Académique Documents
Professionnel Documents
Culture Documents
Products
Early Pager Models: 850, 857, 950, 957
Monochrome Java-based Models: 5000-series and 6000-series
First Colour Models: 7200-series, 7500-series and 7700-series
First Sure Type Phone Models: 7100-series
BlackBerry Pearl
BlackBerry Pearl Flip
BlackBerry Curve 8300
BlackBerry Bold (9000)
BlackBerry Curve 8900
BlackBerry Tour (9630)
BlackBerry Storm (9500/9530)
BlackBerry Curve 8520/8530
BlackBerry Storm 2
BlackBerry Storm2
BlackBerry Bold Series
BlackBerry Bold 9700
In 2010
In 2011
Micro environment
Competitors
Android
Windows Phone7
WebOS
iPhone
Motorola
Nokia
Government
Algeria,
Indonesia,
India,
Pakistan and
Saudi Arabia.
Indian authorities have asked RIM to provide means to access the encrypted data for
calls to, from, or within India, following concerns that it could be used by terrorist and rebel
groups to carry out attacks on India. In the November 2008 Mumbai attacks, terrorists used
mobile and satellite phone technologies after which security agencies and the Indian
government have become more strict and alert towards communication within the country.
BlackBerry has indicated willingness to set up a server in India by October, 2010 and
giving the country limited access to its encryption technology. However, this will only apply to
personal devices which route via RIM's infrastructure: organisations providing their own
BlackBerry Enterprise Server will continue to have encrypted message flow, to which even
RIM themselves will not have access. On January 31, 2011 India refuse limited access offer
and want full access.
Market Share
Macro Environment
PEST Analysis
Political
In light of the recent election, a new tax plan has been created by the Obama
administration regarding corporate tax policy. Currently, the United States has one of
the highest corporate tax rates when compared to other industrialized nations. The
‘statuary’ corporate tax rate (CTR) is 39.3%, compared to Irelands CTR of 11%
(Farley, 2008), and Britons CTR of 28%( Werdigier, 2008). In developing nations
the CTR is also relatively lower.
China’s CTR is 25% for domestic firms and 15% for foreign companies. The
new administrations Tax plan includes cutting corporate tax rates for companies that
create jobs in America, and giving tax credits for Research & Development
expenditures. Obama will also discontinue numerous tax loopholes for corporations.
Anytime a tax rate is reduced the cost savings from not paying the decrease in the
tax rate will put more money in the corporation’s hands.
They can use the savings to pay dividends to stock holders, buy securities, or
reinvest in growing the company. In addition, a more profitable a company is the
more appealing their stock is to an investor. However, this will depend on how much
the tax loopholes save corporations already. In regards the plans R&D tax credit,
giving tax credits to technology intensive industries like Diversified Communication
Services will incentivize them to do what they do a lot of already—reinvest more into
R&D.
However due to the recent economic crisis, the United States and Canada
government have increase their government spending to fix the crisis. This will raise
large budget deficits for both countries (Joining the Stimulating Party, 2009), income
and corporate tax rates will be increased in the future. Even though increasing tax
rates will lower their budget deficits, consumers and businesses will suffer greatly.
This will affect the industry because consumers demand for communication
devices like the blackberries and iphones will decrease and businesses will have
less money to reinvest in their company and their production. Despite government
efforts to encourage globalization and research and development, with higher taxes,
we could see economic growth suffer especially in this industry.
Economic
The last economic factor that will affect the Communication Service Industry is
monetary policy and interest rates. With our current global crisis, the majority of the
developed nation’s central banks have decreased their interest rates to help
stimulate the economy (Further Monetary Easing, 4). With these low interest rates,
the cost of borrowing and the saving rate will decrease, encouraging consumers to
buy more consumer goods rather then save their money. This will help the industry
because there will be increased consumer demand for goods such as Blackberries,
iPhones and other communication devices. As a result, companies like Research in
Motion and Apple will increase their supply to meet their consumer demand.
To accompany low tax rate, China’s monetary policy also keeps their currency
artificially low (China 2008, 19), so foreign companies will find their cheap goods
attractive. With the removing of trade barriers and globalization, many foreign
countries are looking for the to trade for cheapest goods. With China’s weak value
currency, they can create cheap goods in the Communication Industry and spur
economic growth in this sector along with their low corporate tax rates. However due
to China’s low value currency, Countries like the United States and Canada are
pressuring China to appreciate their currency, so we could see a trade and currency
war between developed and developing countries (China 2008, 19-20).
Reducing trade barriers, foreign tax rates and lowering interest rates will help
create economic growth for the Communication Service Industry. However with the
high probability of increased tax rates could reduce the economic growth that could
have been produced by the other economic factors.
Sociological
Technological
The rate of technological change in this industry is very fast as a result of the
need to be the first and the best when it comes to having the newest features.
“Mobile phones were as much a fashion statement as anything else” (Bancroft,
1997). One factor to be considered is the fact that what at one particular moment
might be considered the most up-to-date technology can, in a very short period of
time, be considered yesterday’s news.
SWOT analysis
Strengths
Weaknesses
Opportunity
Threats
Four P’s
Promotion
Product
price
place
The BlackBerry Sky will be distributed through North American and Global
service carriers, retail outlets, and through the BlackBerry promotional website
In home country
Blackberry
Agencies
Showrooms
Customer
In International market
Blackberry
Foreign Distributer
Showroom
Customer
STP
Targeting
Traditionally, Blackberry phones have been targeted to business
professionals only. The blackberry also targets the business professional with
wireless connectivity ability on the go for faster paced Internet connections
when the user needs it most.
Blackberry has also made a push with the younger generation capturing style
and function.
The major target market consumers is between the age of 30 and 50 who
work in the business world.
In term of product development, the Asian market should be specifically
targeted due to the recent demand for technology that these countries have
experienced.
Age 30's Sex 50/50, M/F Income 75K - 125K.
Positioning
Segmentation
blackberry
The current capabilities of the BlackBerry Storm2 will not be enough to meet
changing consumer expectations in the long run. RIM can grow its North American
and Global market share by adding a BlackBerry series the to product depth 6 under
the breadth of mobile communication devices.