

Majority of customers using iPhone are considered early users of iPods due to Cingular technology. The kind of unique look and feel of iPhones operating system adds to its strength, the kind of phone sensors working with the multi-touch screen helps in creating large and loyal consumer base.

The possibility of using Mac OS applications for desktop with iPhone makes the product to have more referrals within the market. The company intensifieduse of international communication mix especially through the internet which is majorly applied by most consumers, hence saving the company on operating costs (Kotler, 2006). Application of BlackBerry Enterprise Server (BES) ensures that communication through emails between phones is easier than before.

Describe in details the four major steps in designing a customer-driven marketing strategy for BlackBerry.

Phone market is considered a highly competitive business environment calling for focused strategies capable of edging out existing competition. RIM geared their technology towards satisfying consumer needs and preferences. The four steps include identifying target market, meeting consumer needs, building loyalty and using customer feedbacks.

In identifying target market, BlackBerry manufacturing company should use intensive market research in the process of identifying the various demographic characteristics within the consumer base. BlackBerry phone should be designed to suite occupation and income capability levels. Knowledge concerning occupation would enable incorporation of distinctive qualities capable of matching the intended social class (Kotler, 2006).

Customer-driven marketing strategy should also focus on meeting consumer needs. In such a case, consumers prefer multipurpose phone capable of providing various applications to the convenience of customers. BlackBerry had the capability of using 3G network, making it possible for consumers to use it within all regions contrary to iPhones technology. There is great need for office convenient phones with capability of providing internet options to consumers(Michelle, 2009).

Then, there is the process of building brand loyalty based on the kind of services received from the company. This leads to repeat sales and, at the same time, possibilities of referral business operations. In this case, the phones ability to act as information center and entertainment device makes consumers prefer using the technology as opposed to the traditional design.

Customers feedback is used in this case for making various changes and improvements focused on meeting future customer needs. In this case, customers required presentable and smart looking phones.

This helps in encouraging existing customers to spread good news concerning new applications. Such customers should be rewarded through discounts or granted free merchandise at the same time contest can be used for the purposes of rewarding customers capable of sending most referrals within defined amount of time (Michelle, 2009).

Reference List

Egan, J 2007, Marketing Communications, Thomson Learning, London.

Kotler, P 2006, Marketing Management-Analysis, Planning, Implementation & Control, Prentice Hall, London.

Michelle, W 2009, Issues in Informing Science and Information Technology, Victoria University, Melbourne.

Introduction

The disparities and dynamism existing in the current technologic advances have initiated complex reproaches in marketing technics. One company that has experienced adverse changes and challenges is Research in Motion Limited (RIM). It is a company that trades as Blackberry in Canada.

This does not imply that the company pays particulate attention to Canada alone. Instead, the company exploits the market throughout the globe to diversify and populate its products. RIM (trading as Blackberry) was found by Mike Lazardis in 1984. In 1984, the advances and dispersions of technology were inferior to the present computational progress. It is, therefore, apparent that Blackberry faced copious adjustment to fit into the complemented markets.

Complementation implies that there were new and advanced products introduced to compete with Blackberry. An analysis is vital to determine the aspects characterizing such companies. Apparently, I will provide a report analyzing these aspects and evaluating whether Blackberry could overcome its current standing in the market. Consequently, the essay will evaluate the strengths, weaknesses, opportunities, and threats that surround Blackberry Company alongside strategies of solving issues.

Swot Analysis

Strengths

Reputation is a key strength that blackberry has initiated by introducing secure devices. The products produced by Blackberry were competitive and satisfying to the customers. Satisfaction is a fundamental attribute that allows customers to gain interests about products and services. Blackberry Pearl 8100 was a quality and secure phone that attracted consumers worldwide.

The product retained a sense of quality in relation to the earlier products. Therefore, the company became advanced and qualified to receive customer loyalty for subsequent devices. Additionally, competition was rare to the company because there were few companies providing similar products. Consumers did not have the chances to compare Blackberry products with other devices. This allowed people to perceive a sense of reputation and quality.

The brand created a substantial loyal number of customers from business contractors and corporates. The loyalty prevented some customers from using other brands. In 1^st December 2012, a rise of blackberry users had risen to seventy nine million.

This rise was attributed to the customers loyalty that facilitated information dispersion amongst close individuals. According to Hooley (2008), customer satisfaction allows dispersion of positive attributes of a commodity. Hooleys stipulation proves intricate in blackberry advances and success.

Another unexceptional aspect involves the level of brand recognition. There was a quality perception and high cost that allowed the recognition of blackberry devices. In fact, it is apparent that RIM limited has changed the trade name due to the high recognition of the blackberry devices. They identified that the brand name had dispersed more widely than the companys name. Consequently, the company trades its products as Blackberry today.

Blackberry has been an award winning company. This attribute has made significant contributions in strengthening the company. It has proved to be worthwhile and competitive from these award. Chaston (2009) identified that leading companies attain high customer rating and credible feedbacks. Additionally, winning provides a perspective that facilitates Blackberry selection by customers when deciding about the best devices.

Weaknesses

However, there are other factors that weaken the potentials of Blackberry success. It has been identified that the company lost loyalty from non-corporate customers. This arose due to the intriguing characteristic of the devices in comparison to Apple iPhone and Google Android. These products brought a huge gap that deprived the populating qualities of blackberry. For instance, these devices could accommodate many applications and multitask.

Additionally, the products had a lower price than the closest blackberry that was present. The new product gained access to the market and deteriorated the initial achievements of RIM. In fact, the company had enjoyed an uncompetitive market. Therefore, it did not initiate new strategies to prevent loss of market. This allowed the companies to investigate and determine the ways of killing blackberry in the market.

Apple iPhone was termed as the blackberry killer because it managed to provide better and quality devices that were incomparable to blackberry devices. The cost and requirement for blackberry created a perception that the devices were made for professionals. Affordability was, therefore, a great hit on the success of blackberry. It was vital to allow customers understand that blackberry was universal and easy for all people to operate.

Also, the cost should have been regulated for the target market to afford the product and spread information about its incredible features. The dependency of RIM on the government and corporation participates in weakening the company. For instance, if several corporations withdrew from a contract, the remedies would be huge losses due to capital or profits expected from the contract. The techniques applied by the risen companies were substantive and independent.

Apple iPhone was not only marketed through corporation contracts, but also through individual consignments. Therefore, their prices were not modified to retrieve profits for third party contractors. Research and development of blackberry was bounded by restriction of part by part innovative product release. Products were released to satisfy an aspect that customers requested improvement.

Otherwise, the company could not introduce all advances together without studying customers behaviors and attitudes. The target was to produce new devices with high features from a product released initially from the company. RIM expected that customers would value the arising products in relation to the inferior products produced initially. However, they did not pay attention to the freeness of marketing and market entry.

This implies that there were no strategies initiated to make policies about innovation releases to the market. This, therefore, aroused a significant weakness to the company. Also, leadership and losses influenced the performances of the company. The company lost income when customers shifted to alternative smartphones. This led to suspension of employee that facilitated covering of losses experienced. It triggered subsequent losing events that lowered production and income squarely.

Opportunities

Opportunities available for blackberry exploitation are substantive. Growth of information technology involving the use of social media, study sites, online books, and mass media among others have participated in creating opportunities for mobile devices (Evans, 2012). These developments have motivated many people into buying the devices produced by Blackberry Company.

Many app markets have been developed to facilitate the introduction and uses of blackberry devices. These are exemplified by Google play store and android market. Consequently, there is an increase of product sales arising from the substantial facilitation of mobile devices globally.

IT advances create credible grounds for opportunities because people are enlightened about the use of mobile devices. Concurrently, there is a significant expansion of the target market for these devices. Additionally, the government has increased demand for these devices. Developing countries forms credible sites where market for blackberry can be initiated.

This would allow RIM to form the marketing bases and create trust from customers. The blackberry 10 contains unique features that cannot be seen in other smart phones. In addition, the device incorporated a touch screen and a keyboard. It is, therefore, apparent that individuals could prefer the phone for its advanced complementation and broadened appeal. Rising in an environment without adverse competition was an integral attribute to facilitate development.

Threats

Growth of technology has brought about some factors that threaten Blackberry in the market. First, competition from a rising market of devices, especially smartphones, has reduced the loyalty of customers to Blackberry. This comes with critical price adjustments and advertisement costs to facilitate continued company recognition in the market.

Other initiatives arose to encourage inventions of the devices in a free manner. Consequently, the forces that could prevent free entry to the market are no longer present. Additionally, it is vital to realize that the company had failed to create a solid customer base. It was, therefore, prone to prior changes and lack of stabilization after the first company introduced competition.

The chances provided to the company by the government will be opening for other companies starting from 2014. Consequently, it is possible that Blackberry will lose contractors to other companies. This was a major income sector for the company. Its deterioration and loss will pose intolerable challenges to the market. These will include less profits that cannot sustain the workforce of the company. The stipulation of Chao (2007) alleged that unsustainability of business progress leads to strategic losing events.

For instance, less income could lead to suction of some worker. The workforce reduction leads to reduction of production rates and inactivity. Chao described that the processes lead total failure of a business. However, Leiw (2009) noted that strategic management of employees could prevent this disintegration. For instance, salaries could be reduced to fit all workers. Therefore, there would be no workforce reduction arising due to firing or suspensions. The leadership of RIM posed a threat to the success of Blackberry Company.

This company was not successful on finding App manufacturers. This became a source of threat because few companies had not managed to secure applications manufacturer. Native applications would have specialized the uses and features of blackberry. Additionally, they would have made the use of blackberry selective and unique. The users would have attained integration of using blackberry to prevent changes and allow loyalty. The company leaders alleged that carriers refuted sale on Z10 phone model.

Therefore, this phone referred to as blackberry sprint was not marketed appropriately. Lawsuits have inconvenienced the progresses of blackberry by incurring charges and fines to the company. Consequently, lawsuit is another threat that blackberry must consider during its business activities. An instance of these Blackberry loses includes the payment of eight dollars for every device sold through infringing technology in the United States. The payment totaled to one hundred and forty seven million dollars.

Overcoming Current Market Challenges

The market of blackberry is depreciating everyday due to the rising companies to compete. The founder of Blackberry Company reassigned recently (28^th March 2013) for unspecified reasons. The loyalty that had dispersed throughout the globe about blackberry is no longer significant. The workforce have been reduced to a sustainable level.

This implies that less people will be involved in marketing their products throughout the globe. Shares reduced due to the lowering and risky investments. In fact, the shares had reduced to lower than fourteen dollars. This is a lower value when compared to share of above one hundred and forty dollar in the year 2008. These fluctuations led to market depreciation and high product prices.

Strategic analysis depicts that Blackberry Company does not compete well with others companies. The complaints made concerned the rigidity of the company and its aspects of detecting changes in the market. For instance, blackberry is slow in covering threats posed by other companies. Probably, direct and convincing strategies should be initiated to respond fast to these aspects.

Competition regarding the introduction of Apple iPhone and Google Android was treacherous on the marketing strategies of blackberry. Since these launches were commenced, the company did not compliment the market by providing alternate products. There ought to be strategies arousing the competition growth. For instance, RIM should have launched competitive smartphones one month after iPhones were introduced. Software services require advanced and abrupt updating to the features that bold users require.

Strategic launching of products to facilitate information dissemination throughout the globe could be vital. Marketing is an attribute that competitors consider squarely because it is a key factor in attracting customers. Complaints have been made that RIM continuously ships products late than other companies. In some instances, the products are incomplete and inferior to the competing devices.

Probably, fast and efficient execution of products could solve the issues relating to these complaints. Studying the market would be vital to determine the best devices that would exceed the features presented by other companies. Investors are compliment facilitators of the market. Failure to address issues raised by the investors have initiated loss of investments from the company.

RIM have not managed to provide reliable product guidance requested by investors. It is apparent that the governance of RIM does not take active roles in making organizational decisions. Most companies meet and discuss issues relating to the success of their products. When RIM exempts this part, the resultant attributes are loss of customers and poor marketing strategies. This, in turn, leads to failure due to lack of strategic attributes.

There is a reduced rate of advertisements for RIMs products. RIM must consider all marketing strategies vital in its sales. Otherwise, the complimenting products will be recognized more than its products. This implies that people will be more conversant with other devices than blackberry. However, the company have initiated strategies to facilitate product preferences.

For instance, some blackberry users can access internet without paying directly to their servers. Consequently, customers would like to enjoy this unique character. Initiations of other products are blocking the desires to operate blackberry devices. The adaptation of blackberry into the market is being mitigated slowly. Probably, if Blackberry does not curb this influence, the disparity will be huge and untreatable. Other companies will have dominated the market to prevent minor innovators from expanding.

Acceptance of mobile apps that are not unique to blackberry would solve issue exhibited by application inventors. This is because the markets of mobile apps are raising exponentially in time.

Changes of the initial phone model into simplistic models would convenience customers. For instance, the devices could be made lighter, smaller and more compact than the prevailing models to facilitate customer satisfaction. This could be retrieved by studying the competing products, their capabilities, advantages and disadvantages. Satisfying products would be introduced when the complimenting companies have not addressed the problematic issues.

Finally, the outstanding aspect of blackberry regarding the GPS security services should be applied hugely. This is because many people recognize this service. Phones theft cases cannot apply to GPS enabled mobile devices. Therefore, due to the rising issues of theft, customers are in dire need to secure their devices with a promising company.

Conclusion

The developments made through information technology are beyond reproach. Furthermore, the developments are integrating on daily basis towards high levels of establishment and service provision. Ideally, there are no limits that could be described in relation to these developments. Consumers cannot tell what will be innovated tomorrow. It is, therefore, apparent that IT developments are substantially indeterminate.

Does developments in IT rely on chances? Are there targets that innovators aim to achieve? Are they close to achieving them? There are copious questions that have not been answered up to today. The developments are arousing sequential questions. However, the point remains that we are going to wait for the next innovation. Probably, the innovation will set the highest achievable developments in information and computer technology.

Hopefully, blackberry will establish its initial bases and the level of organization prospects to compete and make this utmost innovation. However, making this innovation requires it to address the issues discussed in the previous topic. Otherwise, the company might remain grounded by other competing companies. Retrieval of the initial integrity and motivational ideas are potential stands in arousing the prosperity and advancement of Research in Motion.

References

Chao, S. (2007). Advancing quality improvement research: challenges, opportunities-workshop summary. Washington: National Academies Press.

Chaston, I. (2009). New Marketing Strategies: Evolving Flexible Processes to Fit Market Circumstance. London: Sage Publications.

Evans, D. (2012). Social media marketing an hour a day. Indianapolis: Wiley.

Hooley, G. (2008). Marketing Strategy and Competitive Positioning. Harlow: FT Prentice Hall.

Liew, J. (2009). Employee training: a study of education and training department in various corporations. Sydney: General Books.

Introduction

The necessity of expanding market share of a business drives innovations. In this light, innovations ensure that a company develops new products that maintain their customers preference to the company. In addition, innovations enable the company to produce unique goods that please their clients. Therefore, the company becomes competitive than their competitors.

Moreover, companies that are innovative ensure that they curb and eliminate the problems of poor quality. For example, the field of technology uses innovations as a way of solving the technological problems for their products. In this case, they seek to discover new technology that is more efficient than the previous one. However, the companies must protect their innovations against infringement.

The companies should ensure that they own their innovations and deter other companies from using them. In this light, they seek to remain unique and outstanding. This paper will focus on the BlackBerry Company has protected its innovations.

The paper seeks to determine how the BlackBerry Company has used the theory of protecting innovations in its organizations. Particularly, it will consider the use of trademarks, patents and trade secrets. Also, it will focus on the enforcement of laws against companies that infringe their innovations.

Trademarks

The trademarks are registered through the legal channels of government. Once they are registered, they guard and secure the international rights of ownership. The BlackBerry Company has used the trademarks widely. The companys trademarks are registered with the US government. In this case, it has registered about forty one trademarks within its organization.

They range from software trademarks, storefront, devices, smartphones trademarks and others. Some of these trademarks include BBM, BlackBerry, Data Flow, BlackBerry Bold, and Data Smart among others. The trademark must indicate that it is registered on legal terms of the government system. In this light, the company has given some guidelines that direct the use of their trademarks.

The guidelines apply for all marks that appear in the trademarks list. They restrict the use of BlackBerry trademarks by any individual or company without a formal authorization from BlackBerry. In addition, they provide that a company should not use a mark that is similar to the companys trademarks. In this light, they seek to prevent product dilution. Product dilution is the use of a mark that is similar to the original one.

As a result, the use of a similar trademark sets the company at an advantage of using the popularity of the original company. In addition, the customers who cannot afford the original product find for a similar product from other companies. This ensures that they get satisfaction at a lower price than the original one. Therefore, this guideline has ensured that the company protects its products against dilution.

However, they have allowed the use of their trademarks in various situations. First, a person can use the BlackBerry trademarks when referring to some statements that are true to their product or services. In this case, they have allowed individuals and companies to use the trademarks for making statements that are true to the product only. Therefore, they protect their products by restricting false allegations.

Therefore, they ensure that the credibility of their products is maintained and sustained. Otherwise, some people would compromise the credibility of the company. Secondly, they allow the use of their trademarks while showing compatibility. In this light, they allow individuals and companies to use their trademarks while showing that their products are compatible with the BlackBerry product.

For example, a software company can refer to the Blackberrys product showing that their software can operate on a BlackBerry device. In this case, the compatibility is a positive contribution to the company. Therefore, allowing the use of the trademarks on this situation protect and support their business prosperity. However, the reference should not portray a sense of force sponsorship or endorsement by the company.

This guideline ensures that the companies competing with the referrer do not deviate from the BlackBerry Company. This forms another point of protection of their innovations. It ensures that their innovations are not only protected against infringement but also against unnecessary biases.

Lastly, the BlackBerry Company has provided that their trademarks should be used as adjectives only. Then, the trademarks should be followed by an appropriate generic name. For example, BlackBerry Smartphone or the BlackBerry Enterprise Server. This helps in suggesting that the company has many innovations that originate from the BlackBerry Company.

In addition, the trademarks must be presented in the right and exact specifications that the company has provided. The spelling and spacing should be made in the right specifications. None of the marks should be altered for any reason. This ensures that the company remains unique to the market and specific to the customers. This shows that the company has used the trademarks widely.

Patents

Patents refers to the legal rights provided by the government to the innovator allowing them to sell and distributetheir products. In this light, the government restricts any other company or individuals from distributing the companys products and innovations without the authorization of the original company.

The BlackBerry Company has a detailed patent rights. In this case, the company has registered for patents on all its products they have made originally. These include their software, devices, applications and smartphones. In this light, their patents rights provide that the company can sue a company for selling their products without their permission.

Under the patent rights, the company has submitted the list of their inventions. Therefore, the government acknowledges the products that company own. This allows the company to have the legal power over their products.

Among many, the government has offered crucial patents to the company. First, the government offered a multi patent to the company on the innovation of more efficient cell phones and electronic devices that enhance communication. This patent was given on the basis of producing the BlackBerry smartphones and tablets. It aimed at protecting the distribution of the companys electronic devices.

Secondly, it was awarded the patent concerning the program that aimed at reducing cyber-attacks and bullying on the social networks. In this light, the company has developed a new system of controlling cyber bullying. This system cannot be distributed by any other company or individuals without the companys permission. This patent has helped the company on protecting their innovation concerning this system.

Another patent offered to the company was the storage of fingerprints on the BlackBerry touchscreen. This was an original invention by the BlackBerry Company which is patented under their company.

In addition, the company has a patent that protects reserves their rights of owning a system which seeks to sell and distribute digital writings and contents. Lastly, the BlackBerry Company has been given a patent on their system that converts text to audio. It allows their users to convert textual information to audio format for listening.

Trade Secrets

According to protection innovations, trade secrets refers to the information that a company does not disclose to other statutes and stakeholders. The BlackBerry Company has various trade secrets that aim at protecting their innovations and discoveries.

For example, the company has restricted the access of local servers that host the companys services. This ensures that most of the trade information remains confidential to the company. As a result, they conceal their innovations strategies that can be used to produce a similar product. As a result, the company will maintain the originality of their products and the capability to improve the technology.

In this light, the ability to improve the products is a crucial factor in the solvency of a company. If the company allows the access of information, other companies can improve the technology and reduce the marketability of the original product. Therefore, BlackBerry Company ensures that it retains the ability to improve their products.

Conclusion

In this paper, the theory of innovation protection has been applied to the BlackBerry Company. In this light, the paper has focused on the three most significant pillars of the theory. These pillars include the use of trademarks, patents and trade secrets.

It has portrayed the manner in which the company has applied each of the factors in their organizational strategies. In addition, it has formed the framework of protecting innovations in the future. As a result, it is an all-inclusive and a satisfactory application of the theory.

Abstract

The preferences of consumers change with the change in technology. RIM Blackberry failed to keep-up with such changing technological trends in 2013. Considering the fact that the mobile market is highly competitive, it is imperative for the mobile manufacturing companies to be coherent to the technology being used globally. The market shares decline, that Blackberry faced needs to be analyzed by a Soft Systems Methodology (SSM) in order to understand the perceptions that exist and to find a solution. This report looks at ways to apply the SSM to solve the problem that Blackberry faces due to the current technological challenges. Overall, it demonstrates the overview of Blackberry as a company and its struggle to improve its market shares and reputation within the industry.

Introduction

Unlike other industries, the mobile industry is all about adaptation. Such adaptation has to be from both the manufacturer and the consumer. The manufacturer has to adapt to new and innovative techniques and the consumer has to adapt to change (new versions or models). If both these entities perform their individual roles of adaptation in a perfect manner, there is no possibility of a particular mobile manufacturing company not performing well.

In September 2013, the Blackberry Company reported a net loss of $965 million for the second quarter (Blackberry reports Q2 loss of $965 mn, 2013, para. 1). The loss was ascribed to lower revenue from its latest smart-phone. Blackberry experienced great financial crisis due to this incident. In an attempt to come out of the financial crisis, the company declared that it would scrap more than 4,500 jobs globally. It is worth mentioning that during the same period, Apple, its competitor, was able to sell not less than 9mn units of the companys new smart-phone.

Five years back, the Blackberry Company was among the best technological performing companies with a significant market share (Hicks, 2012). Things did not seem rosy since the past two years when its sales started dwindling. The huge second quarter loss of 2013 confirmed that all was not well with the company. The only thing that people wanted to know was the reason for this downfall. This paper makes use of the systems thinking methods and techniques to explain the origin of the decline in Blackberrys performance. In addition, these methods are utilized to chart a course of recovery from the decline and re-establish the company as a leading technological company.

It is very unfortunate that Blackberry is now poised for a change in its management. It is surprising to note that the news of such a change (in August, 2013) suddenly improved the market position of the companys shares. There was an increase of 10% (Miller, 2013). The following paper discusses the factors responsible for this debacle.

Research in Motion (RIM) and Blackberry are common names associated with smart phones that revolutionized mobile communication and other related services. It is understood that companies experience changes (depending on their way of dealing with issues) that are either beneficial or detrimental to their overall performance. Blackberry had a success story for its competitors to emulate and clients to appreciate, but the present scenario demands a great struggle by the company to regain its ground and overcome the financial challenges it is experiencing.

Background

In order to maintain an upper edge in the competition race, it became imperative for Blackberry to introduce a new phone model that would be able to replace all other similar products and compete effectively with other similar companies. Unfortunately, the idea flopped and Blackberry started experiencing its downfall shortly after it released its first Smartphone. The downfall forced Verizon to switch over to other companies. His intention was to ensure that Blackberry produced a touch screen phone that would ensure that its market is retained and expanded.

This did not happen and the efforts by co-CEO, Jim Balsillie, to develop instant messaging software, were opposed by the current CEO, Thorsten Heins. Balsillie was forced to quit the Blackberry board and seize his relations with the company because he thought his presence in the company was not adding value. The Blackberry directors, led by Heins, ignored Balsillies advice and went ahead with their plans, that later had serious implications for the company. These are some of the reasons that triggered Blackberrys long journey to financial crisis. The crisis forced some of its top office bearers to resign for fear of being condemned of failing the company.

The year 2012 witnessed a mobile war and to combat it, Thorsten Heins (CEO) and members of the board decided that the companys weapon would be the fully touch screen Blackberry Z10. Michael Lazaridis opposed this plan. According to him, the company had learnt various lessons from its previous products and there was no need of investing in a device that had already reached saturation in the market. Kristian Tear and Frank Boulben opposed Michaels idea claiming that the keyboard-equipped mobile phones were no more in demand. This episode marked a turnaround for Blackberrys performance because it failed to meet its financial targets after launching the Blackberry Z10.

It reported a $ 965 million fiscal second quarter loss because of a huge write down of this product. The plan had flopped because the company had not met its target even eight months after launching this product. The company is unable to meet the cost of paying its workers and has already reduced 4,500 jobs. This means reducing its employees by 40%. Even though Blackberry invented the smart phone concept, it is unable to compete with similar companies and this has lowered its market value by $75 billion within the past five years. It is evident that significant rifts between board members are to be blamed for causing serious conflicts and barriers while implementing the projects of this company.

Balsillie resigned from the companys board because his proposal to introduce a universal product that would promote instant messaging on all phones was opposed. This and other similar happenings have cast the future of this company in doubt. Fairfax Financial Holdings announced its intention to take over Blackberry at an estimated cost of $ 4.7 billion. The Apple iPhone was a grave warning for Blackberry because of the complexity of its services. It was a mini computer and this baffled Balsillie who downplayed this innovation by casting doubts on the new software and propagated its threat to collapse networks. The launch of its two way email pager managed to compete with Apples iPhone and minimized its influence on the global market.

The post iPhone period dealt a serious blow to Blackberry because it required the use of different data packages from the traditional wireless carriers. This forced Lazaridis to buy Torch Mobile. The company made software that enabled mobile phones to have web connectivity. However, it was very challenging to fix this application in a Java supported device because it was only compatible with Android and Apple systems. This showed that the company was neither prepared nor positioned for the future of smart phones. The DNA of Blackberry was very old and it was necessary to change it to enable the company to extend its life.

Blackberrys structure was very complicated and even though the two CEOs worked in unison, their subordinates were a big hurdle to decision making. It took too long to account for shortcomings and new products were never launched as planned due to long consultations. The plan to launch its first notebook (PlayBook) did not help the company recover from perennial failures and led to serious losses. Lazaridis is optimistic that the Blackberry story will never end and there is a possibility that he may be in the team planning to buy his former company and rejuvenate its performance.

Soft Systems Methodology

Reliability

Root Definition

BlackBerry will provide a reliable service (W) that depends on a fault tolerant system (T) to keep consumers (C) satisfied in using the latest technology (E), which now has investment (E) for the IT department (A) in the company that is owned by RIM Blackberry (O).

CATWOE

Table 1: CATWOE for the reliability.

Es Criteria

Table 2: Es criteria for the reliability.

Conceptual Model

Security

Root Definition

The company will provide a secure system (W) by using the encryption keys and data protection act (E) that is implemented by the IT department (A) which safely secures customers personal data (T) to keep the consumers (C) loyal to RIM Blackberry (O).

CATWOE

Table 3: CATWOE for the security.

Es Criteria

Table 4: Es criteria for the security.

Conceptual Model

Phone Design

Root Definition

The company will provide a faster response to technological trends (W) by responding quicker to the customers requirements (T). RIM Blackberry (O) needs to generate the resources and finance (E) in order, for the Media department, and the CEO (A) to produce a new phone design, that should regain the confidence of consumers (Individual users and Businesses) (C).

CATWOE

Table 5: CATWOE for the phone design.

Es Criteria

Table 6: Es criteria for the phone design.

Conceptual Model

Accessibility

Root Definition

The company needs to make BBM accessible to other consumers (W) by making it a cross platform application (T), which would allow accessibility to all consumers (C) using other popular smart phone devices. RIM Blackberry (O) is unable to produce this, due to mobile phone network constraints (E), which is controlled by the mobile phone network companies (A).

CATWOE

Table 7: CATWOE for the accessibility.

Es Criteria

Table 8: Es criteria for the accessibility.

Conceptual Model

Conclusions

The Soft System Methodology indicates that organizational problems, intensive technology, and industry competition are the reasons behind the decline of the Blackberry Company in the market. The corporate culture of the organization prevented organizational learning and change; this resulted in the loss of its market share. Analytical thinking suggests that a cultural change is necessary for a company to recover in the long run. In addition, technological innovation is critical for the organization to remain competitive in the market. By hiring a new CEO, Blackberry hopes to bring-in a range of new technologies and ideas that should have a knock on effect so that Blackberrys staff may feel more secure about their future with the company. As is evident from the rich picture below, the suggested model is totally different from the real world model.

By using the SSM, it was revealed that RIM Blackberry was overloaded with environmental pressure which caused the decline of the shares. In concluding, it is understood that the business environment for the Smartphone industry is becoming more and more competitive. We have realized that progressing while considering the internal and external changes is critical for the organizations success. RIM Blackberry achieved its success through the transformational level that we suggested in the CATWOE, when the company started facing industry challenges from its competitors (Apples iOS and Googles Open Source Android Platform).

SSM explains that problems cannot be solved by disintegrating them into individual components. This is because such activities can only be examined when they are together due to the interaction of its components. System thinking is a process that involves a methodological comprehension of problems and identification of their solutions. The system has to be analysed within its environment by taking account of its external environment. Through analysis, solutions to a problem are obtained and organizations are able to have a learning system (Cabrera, 2006).

Recommendations

In providing a solution for the recovery of Blackberry, the infusion of money is not the only solution for the company. Analytical thinking shows that the company needs to change its corporate culture to facilitate a learning system where the executives are ready to adopt new ideas. In the fast moving smart-phone industry, the company needs to re-invent its technological base and develop operating systems that are flexible to the shifting customer trends. The competitive applications of eco-systems and a competitive marketing strategy should be put in place by the company to re-gain its market share. The company needs to utilize consumer feed-back in the development of competitive products that match the changes in the industry.

References

Blackberry reports Q2 loss of $965 mn. (2013).

Cabrera, D. A. (2006). Systems thinking. Web.

Hicks, J. (2012). Research, no motion: How the Blackberry CEOs lost an empire. Web.

Miller, H. (2013). Blackberry CEO to make $55.6 million if he sells company. Web.

Abstract

Since the dynamics of businesses are broad and challenging, they require stringent management strategies to regulate them. In recent decades, the corporate world experienced a series of challenges, as some multinational firms plummeted while others triumphed. The conditions are even worse in the telecommunication and technology companies, which are dependent on the emerging changes in the volatile markets. Since the emerging markets are very volatile, it is difficult for the telecommunication and technological companies to adjust market forces effectively. What is evident is that the preferences of consumers change with the advancement in technology. Failure to realize the trend of the consumer preferences halted the dominance of BlackBerrys smartphones in the mobile phone industry from the year 2011.

Quandaries in the top management and failure to enhance innovation in the company resulted into plummeted sales and loss of reputation in the markets, which greatly affected the dominance of the BlackBerry Company. Using Soft Systems Methodology in the analysis of the prevailing situation and recommending actions for the company to integrate, BlackBerry can restore its initial market reputation. The approach involves a systematic way of analysing a problem associated with the performance management and provides a possible means of restoring the performance.

Introduction

As corporate competition continues to intensify, firms continue to experience various management challenges that affect their progress and market reputation. In recent decades, the corporate world has experienced a series of challenges, which have made some multinational firms to plummet while others to triumph (Reed, 2006). BlackBerry Limited is one of the modern phone technology firms that have experienced management issues, which have led to its collapse as a corporate entity. BlackBerry has been among the most renowned phone technology companies, however, since 2011, the companys sales and overall market reputation has plummeted dramatically.

Appearing in the earliest times when phone technologies were growing, BlackBerry dominated the smartphone industry for a considerable period, but has failed to recover against Apple. It is important to understand that although BlackBerry is facing such serious economic downbeats, systems thinking approaches may assist it to recover its lost performance. Therefore, this case study seeks to employ the systems thinking approach in designing a strategy that would assist BlackBerry to restore its stature in the realm of smartphone technology.

Background Situation

BlackBerry has been among the most renowned telecommunications and mobile phone service provider, since its inception in 1984. For the past five years, the company managed to dominate the mobile phone industry because it was competitive in designing modern smartphones (Miller, 2013).

However, since 2011 the company seems to have lost its market reputation and experience extreme downbeats in sales, as the general sales gradually plummet. Recently in September 2013, BlackBerry reported a net loss of about $965 million (Hicks, 2012). The companys management ascribed the loss of meagre revenue from its smartphone market performance. Such collapses in the net sales of its major telecommunication devices, including smartphones have contributed to the detrimental financial crisis to the BlackBerry Company. Following such incidences, the company announced that it would scrap more than 4,500 existing jobs in the company structure (Miller, 2013). While BlackBerry plummets in its market reputation, its closest market competitor Apple tripled BlackBerry sales by 9 million.

The company had already built an extensive international market reputation and, since such downbeats acted as a drawback to the BlackBerry operations, the public has raised questions into what transpired in the company (Miller, 2013). Following public pressure and the urge to restore its market reputation, BlackBerry Company has been seeking ways of restoring its initial business performance and means of transforming its management. The few strategies towards change have suddenly resulted in an improved market reputation of BlackBerry and an increase in its market share (Hicks, 2012).

The findings of the backdrop to the prevailing problem reveal that management of BlackBerry played an important part in the dwindling of the company. Recent investigations into the BlackBerry misery indicate that such turnarounds resulted from inadequate modern innovation to produce elegant telecommunication devices and improper management skills that hampered its business performance (Hicks, 2012). Decision-making disparities amongst BlackBerry top management, including the Chief Executive Office over the production of touch screen phones contributed to the downfall of the company.

Purpose of the Study

It is normally uneasy to keep a steady rise and maintain dominance of the market in the competitive business world that seems unpredictable and constantly changing (Reed, 2006). Such business issues predispose businesses to risk of downfall. Modern companies experience varied corporate management challenges and a downfall among other miseries, is a common misfortune in an organization that is serving in a highly competitive and challenging business world. Reed (2006) asserts that, leaders operate in the realm of bewildering uncertainty and staggering complexity and success in the contemporary operating environment requires different ways of thinking about problems and organizations (p. 10).

While a range of problem-solving strategies for performance management have been overtly applied in different organizations, it is important to note that systems thinking approach is also vital (Kravchenko, 2013). Soft Systems Methodology (SSM) is one of the modern and effective problem-solving techniques. The main intent of this report is to apply SSM in BlackBerry to help in solving the prevailing performance management quandary.

Stakeholders

The Soft Systems Methodology involves a systematic approach that members of the management board integrate into an organization. The SSM is important because it involves deep insights and rigour evaluative through using multiple goals, different logics, various views and perspectives, and different stakeholders (Kotiadis, 2007). Major actors in the SSM approach are the people responsible for developing the system and those who will oversee its operations throughout the implementation process (Kotiadis, 2007). The SSM development process requires an involvement of different stakeholders as desired by the operatives (Kotiadis, 2007). In the case of the BlackBerry Company, the top management members are the most important stakeholders that will spur the development of the system and oversee its operations throughout the implementation phase. The main people in the system development are the executive members and managers of different departments of the BlackBerry Company.

Viewpoints and Perspectives

The SSM approach involves viewpoint or perspectives that drive the objectives of the system in transforming the organization through a series of presumed changes (Anderson et al., 2006). Understanding the perspectives and viewpoints that involve plausible intended actions that an organization seeks to integrate and revive the performance of the company is an important step in the development of the SSM approach. In understanding the perspectives and viewpoints, it is important to know the mnemonic CATWOE first (Williams, 2005).

In the mnemonic CATWOE, customers are the people expected to benefit from the intended transformations, actors are the individuals to facilitate such transformations, while transformations are the real process from the beginning to end (Anderson et al., 2006). Weltanschauung is the component that gives transformation credible meaning, as the owner is an individual answerable to the transformation, while the environment is the indirect influence of the control system.

Systems Failure Approach: Pre-Analysis

Soft System Methodology is a systematic strategic tool that organizations can use to diagnose and tackle problems through designing new systems of pluralistic ideas and values (Kotiadis, 2007). The pre-analysis section in the SSM involves developing the richest picture that presents the problematic situation in a diagrammatic manner.

Rich Picture

Explanation

Drawing the rich picture is the first approach in the SSM technique to demonstrate the diagrammatic representation of the problem and the association between variables that contributed to the problem. Wilson (2008) states rich picture offers an appropriate analysis of a case study because it presents organizational entities of interest, the relationship between them, roles apparent significance, issues, and areas of conflicts (p. 35). The rich picture depicts how different forces in the case study interact and contribute to the occurrence of system failure. From the rich picture, it is evident that many factors contributed to the decline of the Blackberry shares. Hence, the spray diagram in necessary to provide additional insights into the issues that led to the decline of BlackBerry shares. Therefore, figure 1 is the rich picture, which depicts the BlackBerry situation. The chart presents the areas of concern, which are the problematic variables that cause system failure.

Spray Diagram

Explanation

The above spray diagram demonstrates the contextual situation that describes how different factors contributed to turnarounds of the BlackBerry Company. The above spray diagram helps the SSM approach to organize associated concepts or elements concerning the problem, and the association between them. The above spray diagram, demonstrates the relationship between problem causative elements and the central problem. Decline in the shares of the BlackBerry Company involved a continuum of interrelated aspects like competitor pressure, inability to develop new designs, changed consumer perceptions and broken security systems. This means that for management to revive BlackBerry, it must undertake massive reforms in these aspects because they cumulatively contributed to the system failure.

Relationship Diagram

Explanation

SSM is an integrative approach that involves indicating the prevailing relationship between concepts and issues just as in the case of spray diagram. SSM is a dynamic approach that involves several diagrammatic models that indicate various interrelationships that reveal the connections associated with the problem.

Multiple Influence Diagram

Explanation

The SSM approach contains an analysis of multiple goals, multiple perspectives, and different logics. A multiple diagram can demonstrate a relationship between the concepts and aspects associated with the problem identified. The multiple influence diagrams above represent the association between aspects and concepts that contributed to the collapse in the sales and shares of BlackBerry.

Systems Failure Approach: Systems Modelling

I/O Diagram

Systems Map

Influence Diagram

Formal Systems Model

This is the final section of the SSM approach, which involves building the system from the system conventions. It entails developing the root definitions and describing the most important activities that are essential to carry out the transformation. The transformation (T in COTWOE), as previously mentioned, is the entire process in the system that includes the starting point to the end of the process. The SMM approach consists of the root definitions and important systems that the company should adopt to recover its performance management. SMM suggests the development of different perspectives that the analysis can extract from the situation as expressed in the rich picture.

Using the Customers, Actors, Transformation, Weltanschauung, Owner, and Environment (CATWOE) mnemonic technique, the SMM model will have the following transformation components. In the mnemonic CATWOE customers, are the people expected to benefit from the intended transformations, actors are the individuals to facilitate such transformations, while transformations are the real process from the beginning to end. Weltanschauung is the component that gives transformation credible meaning, owner is an individual answerable to the transformation, while the environment is the indirect influence of the control system.

Reliability: Root Definitions

Through the SSM approach, the company will provide a series of transformation elements as suggested in the mnemonic CATWOE. CATWOE: the company will provide reliable services (Weltanschauung- W) to its customers that depend on a fault tolerant system (Transformation-T), to keep the product clients (Customers-C) satisfied by means of the latest technology (Environment- E), which now has invested in the Information Technology Department (Actor -A) in the BlackBerry Company (Owner- O).

Table 1: CATWOE for the reliability in BlackBerry.

Environment (E) Criteria

Table 2: Es criteria for the reliability.

Security of BlackBerry: Root Definitions

The company will integrate a security system (W) by using encryption key and data protection act (E) through its IT department (A), which enhances safety of customers personal data (T) to make the purchasers, clients or simply users (C), become loyal to BlackBerry (O).

CATWOE for security

Table 3: CATWOE for the Security.

Environment assessment criteria for security

Table 4: Es Criteria for the security.

Conceptual model for security

Phone Designing: Root Definitions

The IT department of BlackBerry (O), through the developed system, should be responsive to modern technological trends (W) by improving innovative designs that satisfy consumer needs (T) and invest enough resources and money (E) to enable the media department and the CEO (A) to produce customized phone designs to regain the confidence of BlackBerry purchasers (C).

CATWOE for phone designs

Table 5: CATWOE for the phones design.

Accessibility: Root Definitions

As part of its transformation agenda, the company and its products have to be accessible to clients (W) by introducing a cross platform application (T), which would allow accessibility to all potential consumers (C). Unstable access to mobile phone networks (E) controlled by other telecommunication providers (A), makes the BlackBerry Company (O) to be unable to produce stable smartphones.

COTWOE for accessibility

Table 7: Es Criteria for the Accessibility.

Environmental assessment criteria for accessibility

Table 8: Es Criteria for the Accessibility.

Conceptual model for accessibility

Conclusions

While companies are applying all possible strategies to avoid downbeats, it is normal that the competitive corporate markets may collapse, especially for those companies in the telecommunication and technology industry. SMM is an effective business performance approach, which may transform or help a company recover from its decline in global markets. Therefore, in the analysis of issues affecting it, the BlackBerry Company should apply the SMM approach and thus come up with robust solutions of transforming its decline in the telecommunication industry. In developing the business performance model, the mnemonic COTWOE is important in identifying major aspects and concepts, as well as a means of integrating them effectively in the business system.

References

Anderson, D., Bryson, J., Richardson, G., Ackermann, F., Eden, C., & Finn, C. (2006). Integrating Modes of Systems Thinking into Strategic Planning Education and Practice. Journal of Public Affairs Education, 12(3), 265-293. Web.

Hicks, J. (2012). Research, no motion: How the Blackberry CEOs lost an empire. Web.

Kotiadis, K. (2007). Using soft systems methodology to determine the simulation study objectives. Journal of Simulation, 1(3), 215222. Web.

Kravchenko, V. (2013). Using Process Analysis and Modelling in an Integrated Problem Solving Approach to Business Performance Improvement. International Journal of Advances in Management and Economics, 2(5), 49-62. Web.

Miller, H. (2013). Blackberry CEO to make $55.6 million if he sells company. Web.

Reed, G. (2006). Leadership and Systems Thinking. Web.

Williams, B. (2005). Soft Systems Methodology. Web.

Wilson, B. (2008). Soft Systems Methodology: Conceptual Model Building and Its Contribution. London: John Wiley & Sons. Web.

Appendix

Abstract

The purpose of this paper is to draw attention to the importance of change management in the company. The business suffers at the moment, and many employees are reluctant to accept changes. Primary objectives of the process and approaches that should be used will be listed and discussed.

Introduction

BlackBerry Limited is a company focused on the development and promotion of the equipment related to telecommunication. It is mostly known for its high-quality smartphones and tablet computers. The business has been quite successful for many years, but sales have started to drop since 2011 because the manufacturer has failed to adapt to the market, and was not prepared for the introduction of disruptive technologies.

Rationale

The case is vital because it highlights the fact that even the most successful companies may have to deal with numerous issues if they do not acknowledge the importance of change management, and do not keep track of latest trends in the industry. The analysis of the situation in the company would help to get a better understanding of possible techniques that can be used. Creative approach will be required because losses are enormous, and it is not an easy task to retain customers.

Discussion

John S. Chen is a current CEO, and he is not satisfied with the division. He has proven to be an outstanding professional and was assigned to the position in 2013 because the board of directors understood that changes are required. He has restructured most of the divisions and believes that the enterprise has enormous potential (Chen, 2013). Thorstein Heins, the previous CEO has made several critical mistakes.

He was too confident in the strengths of the platform, and it has led to severe consequences (Jacobides, 2013). Chens decision to use Android operating system was intriguing. It is quite evident that the difference in the number of applications is enormous, and it is an aspect valued by many customers. However, the problem is that the devices have lost their uniqueness as the result, and the market is incredibly competitive and crowded at the moment.

Recommendations

The first objective is to establish a department that would be focused on emerging technologies. The knowledge and skills of the employees will be assessed, and it may be necessary to conduct a training needs analysis. It is understandable that many workers would be dissatisfied with such changes, but it is reasonable to schedule several meetings to discuss the importance of the research. One of the most significant problems that should not be overlooked is that the company did not take preferences of the customers into account. It was too focused on the target market and did not understand that they could be influenced by external factors.

Employees need to change their mindset, and it would be beneficial to establish an environment where they can share the ideas and voice their opinions. It is clear that most clients are no longer interested in the physical keyboard, and it is not possible to rely on the name of the brand. However, it would be appropriate to have it as an option. The biggest problem is that both internal and external stakeholders are not sure about the future of the company. A set of approaches should be considered to improve creativity in the workplace, and change the atmosphere in the firm (Gleeson, 2013).

Conclusion

In summary, it is possible to state that the enterprise is slowly recovering, but numerous changes are still required. The focus on change management activities should help the business overall, and the use of innovative technologies is crucial in this case. BlackBerry has many advantages, and some of the applications need to be improved slightly. However, the most attention should be devoted to the design of the devices and hardware.

References

Chen, J. (2013). BlackBerry: The way forward. CNBC. Web.

Gleeson, D. (2013). Blackberry faces more uncertainty with change in management. Web.

Jacobides, M. (2013). BlackBerry forgot to manage the ecosystem. Business Strategy Review, 24(4), 8.

BlackBerrys Current Mission

• Blackberrys mission has been revised to reflect the current nature of the market.
• The current mission statement reads as follows: To be the leading telecommunication and wireless company in the world.

Blackberry Limited has revised its mission statement in order to reflect its current focus in the market. Although the firm is known for its quality Smartphone and tablets, the management has been focusing most of its attention towards the telecommunication and wireless industry. Its software has been popularly used in organizations across the world, including governmental departments. The management of BlackBerry has been struggling to expand its telecommunication services to various parts of the world beyond North America. The mission was adjusted to reflect its decision to expand its telecommunication services to the global market. Currently, the firm is planning on how to enter the Chinese and Indian markets.

BlackBerrys Objectives and Strategies

• To achieve global market coverage
• To continue offering high quality products
• To improve its income from the sale of its products

BlackBerry has developed its objectives based on its mission statement. The firm seeks to achieve global market coverage with its high quality products. The industry is highly competitive, and that explains why the management has come up with the strategy of offering high quality products. With the current market competition, this firm can only achieve success if its products are superior to those of the existing competitors. The management also seeks to improve its income through improved sale of its products. In order to manage the challenges posed by the external environment, this firm would need a strong financial base. This can only be achieved through increased sales in its current markets.

BlackBerrys Current Financial Condition

Importance of the Financial Ratios

1. Current Ratio = Current Assets/Current Liabilities = 5,057,000/2,268,000 = 2.23
2. Quick Ratio = (Current Assets -Inventory)/Current Liabilities = 5,057,000 -244,000)/2,268,000 = 2.12
3. Debt Ratio = Total Debt/Total Assets = 7,552,000/ 3,927,000 = 1.92

Financial ratios play an important role when analyzing a firms performance. BlackBerrys financial ratios shown above helps in determining the firms current financial position. These rations are important to the investors in determining the financial health of a firm. The current ratio calculated above indicates that this firm is able to pay its short-term debts without straining. Short-term creditors will always be willing to offer financial assistance to a firm with such an impressive current ratio. This impressive performance is confirmed by the quick ratio that has been calculated. It shows that BlackBerry may not necessarily depend on its inventory when planning to meet its short-term financial obligations. Finally, the debt ration that has been calculated reveals that this firm does not heavily rely on debts to finance its operations. Despite this positive image, analysis of the financial documents reveals that there has been a consistent drop in revenue, operating income, net income, and total assets of this firm within the past three years.

External Opportunities

• SWOT Analysis Model
• Improved economy
• Increasing population of the middle class
• Improved technology

In order to analyze the external and internal environmental factors that affect the operations of BlackBerry, a SWOT Analysis Model would be appropriate. The external environment poses a number of opportunities that this firm should capitalize on. The improved world economy following the end of the recent recession means that the purchasing power of the consumers has increased. The increasing population on the middle class in China, India, and other emerging markets is another opportunity that BlackBerry can capitalize on. The middle class form the main target market for most of the BlackBerry products. Improved technology has also been beneficial to this firm. Technology improves the production and marketing strategies of the firm. Improved means of transport through air and sea helps in ensuring that products reach the market within a short period.

External Threats

• Competition from the market rivals
• Increasing cost of production
• Fluctuating market prices
• The legal environment in the international market

The external environment has a number of threats that should be monitored and managed in order to avoid their negative consequences. There is a stiff competition in the market that BlackBerry has to manage. Firms such as Apple and Samsung offer very stiff competition in the Smartphone market. The increasing cost of production is very worrying. It forces the firm to increase its prices in order to remain profitable in its operations. This may drive some customers away from the products of the firm. The fluctuating market prices is another issue that is causing serious issues to many firms in this industry. Sometimes the fluctuation may cause serious loss of profit to the firm. The legal environment in the international market is also posing challenge to the BlackBerry, especially in cases where the firm has to follow bureaucratic processes to get operating license.

Internal Strength

• Strong market brand
• Strong financial base
• Experience in the market
• Pool of highly talented employees

BlackBerry has some internal factors that give it strength to manage forces that may affect it in the market. Its BlackBerry brand is one of the best known brands in the Smartphone industry. The popularity of this brand in both developed and emerging economies has offered the firm acceptance in the global market. It also has a strong financial base following a long period of positive sales in the market. Being one of the first firms to venture into the Smartphone industry, it has enough experiences about the forces in the external environment and how to manage them. A large pool of dedicated and highly talented employees has also enabled this firm to remain innovative in its product designs and marketing strategies. These factors have helped the firm to remain competitive.

Internal Weaknesses

• Slow adaptation to changing environmental factors
• Inability to manage competition
• High employee turnover

BlackBerry has a number of weaknesses that have affected its ability to be successful in the market. One of the main shortcomings of this firm is its slow adoption to change. Although it is one of the first firms to venture into the Smartphone industry, it has failed to come up with better versions of these products, allowing its main competitors such as Apple and Samsung to surpass it. The firm is has been slow in managing some of the emerging technologies in the market. This has largely been seen as an inability to manage market competition. The recent cases of high employee turnover are another weakness that needs to be addressed. When the skilled employees leave the firm, they transfer the knowledge experience to other rival firms.

How BlackBerrys Strategy is Aligned with Market Conditions

• The current market environment of electronic and telecommunication industry
• BlackBerrys market strategy in this industry
• How BlackBerrys strategy is aligned with the market condition

The market environment of electronic and telecommunication industry has become very competitive. The emergence of new technologies and small more flexible firms have been exerting pressure on existing firms such as BlackBerry to come up with superior production and marketing strategies. BlackBerry has been keen on using production strategies that emphasizes on reduced production cost. The firm has failed to invest in research, one of its core values in the market. Some of the strategies this firm is currently using to produce and market its products is not consistent with the market conditions. For instance, the firm is yet to make serious investment into the production of touch-screen phones. However, the management has been keen to ensure that its strategies are based on market research.

Revising the Firms Mission and Objectives

• The effectiveness of the current mission
• Application of the current mission and objectives
• The need to revise the firms mission and objectives

The mission of an organization is meant to provide a path through which a firm would take to achieve its objectives. The mission should offer a practical and precise approach that a firm should take in meeting the needs of its stakeholders. The current mission statement of this firm is effective and does not need any revision. Its objectives also capture what the firm needs to achieve in order to be successful in such a competitive market. What needs to be done in this firm is proper application of the current mission and objectives that are set in its website. The mission will ensure that the firm remains innovative in its production and marketing strategies. The current objectives can also make it manage the current competition effectively.

Corporate and Business Strategies

• The current position of the firm
• Changing communication strategies
• Changing the current marketing strategies
• Using Porters generic strategies
• Using corporate social responsibility to improve its image

BlackBerry has been overtaken as the market leader in the Smartphone industry. It is position three in this industry, having been overtaken by Samsung and Apple. From the above analysis, BlackBerry has a superior mission statement, but its the strategies used to implement it are not effective. The management should change its bureaucratic communication system. In its place, it should embrace an open system of communication where a junior employee can communicate directly with the top management without having to go through the middle managers. This will allow the top management unit to have a clear picture of what is happening on the ground. The firm should also embrace online marketing strategies, especially the social media. While using Porters generic strategies, the firm has emphasized on cost leadership. However, its current position cannot allow it to pursue the same route. It should now focus on differentiation. The marketing unit should also consider using corporate social responsibility as a tool that can help it improve its public image.

Marketing and Finance Strategies

• Social media marketing
• Using Porters Five Forces strategy
• Increasing sources of funds
• Allocation of funds

BlackBerry should employ innovating marketing strategies that will help it improve its sales in the market. The firm currently uses mass media marketing in order to reach its customers. This strategy is effective in reaching the target group within regional borders. However, when it comes to reaching the global consumers, social media is the most appropriate platform that BlackBerry should use. The marketing unit should use Porters Five Forces to define its strategy in the market. It should manage threat of new entrants by expanding its market share to new markets. The bargaining power of the buyers can be managed by delivering superior products in the market, while the power of the suppliers can be managed by forming partnership with them. Majority of the youth, who make the bulk of the firms customers, can easily be reached through the social media. The best way of increasing the funds for this firm is through increased sales. When allocating the funds, priority should be given to research and development projects.

Human Resource and Operation Strategies

• Employees management strategies
• Maintaining a pool of talented workforce
• Improving operational strategies

Managing employees is critical in achieving success at this firm. This process starts with hiring of the needed workforce. The human resource management should be keen on hiring highly skilled employees to participate in various activities in all the departments of this organization. Emphasis should be laid on the educational background of the applicants, their experience in the field applied for, determination, talents, and other special skills. Once hired, the management should make an effort to ensuring that it maintains its pool of talented workforce. Stressors at workplace or other factors that may make the employees consider moving to other companies should be eliminated. The management should consider using emerging technologies as a way of improving its operational activities in the production, finance, logistics, and marketing departments.

Human Resource and Operation Objectives

• To maintain a pool of dedicated employees
• To promote teamwork and innovation among employees
• To improve efficiency in operation

Employees play an important role in a firms quest to achieve its objectives in the market. It is important for the firm consider coming up with human resource objectives that will make the workforce more productive. The first objective based on the above analysis should be to reduce employee turnover rate. The firm should make an effort to reduce the rate at which it is losing its skilled workforce to other firms. This means that the firm will need to find a way of maintaining motivation in the firm. Another objective would be to promote teamwork and innovation among employees. The employees need to work as a team when addressing various tasks. The firm also needs to work on the efficiency of its production. At this stage, the objective should be to improve the efficiency of operations by using new technological tools.

Expected Results based on Financial Statements

• Having skilled workforce
• Improved production strategies
• Better marketing strategies
• Increased flow of income

This firm has managed to maintain a pool of highly talented workforce because of some of the strategies it has employed. This will eliminate high employee turnover rate and improve their productivity. The use of emerging technologies will make the production more efficient and less costly. Use of the social media will help improve the marketing strategies of this firm. It will be able to reach many global customers who do not have access to the local mass media. The use of corporate social responsibility will also improve the image of the firm in the market. These factors will help in improving sales and profitability of BlackBerry. Improved sales and profitability will in turn improve the inflow of income into the firm.

Recommended Procedures for Strategy Review and Evaluation

• Individual performance review
• Departmental performance review
• Use of external evaluators
• Conclusion

It is important to ensure that the set strategies are followed in order to achieve the desired objectives. For this reason, it is important to establish procedures for strategy review and evaluation that can be used to monitor the performance of individuals, departments and the entire firm.

• There should be a performance contract that will help in evaluation of the performance of individual employees in meeting personal targets by the end of every year.
• The management should develop a quality assurance unit for every department to determine their performance based on the objectives set for them.
• The firm should use external evaluators such as Ernst & Young to evaluate the performance of the departments and the firm on a yearly basis to help identify areas of weakness.

From the above analysis, it is clear that Blackberry has made an effort to ensure that its strategies are aligned with the market conditions. However, the analysis shows that there are some issues about communication and marketing procedures that should be addressed to achieve perfect alignment.

The Blackberry technology

The Blackberry is a “wireless handled held device” that supports mobile telephony, push-email, web surfing, online faxing, short message services, instant messaging, wap services, as well as other wireless data services (Weiten, Wayne & Lloyd, Margaret, 2006). The uniqueness of the Blackberry in relation to the PDA phones is its ability to deliver e-mails in real-time. However, the device transmits data and information through the mobile phone’s wireless networks.

Operations of the Blackberry

Whenever an e-mail arrives at your inbox, the Blackberry Exchange Server monitors it and transfers the mail to your wireless data network provider, which consequently sends the e-mail to your Blackberry immediately. This explains the push e-mail technology.

The Blackberry keyboard is integrated into the device, and it is designed such that typing is done through thumping. Moreover, the trackwheel (or a trackball in newer models) is used for navigation. The technology was developed by Research In Motion (RIM), a Canadian company, and introduced to the market in nineteen ninety-nine.

Modern Blackberry

Other companies other than RIM have revolutionized the initial idea of the blackberry. Companies such as iDEN, TELUS, and Nextel have created some blackberry models incorporating a two-way radio. In addition, some Blackberry does not use mobile phones networks to deliver information but rather employs the common WiFi technology. RIM has also introduced Blackberry Connect, software that enables devices other than blackberry to handle email. Although the Blackberry was initially designed to handle emails (receive and send emails in real-time), some recent devices have common PDA applications such as address books, to-do-list, calendars, etcetera besides the telephone capabilities.

The contemporary handheld Blackberry integrates an ARM processor in contrast to the older models, which utilized Intel 80386 processors. However, the latest GSM version of Blackberry uses an Intel PXA901 processor. On the other hand, CDMA blackberries employ Qualcomm MSM6x00 technology on top of the ARM 9 processor. In addition, some CDMA blackberries use GSM 900/1800 roaming.

The social implications of the Blackberry

The introduction of the blackberry, as it is with new communication technology, has numerous impacts on society. Usually, the unintended impacts of new technology are unknown and unanticipated before the technology’s arrival. Nonetheless, the effects are significant. The sociological effects of new technology are the most delicate because they may remain unnoticed if not keenly studied and observed. Blackberry has caused alteration in the behavior of society, institutions, groups, as well as individuals.

Values

The emergence of Blackberry has influenced the values of society through raising expectations and changing realities. At the same time, the adoption of this new technology has been influenced by societal values. According to McGinn (1991), technology brings efficiency whereby all elements in life achieve a higher degree of performance, ability, or output. The blackberry, in addition, has brought social progress, which is beneficial.

Ethics

The Blackberry technology has ethical implications. The technology challenges customary ethical systems (Winston, 2003). Since technology affects individuals’ relationships with each other, it also dictates how they deal with one another. Moreover, Blackberry has altered the “distribution of justice” (Winston, 2003). The people with communication technology are likely to have the “justice systems” within reach (Winston, 2003). Furthermore, communication technology magnifies the ability, thus the strength of persons; that is, it gives humans power.

Lifestyle

Blackberry has allowed individuals to complete their work with less energy and in less time; this has made life simpler. In general, communication technology has a profound implication – both good and bad – on the lifestyle of a human being. The Blackberry can be associated with an increase of the “leisure class” (Winston, 2003) as well as a more knowledgeable society. In addition, technology has simplified life by allowing universal networking, increasing the ability to multitasking, and forming a “denser social circle” (Williams, 1996).

The group that the Blackberry has benefited

Blackberries are very popular within corporate circles. Mostly, they are used by nomadic employees to communicate to their company offices. The advantage of Blackberry includes better productivity in organizations as a result of effective business procedures and enhanced social communication. With the device, powerful communication applications such as Google Talk client and the Yahoo Messenger client are within reach. In addition, the gadget is a powerful medium for the disadvantaged people within the community. For instance, it aids the deaf community to communicate in real-time irrespective of where they are so long as there is network coverage.

The Blackberry push e-mail technology is very beneficial to mobile healthcare professionals, physicians, and home care nurses. These health practitioners who are always traveling from home to office to hospital and clinic need reliable real-time access to the clinical data and patient information. Moreover, the device helps these practitioners to plan their time and work effectively. Therefore, the enhanced communication in health care results in inefficient patient care. According to Allen (1987), communication technology reduces the mortality rate.

The group that the technology is a problem

The Blackberry technology – in regards to corporate structure and devices – presents substantial difficulties for communication policy. According to Lorimer, Gasher, Skinner, and David (2007), digital technology reorganizes power and space since it allows the separation of metadata from data itself. The functioning of the Blackberry, as well as its use, points out the remarkable changes which are apparent in modern information settings. Therefore, new communication innovations are putting the policymakers into a task while degrading the traditional regulations as well as copyright laws.

Although the Blackberry technology is associated with flexibility, increased speed, and distribution of production, its capabilities present some dangers. For instance, people and nations are more vulnerable to sabotage as well as identity theft. Adversary countries initiate ‘information wars’ to upset communication infrastructure in addition to managing the flow of information.

Blackberry technology does not benefit some groups of people in society as well as in workplaces. The push e-mail service in blackberry is not beneficial, for instance, to the blind community. In workplaces, this may jeopardize their employment in the case where companies want their employees to utilize the technology in communication. This would mean that special arrangements would have to be made for the blind employees. Moreover, the technology works to further sidelining the blind in society.

As with new technology, Blackberry also presents some financial disadvantages to business organizations that are forced to adopt the innovation so as to remain competitive. Although the ultimate result may be increased productivity, companies that are not prepared for new technology may lack the financial capacity to implement it and hence lose their competitive edge to their rivals.

Technology is also a problem for poor people. Since they cannot afford the technology, they lag behind in information. This worsens their situation in society, where a lack of accessing such technology undermines their value in society. Society is bound to judge people mainly on their material possession. In addition, this may lower their self-esteem.

Conclusion

Philosophers and social scientists view technology from different perspectives.

• Instrumentalism sees technology as a tool neutral in value.
• Substantives argue that technology is at the expense of humankind.
• Liberalism argues that technology encourages the achievement of humans.
• In critical theory, technology development, as well as its shaping, usage is a choice by the community.

Presently, theorists view technology as a phenomenon that exists in society and that it can be manipulated by society to suit its interest. Thus, Blackberry presents both positive and negative effects.

References

Allen, F. W. 1987. Towards a holistic appreciation of risk: The challenge for communicators and policy makers. Science, Technology & Human Values, 12 (3-4); 138- 143.

Ariely, Dan. 1998. Controlling the Information Flow: On the Role of Interactivity in Consumers’ Decision-Making and Preferences. Ph.d. diss., Duke University.

Clarke, L. 1989. Explaining choices about technological risks. 1, 22-35.

Grant, Gerald. 2006. Managing telecommunication and networking technologies in the 21^st century. Idea Group Inc.

Lorimer, Rowland; Gasher, Mike; Skinner, David. 2007: Mass Communication in Canada, (Sixth Edn.), Oxford: Oxford University Press

Mayinger, Franz. 2001. Mobility and traffic in the 21^st Century. Springer, 187

McGinn, R. E. 199. Science, Technology, and Society. New Jersey: Prentice-Hall.

Nie, H. N. 2002. The Impact of Internet Use on Sociability. Cambridge Scientific Abstract, Vol. 1, 1-20.

Weiten, Wayne & Lloyd, Margaret. 2006. Psychology Applied to Modern Life: Adjustment in the 21^st Century. Thomson Wadsworth

Williams, Al & Dianne, Ross. 1992. The Status of Business Communication Technology, UK: McGraw Publisher.

Williams, R. & Edge, D. 1996. The Social Shaping of Technology.

Winston, M. 2003. Children of invention, in Ralph Edelbach & Morton Winston (edn.),: Society, Ethics, and Technology, 2nd edn., California: Wadsworth/Thomson.

BB buyers’ decision making process

Typically, the buyer decision making process is made up of five stages: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Initially, mobile phones could only call and send text messages but with time buyers needed a phone which could offer more salient features, sleek and more productive.

Due to the existence of numerous types of smart phones, buyers were provided with a variety of products to choose from. BB has a natural pool of customers but as expected, post-purchase outcomes show that while some people want its devices, others do not.

BlackBerry’s key factors of success

Research In Motion (RIM), the manufacturer of Blackberry phones, was among the first vendors to sell smart phones in the market thus they penetrated easily into the market. Since 2003, its subscribers have grown from 600,000 to over 50 million and its revenues grown tenfold.

This success can be attributed to the innovative product development that has created several hit brands. Also, Blackberry has cut a market niche as a business device, enabling the company to get hold of the corporate users and distinguishing itself from the rest of the market.^[1]

Factors affecting consumer’s behavior

Consumer behavior attempts to evaluate and predict people’s actions in their buying process. A worrying market trend shows that people are shifting from the Blackberry to iPhone. This shift can be attributed to the change in consumer behavior which is influenced by these three factors; social, personal and psychological factors.

Psychological factors include; motivation, perception, learning, beliefs and attitudes. Apple motivates its buyers through innovative ideas and offering unique products. iPhone is more simple and reliable to use and consumers learn through its usage quick, unlike Blackberry which is quite complicated even in setting up an email. iPhone also offers more relevant applications. Blackberry is more of a serious phone which the mass market tends to shy away from.

Secondly, there are social factors which not only comprise reference groups and family functions but also class. iPhone is more of a consumer device, which everyone in a social group wants to have unlike Blackberry which is more of a business device. For instance, it is hard to find a child playing with a Blackberry, but you can find many using an iPhone.

Lastly, personal factors include; age and life cycle, occupation, economic situation, lifestyle, personality and self-concept. It seems Apple have found a following among the young fun-loving consumers, fortunately this is the largest market segment and iPhone suits them best.^[2]

Recommendations BB’s business buying process

Research In Motion seems to be at the edge of a cliff, its natural market is soon saturating and many of its products buyers are opting for other smart phone models. The rate of growth in subscriber base looks like it has flattened out and more and of the sales mix is going to present users, or user replacement, rather than new users hence forcing it to cut down on its products/services, margins and prices to keep it sustainable.

To avoid the cliff, Research In Motion needs to focus on two tasks: keeping the customer base loyalty and adding close product categories. It seems Research In Motion has lost the ability to create compelling products thus it should give its products several fundamental and visionary advancements which will bring customer loyalty. Research In Motion should not be pursuing growth in the shadow of Apple. Instead, it should try to hold on to the existing clientele base, that is, the corporate clients by coming up with appealing corporate features.

Research In Motion should transform its development process to ensure proper design and integration in its platform. For instance, the company still holds onto Java and the Java Community Process which chains it with licensing restrictions. Many mobile application developers consider Blackberry difficult to develop and yet the end product is not compelling to the users.

Hence, developers earn little on Blackberry and this could be the reason as to the slow adoption of applications in its AppStore. The company should consider dumping its current Operating System therefore coming out of the legal restrictions that chains it.

The company needs a product vision that identifies a few new differentiators for its platform that will go along with the busy knowledge staff who are at the center of its installed base. Blackberry needs deeply built features which are well incorporated with the rest of the gadget such as conferencing and live document sharing. However, other vendors will try to imitate these features hence the company needs to hasten the development process and roll out other differentiators within two years.

Influences on business buyer behavior

Business buying behavior is the purchasing trends of an organization in acquiring raw materials for usage in production of its product. There are three factors that influence this buying behavior and they are; environmental, organizational, interpersonal as well as individual factors.

Environmental features such as economy, legal and technology alterations, competition as well as financial strategies usually influence organization purchasing behaviors. Organizational buyers are keener in observing and evaluating environmental factors which affect their going concern. Hence, Blackberry needs to understand environmental factors so as to operate in a more sustainable manner and avoid falling on the hands of competitors.

Organization level aspects comprise of company guidelines and systems as well as aims and measures. Blackberry’s sales department has to be attentive to understand how the purchase department is structured and participants in the department so as to ensure that that the buying process runs smoothly. Also many of the buying decisions are scientifically driven so as to go in line with the larger company objectives and policies.

. Interpersonal aspects include four major features which are; empathy, authority, persuasiveness and status. The business buying process involves several participants among them, gatekeepers, users, buyers, deciders and influencers. It is vital for the sales department to understand the quality exclusivity of numerous participants and it is also important to note that the buying decision conveys personnel of different departments.

Lastly, individual factors such as age, education, job position, culture, personality and risk attitudes also influence business buying decisions. Participants in the buying process have different individual traits and perceive opinions and decisions differently. The buying company needs to be considerate of all these so as to get the best bargain for its purchases. Geographical factors also affect buying behavior as culture varies from place to place and sales personnel need to familiarize with diverse cultures.^[3]

Steps in designing a customer-driven marketing strategy for BlackBerry

A customer-driven marketing strategy starts with identifying which consumers to attend to and choosing on a value proposition that best suits the targeted consumers. In order to format an efficient customer-driven market strategy, Blackberry ought to follow the following key steps which are; market positioning, differentiation, segmentation and targeting.

Market segmentation: All computing platforms have an array of buyers who inertly are too numerous and too diverse in their needs and buying behaviors. Blackberry cannot please all buyers in the market or at least not all the potential buyers in the same manner. Considering how much turmoil there is in the smart phone market, Blackberry should identify market segments where it can build fruitful relationships with the potential customers. Research In Motion needs to divide its market into smaller groups of customers with unique needs, traits or behaviors and who need distinctive products or services that match them.

Market targeting: Over the years, Blackberry has been targeting its products to the corporate users by offering business related features on its phones. However, the company should use marketing research to spot similar demographic traits within its customers, for example, gender, occupation and social status. This will enable it develop a strategy that is efficient and effective.

Differentiation: Blackberry should not fall on the shadow of Apple; it needs to differentiate its market offering so as to create a brand name. It needs to come up with differential features that are not common with the competitors yet.

Positioning: Blackberry needs to position itself in a clear, unique and enviable place as compared to competing platforms in the minds of target customers. For example its positioning statement could be: “To busy mobile professionals who need to always be in the loop, BlackBerry is a wireless connectivity solution that allows you to stay connected to data, people and resources while on the go, easily and reliably—more so than competing technologies.”

Bibliography

Michael, M, What’s really wrong with BlackBerry (and what to do about it), 2011, retrieved,

Morgan, M, Burden, K, Smartphone technologies and markets. ABI Research The Increasingly Connected Consumer: Connected Devices A look behind the growing popularity of iPads, Kindles and other devices. John Willey, New York, 2010.

Munnukka, J., et al, The Value Drivers of High-Tech Consumer Products. Journal of Marketing Management, 27:5-6, 2010, 582-601. www.mobileopportunity.blogspot.com

Footnotes

1. M, Morgan, K, Burden.,. Smart phone technologies and markets. ABI Research The Increasingly Connected Consumer: Connected Devices A look behind the growing popularity of iPads, Kindles and other devices. John Willey, New York, 2010.
2. J., Munnukka, et al. The Value Drivers of High-Tech Consumer Products. Journal of Marketing Management, 27:5-6, 2010, 582-601.
3. M., Michael , What’s really wrong with BlackBerry (and what to do about it), 2011, retrieved

Introduction

This paper compares the behavior of old and young people in regard to using blackberry messenger. The writer observes and records multi-tasking habits of six characters used for this study. The six characters comprise of three young people and three old people. The characters form two categories of people; young and old, which incidentally is the focus of the study.

As a more sensitized user of Blackberry messenger, I will use this paper to draw a comparison between my own habits with the Blackberry Messenger and the older people. The modern lifestyle continues to put more demands to people. The demands require more time on economically productive activities than socialization.

Technology has come in handy in bridging the gap through the social media. “Internet on the go” supported by the blackberry provides a reliable solution for staying in touch with the loved ones from anywhere (Mittal and Gupta 2010). The table below illustrates the reflections on my own use of the blackberry messenger compared with how old people use it.

Situation, Reflection and Observation

Conclusion

The blackberry messenger is increasingly gaining fame as a social networking media both to the youths and the older people. The most attractive aspect of the device is the portability which allows one to use it anywhere anytime. The frequency of use of the blackberry is much higher among the youths than the older people. Young people use the device more for social networking and dating.

Reference

Mittal, K. and Gupta, S. (2010). BlackBerry for Work: Productivity for Professionals. New York: Apress.