Rim Background Research

There are some strategies has RIM adopted since 2000. First of the strategies used are product differentiation. The objective of product differentiation is to achieve competitive advantages by creating a product which consumers perceive as it is different from others.(W.L.Hill & R.Jones, 2004).RIM had developed its own unique “push technology”. This technology is the most-efficient way to receive information and data once it is available as there is no any lag time occurs.This technology instantly keeps you up-to-date all the time. In the other hand, push technology also minimizes the impact on the battery life.From the study done by Towers et al (2005), showed that Blackberry is in small size and convenience to carry everywhere and had been promote to serve as a replacement of laptop. The unique features extend to its exterior. QWERTY keyboard makes blackberry phone to be more special among the industry. This keyboard compressed with each key doubling or tripling up the function.The second strategies are market development. Market development is finding a new market for company product. This strategy help to capitalize on brand name it had developed by locating new market segment(W.L.Hill & R.Jones, 2004). This can be shown as BlackBerry is originally target those busy profession but after a while of time BlackBerry also start to target consumer market. The BlackBerry RIM series is designed for business users such as professionals whereas BlackBerry Pearl series is designed for normal consumer users. The third strategy is international strategy. International strategy is to create value by transfer valuable product to foreign market and it also tend to establish manufacturing and marketing functions in each major country(W.L.Hill & R.Jones, 2004). At first BlackBerry present at Waterloo, Canada but it had been expand worldwide. There are some development, marketing and research site also been set up outside of Canada