ABSTRACT
In April 2011, Waterloo Ontario’s Research in Motion (RIM) launched the long-awaited Blackberry Playbook, RIM’s offering to the fast-growing tablet market. The Playbook was announced in September 2010; it created substantial interest among the tech and business community based on the features promised by RIM and those expected in a RIM product: high levels of security and push e-mail. Many potential Playbook customers got impatient and crossed the street. Looking at the design of the Playbook, it would appear that RIM also had difficulty identifying the target market. First-to-market companies have the luxury of developing and launching a product or service that defines the market rather than asking customers what they want. Projects are a number of things to the company, but they are primarily the embodiment of strategy. Projects bring strategy and vision to life for a company.
