Blackberry

Limited
E-business Project

Isabella Masciotra, John Carlo Malate,

Himani , Shelby Seary

Introduction
(BELLA)
How many of you have owned a Blackberry device before?
We all question ourselves, what is a good electronic business that has evolved over the past years? So
many franchises come to your head, all you can think about, is which one is best? Which one is more
competitive? Which one will be mre efficient for us in the future. All to say, iphone, samsung, HTC, all fall
under the same operating system. However did it ever cross your mind, thinking that Androids, specifically
Blackberrys would be the number one selling phone essentially for business purposes?
There it was, the very first Blackberry device. A two-way pager device that was introduce, in the the year
1999, in Germany city of Munich. Blackberry originally got its name from the makreting company Lexicon
Branding. However the name Blackberry was chosen due to the resemblance of the keys on the
keyboard in comparison to the Blackberry fruit.
When speaking of the past, we relate to the historical story of Blackberrys; we focus on the business
strategy and its mission in order to be successful and profitable. Throughout the last years in the 21 st
century, Blackberrys has gone from one of worlds most popular smartphone device, down to almost
being bankrupted. Ever since Blackberry has been downgraded, competitiors and society had been
promoting negative stories about the business. But Im not focused on who Blackberry used to be- Im
focused on what Blackberry will be today and in the future said one and only John Chen, titled as CEO
and executive chair of Blackberry. Stratigically John Chen and co-workers have come up with a plan to
stabalize the company, to secure and maximize effeciences and to also return to the core strength in
entreprises.
Year of 2013, John Chen stated himself, the company was financially strong, it was well positioned for the
future and was technologically savy. Blackberry had its first priority in dedication and was focused on the
core business drivers. Moving to a new operating unit structure, Blackberry was now introducing
entreprises services, messaging, QNX embedded business and the devices business. However this
structure drives greater and more efficient focus on services and softwares, building an establishment to a
better business model for the devices and supports each units growth objectives and its transformations.

Comparison of the before and after. Identify the added value offered by the
technology and how it influenced the business model
(JOHN)
The first ever RIM device
The Canadian company Blackberry Limited who used to be called Research In Motion (RIM) released
their first ever hardware in 1996 Inter@active Pager, a two-way pager that lets the first 400,000
thousands users to receive and send messages over the cyberspace via wireless data network known as
Mobitex which later on expected to attract 51 millions other users in the year 2002. RIM was the first
company that allowed users to use email on their smart phone with a 1G data-only also a limited HTML
access provided via third party software such as WolfeTech PocketGenie or GoAmerica browser.
RIM (5000 and 6000 series)
Few years later, the company developed a new hardware where they combined a built-in mobile that
allows the users to run Java that can be transmitted data over a 2G cellular data. Back in the early 2000s,
the company marketed their products as as email-capable mobile phones rather than as 2-way pagers
which targeted businesses rather than customers. All of the 5000 and 6000 series were originally made
as black and white devices. These set of series were considered as smart phone back then due to its
capability of letting the consumers to access their emails through their phone, the feature of listening to a
two-way radio with a headset.
First color models (7000 series)
After one year, the company revisited their monochrome models and decided to upgrade the screen
resolution into color, but kept the same physical look from the previous models which attracted many
potential customers. The early 7000 series classically used a dim electroluminescent backlight and a
result a poor resolution. After the 7290 series, the company started to use LED backlight that resulted a
better resolution of the screen. Back then most of the 7000 series had 16 MB without Bluetooth
connectivity except for 7290 it had 32 MB and Bluetooth connectivity. In addition, the 7290 was also the
first quad-band Blackberry device. One of the 7000 series (7270) was capable to connect to Wi-Fi and the
7520 had GPS built in. This series kept the business running with the latest invention.
First SureType models (7100 series)
Each year, the company Blackberry keeps on developing new devices in order to answer customers
needs. In the series of 7100, RIM expanded their market variety by launching the first ever device without
any QWERTY keyboard instead in the form of a candy bar. They used the QWERTY-like keyboard to take
advantage of peoples memory of the computer keyboard due to the fact that each button was roughly
related to each key. Also the other reason why they used that kind of keyboard is to reduce the size of the
device. The 7100 series became more and more popular to the eyes of the consumers because of the

size that is very similar to the other competing consumer-market cellphones. As things go, the company
became worldwide where different carriers carried the Blackberry series.
The consumer models (8000 and 9000 series)
In the year of 2006, the company became more and more popular and decided to make a new consumer
models where business exploded with a list of new models with different specs. This series is divided into
nine different family names. (Electron, Pearl-Pearl flip, Curve, Bold, Storm- Storm 2, Tour, Style, TorchBold Torch, Blackberry Porsche Design.)
-Electron: This series is compatible with different kind of GSM 850/900/1800/ and CDMA that uses miniSIM. The 8700 series are the first every Blackberry device that runs on an Intel-based processor which
resulted a 1.37 billion USD of income just after four months it was released.
-Pearl / Pearl flip: A revolutionary series for the company. This series was the first Blackberry device to
have a camera and media player released few months after Electron. Also this series used the trackball
technology that served as a guide for the phone. Pearl flip is the same as a normal Pearl series but in flip
phone type.
-Curve: The series that really changed the phone business. Blackberry labeled this series as consumeroriented which is what they really focused on. This was a hit that it supported North American and
European GSM technologies. Later on, they released a model that contained a GPS technology. With all
the success that they were getting, the company revisited their models and introduced a new trackpad vs
the trackball in the previous models. Not only they revisited the physical aspect of the phone they also
improved the internal of the phone. The curve 9300 uses a 3G network and a faster processor which
seems to be the typical phone in that day. Also, the company developed a touchscreen model (Curve
9380) without any physical keyboard.
-Bold: This series was mainly made for the customers that were looking for a premium quality device.
Some of the bold series were bigger than the normal Blackberry and some were touchscreen. This series
is considered premium due to some aesthetics like leather backing, soft touch, carbon fiber and metal
side with better specifications unlike the Curve that was made in cheap materials like plastic backing. This
series also features the capacity to expand the memory of the phone with a micro SD that was first
featured in Pearl series.
-Storm/ Storm 2: The Blackberry only released two models from this series which is a full on touchscreen
smartphone. This series is supposed to be an alternative to the leading competition The iPhone and
The Android devices. The reason that Blackberry only released two models of the Storm was because of
the mix critics of the consumers. Their many concern was how difficult to operate the touchscreen, the
new phone software and the poor call quality.
-Tour: The Tour model is basically the same thing as the Bold series, but features the capability of the
global roaming. The mainly just revisited the other devices in order to produce a much better device with
a higher-resolution display, 3.2-megapixel auto-focus camera, 3G data overseas and a faster EVDO.

-Style: This series was just a flip phone that combines all the other series aesthetics and specifications.
In the year 2011, Style earned a CNET Editors Rating of very good with an impressive phone call quality.
-Torch: Just like the Style model, the company developed Torch series which is very similar to Style, but
in a sliding technology instead of flip phone.
-Porsche Design: A very special model that not everyone could afford. This series was design by
Porsche just like the name says. The model is actually a limited edition.

Blackberry 10
This series released nine models which is based on QNX, a Unix-like operating system that was
developed by QNX Software Systems until the Blackberry company bought it in April 2010. As a result,
Blackberry released a tablet called Blackberry Playbook and full on touchscreen smartphones. The main
feature of Blackberry 10 is the Blackberry Hub that collates all the emails, SMS/MMS, calls and
notifications in just a single application. This series came with some preloaded applications like
Documents to Go (which supports Microsoft PowerPoint, Word and Excel files) Story Maker (editing
software for music and video stitching) and the basics like notes, reminders, calculator, clock, music,
media, weather and file management. For additional storage, some services were available such as Box
and Dropbox that were integrated by default. Just like other operating systems, this series came with
Blackberry World that lets users to download free and paid applications (120,000 applications in total).
Blackberry Priv
This is the latest model that the company released which is a stepping stone for them due to the change
of operating system of the phone. This model is a slider smartphone that was developed by Blackberry
Limited, Private (PRIV) in short is the first ever Blackberry-branded smartphone to not run their own OS.
In fact, this model runs in Android OS that is an alternative to the IOS by Apple which has been the
competition operating system of Apple for the last six or seven years. Having that said, alternative doesnt
mean that the OS offers something bad. Some customers actually prefer Android due to liberty that it
brings the users.

(SHELBY)
A lot of people ask, why Blackberry? Blackberry is proven to have been successful in regulated
businesses. They are reliable and most likely to be secured. Its all about getting things done while you are
on the go and to speed up the proccess of necessary tools for your business.
A smart phone specially made for business inquiries, wouldnt you want a smart phone that does not take
a long time to load, a smartphone that will be a good asset to your business whenever you need it without
any complications?!
Blackberry technology was a considerable growth in mobile technologies, conclusivley led to its
reputation. Its purpose was to stay directly connected to your home and office network which made it the
most dominate mobile device today. Blackberrys enterprise server known as (BES) is desired to
instantaneously update when any data event occurs. To perceive the Blackberry technology better first
you need to
The Blackberry has a valuable software that constitues a high volume of security purposes for
enterprises, the feature is called secuSUITE. This app provides protected calling and text messaging on
their mobile devices. SecuSUITE will assure you the conversations against electronic eavesdropping will
be preserved. You could also benifit from this feature/app considering it is battery friendly! It has a on
demand access that assists to establish the power you need throughout the day and helps your phone
keep its chilled.
I would like to propose you with the latest Blackberry! Its called the Blackberry Priv This spesific
Blackberry has The network/technology of GSM/HSPA/LTE, it was released November 15, 2015. Just like
all the other Blackberrys the software used is ANDROID OS, the Blackberry Priv has a 32Gb storage with
a mircoSD card slot! It has an additionally touchscreen keyboard as well as its incredibaly good camera
that has 18 mega pixels. The battery charges rapidly and it lasts up to 420 hours just on standby, 24
hours for talk time and with your music playing up to 73 hours!
Due to the assemble of Blackberry failing to contest over Apple and Samsung they had to target a
software that would bring up the comanys revenue. In December 2015 Blackberry progressed to 12
percent for its revenue for the first time in two years. They have successded in constructing a software
which they achieved $162 million in services revenue.

Financial, Technical and cultural challenges involving the implementation of the

technology
(HIMANI)
In last few years, the frequency of subscribers of Blackberry increased tremendously. When Apple iPhone
was first released in fiscal period , at that time RIM(RESEARCH IN MOTION LTD) had released their
analysis with 10.5 million users of Blackberry. However, when GOOGLE android comes in market , the
number of users inclined to 21 million.
The first declined in Blackberry users was in forth quarter of fiscal period at the end of march, 2102. As it
was drop by 21 percent from last quarter. RIM suffered from the Net Loss of US$125million. Blackberry
market share value was decreased to 3 percent from 9 percent.
Moreover, when company incurred net loss US$518 million in its first quarter revenue in 2013 fiscal year
and reported to execute a US$1billion a cost saving initiative. Also , RIM declared that detainment of
Blackberry OS till first quarter of 2013 (fiscal year).
In 2012, RIM published that the users of Blackberry rose to 78 million universally. It also declared that
boom in market shares values by 7 percent. The company revealed that that profit of US$14 million as it
was great improvement as compared to previous years. As well as , RIM also increased cash reserves to
US$2.9 billion. The subscription value of Blackberry first time fall by 70 million even after reaching at the
highest rate in previous years.
A company circulated that the instant sending messages will be also available for Android and iPhone
devices in 2013 . With this users can send and recieve more than 10 billion messages per day .
furthermore, changes in BBM channels was expected in end of 2013.
In September 2013, the media broadcasts that the company lost its US$1.049billion in second fiscal
quarter of 2013. Due to demand of iPhone , stock value of Blackberry decreased by 87 percent during the
period of 3 years (2010 and 2013).
In 2015, revenue was $966 million decreased by 10 million or from $976 milion from previous fiscal year.
In the first quarter , company divulged hardware revenue nearly 1.6 million Blackberry smartphones
contrast to 1.3 million Blackberry smartphones in past years.
In coming year , the company expect more revenue growth in the remaining fiscal period of 2016.
Blackberry published the agreemengt to use good technology for $425 in cash. The company offers best
end to end solution that secures the entire mobile enterprise. Blackberry adds new technologies for
instance secure application management and containerization that protects end user privacy. This
capabilities wills brings in Blackberry 10 and android management to provide customers with secure
operating system.

Blackberry announced two innovations that will launch in coming months : First one is flagship slider
device, PRIV which will use on android operating systemand which will increase the security and
productivity of the mobile . This combination of strengths will take place in Blackberry 10.

Conclusion
(BELLA)
Ultimately, Blackberry is a smartphone that is well known all around the world. The technology that has
evolved within the years made it harder to compete. Strategically, dependantly and formulating,
Blackberry in our opinion has improved a lot. We can all agree Blackberry has decreased of economics
and revenues, in the past fisical quarters.Within a high rate of competion against other technological
businesses, Blackberry was the first to start the trend of touchscreen. Over a time laps, iPhone came in
revenge and took over everything. Blackberry being declined by millions of of dollars, made everything so
depressing, leaving struct through and comprehended it would be too difficult to compete in this market,
thus they remained and odcused on what they do best, which is reaching productivity need and
professional enterprises. With return, customers have remained loyal and spirtual to Blackberry.