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Report on Business Research of BlackBerry

   

Added on  2020-05-04

12 Pages2316 Words194 Views
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Report on Business Research of BlackBerry_1

Business Research 1Executive SummaryThe purpose of this report is to understand the case study of BlackBerry and its declining marketshare. BlackBerry was once the renowned name in the electronic and mobile industry but soonits name and identity vanished from the market because of a number of factors as discussed inreport. The report will also highlight the lost market capitalization of Blackberry and gainedmarket capitalization of Apple and Samsung. The report will end with a brief conclusion with anoverall analysis and evaluation.
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Business Research 2ContentsOverview of BlackBerry..................................................................................................................3Issue of Interest................................................................................................................................3Why has BlackBerry lost customers?..........................................................................................4Is BlackBerry ready for demand and supply in trending-apps / trending-software technology?4How much Market Capitalization did BlackBerry lost in past 5years?.......................................6How much Market Capitalization did Samsung and Apple won in past 5years?........................7Conclusion and Recommendations..................................................................................................8References......................................................................................................................................10
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Business Research 3Overview of BlackBerryBlackBerry Limited was established in the year 1984 by the huge efforts of Mike Lazaridis andDouglas Fregin. The company was formerly known as “Research In Motion”. It is a CanadianMNC which is recognized for its specialization in the Internet of Things and enterprise software.The company was the leading name in the technology industry because of its smart phones andtablets. There are diverse products of Blackberry in its product portfolio that comprises of QNX,BlackBerry Internet Service, BlackBerry Enterprise Service and BlackBerry Messenger. The keyera of success of BlackBerry was the period from 1984 to 2001 (Savov, 2016). In this timeframe, the company acquired a huge customer base and has attained a strong market share with aleading position in the software industry. In the phase of 2001 to 2011, BlackBerry hasexperienced global expansion have faced a striving competition in the global market. In theearlier phase, there was attained a huge recognition and growth in the overseas market but laterto this a number of android system came into existence that have fetched the attention of thecustomers. And thus the market and existence of BlackBerry started declining (Youssef, 2013).Issue of InterestIn the initial phase, BlackBerry was recognized as one of the most dominant and prominentsmartphone seller in the world, having specialization in mobile productivity and securescommunication. The peak phase of the success of BlackBerry was in September 2013 when therewere approx a total of 85 million subscribers of BlackBerry across the world. But since that time,the company started losing its dominant position as well as its customers because of the iOS andthe android platforms. And in the year 2016, it was realized that the overall BlackBerrysubscribers were reduced to 23 million. Such a massive decline in the number of customersposed a huge threat on the existence of the company (Youssef, 2013). In the modernized andtechno savvy world, there was a huge loss of market capitalization of BlackBerry and to regainthe share and the capitalization, there were taken several initiatives by the company but because
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