RIM or Research in Motion is now known as Blackberry, a world renowned name in wireless technology which has transformed the cellular phone industry with its innovative line of products. The company has more recently launched a new mobile handset, the Z10 and claims to have overhauled the user’s Blackberry experience (RIM, 2009).
Upon using the behavioral division method, that separates consumers based on usage of the products, the target market for mobile devices can be categorized into two major types of users. The first target market is business professionals. Researches have indicated that RIM is a well situated brand for ...
