BlackBerry is a line of mobile e-mail and smartphone devices developed and designed by Canadian company Research In Motion (RIM)

since 1999.[2][3] BlackBerry devices are smartphones, designed to function as personal digital assistants, portable media players, internet browsers, gaming devices, and much more. They are primarily known for their ability to send and receive (push) e-mail and instant messages while maintaining a high level of security through on-device message encryption. Blackberry devices support a large variety of instant messaging features, including BlackBerry Messenger. BlackBerry commands a 11.7% share of worldwide smartphone sales, making it the fourth most popular device manufacturer after Google, Sony Ericsson, andApple.[4] The consumer BlackBerry Internet Service is available in 91 countries worldwide on over 500 mobile service operators using various mobile technologies.[5]As of October 2011, there were seventy million subscribers worldwide to BlackBerry.[6] Modern GSM-based BlackBerry handhelds incorporate an ARM 7, 9 or ARM 11 processor,[7] while older BlackBerry 950 and 957 handhelds used Intel 80386processors. The latest BlackBerry models (Torch 9850/9860, Torch 9810, and Bold 9900/9930) have a 1.2 GHz MSM8255 Snapdragon Processor, 768 MB system memory], and 8 GB of on-board storage.[8][9] All BlackBerrys after OS 5 support up to 32 GB microSD cards.

History
The first BlackBerry device, the 850, was introduced in 1999 as a two-way pager in Munich, Germany. The name BlackBerry was coined by the marketing companyLexicon Branding. In 2003, the more commonly known smartphone BlackBerry was released, which supports push e-mail, mobile telephone, text messaging, Internet faxing, Web browsing and other wireless information services. It is an example of a convergent device. The original BlackBerry devices, the RIM 850 and 857, used the DataTacnetwork. BlackBerry first made headway in the marketplace by concentrating on e-mail. RIM currently offers BlackBerry e-mail service to non-BlackBerry devices, such as thePalm Treo, through its BlackBerry Connect software. The original BlackBerry device had a monochrome display, but all current models have color displays. All models, except for the Storm series and the all-touch Torch 9850 had a built-in QWERTY keyboard, optimized for "thumbing", the use of only the thumbs to type. The Storm 1 and Storm 2 include a SureType keypad for typing. Originally, system navigation was achieved with the use of a scroll wheel mounted on the right side of phones prior to the 8700. The trackwheel was replaced by the trackball with the introduction of the Pearl series which allowed for 4 way scrolling. The trackball was replaced by the optical trackpad with the introduction of the Curve 8500 series. Models made to use iDENnetworks such as Nextel and Mike also incorporate a push-totalk (PTT) feature, similar to a two-way radio.

Government regulation
India
Indian authorities have asked RIM to provide means to access the encrypted data for calls to, from, or within India, following concerns that it could be used by terrorist and rebel groups to carry out attacks on India. In the November 2008 Mumbai attacks, terrorists used mobile and satellite phone technologies after which security agencies and the Indian government have become

more strict and alert towards communication within the country. BlackBerry has indicated willingness to set up a server in India by October, 2010 and giving the country limited access to its encryption technology.[50] However, this will only apply to personal devices which route via RIM's infrastructure: organisations providing their own BlackBerry Enterprise Server will continue to have encrypted message flow, to which even RIM themselves will not have access.[51] On January 31, 2011 India refused a limited access offer and demanded full access.[52] RIM has a facility in Mumbai to help the government carry out lawful surveillance of its BlackBerry services[53]. RIM gave India access to its consumer services, including its Messenger services, in January 2011, but said it could not allow monitoring of its enterprise email. The Mumbai facility handles surveillance and requests lawful intercept requests, from India, for consumer services including the BlackBerry Messenger chat service. India can submit the name of a suspect its investigators want to wiretap, and RIM will return decoded messages for that individual, as long as it is satisfied the request has legal authorization. India prefers an arrangement where it has the ability to decode messages itself, so that it can conduct surveillance without disclosing the names of suspects to RIM. India still has no method to intercept and decode BlackBerry enterprise email, which is used by corporate customers and features a higher level of encryption than consumer email and instant messaging.

Key Findings Blackberry: Founded in 1984 Headquarters located in waterloo, Ontario Controls over 55% of the US Smartphone market Global market share was at 16% for 2008. The Blackberries have grown market share to 19% in the first half of 2009. Revenue rose to $3.53 billion from $2.58 billion a year earlier. Sales are up about 40 percent compared to a year ago. Is expanding its product portfolio to include a wide selection of devices and interfaces that appeal to a range of customers at different price points. This includes 2.5G models that are smaller, lighter, lower cost, and have better battery life than other 3G models.

SWOT Analysis
SWOT Analysis

Strengths
RIM grown to a $5.2billion company. RIM core technology centers on radio technology and mobile communication. Research and development is a key success to RIM. RIMs product gives up $85 million in revenues and $10.5 million in net income in 2000. RIM 850, 950, and 957 products have a software package that allows the user to access email anytime anywhere. RIM and Intel Most Successful Alliance in North America. By awarding them in 1999 Canadian American Business Achievement Award. RIM had relationship with community software, technical support, and discussion forums with its Developer Zone.

Weaknesses

They were providing the advance technology product. Blackberry prices were high. They have to come up with some solution to better their new product than Motorola. The internet service should be faster to login to email system. RIM is not application development. They hired third parties to develop the application for Blackberry devices.

Opportunity
Great product with advance technology. Lots of features in Blackberry. Fulfill the customer needs and wants. RIM was doing well in the market Brand loyalty They know what their customer wants. Leading-edge radio technology. Some famous communication product was already in the market for example pagers. They were first in the market for their famous product Blackberry.

Threats Competition between Motorola. Motorola had some good product to compete with RIM blackberry. Nokia, Ericsson, and Motorola are the major components of email capable mobile phones. Nokia largest cell phone provider. Motorola has strong brand appreciation with the consumer market. Motorola know how to promote their product in to the market. Motorola have good relationship with National Football League (NFL).

Blackberry Swot Analysis:

Strengths:
Brand image- Blackberry has one of the best Images for mobile phones in the market today. Its diverse business has a variety of products for its wide range of consumers Innovative Product- the Blackberrys software is well designed. The phone is highly secure and it integrates well with other platforms. It works well with several carriers and it can be deployed globally. The phone is very easy to manage and it has a longer than usual battery life. Product Features- the Blackberry has a small form-factor with an easy-to-use keyboard. The company holds patents for the thumbwheel and QWERTY keyboard found on the device. It also has a speedy mobile e-mail provider and the Blackberry has coverage in many major countries. The Blackberry does very well in managing e-mail in a mobile environment. The global usage of the Blackberry is one of its best known assets.

Weaknesses:
Global Coverage Dependence- Rims business model (selling purely through operators) means it is dependent on its operators when it comes to launch Blackberrys services. This takes a lot of

time and the cost of launching this can be high for small time operators Cost of Ownership- the Blackberry has a high total cost of ownership. Blackberry is known as a high-end product that is very costly for enterprises that want to provide email across large organizations. Their competitors have marketed a cheaper price compared to Blackberry Blackberry Features- When it comes to critical applications, the Blackberry struggles. It does not have a very large storage of third-party software. When it comes to most people, its main feature is the e-mail utility.

Opportunities:
Variety of Offerings for Mobile Workers- Growing consumers will need to be satisfied and Blackberry will be there in the future to satisfy them. They will look to expand email globally across a diverse market and use it in the workforce. People understand the value of this but are not willing to pay a premium. Extends The Range Of Third-Party Blackberry Devices- When Blackberry licenses its software through Blackberry connect and Blackberry programs, Blackberry is able to grow dominance against other users who prefer Blackberrys platforms. Its easily addressable in global markets and features certain products in markets worldwide.

Threats:
Competition- Blackberry is facing tougher competition more than ever before. The iPhone being one of the dominant phones in the market. There are a range of suppliers worldwide that compete with Blackberry every day. Blackberry also competes with its operators; many of them have launched their own branded e-mail service. Many people consider other mobile products alternatives and people will use these products as a substitute which Blackberry must compete with

Target Market
BLACKBERRY Business people Email Microsoft office Higher business persons price Students Web browsing and Facebook application Blackberry messenger More functionalities of a regular phone than originally App world can download games Currently available with almost any phone carrier Becoming more consumer based than just consumer based with style and function

Course Concepts
SWOT Analysis

We use this method to analyze the strengths, weaknesses, opportunities and threats of both iPhone and Blackberry. Market Development Strategy employs the existing marketing offering to reach new market segments, whether domestic or international. This concept we use it in the second alternative of recommendations to market Blackberry to other countries Product Development Strategy offers a new product or service to a firms current target market We use this strategy as our first alternative to develop the app world to target more entertainment focused users.