Blackberry Internal Analysis

Diversified Communication Services

By: Kelsey Andersen Ryan Bildtt Eva Collins Tyler McCurry Colin Swanson

2nd Industry Report Pacific Lutheran University School of Business BUSA 499 - Capstone Spring 2009

Industry Value Chain 5. 2. 9. 1. Research & Development: This is where the starting point is. New ideas are thought up in this phase and from here they are put into action. 2. Metal, plastic, and chips are the starting point for a new phone being created. These materials are necessary to make the basic phone in itself. 3. Different parties are consulted on what they think of the idea and how the phone can best be developed. 4. Companies supply these raw materials to the organization 5. The technology behind these is developed. Programmers enable the phone to have software and it is decided whether the phone has is an open or closed source. The phone is designed. 6. The raw materials are then produced into the physical phone. 7. The phone is marketed to the public. 8. The carriers distribute their phone either through their retail stores or online. 9. The product is delivered to the customer. Research in Motion Limited (Eva Collins) Resources Identification

The company Research In Motion (RIM) is known for their BlackBerry devices that allow users to be connected to time sensitive materials. RIM is organized and managed as a single reportable business segment, which is categorized into four divisions: devices, service, software, and other (Datamonitor, 2008). RIM holds both tangible and intangible resources that are important to their capability to provide quality products to their consumers. Located in Waterloo, Ontario, RIM's corporate headquarters sits on approximately 1,141,685 square feet, which houses a multitude of operations and departments (Annual Information Form, 2008). They are not solely located in Canada, but lease facilities throughout America and Europe. Within RIM they must have the financial stability to pay for their incurred expenses such as cost of goods sold, labor, and these facilities. The first of March in 2008, RIM recorded that they had a net gross of $412,501, which was 21.9% of the Revenue made from sales (Annual Information Form, 2008). With this being said, RIM was able to pay all of their current expenses and investment activities in the year of 2008. In order to continue their success, "RIM has sought to protect the technology that it has developed through a combination of patent, copyright and trade secret protection as well as through contractual arrangements" (Annual Information Form, 2008). Along with these tangible resources, there needs to be intangible