Based on the segment analysis, only the first segment is the most engaged with the device from RIM, while the others do not show as much engagement. Referring to the descriptive table from the PDF makes it clear that the first segment is represented by people in the middle age category of 25-45, who have a secondary education degree, and who are business professionals.
RIM’s primary concern, however, is confirmed since the first segment is executive managers and executives, and therefore still primarily interested in them. Of course, we can say that the second and third segments were moderately well-received by Blackberry Pearl, but compared to other brands, it is still not a very high score. In other words, it should be generalized that for RIM, the perception of the executive segment was the highest, but the company never managed to get the serious engagement of other segments.
