BlackBerry: Losing the Battle Against Apple and Google

  • January 2012
  • -
  • MarketLine
  • -
  • 16 pages

Introduction

Since the introduction of the Apple iPhone in 2007 and Google’s Android operating system (OS) in 2008, BlackBerry’s share of the global smartphones market has been significantly eroded. This study will examine the rise of BlackBerry, how it has been affected by the Apple and Google offerings, and what the future may hold for the company.

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Highlights

The BlackBerry quickly rose to dominate the corporate mobile phone market and according to RIM this is still the case today, with the company’s mobile email solution being used by over 90% of the Fortune 500 companies in 2011.
Quarterly information indicates that net profit for the company has seen a sharp decline for the first 9 months of the 2012 fiscal year, compared with the 2011 fiscal year.
The Apple iPhone was introduced to the market in 2007, with Google’s Android OS coming a year later in 2008. Both of these companies exploded onto the smartphone market, rapidly acquiring market share. Google’s Android is now thought to be the number one OS in the world.

Your key questions answered

* How did BlackBerry transform the mobile phones market?
* How has the rise of Apple and Google in the smartphones market affected sales of the BlackBerry?
* How is Research In Motion looking to survive in the smartphones market?

Table Of Contents

OVERVIEW
Catalyst
Summary
ANALYSIS
BlackBerry transformed the mobile phones market
BlackBerry as a corporate mobile phone
BlackBerry entered the mainstream market
The company is deteriorating
The rise of the Apple iPhone and Google’s Android OS has been rapid
BlackBerry’s market share has been significantly eroded by Apple and Google
RIM is looking at ways to survive in the market
Work is being done on a new OS
RIM will provide its BES to other devices
RIM's CEOs have stepped down
CONCLUSIONS
Can BlackBerry survive in the smartphone market?
APPENDIX
Definitions
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