RIM’s primary goal is that their product “could move the original BlackBerry beyond the boardroom and executive suites.” In other words, RIM wants to change the perception of their product in the minds of consumers. However, a study of the available information shows that the company does not seem to have enough potential for success. In particular, a reference to Figure 1 shows that Blackberry Pearl loses significantly in technological functionality but has some advantages in measuring perceived quality.
In other words, consumers tend to perceive the Blackberry Pearl as a high-quality but feature-poor product. Even if RIM continues to invest in quality improvements, this will not help the company find commercial success. Instead, it is recommended to work on improving the functionality of the smartphone, making it not essential but unique in the market. Basic chips are great for executives, but they do not appeal to young people who are looking for something more. Hence, investing in innovation and simultaneously targeting the third segment (18 to 25 years old) will help the company reposition itself intelligently.