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The purpose of this paper is to present a detailed Environmental scan, covering the next three years (2010-2012), for Research in Motion (RIM), the company whose portfolio is comprised of a single brand: BlackBerry, and all the services that revolve around it. Rather than focusing on a particular device under the BlackBerry hierarchy, the Strategy encompasses the entire BlackBerry “Umbrella Brand”. The methodology for this paper will be to first present the Product Market structure & define the Relevant Market, followed by a detailed analysis of the major macro and micro environmental trends, the strategic implications of those trends in terms of the Product Market Structure, Primary & Secondary Demand, Segmentation, Competitive Analysis and finally a conclusion. Prior to presenting the strategy, it is first important to get a sense of the BlackBerry brand’s background and history. BlackBerry is a line of smartphones which was initially launched by the Canadian company Research In Motion (RIM) which first developed a two-way pager in 1999. The major features of BlackBerry devices include various wireless services such as “push e-mail, mobile telephone, text messaging, internet faxing and web browsing”. Because of its multi-functionality it is sometimes referred to as a “Convergent Device”

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