Research In Motion:
A Balanced Scorecard Analysis

Contents Company Profile 3 Recent Accomplishments 4 Recent Problems 5 Competition and Market Status 6 Implementation of Planning Process 8 RIM’s Perspectives 9 Customer Perspective 10 Financial Perspective 10 Learning and Growth Perspective 11 Internal Process Perspective 12 Balanced Scorecard 13 Kaplan and Norton Alternative Strategy Choice 13 References 15 Attachment 1: Five year stock comparison of RIM, Apple, and Google 16

Research In Motion
Company Profile Research In Motion Limited (RIM) was founded in 1984 and is headquartered in Waterloo, Ontario, Canada but has multinational operations with offices in North America, Asia-Pacific and Europe. …show more content…

“The best way I can describe BlackBerry is as a one-trick pony,” one source said, “The one trick was their secure messaging platform. Management has yet to understand that the world has changed. They didn’t understand that it was a software game going forward.” (Rosenwald, 2011) Touch screen technology is a second area that RIM has underperformed in. Currently for sale from Verizon Wireless, one of the country’s largest mobile service providers, 1 BlackBerry device, 20 Android devices, and 2 Apple devices that have touch screen capability. While email is one of the main selling points for a BlackBerry, made easier by a physical keyboard, RIM miscalculated the popularity of the touch screen technology and has limited its use in its devices.
Competition and Market Status The Smartphone market is an interesting one, the market is essentially insulated against changed in the economy as devices are considered both necessary for communication and as a status symbol. Smartphones are commonly used in businesses and are often distributed to employees as business related communication devices. The Smartphone is an ever-popular product for which the technology is always changing and quick development is the key to maintaining the most popular device operating system (OS). Having this OS popularity is