Research In Motion Ltd.’s new chief executive, Thorsten Heins, discusses his ideas on how he plans to revive his firm. He does not rule out the possibility of licensing BlackBerry Messenger technology to other platforms. Mr. Heins mentions that RIM needs to take some dramatic steps to regain its lost market share in the U.S. One such step is the aggressive marketing of its new “Be Bold” campaign.

Questions:

1. On seeing the advertisement, do you think the new “Be Bold” campaign will be effective?
2. Suggest a few strategies to RIM to increase its U.S. market share?
3. Performs a SWOT analysis for RIM in the U.S. market.

SOURCE: Matt Hartley, “Comment: RIM’s ‘dramatically different’ recycled marketing campaign”, Financial Post (Retrievable online at http://business.financialpost.com/2012/01/30/rims-dramatically-different-recycled-marketing-campaign)