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Rim: Consumer Strategy For Blackberry

Published by: Ovum Plc

Published: Nov. 7, 2008 - 16 Pages


Table of Contents


Ovum view
Key messages
Technology and strategy overview
RIM’s service-based approach is built on in-house technology
Consumers bring new challenges
Building on and extending enterprise strengths
Scaling into the consumer market
From a local to a global company
Learning to segment the device portfolio
Device churn is slower than competitors
Both a challenger and an incumbent
Consumer applications
Browser: improvements needed
Partnerships and services
Building a vibrant developer community is vital
Sluggish adoption of 3G in products may hinder growth in Europe and Asia
New marketing messaging for consumers
Handset design and hardware features
The BlackBerry evolves
Storm
Bold
Pearl Flip
Software
Developer tools
Connected multimedia - BlackBerry Unite!
BlackBerry Media Sync
Table of figures
Figure 1 RIM net subscriber additions
Figure 2 New BlackBerry devices

Abstract

Research in Motion (RIM) began its success in the enterprise and BlackBerry is still widely associated with mobile email. However, with the launch of Pearl in 2006 it spread its wings outside its core market and began targeting ‘prosumers’ and consumer segments, a trend which is continuing with the introduction of new devices and applications aimed squarely at consumers. This report examines RIM’s devices and strategies within the consumer market.

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