Strategy and CSR of Research in Motion

Blackberry, over the years, has evolved and grown into a global brand but, where did this evolution stem from? When the device was first released, its marketing strategy was simple: The phone that has the features they don’t. Blackberry was the first of its kind and the consumers learning about its kind quickly became aware of this. How then did they become the largest mobile phone manufac
turer? One word: Strategy.



Since those early days, Research in Motion has made titanic changes to its marketing strategy. The device itself started losing momentum after the release of Apple’s Iphone and RIM had to act quickly. The brand was shifted from the phone’s performance to the features it contained.


Probably one of the smartest and most emotional marketing objectives, Blackberry formed the brand around the concept that this wasn’t just a phone with bells and whistles rather, a lifestyle. This lifestyle pulled in consumers from all ends of the spectrum. Gone now are the days of business men and woman lugging around their Blackberry Curve’s for constant notification and communication with their employers. Consumers were buying for reasons such as entertainment experience, quality video and sound, and uncanny service. This strategy propelled the brand into the upper echelon of mobile technology and service, winning numerous awards, accolades, and notoriety.


Competitors to Blackberry similar to Iphone devices could not keep up with this product innovation thus creating a sustainable competitive advantage. Since the target market shifted from strictly business professionals, the brand has grown to incorporate a younger, hipper, tech-savvy consumer, bringing to their core market social networking fiends and more.


RIM has been an intricate part of society and cooperates with giving and donating time, goods, services, and of course money. Substantial expenditures have been made to Canadian-based facilities to promote education in the physics realm. The most recent involvement has been with environmental sustainability giant Greenpeace, seeking solutions to environmental dilemmas and promoting positive eco-friendly choices within society (http://www.greenpeace.org).


Bottom line here is: Research in Motion has had tremendous growth in an ever-changing, expanding market and continues to strive for excellence. Creating a strong brand, engaging the customer’s needs, and have a position in positive social affairs will keep Blackberry and RIM on the platform of worldwide domination.