Integrated market communications for Blackberry – conclusion

RIM can redress its losses in smartphone’s market share by reorienting its marketing communications. This paper evaluates how the Blackberry market place status affects the marketing communication for RIM. Blackberry’s market share losses have arisen with aspects such as glitches in product launches and lower application development compared to competitors. Additionally, the entity’s CRM approaches have failed to establish strong consumer-brand associations that would prevent such market share losses. To enhance its brand’s performance, RIM’s communications should seek to reduce negative publicity caused by litigation and glitches in product launches, recoup market share losses, and enhance the market for the entity’s enterprise solutions in emerging markets.


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