Top management at Research in Motion (RIM) have been considering a significant change in strategic direction. RIM made two-way pagers, wireless PC card and OEM radio products. With the anticipated convergence of mobile and Internet e-mail, RIM saw an opportunity to sell a two-way end-users, email, end-to-end solution that is both hardware and telecommunications services. Administration had to judge whether this was an attractive opportunity. If it did come on the market, RIM would have de … Read more »

Top management at Research in Motion (RIM) have been considering a significant change in strategic direction. RIM made two-way pagers, wireless PC card and OEM radio products. With the anticipated convergence of mobile and Internet e-mail, RIM saw an opportunity to sell a two-way end-users, email, end-to-end solution that is both hardware and telecommunications services. Administration had to judge whether this was an attractive opportunity. If it did come on the market, RIM would have to decide whether individual users or business IT departments targeted and select channels to reach its targeted customers. RIM also some challenging marketing communications problems since about 50% of potential users face showed no interest in a mobile e-mail solution.
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Adrian B. Ryans
Source: Ivey Publishing
20 pages.
Release Date: 1 January 1999. Prod #: 99A036-PDF-ENG
Research in Motion Ltd. (A) HBR case solution