BlackBerry & Brand Positioning Strategy

BlackBerry 5810 -Image Source::

In 1984, Mike Lazaridis and Doug Fregin started a consulting company Research In Motion(RIM). The firm designed and developed several hardware/software products for the local wireless communication industry. In 1989, Lazaridis developed mobile messaging and a wireless e-mail gateway service called RIMgate.

In the early 1990s, the company designed a portable, low-cost, and powerful Radio modem



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