Jobs in Research In Motion (RIM) is considered a significant change in strategic direction. RIM made two-way pager, a wireless PC Card, and the products of OEM radio. With the anticipated convergence of wireless and Internet e-mail, RIM saw an opportunity to sell to end users with two-way, e-mail, end-to-end solution, including hardware and telecommunications services. Management was to assess whether this was an attractive opportunity. If it were to enter the market, RIM will have to decide whether to target individual users and corporate information technology department, and select channels to reach their target customers. RIM also face some challenging marketing communications issues, given that about 50% of potential users showed no interest in mobile e-mail solution. "Hide
by Adrian B. Ryans Source: Richard Ivey School of Business Foundation 20 pages. Publication Date: January 1, 1999. Prod. #: 99A036-PDF-ENG
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