Week 14 Segmenting and Targeting Markets.



RIM Co-CEO, Jim Balsillie

RIM target market at the beginning were just the business consumers where they can connect mobile with, Echange, Lotus Notes, Novell Group wise and others BlackBerry Enterprise Server Secure. In 2004 RIM added a new target market in the company which is the general consumer by released their 7100 series of BlackBerry. Nowadays 9000 series phones RIM has expanded the BlackBerry capabilities with the addition of full HTML support for WebPages, the ability to receive RSS feeds, and many enhanced online social networking capabilities such as Windows Live Messenger, Yahoo Messenger, AOL Messenger and BlackBerry Messenger which establish the psychographic segmentation of this target market because with the different social network that BlackBerry cellphone have that can be identify with people personality, and lifestyle.

In order to identify the business consumer RIM use demographic segmentation to define age as one of their target market since the majority of current BlackBerry users are between the ages of 25. The majority of current BlackBerry users are business professionals, who are very busy and enjoy the efficiency of BlackBerry, however more recent BlackBerry sale have been represented by the general consumer market.

Week 13 Developing and Managing Products.



BlackBerry Style 9670

RIM have 3 categories of new products, the company will have a new product line with the BlackBerry PlayBook coming out in the next year. The idea generation for this product was base on their competitors that have been selling well this type of products such as Apple with their Ipads and Samsung with their Galaxy tabs. The second category is additions to existing product lines; RIM apply this every 3 months when the company add a new cellphone to their existing product line, on this month the last addition to the BlackBerry cellphones product line was the BlackBerry Style 9670 and on August the company added the BlackBerry Torch 9800 indicating that RIM constantly adds new products in order to sustain growth and increase their revenues.

The last category is improvements or revisions of existing products, RIM use this concept when the company improve their cellphones in order to satisfy customer with new technology on the BlackBerry cellphones changing quickly an example of this is the BlackBerry Curve series begun with Curve 8300 series and constantly improve by Curve 8500 series, Curve 8900 series and the last improved BlackBerry Curve 3G



BlackBerry Curve 8320,  BlackBerry  Curve 8520,  BlackBerry Curve 3G



BlackBerry Black Friday

RIM is offering a big saving on authentic BlackBerry accessories like cases, chargers, batteries and wireless headset this promotion is 50% off on any BlackBerry accesories not on cellphones but it's still a good deal because this promotion ends the next friday not just for this Black Friday.

Extra: Samsung B3210 trying to imitate BlackBerry Bold 9700

Side by side with the Blackberry Bold 9700, the Samsung B3210 shares much more than its basic shape and glossy black exterior, as the position of the menu keys and curvature of the QWERTY keyboard are very similar, and the rim around the base of the keyboard seem familiar too.

Week 12 Customer Relationship Management

Mobile CRM for BlackBerry at CRM-expo 2009

RIM interacts with customers in a direct communicatrion channel which  is the internet, the company do this via email  when users can register by putting their emails and name on the website to receive email on news cellphones or applications available and users can provide feedback on cellphones or apps, this satisfy the touch points witht customers in the company. RIM concern about customer relationship Jim Balsille co-ceo  of RIM says" we want to make sure that any customers that are using BlackBerry can get directly to RIM for technical support to ensure that any issues that arise in their environment can be addressed as quickly as possible" to a newspaper in Canada, making it clear that the company really worry about customer relationship.In order to satisfy customers and engage them with the compamy RIM use this service that BlackBerry users can go to the RIM website to find out why a BlackBerry device is not working as they want if they can find the answer on the website, users are referred to a page where they can describe the problem and a representative of the team of experts assembled by RIM will reply the solution via e-mail.

Week 11 Integrated Marketing Communication

RIM uses the AIDA concept on their product in order to get more customers and increase sales. RIM use "A" Attention by creating awarness and gain attetion for the new brand extension the BlackBerry PlayBook and now RIM is advertising and promoting their ads on television, in magazines and on the internet in order get more customer attention. RIM "I" Interest part was made when they show the new features the PlayBook can do with it's integated cameras like taking pictures and record videos in HD and also make video calls this create a interest in this tablet rather than their competitor Apple's Ipad which doesn't have a camer. RIM satisfied "D" Desire section by telling potentional buyers that BlackBerry PlayBook  is the first professional tablet and it creates and brand preference with adapting cameras back and front in the tablet, extended-life battery, adding BlackBerry Messenger on the tablet, and other better features than their competitors dont have. RIM "A" Action is create it when the company promote this new product line of tablet by making commercials, and promoting the ads on television and internet.
RIM have a blog called Inside BlackBerry "blogs.blackberry.com" in which make users submit their opinions on how to get more out of their device and the company assembled a team of experts who will provide tips and advice to help BlackBerry users. RIM use the different tactics to promote the upcoming product, the company use a pull strategy by creating a demand for the BlackBerry PlayBook through the exposure of BlackBerry PlayBook ads.

Week 10 Product Concepts

RIM products can be classified as either business or consumer product, it is a business product because the cellphone companies like T-mobile, AT&T , Verizon and so on, purchase BlackBerry cellphone in order to resell to other customers. RIM objectives on their products is to satisfy an individual's personal wants. BlackBerry cellphones  are shopping products because they are expensive and it takes some effort on process of comparing through the different cellphone companies and their price they offer in order to buy the product.

RIM use to have a single product line which is their BlackBerry cellphones but now the company add a new different product  the BlackBerry Playbook the world first professional tablet, this product create a product mix on the company.RIM frequently launches new BlackBerry cellphones making the idea of modification as a planned obsolescence because with the new technology of BlackBerry cellphones changing so quickly that those cellphone that have already been sold become obsolete.The company established a product line extension when every 3 months they added a new BlackBerry cellphone to their product line. For example on August they added the BlackBerry Torch 9800 and in this month  they added a the new BlackBerry style 9670. RIM has a global brand that in recognize in many countries of different continents, in fact more than half of the company revenue came form outside their country.Research In Motion owned 3 trademarks BlackBerry ®,RIM ® ,Research In Motion ® and are used under license which mean that protecte by the trademark that prohibited from using this brand without permision, another trademark protection that RIM has is the identification of the BlackBerry is their Catchy phrase "Love what you do"