Blackberry Company Background

In: Business and Management

Submitted By realmadrid
Words 1017
Pages 5
Company Background Name | BlackBerry | Logo | | Industries served | Telecommunications equipment | Geographic areas served | Worldwide | Headquarters | Canada | Current CEO | Thorsten Heins | Revenue | $ 18.435 billion (2012) | Profit | $ 1.164 billion (2012) | Employees | 12,700 (2013) | Main Competitors | Apple Inc., Google Inc., Nokia OYJ, Samsung Electronics Co., Ltd. |

SWOT BlackBerry SWOT analysis 2013 | Strengths | Weaknesses | 1. Highly secure phones 2. Strong focus on narrow customer segment | 1. Inability to market the brand 2. BlackBerry OS 3. Highly dependent on government and corporate contracts 4. Poor presence in the tablet market | | Opportunities | Threats | 3. Growth of tablet and smartphone markets 4. Strong growth of mobile advertising market 5. Increasing demand of cloud based services 6. Obtaining patents through acquisitions | 7. Rapid technological change 8. Saturated smartphone markets in developed countries 9. Increased competition for government contracts |
1. Highly secure phones. The primary RIM’s competitive advantage is its very secure mobile phones. The company released its phones with secure encrypted network that allowed sending emails between phones without possibility of stealing the information. This became the USP (unique selling proposition) of Blackberries and was a very attractive feature for corporates and governments that other phones didn’t have. As a result, BlackBerry became no.1 choice for enterprises and governments. 2. Strong focus on narrow customer segment. Unlike other mobile phones and smartphones companies, BlackBerry tries to appeal for a narrow customer segment – governments and corporates. The result is a more focused approach to satisfying the needs of this narrow segment, something that other businesses rarely do.…...

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