blackberry edit.docx - Case Report Analysis Prepared for Momo Deretic COMM 491 Prepared by Julia Figas(41531154 Stefan Gataric Nicholas Fong Jacqline

blackberry edit.docx - Case Report Analysis Prepared for...

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0Prepared by:Julia Figas (41531154)Stefan GataricNicholas FongJacqline Geng(19199141)Case Report & AnalysisPrepared for:Momo DereticCOMM 491
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Table of Contents Nicholas1
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Executive Summary In 2003, the world of human interaction changed forever. Research in Motion had just created the first BlackBerry with a colour screen and the smartphone industry would soon start to develop into the multi-billion dollar giant that it is today. Unfortunately, as time passed BlackBerry has been unable to keep up with the cut-throat competition in the industry and is no longer considered a key competitor, leading us to today.BlackBerry has recently began focusing solely on their software development and so, are faced with a dilemma. They have begun operating in many industries at once, leaving the company unfocused and perhaps, struggling to manage their resources in the most efficient way possible. BlackBerry has a great reputation for providing top of the line cybersecurity and encryption in their products and so, they have strong capabilities in providing great software and operating systems as they pivot in to different markets. Their competitive advantage is their experience in cybersecurity whichthey have developed through a large learning curve. They are now able to provide greatcybersecurity products at a lower cost because of their economies of scale as compared to their competitors. BlackBerry has new management that has helped provide a smooth transition into the operating system and application software space . John Chen is the new CEO that has gained the trust of investors with his focus on cutting costs. After a significant drop in stock price because of their smartphone underperformance, BlackBerry’s stock is finallyon its way up. They seem to have found a niche market where they are providing some public sector clients with cybersecurity software. BlackBerry’s operating costs have significantly dropped as they phased out of the smartphone industry.We believe that the best option for BlackBerry at this stage in their growth would be to continue providing and developing cybersecurity software and operating systems as thistransition has been positive for them. Their strategy should now be focused on selling their products to more public sector customers and big corporations. Their profit margins would be higher as they can provide similar products without having to spend much on Research and Development as they have a strong fundamental background asis. Their development costs would mostly be in customizing products for their big clientswho have the resources to pay BlackBerry.Intro 2
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Blackberry, formerly known as Research in Motion, has been a force to be reckoned with when the era of smartphones was just beginning. Unfortunately, with trends changing and technology improving faster than many can keep up, Blackberry found themselves behind the pack; and the company that once was a leader in the space, wasnow struggling to keep up. Now, the company is starting anew, focusing on what they dobest. Blackberry’s new priority, is currently operating software and cybersecurity
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