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How Should Rim Become A Niche Player Within The Industry

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How should RIM become a niche player within the industry by focusing on one or two products?
Blackberry should become a niche player within the industry by focusing on 2 products. One of the product should focus on creating secure messaging software by adding a security layer on Google’s Android Operating System and other should be adapting this modified Android OS into its existing handset. Taking the efficiencies and security of Blackberry OS and placing it within the popular Android platform, Blackberry should transform the company from a hardware focused business to a secure message software company. They should focus on customized software specifically on secured wireless that can be used by hospitals, airports, enterprise business and government. Blackberry should focus on the corporation and government sectors of the market, as well as the general consumer market in order to …show more content…

Blackberry should partner with Google to help make Android devices more secure for enterprise use. This will help keep Blackberry relevant while helping Google reducing enterprise customers concerns about Android’s overall security. Blackberry should promote their OS by adding a security layer on Google’s Android which constitutes 47% market share with over 400,000 apps available in market place. Blackberry can no longer compete with the likes of Apple’s iPhone and Google’s android based Smart phones in the consumer market. They failed to leverage with US telecom companies in order to promote their product during 2010. The lack of apps in BlackBerry's own app store, as well as a user experience that has caused Blackberry to fall behind Apple's iOS and Android. Blackberry operating system is not an open source architecture, this creates an opportunity for other OS vendors to provide better application developer tools for operating systems that runs on Android and Apple’s

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The strategy in this business is the increase of sales and achieving a sustainable competitive advantage. Apple, for instance, does get several updates of its products each year such as the I-Phone 6, I-Pad/I-Pad mini, Mac Book Pro, Apple Watch, etc. Based on the reading (text), “when Apple can persuade you to buy a computer because its guy is just plain cooler than some IBM nerd, there may be no way out.” (Pg. 163) According to Psychology today, “Apple works with powerful cues signaling ownership that are apparent even when their product itself is hidden from view.”

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Apple Inc. embraces diversification strategy as a means of promoting its viability in the market. Largely, the creation of the three products lines compounds the sources of the company’s income. In fact, the company does not rely on a single source of income because the product design belongs to different categories. This strategy cushions the business from suffering risks of associated with depending on a single business. According Hitt, Ireland, and Hoskisson (2014, p.135), the benefit of handling many products is that when one product fail or does poorly in the market, the business is would shift its attention of the best performing products.

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