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demand-driven and not a product of corporate fantasy The Pearl is not a consumer product, but consumers want it The BlackBerry is like a Porsche It s a sports car, but people drive it in the city and they wouldn t drive anything else [The Pearl] was like adding a trunk and a couple of cup-holders to our Porsche Lazaridis usually declines to talk about the competition, saying simply, You call it competition it s our challenge! 5
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RIM has been part of the Deloitte s North American Technology Fast 500 for ten consecutive years, more times than any other company, and for good reason First, Mike Lazaridis has always insisted on progressive evolution for BlackBerry devices, from the two-way pager to the rst BlackBerry with an integrated cell phone, to the Storm touch-screen model All major changes had to be incremental, with thoroughly tried-and-tested solutions to meet the growing needs of its messaging loyalists, especially in the business world Lazaridis also sees the key to the BlackBerry s success in the fact that RIM employees use the device to collaborate, swap ideas, get client feedback, and generally keep the operations running in sync There are two types of companies, he says There s one company that makes products that other people use, but they don t actually use them themselves Then there are companies that make things they actually use and depend on We fall squarely in that space we build things that we use every day We have people making sure we choose the right technologies three years out, four years out, and so on 6 Lazaridis is driven to innovate and perfect He once invited a group of Zurich watch designers to RIM headquarters in Waterloo
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5 Jane Martinson interview in The Guardian, Friday March 2, 2007<*> 6 David Fielding, Leaps of Faith, Globe and Mail, April 25, 2008<*>
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From Brand to Icon: Seven Years in Motion
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to consult on building miniature devices His goal as always was to craft elegant smartphones built like Swiss watches Perhaps a voice-activated Dick Tracy style BlackBerry Watch is in the cards
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During the rst ve or six years of the BlackBerry, this corporate attitude kept RIM running hot and competing at a very high level, packing in new features and turning out an increasingly sophisticated series of smartphones, until by 2007, RIM stood at the pinnacle of the wireless world, making the best smartphones and providing the best e-mail services bar none As 2007 began, RIM s future looked dazzling, and some analysts were expecting the BlackBerry business to grow exponentially Nomura Securities estimated that only 12 percent of a total number of 600 to 700 million corporate e-mail accounts had been mobilized so far The only major distraction came in March 2007, when securities regulators on both sides of the border, trying to make the granting of corporate stock options more transparent, turned the spotlight on companies like Apple and RIM On the advice of its accountants, Research In Motion had granted employee stock options under new options backdating rules, but when questions arose, an internal investigation showed RIM it had to change its methods In response, Balsillie stepped aside temporarily as chairman until the needed changes were made RIM also agreed to restate nancial results since 2004 and deducted US$250 million from recent earnings, and top RIM execs later agreed to pay penalties to US and Canadian securities regulators Meanwhile, back in the battle eld, competitors were sharpening their axes, attracted by the margins RIM enjoyed by blending its hardware with software and service solutions There is a saying that success breeds not just envy but demand, and other hardware
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