Marketing Research

Paper Summary:

This paper looks at how secondary market research could potentially be used in the product development processes at Canadian-based Research in Motion (RIM). The paper relates that is critical for RIM to continually evaluate their product strategies versus broader competitor, customer, and market trends. Several color figures and tables are included with the paper.

Outline:
Summary
Product Development Challenges for RIM
Market Segmentation Driving Product Development at RIM
Competitive Landscape and Analysis

From the Paper:

"This equates into a major customer benefit of being able to use their Blackberry anywhere in the world at any time. Many of the road warrior-class of CEOs who own Blackberries has been asking for this feature for years, and RIM is continually monitoring the technology and services providers globally through secondary research to determine the best possible time to enter into partnerships and deliver this service. For both the management of DRM capability and global roaming through a Solution Platform Ecosystem, the RIM Server Software needs a major re-write."

Sample of Sources Used:

• Ovum Research (2006) - Worldwide Multimedia Cell Phone Forecast. Source: Credit Suisse First Boston Analysis of the Multimedia Cell Market (2006)
• Flextronics (2006) - Annual Report and key investor5 briefing materials. Accessed from the Internet on October 10, 2007:http://www.flextronics.com/en/Investors/ConferenceCalls/tabid/69/Default.aspx
• IDC (2006) - Worldwide Multimedia Cell Phone Forecast. Framingham, MA. Published July, 2006.
• AMR Research (2005) - Research Alert on Cellular Phone Costing and Forecast Alert. August 2005. Boston, MA
• AMR Research (2006) - Costing and Forecasting of Ceullular Phone Market Development. January 2006. Boston, MA.

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