INTEGRATED CASE STUDY Research in Motion

fairiesbelchingInternet και Εφαρμογές Web

11 Δεκ 2013 (πριν από 3 χρόνια και 4 μήνες)

47 εμφανίσεις

INTEGRATED CASE STUDY


Research in Motion



Have you ever seen people

walking distractedly down

the street staring at their hands?
Have you ever been

waiting

in an airport
,

and the person beside you is typing
quickly
on
a
tiny
keyboard? Have you ever used
a Blackberry?


Research in Mo
tion (RIM) is a multi
-
award
-
winning company that designs

and

produces
hardware, software, and service solutions for wireless communication
s

used by

worldwide business and consumer markets
. These state
-
of
-
the
-
art products and se
rvices
provide customers with immediate access to information in order to make sound business
decisions 24 hours a day, seven days a week. Whether you use the Blackberry device or
the Pearl


smart


phone
,

you can be assured that you have purchased a qualit
y product

connect
ing

people
either
at work or at play,
designed and built
by one of the most
innovative Canadian companies of all time.


Background


RIM is a Waterloo
-
based company
founded in 1984 by two U
niversity of Waterloo
engineering students, Mike L
azaridis
a
nd Douglas Fregin. Today, Mike Lazaradis and
Jim Balsillie, who joined the company in 1992, share the
leadership role in
the company
as co
-
CEOs.


The first Blackberry device came to market in 1999. Since then, RIM has consistently
introduced man
y new and innovative products and services that are used by businesses
and consumers around the world. The wireless solutions industry is an extremely
competitive one
,

and
,

in 2002
,

RIM was sued for patent infringement by an American
company, NTP. The case

was finally settled in 2006
,

with RIM paying NTP

$612.5

million.
1



RIM has offices in North America, Europe and the Asia
-
Pacific. It is traded on the
NASDAQ
s
tock

market and the Toronto Stock Exchange. In 2006, RIM had revenues of
over $2 billion and

a

net income of $382 million. At that time, it employed almost 4
,
800
people worldwide.
2


Current Products


The Blackberry is aimed primarily at the business market. This hand
-
held unit functions
with RIM solutions to provide the user with access to time
-
sens
itive information. Loyal
users have permeated the market to the degree that
many
are accused of never letting go
of their “crackberry”. With minimal traditional marketing
,

this product has become a
status symbol among business people.

The Blackberry unit

allows the user
both access
to

and

the capability to work with a wide
range of
business
applications
, including such things as:



work and personal email accounts



calendar



address book



task list



internet



telephone



intranet access




software access, such as
spreadsheets


The newest product introduced by RIM
, the Blackberry Pearl,

moves away from the B2B
market, focusing instead on the consumer market. The Pearl is currently going head
-
to
-
head with Apple’s iPhone.

The Pearl responds to the increase in consumer
s’
demands
for
a product that allows access to

various conveniences:



wireless email



camera



digital music player



text messaging



digital video


RIM is confident that consumers will develop a loyalty to Pearl in much the same way
the business sector has wi
th the Blackberry.


The RIM Culture


RIM has a well
-
developed corporate culture that celebrates achievement, creativity, and
risk taking. It develops a workforce motivated to achieve beyond its potential. The
company supports this environment through a var
iety of participative opportunities and
programs.


Employees at RIM are compensated by base pay, merit pay, and benefits. Benefits
include a free Blackberry, on
-
site massage, subsidy for gym fitness membership, and
opportunities to participate in a variety

of wellness programs. Social events include
holiday parties, picnics, and team
-
building activities.


Corporate Structure


RIM is lead by an executive team comprised of co
-
CEOs. Balsillie also holds the position
of
c
hairman
,

while
Lazaridis
is
also the
co
mpany

president
. There are two
chief operating
officers;

a
chief financial officer;

a
vice
-
president
, Enterprise Business Unit
;
and
v
ice
-
p
resident, Corporate Marketing.


There have been recent concerns

among
industry analysts and
company
enthusiasts about

the decision
to continue
operat
ing

with two CEOs
,

and
about
the status of the board of
directors of the company. Many feel that RIM should reconsider the co
-
CEO
management decision. An article in
Canadian Business

states that “RIM should follow
Microsoft’
s example and make Lazaridis the
chief technology officer
instead of co
-
CEO”.

Also causing concern and disappointment is the fact that
, as the company grows
its global business, as of 2006, the board of directors

is still entirely made up of
Canadians
.


Ji
m Balsillie is viewed as the public face of RIM,
having
a more charismatic and out
-
going perso
nality
that
people identify

with
. As well, he brings a wealth of business
knowledge to the company, holding
both
a degree in commerce and an MBA. He is
responsibl
e for driving corporate strategy, business development, marketing
,

sales, and
finance. Lazaridis, with his engineering degree, prefers to work in the background
leading the technology innovation. He is passionate about science and electronics
,

and is
respo
nsible for product strategy, research and development, product development, and
manufacturing for the company.
3


Corporate Philanthropy


RIM is famous for its corporate giving. It strongly believes that
it

is important to give back
to the community in whic
h it operates. Communities support businesses and
,

in return,
businesses must support communities

a symbiotic relationship. Both Balsillie and
Lazaridis have been honoured for the leadership and financial contributions they have
independently made to many
Kitchener
-
Waterloo based organizations. Balsillie has
donated
money for a cancer
-
care centre
at
the Grand River Hospital in Kitchener
-
Waterloo
as well as

founded
,

and continues to fund
,

the Waterloo Children’s Museum. Lazaridis
donated $100 million to esta
blish a world
-
class think tank, the Perimeter Institute for
Theoretical Physics, in Waterloo. He also donated $50 million to the University of
Waterloo
,

to help create the Institute for Quantum Computing.


What the Future Holds


The wireless
communications

industry is an extremely competitive one
,

and RIM has
positioned itself to continue to be a key player. The lingering American lawsuit is over.
The market for Blackberry products and service solutions continues to grow. The appeal
of the Pearl is promisin
g.
And t
he global potential remains lucrative.


________________________________________________________________________

Endnotes

1

<
http://en.wikipedia.org/wiki/Research_In_Motion
>.

2

<
http
://www.hoovers.com/rim/
--
ID__59141
--
/free
-
co
-
factsheet.xhtml
>.

3

Information found
on the
company website
,

<
www.rim.com
>.







Questions


1.

Describe RIM’s co
-
CEO commitment to social responsibility.

2.

What strategy is RIM pursuing?


3.

Analyze the Blackberry an
d the Pearl according
to the Boston

Consulting Group
Matrix
. What strategies should RIM use?


4.

Sketch the organizational structure of RIM.

5.

What type of departmentalization is being used? Is this appropriate in a high
tech
industry?

6.

Currently RIM has two CEO
s. What problems might occur as a result of this
organizational strategy
?

7.

How has the Blackberry changed the way people in businesses communicate? What
are some of the advantages and disadvantages
of this
to the business and the
employee?

8.

Discuss the sourc
es of personal power
of
each CEO.


You Do
t
he Research


1. Research two of RIM
’s

competitors for product and market comparison
s
.

2. Complete a timeline of the NTP lawsuit.

3. Complete a SWOT analysis of RIM.