Running head: RIM Rising

Research In Motion Rising

Louis S. Latimer

MGMT530 – Marketing Strategies

May 6, 2012

Deb Stockman

Southwestern College Professional Studies

RIM Rising 2

Table of Content

I. Executive Summary 3

II. Situation Analysis 4

a. Internal Environment 7

b. Customer Environment 13

c. External Environment 16

III. SWOT 19

IV. Marketing Goals and Objectives 21

V. Marketing Strategy 22

VI. Product Strategy 23

a. Core competency comparison chart 25

b. Point of Difference Feature Chart 26

VII. References 27

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I. Executive Summary

Research in Motion (RIM) was founded on March 7, 1984 in Waterloo, Ontario, Canada. While

they are known primarily for its flagship product line of BlackBerry Smartphones RIM also

manufactured other devices; primarily wireless modems. The BlackBerry revolutionized the

way in which business is conducted, not only in the United States, but throughout the world.

BlackBerry devices allowed the business professional to move away from their desk, but still be

able to conduct business anywhere in the world (Blackberry 2012). Because of this, RIM has

seen a very high level of success, and has begun to expand further into technologies for the

business world. Several other companies have also taken note of the rapidly growing mobile

device market, notably Apple and Google. Rim now faces an uphill battle for relevancy in the

very market it created.

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II. Situational Analysis

Over the last two years, RIM has gone from a market leader, investor darling, and a top

innovative company to being described by analysts as “A has been,” ‘Ripe for a buy-out,” and

“Left in the dust” (Geller 2011). Understanding how and why this happened is important, but

more important is determining how RIM can get back on track and rise from the blows it has

sustained.

A Brief History ... from Concept to Canada's Most Valuable Company

1984 - Two engineering students - Mike Lazaridis (University of Waterloo) and

Douglas Fregin (University of Windsor) - co-found Research in Motion.

1988 - RIM's wireless foray takes off. The technology is mainly used for business

communications, such as processing credit-card sales.

1992 - Jim Balsillie joins RIM, putting $250,000 of his own money into the company.

1996 - RIM introduces its first wireless handheld, the Inter@ctive Pager.

1997 - RIM is listed on the Toronto Stock Exchange as a publicly traded company,

raises more than $115 million from investors and is ranked as one of Canada's fastest-

growing technology companies.

1999 - RIM is listed on the NASDAQ exchange. The company raises another $250

million to develop its BlackBerry technology. RIM introduces the BlackBerry 850

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Wireless Handheld, putting together e-mail, wireless data networks, and a traditional

- if tiny - QWERTY keyboard so successfully in a hand-held device that demand for

it explodes. Lexicon branding creates the Blackberry name

Nov. 13, 2001 - A group of Illinois-based inventors files a lawsuit in a U.S. Federal

Court, accusing RIM of building its wireless e-mail network by infringing on patents

held by an American patent-company, NTP Inc. of Virginia. 5years later, Research in

Motion and NTP finally announce a settlement of their long-running patent dispute.

RIM agrees to pay NTP $612.5 million US to settle all claims and for a "perpetual,

paid-up license going forward."

2004 - Research in Motion celebrates its 20th anniversary as the BlackBerry

surpasses two million subscribers worldwide.

2005 – Blackberry passes 4 million subscribers

June 2007 – Apple launches the iPhone

Oct. 4, 2007 - RIM announces that its BlackBerry subscriber list has passed the 12-

million mark.

Oct. 23, 2007 - Alcatel-Lucent announces an agreement to distribute BlackBerry

smartphones in China. The news sends RIM shares up eight per cent, making RIM

the most valuable company in Canada, based on market capitalization. Its $68-billion

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market worth briefly eclipses Royal Bank's during intraday trading on the TSX.

RIM's shares are up 150 per cent since the start of the year.

2008 - Bold, Pearl Flip, and Storm phones launch. RIM and Motorola embroiled in

patent dispute.

2009 - RIM starts its decline due to Apple and Google’s Andriod in the US

2011 - PlayBook debuts to mixed reviews. Subscribers reach 75 million. Worldwide

service outage in October.

2012 – Apple overtakes RIM on its own turf. According to new figures from IDC,

RIM shipped 2.08 million BlackBerrys in Canada in 2011 compared to Apple’s 2.85

million iPhones. In 2010, RIM shipped half a million more BlackBerry devices than

Apple did of its smartphone, while in 2008 the BlackBerry outsold iPhones by a

factor of five to one.

RIM is rooted in its engineering beginnings, and that theme is both its strength and its

weakness. As the market for mobile devices changed, RIM was slow if impotent to change,

confident that it simply did not need to. The numbers now tell a different story (figure 1).

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Starting in early 2009, RIM has been on a sharp decline in the US, which is its largest

area both in volume and revenue. Pressure from Apple’s iPhone and Google’s Android has

pushed RIM towards the bottom of a market it once commanded. The internal environment at

RIM has been in turmoil since before its decline. There have been several leaked letters from

RIM ex-employees that shed light on the bureaucratic titanic RIM has become, the slow to

change, ignorant of trends and seemingly oblivious organization that once ruled the mobile

market (Yarrow 2011).

Internal Environment

Review of marketing goals and objectives

Currently, RIM is on high alert and in emergency mode. There is a new CEO (Thurston

Heins) who is shaking the company up (Reardon 2012). At the latest Mobile World Conference

RIM showed off demo units of their latest flagship product which is running a brand-new

operating system. This is also the cornerstone of RIM’s marketing for the next year and is

known as BB10.

Figure 1

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The current marketing goal is to release the new operating system by fall of 2012 in order

to compete with the latest offerings of Apple and Google. RIM aims to continue to cater to

governments, military and businesses through its high level of security and end to end ownership

of software, hardware and the network. It also is pushing hard to penetrate the younger

demographic of 18-25 with new handsets that break the mold of the straight-laced business

model, highlighting the attributes of the new BB10 operating system.

Review of current marketing strategy and performance

RIM has partnered with a new ad agency and has a new slogan of “Be Bold,” which

plays on RIMs flagship phone, the Bold 9900. The campaign features four cartoon characters

(figure 2) that solve problems through the use of the superior features and batter life of RIM

phones.

Figure 2

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In addition to the cartoon characters RIM has also launched several TV and internet ads

that highlight the “Be Bold” and “Be Different” concept (figure 3).

Overall, this new marketing campaign is more of the same and a bit directionless.

The “Be Bold” and “Be Different” ads do not explain how or why RIM is different. The new

BB10 operating system does play catch-up to many of the features competitors already have but

there are many features exclusive to RIM’s platform that the ads do little to capture. For

example, the new BB10 has a time-defying camera app that starts capturing images as soon as it

is launched. When the user does take a picture they are able to scroll through images before and

after the picture was taken, just in case someone moved at the last second.

RIM’s current pricing, distribution and promotion are all in line with industry standards.

Carriers such as AT&T or Verizon sell phones to consumers under contract ranging from free to

$199.99. Contracts are typically two years with a penalty for early withdrawal. Consumers can

also purchase a phone outright (unsubsidized) which can cost up to $500.00, however, the

consumer is not locked in a contract. RIM is unique in that it receives revenue from each phone

sold since RIM also owns the networks that RIM devices use.

Figure 3

Figure 3

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Currently, RIM has been bleeding market share mainly in the US due to stiff competition

from Apple’s iPhone and Google’s Android (which is free for handset manufacturers to use).

World-wide, RIM has been a downward course (although not as sharp as Symbian,

Nokia’s home grown operating system) while Android has risen like a rocket.

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As a manufacturer, RIM has

dropped from over 30% in early

2007 to a mere 5% in Q1 2012.

Compare this to Apple’s

commanding lead of almost 30%

now.

In terms of software on devices,

RIM again as fallen from a high of

over 35% in 2007 to a mediocre

11.6% in 2012

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Lastly, RIM’s operating profit has moved in the negative for the first time in many years

while Apple and Samsung (using Android) swallow up the growing market share.

Review of current and anticipated cultural and structural issues

RIM must embrace a long term focus to turn around the decline it is on. This is not the

time for a one hit wonder but for a return to the factors that built the solid reputation RIM still

enjoys. Internally, RIM must trim the fat but at the same time build a culture of trust, openness

and loyalty. This can be accomplished through a performance review system that works up as

well as down, and that is built with input from all levels within the organization.

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The internal environment within RIM is currently hopeful, but apprehensive. The

company built by engineers, for engineers has grown into a bureaucracy, and the red tape is

choking it to death. The new CEO has made a good start, now he must stay the course and see it

through for the good of the whole company.

The Customer Environment

Who are the firm's current and potential customers and what do they do?

RIM sells phones to a wide range of customers. The illuminating fact from their current

demographic presentation however is the average age which at 37 means RIM is not reaching the

younger market.

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Blackberry customers are more traditional mobile device users, preferring their device to

be a phone first and entertainment device last.

Email usage has been a hallmark of the Blackberry, and RIM is known for the best

keyboard in the industry. The Blackberry Messenger service, which is unique to RIM continues

to be a selling point. It allows customers to text other Blackberry users securely and uses RIM’s

network so no extra texting plan is needed.

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Where do customers purchase the firm's products?

The majority of RIM’s products are purchased through cellular carriers such as AT&T or

Verizon. RIM does sell unsubsidized phones on their website and there is a healthy reseller market

but the partner channels make up the bulk of the distribution

Why do potential customers not purchase the firm's products?

Since the majority of RIM phones are purchased through carriers, the carrier sales force has

an impact on sales. As an experiment, I went to a local AT&T and Verizon store posing as a

customer in search of a new phone. In both cases the sales person on the floor showed me Android

phones, the iPhone, and then a Blackberry… in that order. This impact cannot be under estimated;

the best marketing in the world can be undone by a perceived subject matter expert in the flesh.

The lack of applications is also a reason BlackBerrys get passed over. Even though RIM’s

app world has over 10,000 apps it pales in comparison to Apple’s millions. The majority of phone

users only download nine apps, but it is the perception that counts. RIM also takes a hit with its

outdated operating system compared to Apple and Android.

This will be remedied with the launch of BB10, but getting customers to embrace a new

platform will be a tough sell. The new iPhone is scheduled to launch in the fall of 2012, the same

time RIM is set to release BB10. The demo devices that have been released to developers shows

promise however, and customers will be looking for something new.

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The External Environment

Competition

Apple

The first key Competitor is Apple, namely its line of iPhone Smartphones. The first

iPhone was released in 2007, eight years after RIM’s initial BlackBerry offering. It has been

able to compete well against the BlackBerry line, holding onto a 24 percent market share against

RIM’s 37 percent until late 2011 when it overtook RIM.

Though Apple’s business is highly diversified, the iPhone and the products and services

related to it accounted for 30 percent of Apple’s revenue in 2009, the largest segment of Apple’s

business (Apple Inc. 2012). Though Apple is a global company, its presence is the strongest in

the United States where 44 percent of its revenue came from in 2009 (Apple Inc. 2012). This

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makes the United States smartphone market an essential area of competition for Apple.

Apple was started in 1976 by Steve Jobs and Steve Wozniak initially as a computer

manufacturer. While Apple has still maintained its roots in the computer industry, despite a

rough patch in the ninnies, it has largely moved into the Consumer Electronics industry. This

transformation gradually occurred, first with the iPod in October 2001 , followed by the iPhone

in June 2007, and the latest in the line the iPad (Apple Marketing Strategy 2010).

Apple’s official name was Apple Computer. However, as a reflection that Apple had

expanded far beyond its computer manufacturing roots, its name was changed to Apple Inc. in

2007 (Apple Inc. 2012). Apple has become one of if not the best example of a product with a

true fan following. It has become a favorite brand for generation X and Y. Its products are

categorized by their simple interface and aesthetic appeal.

Apple employs over 34,000 people in its worldwide locations (Apple Inc. 2012).

Between September 25, 2009 and September 25, 2010 Apple saw revenue of over $59 Billion

and a gross profit of over $17 Billion (Apple Inc. 2012).

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Google Android

Google is the newest member of this Competition. Google was started in 1998 by Sergey

Brin and Larry Paige. It was initially a search engine, but it has expanded to include various

other ventures, from online applications, to online file storage and most recently operating

systems for Smartphones. Google acquired Android in 2005 and began working on its mobile

phone operating system.

Google has made a serious effort to diversify its business. In 2009, Google made a

promise to acquire one small company a month, and has thus far made stayed true to this

commitment (Google Inc. 2012). In addition, Google encourages all of the engineers which it

employs to spend 20 percent of their time at work working on something which interests them

(Google Inc. 2012). Many of Google’s projects are initially tied to this program (Google Inc.

2012).

Google’s first Entrance into the market place was with the release of the Google G1

phone available exclusively through T-Mobile in 2008. Though it was the first phone released

utilizing the Android operating system. Since then, Google has released Android to be used by

any developer on any phone, for any network which they want to place it on.

Unlike the approach of Apple and RIM, Android is not a proprietary language which

only works on Google’s phones. Rather it has been made available for use by all manufacturers

which has led to a skyrocketing market share, currently holding on to 20 percent of the market,

and increase of 6.6 percent over the previous three months (Yarrow 2011).Android has also been

recognized an operating system which is much easier to develop applications for.

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Also unlike the approach of Apple and RIM, Google does not profit from the sale of the phones

themselves

Google has almost 20,000 employees worldwide (Google Inc. 2012). From September

30, 2009 through September 30, 2010, they saw revenue of $27.5 Billion and a Profit of Almost

$15 Billion (Google Inc. 2012).

III. SWOT Analysis

Strengths:

Worldwide leader in cutting‐edge technology

Expanding global consumer base

Has developed an established brand

Has a loyal market share

Perceived by consumers to be the most secure mobile device on the market

Weaknesses:

Several competitors have eclipsed RIM in innovation, design and technology.

Perceived as old-fashioned and out of date by some the US market

Recent internal turmoil has caused an investor withdrawal

Managing its own secure network means extra overhead

Canadian companies are perceived as conservative businesses that cannot venture

outside of their borders

Opportunities:

The overall smart phone market is growing faster than ever

In 2013, IDC predicts that 20% of the 1.4 billion phones sold will be smart phones.

The 7% growth in smartphone sales is a potential market that RIM can tap into.

Their margin is 20%, half of Apples margin at 40%, which gives them the

opportunity to increase their margin

Threats:

Apple`s market share is increasingly growing (According to the Change Wave

Research, as of May Apple had 20% of the enterprise market, up from 6% in one

year)

Potential consumers are bound by cell phone contracts that can last two to three years

Android OS is open to any manufacturer to use and is gaining market share

BlackBerry

Competitive Advantages

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RIM defines its competitive advantages in its Annual Information Form for fiscal 2010. They

are shown below in italics.

“Push-based Architecture” (RIM Annual Information 2011)

BlackBerry devices are constantly connected to the network, and having information pushed to

them. This has become the industry standard.

“Extended Functionality” (RIM Annual Information 2011)

RIM continues to increase the uses of its BlackBerry devices in order to make them more useful

to the customer

“Pricing” RIM Annual Information 2011)

While BlackBerry devices cost more than traditional mobile phones, the additional cost can be

considered an investment in the future, because it leads to an increase in productivity.

“Strength of the BlackBerry Brand and Market Awareness” (RIM Annual Information 2011)

Because of its widely known name, BlackBerry devices are seeing a strong growth especially in

Foreign markets.

“Support for Multiple Carriers, Geographies and Network Protocols.” (RIM Annual

Information 2011)

RIM has developed its devices so that they are versatile enough to be supported by about 550

wireless carriers covering 175 countries. This is one of the key factors to success, because it

leaves the network selection up to the consumer.

“Intellectual Property Rights” (RIM Annual Information 2011)

RIM maintains the licenses to protect the innovations which it has developed from use by

competing firms.

“ Extensibility and Flexible Architecture” (RIM Annual Information 2011)

RIM has designed its BlackBerry devices to have hardware which is easy to make software

compatible with. This results in a high volume of applications produced for the platform.

“Support of a Vibrant Developer Community” (RIM Annual Information 2011)

RIM has the support of a large network of third party developers of applications which makes

the device more marketable to the public. RIM fosters the network’s development with a

support structure as well as a funding source, the BlackBerry Partner Fund.

“Spectral Efficiency” (RIM Annual Information 2011)

RIM has developed an infrastructure which can easily be integrated to any carrier which

minimizes capital expenditures which has a net result of lower cost to be passed on to the

consumer.

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“Access to Key Corporate Data Stores” (RIM Annual Information 2011)

BlackBerry devices can be integrated to include many different corporate information sources,

which allows the information to be utilized almost anywhere

“Security” (RIM Annual Information 2011)

The security of BlackBerry devices can be adapted to meet the needs of any corporation. It was

designed to accept existing corporate email systems rather than force companies to integrate a

whole new system.

“Manageability” (RIM Annual Information 2011)

BlackBerry devices simply the life. They connect over-the-air in order to constantly sync the

device with its home station. It eliminates duplicate copies of items on the phone and on the

home station.

“BlackBerry Outbound Port Architecture” (RIM Annual Information 2011)

RIM has simplified the security of its devices so that their needs not be any modification to

security measures which corporate IT department already have in place.

IV. Marketing Goals and Objectives

A. Marketing Goal A: To be the no#.1 mobile device company in the world

B. Marketing Goal B: To become the market leader in mobile technology through

innovation, design, and experience

Objective B1: To become the leading designer, manufacturer and marketer of

innovative wireless solutions for the worldwide mobile communications market.

V. Marketing Strategy

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RIM describes in its most recent Annual Information Form, its business strategy which

upon analysis appears to truly be its Marketing Strategy, below in italics are the points which it

includes in its strategy.

“Extend Technology Leadership”

RIM wants to lead the industry by example in the development of new technologies, and

allowing for the growth in the number of applications available. RIM wants to encourage more

service providers internationally to support blackberry devices and service. (RIM Annual

Information 2011)

“Broaden Strategic Alliances and Relationships”

RIM wants to continue to increase its strategic alliances and relationships for a two-fold purpose.

The primary reason is to increase the quality of the products which it produces because of the

collaborative efforts and added resources. The second purpose is to increase the availability &

functionality of the devices by joining with global telecommunications carriers and social

networking websites. (RIM Annual Information 2011)

“Promote and Enhance Development of Third Party Software”

RIM wants to foster an environment which is more suitable for the creation of third party

applications compatible with BlackBerry Devices, which increases the functionality of the

devices, as well as open up RIM for more potential revenue from the sales of the third party

applications. (RIM Annual Information 2011)

Expand the Global Reach of the BlackBerry Platform

RIM wants to increase its international presence, by building ties to carriers, distributors and

customers. This is done to increase the market, as well as increase the functionality of

BlackBerry devices worldwide. (RIM Annual Information 2011)

Extend BlackBerry’s Reach into the Prosumer and Consumer Market

RIM is aware that though they have a very strong hold on the Enterprise market, It has a large

share to make up in the consumer and prosumer market. They are directly combating this

problem by partnering companies with high visibility in these markets, in order to target the

customers in those markets. (RIM Annual Information 2011)

Build Awareness and Relevance of the BlackBerry Brand

RIM wants to increase familiarity with its “Love What You Do” advertising campaign

domestically and internationally. (RIM Annual Information 2011)

Maintain Market Leadership and Expand Customer Base

RIM wants to utilize its Market Share in order to create more strategic alliances which will

promote new devices. RIM wants to continue its commitment to bringing the best, newest

devices to the market place. (RIM Annual Information 2011)

Enhance and Expand the BlackBerry Wireless Solution

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RIM wants to tailor its products to each of its markets, to provide the best device possible for

what each of its segments utilizes it for. This includes the creation of additional applications by

either RIM or other third party developers. (RIM Annual Information 2011)

Continue to Invest in Highly Qualified Personnel

RIM wants to invest in its human capital, both from inside the organization, and by recruiting

new employees who have strengths that can further the development of the company. (RIM

Annual Information 2011)

Acquisition and Investment Strategy

RIM wants to expand by purchasing and investing in companies and products which have a

potential to help RIM in the long run. RIM also wants to purchase various beneficial properties

when there is the chance to do such. (RIM Annual Information 2011)

VI. Product Strategy

RIM’s product strategy is as follows

“small size and light weight converged devices”(RIM Annual Information 2011)

Size and functionality of devices are essential to a competitive. The consumers want to

minimize the devices which they carry around with them. By giving the customers the most

“Bang for their buck” RIM is able to maintain their status as the market leader.

“reasonable battery life” (RIM Annual Information 2011)

An electronic device is defined by its battery life. A manufacturer may have a product with the

best functionality and the most feature, however if it cannot operate for longer than an hour off

of its charger, then the device will ultimately fail.

“intuitive interface and ease of use” (RIM Annual Information 2011)

Consumers want products which are easy to use which they can easily figure out. Advanced

features are important, but if the consumer has no idea how to access them then they are useless.

“integration with corporate PBX” (RIM Annual Information 2011)

By integrating with Corporate PBX coverage, it allows employees to have full access to

corporate phone books wherever they go. This keeps with the mobile office utility of

BlackBerry devices.

“extensive geographic coverage” (RIM Annual Information 2011)

Phones are useful if they can get coverage. If the Network which supports the devices lacks a

large area of coverage, then the device has a very limited useable area. RIM Utilizes major

carriers which have very wide ranges of coverage. Because they have not limited themselves to

a single network, the decision of which network to use is left up to the consumer.

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“competitive pricing” (RIM Annual Information 2011)

As with any thing it is important for the good to be reasonably priced, because if it is not, the

consumer would have no interest in it. RIM stays in line with the prices of the other

Smartphones available in the marketplace

“flexible architecture” (RIM Annual Information 2011)

The infrastructure which is required for BlackBerry devices is such that it can easily be added to

existing systems for wireless networks.

“end-to-end security” (RIM Annual Information 2011)

BlackBerry Devices are designed to be customized to suit the purpose which the corporation

wants then to. Because of this, it saves the customer from having to totally refit their system,

and instead allows them to immediately continue business in a more efficient fashion.

“trusted brand” (RIM Annual Information 2011)

Brand Equity is important to all businesses. RIM has a very strong presence and though

consumers may not recognize the name Research in Motion, they will very likely recognize the

brand power of the BlackBerry line of devices

“push-based outbound port architecture” (RIM Annual Information 2011)

Instead of relying on the phone to constantly pull the data, BlackBerry devices have the data

pushed to them which puts them in constant contact with the network.

“extensive customer care capabilities” (RIM Annual Information 2011)

As with any business, it is important to provide support to the customers who purchase your

company’s goods.

“multi-network support” (RIM Annual Information 2011)

It is important for the Devices to be available on as many networks as possible because that

allows the customer to choose which network they want to get service with.

“connectivity to enterprise email and applications” (RIM Annual Information 2011)

Consumers want their Smartphones to give them their emails. This function can only occur if

their email service is supported by this device. By supporting all of the major email software,

RIM ensures that its devices prove useful for their customers.

“connectivity to personal messaging, social networking, multimedia and other applications”

(RIM Annual Information 2011)

By increasing the social features of the BlackBerry devices, RIM makes the devices more

marketable to individuals who are not interested in the enterprise functions of the devices.

“access to third party applications” (RIM Annual Information 2011)

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By placing a larger emphasis on Third Party Applications, RIM primarily makes the device

more appealing to the consumer market, but also allows for another area where they can make

money off of the devices.

Core competency comparison chart

RIM Apple Android

Strengths -Strong Enterprise

following

-Most secure

-Very Strong Brand

following

-High number of

available third party

applications

-Fastest Growing

-Many different

developers and

manufacturers are

using it

Weaknesses -Still lacking a

following in the

Prosumer and

Consumer Markets

-Only available on

one network

-Google is making no

profits from the sales

of the phones

RIM’s Point of Difference

RIM’s point of difference is that Blackberry devices were originally designed for enterprise, the

consumer and prosumer markets came as a reaction to the initial offering. The iPhone and

Android based devices began in the consumer markets and are trying to adapt their products for

use in the enterprise market.

Point of Difference Feature Chart

RIM Apple Android

Price range of

devices

$0-$199.99 $99.00-$299.00 $49.99-249.99

Current U.S. Carries Verizon

AT&T

AT&T Verizon

AT&T

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T-Mobile

Sprint

T-Mobile

Sprint

Proprietary Phones Yes Yes No

Conclusion

While RIM is the current market leader they are seeing a strong opposition from Apple’s

iPhone and devices which Utilize Google’s Android operating system. Even though RIM is

seeing a decline in market share, they are still seeing a strong increase in revenue because the

Smartphone market is growing rapidly. This is due to many consumers purchasing smartphones

because of their increased utility over traditional mobile phones

References

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http://www.hoovers.com/company/Apple_Inc/rtjcci-1.html

Apple Key Statistics (2012) Retrieved May 6, 2012 from http://finance.yahoo.com/q?s=AAPL

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Apple Marketing Strategy (October, 20 2010) Retrieved from http;//www.vertygoteam.

com/apple_marketing_strategy.php

Blackberry, (2012). RIM History Retrieved May 5, 2012 from

http://www.blackberry.com/select/get_the_facts/pdfs/rim/rim_history.pdf

Geller, J. (June 30, 2011) Open Letter to Blackberry bosses Retrieved from

http://www.bgr.com/2011/06/30/open-letter-to-blackberry-bosses-senior-

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Google Key Statistics (2012) Retrieved May 6, 2012 from

http://finance.yahoo.com/q?s=goog&ql=1

Reardon, M. (March 29, 2012) Is RIM’s new CEO shaking up management? Retrieved from

http://news.cnet.com/8301-30686_3-57406674-266/is-rims-new-ceo-shaking-up-

management/

RIM Annual Information (1 April, 2011). Research In Motion Limited. Retrieved May 9, 2012

from http://www.rim.com/investors/documents/pdf/AIF/AIF_Fiscal _2010.pdf

Yarow, J. (June 17, 2011) RIM’s Astounding Collapse In The US Retrieved from

http://articles.businessinsider.com/2011-06-17/tech/29964818_1_collapse-rim-android

all-as-company-crumbles-around-him/