Blackberry en 2009

Marianela Adriaenséns, Leticia Ramos y Miguel Flores

ITESM, Campus Monterrey
Escuela de Negocios, División de Administración y
Finanzas.

Research in Motion Ltd

Company Background
 Founded in 1984, RIM is a leading designer, manufacturer and marketer of wireless solutions.
Through the development of integrated hardware, software and services that support multiple
wireless network standards, RIM provides solutions for access to information including email,
phone, short message service, Internet and intranet-based applications.
 Based in Waterloo, Ontario, RIM operates offices in North America, Europe and Asia Pacific.
RIM’s US headquarters are located in Dallas, Texas, which houses various sales, marketing,
legal, customer service operations and administrative activities.
 RIM’s primary revenue stream is generated by the BlackBerry wireless solution, which is
comprised of Blackberry smartphones, software, and services.
 For the fiscal year ended February 28, 2009, RIM’s BlackBerry subscriber account base
increased to approximately 25 million from approximately 14 million from the previous fiscal
year.
 With over US$6.9 billion worth of sales attributable to the US market during the fiscal year
2009, the United States accounted for 63.0% of the company’s total sales.
 RIM employed about 12,800 full-time workers as of February 28, 2009, of which
approximately 5,100 were in the advanced research, product development, standards and
licensing areas.

Strategic Direction
 Market prospects for Research in Motion (RIM) smartphones looks promising as consumers
are increasingly demanding one mobile device to manage all types of information, whether it
is music or messaging. Both RIM and Apple are trying to become the provider of choice for
such a device, along with other well-established mobile phone suppliers, such as Nokia and
Samsung. In any case, future demand for RIM’s wireless devices and services will continue to
be fuelled by several key trends:
 the roll-out of advanced telecommunications infrastructure supporting mobile
phone technology;
 the growing popularity of portable information devices;
 the introduction of lower data pricing models by wireless carriers;
  the upsurge in consumer-focused applications such as social networking and
instant messaging;
 the growing number of mobile workers in the United States.
 While the BlackBerry is still expected to remain the smartphone of choice for many in the
corporate world, the company is expected to pay more attention to the US consumer market,
where strong growth potential exists. The launch of the Storm, Bold and Pearl Flip in 2008 was
a key factor in moving the Blackberry into the consumer realm. Over the next several years, it
is expected that RIM will roll-out more consumer-focussed smartphone devices as Apple and
RIM target the same customer base.
 However, the current battle between Apple and RIM can also be viewed in a larger context as
an emerging showdown between Apple and RIM smartphones against conventional mobile
phones, manufactured by Nokia, Samsung, and Motorola. The projected increase in
smartphone demand is expected to provide both Apple and RIM with strong growth
opportunities at the expense of the well-established mobile phone players.
 Looking ahead, the future success of the iPhone could be hampered by the fact that the device
has limited US wireless carrier support in comparison to the BlackBerry, which is currently
available on every major US wireless carrier.

Key Facts

Summary 1 Research in Motion Limited: Key Facts

Full name of company: Research in Motion Limited

Address: 122 West John Carpenter Parkway, Suite 430,
Irving, Texas, United States 75039
Tel: +1 972-650-6126
www: www.rim.com
Activities: Portable consumer electronics
Source: Euromonitor International from Company reports, Trade press

Summary 2 Research in Motion Limited: Operational Indicators

2006 2007 2008
Revenue (US sales – $6,967.6 $3,528.8 $887.0
US$ million)
Net profit (company $631.5 $1,293.8 $1,892.6
wide – US$ million)
Number of employees 6,254 8,387 12,800
(company wide)
Source: Trade press, Company research
Production
 RIM does not operate any production facilities in the United States. All of the company’s
manufacturing takes place in Canada at its facility in Waterloo, Ontario.
 In order to keep up with the strong demand for its mobile devices, RIM expanded its
manufacturing facility by 50,000 square feet to a total of 242,000 square feet.

Competitive Positioning
 The mobile phone market in the United States is fairly concentrated, with the top four players
(Motorola, LG, Samsung and Nokia) comprising the bulk of sales in 2007. However, the market
has seen some newer players such as RIM and Apple make some strong inroads with their
smartphone devices.
 While the Blackberry smartphone has been available to US consumers for several years now, it
was the launch of the Apple iPhone in June 2007, which proved to be a key factor in boosting
consumer interest in smartphones. The iPhone has proven to be a big hit in the United States.
Smartphones are making up an increasingly larger share of overall mobile phone sales.
 With about 5,000 of the company's total workforce and US$684.7 million devoted to R&D,
RIM places a great deal of focus on offering new products.
 In an effort to counter the growing popularity of the new Apple iPhone, RIM launched the
BlackBerry Storm smartphone in 2008, with its unique SurePress touchscreen, similar to the
iPhone. In fact, the Storm incorporates many of the popular user-friendly features of the
consumer-oriented iPhone.
 RIM also launched the BlackBerry App World in April 2009, which allows users to download a
wide range of applications directly from their BlackBerry smartphone.
 While many of the traditional mobile companies such as Samsung and Nokia all offer
smartphone selections, the real battle for this market segment is between Apple and RIM.
Traditionally, RIM has focussed its smartphone offerings to the corporate sector, but this is
starting to change as the company targets mainstream consumers. In fact, during the fourth
quarter of the company’s 2008 fiscal year, RIM added 3.9 million subscribers worldwide, of
which 70% were non-enterprise customers. Apple on the other hand has from the beginning
targeted the consumer segment, as the iPhone has proven to be an excellent mobile
entertainment unit.

Summary 3 Research in Motion Limited: Competitive Position 2007

Subsector Volume share Rank
Mobile Phones 2.7% 8
Source: Euromonitor International

Mobile Phones in the US

Headlines
 In 2008, volume sales of mobile phones fell by 13% compared to prior year, reaching 122.4
million units.
 In the same year, value sales fell by only 2%, reaching US$25.3 billion.
 The slowing economy and the maturing market were largely responsible for the drop in mobile
phone sales.
 In 2007, the market leaders in the US mobile phone market were Motorola with a share of
32.2%, Samsung with 17.5%, LG with 16.4% and Nokia with 10.2%.
 Volume sales of mobile phones are projected to reach 144 million units by 2013, representing
value sales of US$26.7 billion.

Trends
 Value sales of mobile phones declined to a lesser extent than volume sales as many consumers
upgraded to more expensive high-end devices, in particular smartphones. Moreover, as more
Americans get rid of their landlines in favour of mobile phones, they are more prone to invest
in high-end models.
 Given the new product features and services offered by carriers, mobile phone prices have
bucked the downward trend of consumer electronics pricing. For the most part,
manufacturers have been able to maintain their prices and, in some cases, even increase
them.
 According to the Wireless Association (CTIA), the number of mobile phone subscribers in the
United States grew by nearly 8% in the first half of 2008 compared to the same period the year
before, reaching 262.7 million people. This figure includes people who own more than one
mobile phone, something that is becoming more common.
 New keyboard-equipped phones introduced in 2008 include RIM’s BlackBerry Bold, LG’s Lotus
and Samsung-made Epix.
 The continuing roll-out of advanced telecommunications infrastructure in support of Wi-Fi and
3G mobile phone technology has been a key ingredient in the strong consumer uptake of
mobile devices.
 Consumer interest in smartphones took off with the launch of the Apple iPhone smartphone in
June 2007. The iPhone helped to reshape the mobile phone industry in the United States.
While smartphones saw their prices drop steadily in 2008, they are nevertheless accounting
for an increasingly larger share of the overall mobile phone sector. Many of the newly
launched smartphones are loaded with advanced features, such as touch screens, QWERTY
keyboards, international 3G capability and Wi-Fi.
 Mobile phone retailers are putting increasing emphasis on mobile phone accessories, such as
Bluetooth headsets, memory cards and car kits.
 Competition amongst the various distribution channels is quite fierce in the mobile phone
sector. Mixed retailers and durable goods retailers are battling it out with kiosk-type outlets,
which saw their distribution share increase steadily during the review period.

Competitive Landscape
 The mobile phone market in the US is fairly concentrated, with the top four players (Motorola,
LG, Samsung and Nokia) accounting for a combined market share of 76.3% in 2007.
 During the review period, the market saw the entry of some newer players, such as Research
in Motion and Apple, and they made some strong inroads with their smartphone devices.
Apple’s share of the total mobile phone market stood at 3.1% in 2007, and it is expected to
grow thanks to the popularity of its new 3G iPhone launched in July 2008. Apple’s new 3G
iPhone integrates GPS navigation, high-speed downlink packet access (HSDPA) and
compatibility with hundreds of third-party programs. Its retail price is US$200 cheaper than
the price of the traditional iPhone.
 With 32.2% of the market, Motorola continues to be the leading player in the US mobile
phone market. Motorola's success over the past few years has largely been the result of
demand for its popular RAZR mobile phones. However, Motorola’s market share has come
under pressure, largely due to intense competition from Samsung and LG, both of which saw
steady increases in market share during the review period. The secret to their success has
been their continuous launching of new technologically advanced products at competitive
prices. LG, for example, launched the Dare, which features a touch screen, a camera phone
with 3.2-megapixel resolution, facial recognition technology and high-speed video capture.
 Although Nokia may be the world leader in mobile phone sales, the company continues to
struggle in the United States due to the strong competition and Nokia's failure to cater to
domestic demands, such as clamshell designs and ultra-thin cell phones. Nokia is also entering
the touch screen market with its music-playing 3G 5800 XpressMusic, a product the company
expects to introduce into the American market sometime in 2009.
 As competition in the mobile phone market intensified in 2008, there was some major
consolidation activity. For example, Kyocera announced in April 2008 that it had completed a
merger with Sanyo Electric, a deal in which Kyocera acquired Sanyo's global mobile phone
business. As a result of the acquisition, Kyocera will be able to take advantage of Sanyo's
expertise in developing and manufacturing middle-range to high-end mobile phones.

Prospects
 Despite a downward spike in 2008, mobile phone sales are expected to turn around and grow
steadily over the forecast period. Although the household penetration rate of mobile phones
is fairly high, their relatively short replacement cycles and the growing shift to smartphones
should ensure continuing market demand. In terms of value sales, even though the average
selling price of mobile phones is expected to fall over the forecast period, growing demand for
higher-priced smartphones will drive growth in the sector.
 According to a recent survey, more than 20 million households (17% of all US households) use
mobile phones rather than landline phones as their home phones. This trend is expected to
grow in light of the weakening US economy and the need for consumers to find ways to cut
back on household spending.
 There will likely be more widespread adoption of mobile TV services over the forecast period.
Other carriers are likely to follow the lead of Verizon and its Media Flo-based V CAST Mobile
TV service. This service offers viewers a basic package consisting of CBS Mobile, Comedy
Central, Fox Mobile, MTV Mobile, NBC and Nickelodeon.
 With an increasingly greater number of mobile phones incorporating GPS functions, it will
come as no surprise that major portable navigation device players are likely to enter the
mobile phone market. In fact, Garmin’s new Nuviphone will be launched in the US market in
2009.
 Forthcoming legislation in a number of states prohibiting the use of hand-held mobile devices
while driving will have an impact on the sector, benefiting products such as the hands-free
Bluetooth headset unit. After the state of California enacted such legislation in 2008, sales of
Bluetooth headset devices took off.

New Product Developments

Summary 1 Mobile Phones: New Product Launches 2007- 2008

Brand name Company USPs Launch date
Nokia E71 Nokia United States 3.2-megapixel 2008
resolution
Samsung F480 Samsung America Inc Tactile feedback 2008
system
Blackberry Storm Research in Motion Touchscreen 2008
technology
LG Lotus LG Electronics USA QWERTY keyboard 2008
Motorola Z10 Motorola Inc 2.2-inch QVGA screen 2008
LG Dare LG Electronics USA 3.2-megapixel 2008
resolution
Sony Ericsson K850 Sony Corp of America 5.0-megapixel 2007
resolution
Apple iPhone Apple Computer Inc Touch screen 2007
technology
Source: Trade press, company research, trade interviews
Note: USP = unique selling point

Sector Data

Table 1 Sales of Mobile Phones: Volume 2003-2008

'000 units
2003 2004 2005 2006 2007 2008
Mobile phones 68,373.4 82,731.8 101,365.0 135,842.4 140,732.7 122,437.5
Source: Official statistics, trade associations, trade press, company research, store checks,
trade interviews, Euromonitor International estimates

Table 2 Sales of Mobile Phones: % Volume Growth 2003-2008

% volume growth
2007/08 2003-08 CAGR 2003/08 TOTAL

Mobile phones -13.0 12.4 79.1

Source: Official statistics, trade associations, trade press, company research, store checks,
trade interviews, Euromonitor International estimates

Table 3 Sales of Mobile Phones: Value 2003-2008

US$ million
2003 2004 2005 2006 2007 2008

Mobile phones 11,110.6 13,366.1 16,671.8 22,457.3 25,825.9 25,309.4

Source: Official statistics, trade associations, trade press, company research, store checks,
trade interviews, Euromonitor International estimates

Table 4 Sales of Mobile Phones: % Value Growth 2003-2008

% current value growth

2007/08 2003-08 CAGR 2003/08 TOTAL

Mobile phones -2.0 17.9 127.8

Source: Official statistics, trade associations, trade press, company research, store checks,
trade interviews, Euromonitor International estimates

Table 5 Sales of Mobile Phones by Type 2003-2008

% units
2003 2004 2005 2006 2007 2008

1G - - - - - -
2G 100.0 99.0 94.0 88.0 79.0 50.0
3G - 1.0 6.0 12.0 21.0 50.0
4G - - - - - -
Other - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Official statistics, trade associations, trade press, company research, store checks,
trade interviews, Euromonitor International estimates

Table 6 Mobile Phones Company Shares 2003-2007

% retail volume
Company 2003 2004 2005 2006 2007

Motorola Inc 27.7 29.8 31.0 33.3 32.2

Samsung America Inc 14.0 15.1 17.2 15.5 17.5
LG Electronics USA 13.1 16.1 17.3 16.9 16.4
Nokia United States 23.2 18.9 14.1 15.5 10.2
Kyocera International Inc 5.9 6.4 7.1 6.0 5.2
Sanyo North America Corp 3.5 3.4 3.4 3.1 3.5
Apple Computer Inc - - - - 3.1
Research in Motion Ltd 0.4 0.7 1.1 2.0 2.7
Others 12.2 9.6 8.8 7.7 9.2
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor
International estimates

Table 7 Mobile Phones Brand Shares 2004-2007

% retail volume
Brand Company 2004 2005 2006 2007

Motorola Motorola Inc 29.8 31.0 33.3 32.2

Samsung Samsung America Inc 15.1 17.2 15.5 17.5
LG LG Electronics USA 16.1 17.3 16.9 16.4
Nokia Nokia United States 18.9 14.1 15.5 10.2
Kyocera Kyocera International Inc 6.4 7.1 6.0 5.2
Sanyo Sanyo North America Corp 3.4 3.4 3.1 3.5
Apple Apple Computer Inc - - - 3.1
Blackberry Research in Motion Ltd 0.7 1.1 2.0 2.7
Others 9.6 8.8 7.7 9.2
Total 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor
International estimates

Table 8 Sales of Mobile Phones by Distribution Format 2003-2008

% retail volume
2003 2004 2005 2006 2007 2008

Store-based retailing 96.8 96.4 95.9 95.4 95.5 95.5

Supermarkets 4.9 5.1 5.2 5.3 5.0 4.7
Hypermarkets - - - - - -
Discounters - - - - - -
Non-grocery retailers 73.1 72.4 71.3 70.4 70.1 70.0
Mixed retailers 33.2 34.9 35.0 35.4 36.0 36.6
Durable goods retailers 39.9 37.5 36.3 35.0 34.1 33.4
Other store-based 18.8 18.9 19.4 19.7 20.4 20.8
retailing
Non-store retailing 3.2 3.6 4.1 4.6 4.5 4.5
Homeshopping 0.5 0.5 0.5 0.5 0.4 0.4
Internet retailing 2.7 3.1 3.6 4.1 4.1 4.1
Direct selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Official statistics, trade associations, trade press, company research, store checks,
trade interviews, Euromonitor International estimates

Table 9 Forecast Sales of Mobile Phones: Volume 2008-2013

'000 units
2008 2009 2010 2011 2012 2013
Mobile phones 122,437.5 124,886.2 128,632.8 133,778.1 138,460.4 143,998.8
Source: Official statistics, trade associations, trade press, company research, trade interviews,
Euromonitor International estimates

Table 10 Forecast Sales of Mobile Phones: % Volume Growth 2008-2013

% volume growth
2012/13 2008-13 CAGR 2008/13 TOTAL

Mobile phones 4.0 3.3 17.6

Source: Official statistics, trade associations, trade press, company research, trade interviews,
Euromonitor International estimates

Table 11 Forecast Sales of Mobile Phones: Value 2008-2013

US$ million
2008 2009 2010 2011 2012 2013

Mobile phones 25,309.4 25,435.9 25,690.3 26,332.5 26,595.9 26,728.8

Source: Official statistics, trade associations, trade press, company research, trade interviews,
Euromonitor International estimates

Table 12 Forecast Sales of Mobile Phones: % Value Growth 2008-2013

% constant value growth
2008-13 CAGR 2008/13 TOTAL

Mobile phones 1.1 5.6

Source: Official statistics, trade associations, trade press, company research, trade interviews,
Euromonitor International estimates

Euromonitor International : Local Company Profile, May 2009.

Euromonitor International : Country Sector Briefing, May 2009

PROYECTO FINAL

AD1000 - ADMINISTRACIÓN

Análisis de un caso.
Objetivo:

Investigar y obtener información que permita estudiar y analizar la situación de una

organización planteada en un caso de estudio.

El proyecto deberá ser realizado en equipo.

Descripción:
Suponer que trabajan para una firma de consultores. El equipo de ustedes ha sido
contratado por blackberry ( Research in Motion) para revelar su posición competitiva. Esta
investigación y análisis ayudará a los administradores de la compañía en cuestión a
empatar la estrategia de la misma con las circunstancias particulares de su ambiente.

El enfoque en particular del análisis deberá realizarse considerando las siguientes

preguntas:

1. ¿Qué tan bien está funcionando la estrategia actual de la compañía?

Temas:

 El proceso administrativo
o Planeación
o Organización
o Enfoque funcional de la organización, descripción y desventajas en
el mundo actual
o Enfoque de procesos de negocios, flujos organizacionales y su
relación con la generación de valor
o Dirección
o Control

Aspectos sugeridos a cubrir:

 a. Estrategia actual de la compañía
i. ¿Cuál es?
ii. ¿Qué características la definen?
b. Visión y misión de la compañía vs estrategia actual
c. ¿La estrategia lleva a definir claramente la ventaja competitiva de la
empresa? ¿Cuál es dicha ventaja competitiva? ¿Qué elementos la
componen? (bloques)
d. ¿Financieramente cuáles han sido los resultados de esta estrategia?

2. ¿Cuáles serían las fuerzas y debilidades de la compañía? ¿Cuáles sus

oportunidades y amenazas externas?
Temas:

 Ambientes organizacionales
o El ambiente organizacional
o El ambiente de la diversidad
o Macroambiente
o Microambiente
Aspectos sugeridos a cubrir:

a. Análisis FODA

3. ¿Son los precios y costos de esta compañía competitivos?

Temas:

 Análisis cuantitativo actual

 Análisis de estados financieros

Aspectos sugeridos a cubrir:

a. Precios que maneja vs el mercado

 b. Precios que maneja vs competidores directos
c. Costos

4. La compañía, ¿es competitivamente más fuerte o más débil que sus

principales competidores?
Temas:

 El impacto de la tecnología de información

 Análisis del mercado
 Alianza Telcel-Blackberry

Aspectos sugeridos a cubrir:

a. Características del producto y servicios que ofrece la compañía

b. Características del producto y servicios de competidores directos
c. Fortaleza financiera de la compañía vs competidores directos

5. ¿Cuáles son los aspectos y/o problemas que merecen una pronta atención
por parte de los administradores de esta compañía?
a. Análisis de la industria y tendencias de la misma
b. El rol de la tecnología de información
c. Análisis de los sectores económico y financiero (la administración frente a
la crisis)
d. Retos que plantea la responsabilidad social y ética

6. ¿Cuál o cuáles son las oportunidades del uso del Blackberry en los
negocios?.
Aspectos sugeridos a cubrir:
a. Oportunidades de negocio.
b. Uso de la tecnología blackberry.
c. Posibles aplicaciones en la industria.
Requisitos:
Dos niveles de investigación serán necesarios para este proyecto.

 Primeramente, deberán de revisar la información presentada en la literatura

académica (libros, artículos, papers, biblioteca digital, etc.) con el fin de
conocer más acerca de los conceptos, teorías y/o modelos necesarios para
su proyecto.
 En segundo lugar, deberán de navegar en la red (internet) con la intención
de obtener la información que consideren importante acerca de la
compañía y su medio ambiente externo.
Lo anterior, es con el fin de apoyar y fundamentar lo presentado en su análisis.

Su reporte final deberá reflejar la dinámica actual del negocio, considerando los recientes
aspectos económicos, políticos y sociales, entre otros, que afectan a la industria donde la
compañía opera.

Fecha de entrega: viernes 13 de noviembre.

Contenidos y rúbrica del reporte final:

Elemento Descripción Valor en Valor en Valor en Valor en

puntos puntos puntos puntos

Portada  Nombre de la 2 puntos 1 punto .5 puntos 0 puntos

universidad
 Nombre de la Cumple con Tiene la Tiene No hay
compañía analizada en todo lo mitad de lo únicamente portada
el caso anterior y sin pedido en la 1ó2
 Nombre de la materia errores de portada y aspectos de
 Nombre del profesor
ortografía con errores la portada y
 Fecha de entrega del
de ortografía con errores
reporte
 Nombre y matrícula de ortografía
integrantes del equipo
Índice  Lista de contenidos 3 puntos 2 puntos 1 punto 0 puntos
con los números de
página Enlista Enlista Enlista No hay
claramente claramente contenidos índice
los los pero de
contenidos contenidos manera poco
con los sin números clara y sin
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Introducción  Breve descripción del 10 puntos 5 puntos 2 puntos 0 puntos

 proyecto (incluyendo Describe de
los principales tópicos manera
analizados) ambigua en
Describe Describe de No hay
claramente manera qué introducción
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sin errores analizados y de ortografía
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Información  Breve historia 10 puntos 7 puntos 4 puntos 0 puntos

de la  Sector Industrial
compañía  Productos Proporciona Proporciona Proporciona No hay
 Servicios de manera de manera de manera información
 Principales clientes completa la completa la incompleta la de la
 Mercado, etc. información información información compañía
(Mínimo 2 páginas) de la de la de la
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un mínimo menos de 2 menos de 2
de 2 páginas páginas y páginas y
y sin errores con errores con errores
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Análisis  Presentar un análisis 35 puntos 25 puntos 15 puntos 0 puntos

considerando las
preguntas descritas Realiza un Realiza un Realiza un No realiza
anteriormente análisis análisis análisis análisis
 Establecer la relación completo incompleto incompleto
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encontrada en la
literatura académica, la los aspectos o la mitad de o menos de
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(Máximo 10 páginas)
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Conclusiones  Presentar 30 puntos 20 puntos 10 puntos 0 puntos

conclusiones
generales acerca de la Realiza Realiza Realiza No realiza
compañía conclusiones conclusiones conclusiones conclusiones
 Presentar generales generales generales
conclusiones relacionadas relacionadas poco
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analizados y analizados y tópicos
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Referencias  Presentar lista 10 puntos 7 puntos 4 puntos 0 puntos

bibliográficas completa de
referencias Establece las Establece las Establece las No hay
consultadas, siguiendo referencias referencias referencias bibliografía
los lineamientos bibliográficas bibliográficas bibliográficas
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 Incluir los links de los formato APA incorrecta, incorrecta,
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