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One of the most strengths of Research In Motion (RIM) is its brand image, as famous of its globally smartphone products called BlackBerry. RIM has a wide range of customers and established in many developed countries which can gain its brand image among its competitors. As RIM is responsible for innovation of high technology products, there is an effective R&D in RIM to make RIM stay competitive in smartphones industry. A strong relationship between RIM and its service providers showed one of RIM's core capabilities.

[pic] Weaknesses

However, RIM has some weaknesses to conquer as well. RIM focused only in its niche market which is risky because competitors may take away RIM's customers which is not good for any organization. Well, RIM remains the most successful mobile software vendor, but not in its hardware. If we come to the RIM's hardware, there are limitations of it. Furthermore, RIM has a limited application stores and even for the customer services stores. The customer who makes a contract with their operator services is the only customer who can get more benefits in order to fix or repair the devices. This is make the uncontract customers cannot get any benefits from their services providers.

As the telecommunication industry is continuously growing, this is the opportunities for RIM to take a part of it. It can be done by making their products more innovative in order to compete with other competitors. As RIM exists in only developed countries, RIM can also introduce its products in small countries that haven't developed yet. Moreover, in this today's economic situations, there are many small smartphone industries start up their firm with struggling financial that can be another opportunities for RIM to be more established in this market.