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Maxims applied: Missing a market segment split can be costly as Apple's rapid rise against RIM in smartphones shows.

Posted on: 23-Feb-2009

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Itís a fundamental principle that when attacking a market leader, it is best to segment away its weakest part of the market. These areas are often blue oceans. The leader will be slow to react, as they are often weakest in areas where they have not found profits. Thatís how Apple approached RIM in the smart-phone market and indeed, RIM was slow to react. Smartphones had never been strong with consumers. It was generally assumed that price was the biggest issue. What RIM missed

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About weQuest:
weQuest's are written by G Dan Hutcheson, his career spans more than thirty years, in which he became a well-known as a visionary for helping companies make businesses out of technology. This includes hundreds of successful programs involving product development, positioning, and launch in Semiconductor, Technology, Medicine, Energy, Business, High Tech, Enviorntment, Electronics, healthcare and Business devisions.

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