Research in Motion Ltd. (A‪)‬

Top management at Research in Motion (RIM) were considering a significant change in strategic direction. RIM manufactured two-way pager, wireless PC card and OEM radio products. With the anticipated convergence of wireless and Internet e-mail, RIM saw an opportunity to sell end users a two-way, e-mail end-to-end solution, including both hardware and telecommunication service. Management had to assess whether this was an attractive opportunity. If they did enter the market, RIM would have to decide whether to target individual users or corporate information technology departments and select channels to reach its targeted customers. RIM also faced some challenging marketing communication issues, since about 50 per cent of potential users showed no interest in a mobile e-mail solution.