Question

Research in Motion Ltd. (R.I.M.), the maker of the BlackBerry, is the North American leader in building smartphones, the versatile handsets that operate more like computers than phones. Once the exclusive domain of e-mail–obsessed professionals and managers across the business market, smartphones are now prized by consumers who want easy access to the Web and digital music and video even more than a mobile connection to their e-mail inbox. The iPhone introduction shifted the contours of the smartphone market toward consumers. An industry once dominated by technical discussions about enterprise security is now dominated by buzz around video games, sleek handset design, and mobile social networks. "That means that R.I.M., which has historically viewed big corporations and wireless carriers as its bedrock customers, needs to alter its DNA in a hurry" in order to retain its leadership position. In the first quarter of 2008, R.I.M. held 45 percent of the U.S. market for smartphones, compared with a nearly 20 percent share for Apple.44 The breakdown in sales indicates that BlackBerry dominates the corporate market and Apple’s iPhone is strong in the consumer market.

Suggest possible strategies that Apple might follow to strengthen the position of the iPhone in the business market. In turn, what strategies could R.I.M. follow to strengthen the performance of the BlackBerry brand in the consumer market?

Answer 1

Apple can enhance iPhone's business appeal through better security features, enterprise partnerships, and professional device variants. R.I.M. can strengthen BlackBerry's consumer appeal with improved user experience, social media capabilities, and modern design aesthetics.

Step-by-step explanation:

To strengthen the position of the iPhone in the business market, Apple might implement several strategies. First, Apple could enhance the security features of iPhones to appeal to corporate IT departments. Features like improved data encryption, secure boot processes, and fine-grained controls over app permissions could be stressed. Additionally, Apple could develop or improve partnerships with enterprise software providers, integrating office productivity suites and management tools directly into iOS. To facilitate use in various business environments, Apple might also consider offering a range of iPhones tailored to different professional needs, such as high-durability models for field work.

On the other hand, R.I.M. could strengthen the performance of the BlackBerry in the consumer market by focusing on the user experience. To do this, R.I.M. could prioritize development in areas like social media integration, multimedia capabilities, and a more extensive app ecosystem. R.I.M. might also consider collaborations with popular consumer brands or influencers to improve their brand positioning. Additionally, employing a design philosophy that centers on sleek, modern aesthetics could attract a broader base of non-corporate users.