Blackberry: Dual Management Strategy In The Blackberry Industry

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TURNAROUND OF BLACKBERRY R Muthukumar, Research Scholar, Pondicherry University Karaikal Campus, Karaikal & Dr. Lalitha Ramakrishnan, Centre Head, Pondicherry University Karaikal Campus, Karaikal Abstract BlackBerry, formerly known as Research in Motion (RIM), was the pioneer of smartphone. The company dominated the smart phone market worldwide especially in the US through its BBM and BlackBerry device since 2003. However, the company gradually had lost investor? confidence as well as had witnessed a decline in the share price, market share and revenue. Amongst various reasons, inability to see the potential competition, inability to continuously innovate with the changing trend of consumer preferences, dual management structure, errors in vision…show more content…
in 2007 for the distribution of BlackBerry devices in China, the world?s biggest market for mobile phones. RIM?s foray into China made it the most valuable company in Canada. In October 2007, when its global subscriber base crossed the 10 million mark, RIM became the market leader in the US market. By 2010, RIM had presence in 175 countries and offered its services through 550 mobile network operators. Its global subscriber base reached 41 million in 2010. RIM increased the sales of its BlackBerry devices outside North America to 40% by 2010. BlackBerry Tablet OS running on the new QNX platform was launched on April 19, 2011 in US and Canada. The number of BlackBerry users globally rose to 79 million. In 2013, the company had changed its name to BlackBerry Limited. A consortium led by Fairfax Financial announced its intentions to take the company for US$4.7 billion, or US$9 per share. The deal was, however, scrapped in favor of a US$1 billion cash injection. In the same year, in 2013, the company began a direct sales model for customers in the United States, where unlocked Q10 and Z10 smartphones were sold directly from the BlackBerry

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