After failing to maintain their number one spot in their home country in Canada, RIM is now trying to get more markets offshore. Recent news discussed is that they are penetrating other countries, especially in the Middles East, Asia, and Africa in order to get back on track to providing excellent mobile communication services. At the moment, RIM is planning to put up a local retail store which will be set in Dubai as part of their marketing strategy to continue that great impression across the globe.
This 1, 500 square feet retail store in Dubai is said to be the flagship store of RIM, along with a local partner - Axiom Telecom, are planned across the region as mentioned by the Managing Director of RIM’s Middle East business, Sandeep Saihgal.
“We’re getting the first one up and running and then we’ll be looking at other cities across the Middle East -- Saudi Arabia, Kuwait, Qatar,” Saihgal said in an interview at RIM’s headquarters in Waterloo, Ontario, where he was visiting from his base in Dubai.
The relationship between RIM and the UAE has a slightly rocky past. A few years ago, during a drawn-out saga, the Middle Eastern government said that it would block e-mail, instant messaging, and Web browsing on BlackBerry devices unless they came in line with UAE telecommunications regulations and standards. Fortunately, the two parties settled to an agreement before the restriction was to be enforced and that is what RIM is trying to do now in being more flexible not only towards Middle Eastern markets, but to other countries as well.
In my opinion, I believe that these actions being taken by RIM are simply one of their options to level themselves again with their competitors. Although the strategy is so “classic”, I am pretty sure that they will be able to reach their goals this year and in the future. RIM may not be the number one now but slowly, I know that they are not too far in achieving their objectives. No one could ever conclude that RIM is not going to be able to keep up with the all the changes happening the mobile communication industry as they are doing the very best they can to provide an exceptional service to everyone.“The Middle East is different from Indonesia and what we need to do is a little bit different in terms of the experience we want to deliver,” Spence said. “We’re being very focused in terms of the countries and cities we’re doing it in, based on where the brand is and what we think we need to do.”