Blackberry Pr Case Study

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The stand-off had become increasingly heated, and while Lazaridis may not have expected questions about it at what was ostensibly a product demo, the topic shouldn't have been out of bounds.

Early to Mid-2010: Despite a declaration by Mike Lazaridis that the market and use-case for a tablet is "a difficult one to judge," rumors circulate that the company has something in the works.

Lazaridis says, "We’re not trying to dumb down the internet for a small, mobile device.

What we’re trying to do is bring up the performance and capability of the mobile device to the internet." December 7, 2010: Lazaridis appears with Kara Swisher and Walt Mossberg to demo the Play Book.

With Android, i OS, and even Windows Phone gaining market share, the Waterloo, Ontario, company finds itself in a battle for relevancy.

The past year has been especially hard on the once-innovative RIM, but it may be at a turning point. Last April, Mike Lazaridis sat in a BBC studio, holding his company's future in his hands: a svelte seven-inch tablet, black, with the word "Black Berry" emblazoned across its front. The company was Research In Motion, the Canadian firm whose Black Berry virtually created the smartphone market.

Apple's success opened the door for another large, deep-pocketed competitor: Google, with the acquisition and development of Android.

The mobile landscape shifted dramatically — new players, new customers, and new alliances — and RIM made costly missteps scrambling to adjust.

Apple's i Pad similarly re-defined the market for tablet computers, and then dominated it, a host of Android-powered competitors following in its wake.

Apple had already released the i Pad 2 by the time RIM offered its response, the tablet Lazaridis held in his hands.


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