Top management at Research in Motion (RIM) were considering a significant change in strategic direction. RIM manufactured two-way pager, wireless PC card, and OEM radio products. With the anticipated convergence of wireless and Internet e-mail, RIM saw an opportunity to sell end users a two-way, e-mail, end-to-end solution, including both hardware and telecommunications services. Management had to assess whether this was an attractive opportunity. If it did enter the market, RIM would have to decide whether to target individual users or corporate information technology departments and select channels to reach its targeted customers. RIM also faced some challenging marketing communication issues, given that about 50% of potential users showed no interest in a mobile e-mail solution.
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