Research in Motion

Individual Case Analysis Assignment

Research In Motion

1. What went wrong?

The company had pioneered the smartphone, however it had no long-term disruptive innovation management strategy. From all strategic perspectives including corporate and global, business level, and market strategy, it hadn’t clearly defined these strategies. It merely became comfortable with incremental innovation with a highly centralized technology structure while its competitors had globalized to utilize human capital worldwide. With a line of outdated phones and no clear direction forward, RIM found itself irrelevant.

I do not believe it had defined success with regard to knowing where it wanted to go, or in other words, failed to create a roadmap. The company could have utilized the Six-step Strategy Development & Deployment Process Model in order to have remained successful. A simple Value Proposition could help it define what is required in order to achieve its end goals.

2. Current plans and recommendations?

RIM is currently tapping into high-end and lower-end smart phone markets, with more rollouts planned. With organizations allowing employees the use of private cellular phones, the consumer/prosumer market cannot be overlooked, which they know already. They should tout their core competency of encrypted push email system and market to individuals and enterprises that have an interest in protecting intellectual capital and communications. With the growth of India, China, and others’ cellular use, I would recommend entering those markets by going global as soon as they feel they’re ready to effectively manage such operations and ready to direct the type of innovation it will take to maintain their position as a reputable smartphone designer and manufacturer. Introducing the entry-level smartphone to emerging markets would help to hook new users onto the brand.

As we now know, RIM has introduced a product that is two phones in one, allowing the user to have a work phone and a personal phone in one device, which satisfies both enterprise and individual demands in just one platform.

RIM’s going