in Motion Inc. (RIM) is one of the world’s top designers, manufacturers, and
marketers for the communication market. By developing integrated hardware,
software and services, RIM provides easier access to time sensitive material
such as email, phone, SMS messaging, and internet.
Co-CEO is Jim Balsillie and Presient and Co-CEO is Mike Lazaridis.
In 1999, the company launched the BlackBerry Smartphone. The BlackBerry products have many competitive advantages such as unbeatble security messages, email, online transaction, lower bandwidth usage and BlackBerry to BlackBerry global instant messaging capabilities. The major customers of the Blackberry are telecome companies that include AT&T, T-Mobile, Verizon, Sprint, and China Mobile (the leader market mobile). From these carriers, they will distribute the BlackBerry's devices and accessories to end-consumers by signing a contract ( one year or two years contract). Rim's giant competitors are Google's Android which has beaten BlackBerry and become the most popular Smartphone in the U.S market, Apple's Iphone, Symbian's Nokia (global market), iOS, Microsoft’s Windows Mobile OS, and Palm.
The traditional market strategy focuses on the enterprise segment, and now the companyis expanding its customer to preconsumer market where products are purchased for personal or business use.
Two Latest Product Lines
1. Blackberry Playbook
This product is invented to compete with Apple's iPad. It's the Professional Tablet and will be released in 2011. This 7" tablet runs a Cortex A9-based dual-core 1GHz processor with 1GB RAM to power the 1024x600 screened monster. The Playbook will come in 16GB and 32GB models with IEEE 802.11a/b/g/n WiFi and Bluetooth 2.1. 3G or 4G. The PlayBook runs on a QNX-based BlackBerry Tablet OS that supports full OpenGL and POSIX, along with HTML5, Flash 10.1 and Adobe AIR. It also has a new Java Virtual Machine
This product is designed to compete with Apple and Android systems. Based on the features of iPhone and Android phone, RIM has updated the Blackberry phone to the Blackberry torch. This product will have both screen touch and keyboard options. It helps the users able to texting message or searching internet in their familiar ways. This product can also be used to search all files, emails, texts, pictures, events and contacts. The new BlackBerry Torch also includes wireless sync for music and Slacker Radio over Wi-Fi or 3G connections. In addition, the torch’s camera has been upgraded with a new 5 megapixel sensor.
In November, AT&T dropped price of BlackBerry Torch from $199 to $99 with two years contacts. Here is the link to get the article: http://www.phonesreview.co.uk/2010/11/11/blackberry-torch-price-drop-from-att/
To get more information about BlackBerry product lines, check at Website: