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on capital employed (ROCE) for an average five year is around 30 percent which is better then its competitor Apple Inc which is 21 percent. Yet again RIM gaining an advantage here over its rival firm. These ratios are very important in terms of analyzing the performance of the company in financial perspective.

Now we will look into an important profitability ratio which is net profit margin. 'The profit margin tells you how much profit a company makes for every $1 it generates in revenue or sales. Profit margins vary by industry, but all else being equal, the higher a company's profit margin compared to its competitors, the better.``

It is calculated as:

Net Income after Taxes ÷ Revenue = Net Profit Margin

RIM's average net profit margin ratio is around 18.7 percent. More than double if compared to its industry which is around 8 percent. If we compare RIM's net profit margin to its rival firm Apple it is ahead in this department as well by a marginal 5 percent. Being ahead of a competitor just shows the management efficiency and effectiveness of RIM which is doing great as compared to its rival firms.

Other ratios on the financial condition of the firm are very crucial as well. This shows whether the business has enough to pay for its liabilities. We are talking about the quick ratio.

It is calculated as:

RIM's quick ratio is 2.1, which indicates that it has enough to pay for its liabilities. Anything more than a one is considered to be acceptable. So RIM has managed this very efficiently.?  Apple Inc is not far behind as its quick ratio is around 1.9. Not much of a difference but again RIM having the slightest of advantage.? ? This ratio is essential as it determines whether the firm is able to convert its most liquid assets in order to meet the current liabilities.

The financial? statements for RIM seem to be in excellent shape as it's the fastest growing company in the world presently. For the past three years there has been 77 percent rise in the revenues, 84 percent increase? in profits and a total return of 45 percent. These are staggering numbers which any company would wish to have. As we have mentioned of the quadrants of the balance scorecard we now will move on to the next one which is the customer or market aspect. (Mobile Burn, 2009)

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