Research in Motion (RIM) is a handheld computer company that focuses specifically on business users that need dependable access to e-mail and the Internet while away from their office. For RIM, this specific type of user within the large business market segment is referred to as its:

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RIM's target market is a specific group of business users who require reliable access to email and the internet while on the go. This smaller, specialized market segment is commonly referred to as a niche market.

Research in Motion (RIM) Is a Handheld Computer Company That